Cosmopolitan vs. Maxim – the Objectification of Women in Print
Tammie Wilson
31 July 2012
Cosmopolitan vs. Maxim – The Objectification of Women in Print
The following is an analysis of the similarities and differences between Cosmopolitan, a magazine marketed toward women; and Maxim, a magazine marketed toward men. While having differing target audiences, they lead the magazine industry in sales. Each publication manages to degrade women in their own way. Cosmo, as it’s commonly called, strives to be a magazine dedicated to empowering women, a way for women to own their sexuality. Both magazines deliver the highlighted information from a male perspective. Cosmopolitan and Maxim feed our male dominated society by focusing on the “ideal” image of women and focusing on sexuality in the context of male fantasy.
The articles and advertisements in Maxim appeal to a variety of male interests; video games, sports, cars, etc. In contrast, the articles in Cosmo are more focused on promoting beauty and self-improvement insofar as you are improving yourself to make you more appealing to your mate. Cosmopolitan’s target audience is young upper middle class white females. The vast majority of the pictorials feature thin, young, white women. In a recent issue, some of the featured articles were titled “Turn him on from across the room”, “52 Sex Tips”, “Sexy Summer moves he loves”. Even one of the fashion articles has a sexual undertone “Sexify your neutrals”. Now I cannot even dress in my professional work clothes without being told my cardigan needs to be sexified? What is sexified anyway? Cosmopolitan magazine does nothing to promote secure, powerful, independent women.
In comparison, Maxim is aimed at young middle class, or college-aged men. The articles are full of sexual language and images to draw the viewer in. With articles titled “Sex Games, Get her to the finish line fast”, “The Olympics’ Hottest Girls”, and “Nude Beaches 2013”. The magazine is meant to be entertaining for men, but blatantly objectifies women. It takes
31 July 2012
Cosmopolitan vs. Maxim – The Objectification of Women in Print
The following is an analysis of the similarities and differences between Cosmopolitan, a magazine marketed toward women; and Maxim, a magazine marketed toward men. While having differing target audiences, they lead the magazine industry in sales. Each publication manages to degrade women in their own way. Cosmo, as it’s commonly called, strives to be a magazine dedicated to empowering women, a way for women to own their sexuality. Both magazines deliver the highlighted information from a male perspective. Cosmopolitan and Maxim feed our male dominated society by focusing on the “ideal” image of women and focusing on sexuality in the context of male fantasy.
The articles and advertisements in Maxim appeal to a variety of male interests; video games, sports, cars, etc. In contrast, the articles in Cosmo are more focused on promoting beauty and self-improvement insofar as you are improving yourself to make you more appealing to your mate. Cosmopolitan’s target audience is young upper middle class white females. The vast majority of the pictorials feature thin, young, white women. In a recent issue, some of the featured articles were titled “Turn him on from across the room”, “52 Sex Tips”, “Sexy Summer moves he loves”. Even one of the fashion articles has a sexual undertone “Sexify your neutrals”. Now I cannot even dress in my professional work clothes without being told my cardigan needs to be sexified? What is sexified anyway? Cosmopolitan magazine does nothing to promote secure, powerful, independent women.
In comparison, Maxim is aimed at young middle class, or college-aged men. The articles are full of sexual language and images to draw the viewer in. With articles titled “Sex Games, Get her to the finish line fast”, “The Olympics’ Hottest Girls”, and “Nude Beaches 2013”. The magazine is meant to be entertaining for men, but blatantly objectifies women. It takes