DOMINANCE IN ADVERTISINGA progressive theme that extends over both age and economic status

FEM

ALE

Hana Saker

thesis

In this paper, I will argue that female dominance is a prevalent theme in advertising, used in a range of current magazines covering various age groups and economic statuses. I will do this through analyzing the appearance of female dominance in advertisements from Cosmopolitan, Seventeen, and Vogue (cite press kits).

method

The magazines I chose were: Cosmopolitan (original ad)

promotes the idea of a powerful young woman in her 20s and 30s to a middle class audience.

Vogue shares a similar age demographic with Cosmo, but caters to a more upper class group of readers.

Seventeen focuses more on a young girl in her teenage years, but that is also middle class, like the woman Cosmo focuses on.

Gucci

Hudson Jeans

PRO

DU

CT

AD

VER

TISE

MEN

TS:

method I analyzed the

advertisements, copy, images, and editorial content found in the three magazines by determining the age group at which it was being aimed, the projected class of the product’s typical buyer, whether the ad featured a woman, a man, or both, the positioning of the models, and finally, if the ad used female dominance to sell its featured product or concept.

EDIT

OR

IAL

CO

NTE

NT:

evidence

Cos-mopolitan

Vogue Seventeen0

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90

Featured only women in the adFeatured both men and womenDisplayed female dom-inance