The study of Cosmopolitan and Playboy
showed that Cosmopolitan women - readers looking at the advertisements are
"encouraged to look upon the bodies of female models as a man would, to
evaluate her own body by those standards, and in turn, to remake herself."
Also, an
article called "Cosmo-politics: An Essay on Hidden Sexual Meanings in
Magazine Ads" on Associated Content noted the "common images of
women" in fashion magazines:
·
“Relative size”: Men are always shown bigger, stronger and taller.
·
“Feminine touching: A tracing, cradling, or caressing of an object as
opposed to strongly grasping, manipulating, or holding it”.
·
“Ritualization or subordination: Picturing...women on floors and beds
more than men; bashful knee bends, whining or begging postures, and unserious
clowning”.
“Ritualization and subordination in advertisements” is often associated with
the woman's role as a "sex object", giving her "childlike,
submissive, and sexual" mannerisms.
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