Love Culture in American Cosmopolitan Magazine Advertisements: The Ways Sex and Beauty Portray Love
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Date
2016-02
Authors
Hover, Molly
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This Thesis seeks to prove that a love culture exists in American magazine
advertisements by analyzing hundreds of ads from Cosmopolitan over the last fifty plus
years. Data from the ads was collected from every decade from the 1950s to 2015,
examined, and placed into categories based on the findings. These categories along with
the cultural context of surrounding article titles, social climate, and examples of the ads
were then analyzed. This was done to bring awareness o the evolution of ads in Cosmo
and show that content within these ads has implications. The hypothesis was proven
with the data gathered and analyses made and it was found that a love culture does, in
fact, exist. This Thesis does not seek to make broad statements about society based on
these findings, rather it shows the significance and consequence of using sex and
perpetuating a love culture in which sex is being used along with beauty to sell love to
audiences- with women often objectified in the process.
Description
85 pages. A thesis presented to the Department of Journalism and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2016.
Keywords
Advertising, Marketing, Cosmopolitan, Sex, Love, Beauty, Love culture