R11373833

Media Assignment
Individual Paper
Of the two magazines my group picked, the one I will be using for my individual
paper is Cosmopolitans October 2014 issue. Cosmopolitan focuses on topics such as fashion,
social issues, sex and relationships. Likely targeting young women between ages 14 and 29, the
ads found in this extremely popular magazine often seem to have little regard for exposing
younger viewers to suggestive material. Many of Cosmopolitans ads also seem to focus on
sexual objectification and are often dehumanizing; centering on selective parts of womens
bodies rather than showing the woman as a full person. However, the Cosmopolitan ad I have
picked for this individual essay presents another common trait: a failure to advertise actual
products; instead promoting the likability of the product provider. This advertising method likely
appeals to older audience members.
The ad I have chosen is a Paul Mitchell ad. It features Paul himself in a forest holding a
baby tree (with apparent intent to begin gardening as soon as possible). He is accompanied by a
slightly rustic looking, long haired blonde woman who shows a bit of skin while triumphantly
toting a large shovel (as if preparing to help Paul Mitchell plant an entire forest). Both Paul and
model look wonderfully groomed in this ad. Paul looks to be in his mid-fifties, the female model
likely around 26. It is also important to note that both Paul and the female model are very
Caucasian; Paul even being slightly tanner than the female model.
From a quick look over, Paul is seen standing next to an empowered looking woman who
even has her entire body is in the shot! In the bottom left corner of the ad, a very small text
reads: I learned that most of the forest was going to be clear cutand I immediately jumped

in to help save it. #GivingIsMyStyle. This ads vibe says: if you buy Paul Mitchel products,
you can save the forest (or the world!). The cultural meaning behind this is very enticing in the
modern world. Everyone knows its best to go green! Lets go plant baby trees in the rain
forest! However, the advertisers are simply intending to gain long term followers of a brand
name so you can help save their world by buying Paul Mitchell productsforever. Possibly the
most interesting part of this ad is its ability to remain fairly consistent in public effect with or
without the existence of sexism, racism, and heterosexist ideologies.
Similarly, this ad also does a fairly good job standing up against the gaze of patriarchy.
The female model is brighter, more in focus, and more victorious looking. As her hair flows in
the forest wind the older, male figure, Paul Mitchell, stands behind her quite a bit more passively.
Of course it could also be argued that Paul Mitchell, the male figure, stands back and oversees
the work of the younger woman. However, I think this would be reading to deeply into the
subject. In this ad, the woman is portrayed as the leader for the task at hand. The male figure
stands in the back as if ready to help, but only if the woman needs should need help. If these
roles were reversed, the ad would resemble more of patriarchal image.
This ad can also be interestingly compared to Nancy Chadrows theory on gender
development. On the surface, the ad can be compared to Chadrows views on the mother/child
bond. The infant daughter bonds closely with the mother due to maternal identification whereas
the son bonds less intensely. This could be symbolically related to the female model in the ad
being the daughter of Mother Nature. She is portrayed to be more in touch with Mother Nature
as well as more ready and prepared to help her, whereas the man appears more detached from
Mother Nature; possibly as a means to establish a masculine identity. On a deeper level,
Chadrow also believed that to make proper claims concerning psychological development, one

must take into account cultural and historical conditions of the present time. This is presented
quite well in this ad due to the nature of the message: Paul Mitchell saves forests. Saving trees is
a cultural hot topic. Buying Paul Mitchell products will help you develop into a powerful,
beautiful, eco-friendly blonde woman.
For me, this ad was a dime a dozen. I only chose it because it stood out among the other
shamelessly dehumanizing fashion advertisements. However, this ad and the rest all attempt to
do the same thing: change your mind. Be it that you now realize youre too skinny, too fat, too
black, or whatever! The point is if you buy our product, you dont have to be whatever it is we
just made you feel like you were! I found no surprises in analyzing these advertisements. This is
nothing more (and nothing less) than what I expected to see. Still, its always good to remind
yourself of what advertisements are truly saying, and to remember its up to you to listen.