Representations of masculinity and femininity in advertisements - William.M O'Barr

• ''Masculine images typically convey power, strength, virility, athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation.''    
• Cosmopolitan goes against this as it connotes empowering, strong minded women who stand up for themselves and do what they believe in.  

scales.me.uk - representations of gender in lifestyles magazines

• ''Although women’s magazines have moved on and offer visions of independence and confidence as well as beauty and domestic concerns yet women are still encouraged to look good.'' 
• beauty is essential. cosmo, vogue, even good house keeping all offer qualities of beauty and sophistication. Looking good is key, doesn't matter about anything else. Suggests that all women are superficial.