A Comparison ofJapanese Magazine ‘ViVi’ and

American Magazine ‘Cosmopolitan’

COVER

Both:•Eye catching•Pop color•Female portraits

ViVi:•Variety in shot types(MS, CU, Two-Shot…etc.)•Use both exclusive models and celebrities as covergirls

Cosmopolitan:•Mostly medium shots taken from knees up•Always use celebrities, no exclusive models

INTENDED AUDIENCE

ViVi:•Senior high school girls to women in their 20s

Cosmopolitan:•College girls to women in their 30s

CONTENT

Cosmopolitan

ViVi

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Fashion&BeautyLifestyleOthers

CONTENTON

FASHION & BEAUTY

ViVi:•Lots of information on one page•Images of both models and products are heavily used•Lots of detailed fashion tips•Detailed information including step by step tutorials are often introduced in the beauty section

CONTENTON

FASHION & BEAUTY

Cosmopolitan:•Fewer images per page•Images of products play a more signicant role•Not as much information nor tutorials•Products on the page can be bought directly by clicking the “shop this page” on the upper right corner

CONTENTON

LIFESTYLE

ViVi:•Fun, energetic, and colorful page design•Image cutouts are heavily used•Comments and small paragraphs are incorporated with images

CONTENTON

LIFESTYLE

Cosmopolitan:•Simple page design, usually white base•Mostly 1~2 images for one article•Articles are much longer

CONTENTON

OTHERS

Both have astrology sections at the end!