Because of financial unsteadiness, the expanded number of non-Whites having jobs, and the women's rights development, men in 1970s were hoping to find some qualities that they could use to control, such as power and violence. These were the devices that they could use accomplish the desires for manhood (Katz 460-461). It means that men would be attracted by the kind of ad which emphasizes masculinity or neglects feminism. This ad uses masculinity by showing two women who are easily controlled to appeal to men. It implies that The Cosmopolitan of Las Vegas is a good place to relax and enjoy their "master" lives.
Additionally, the reddish and black color combination of this ad also attempts to persuade rich, single white men to come to the Cosmopolitan to release themselves from rules. In this ad, these two women are on a reddish orange stage with a black background. As the prominent feminist journalist Jean Kilbourne reported in her article "Two Ways A Woman Can Get Hurt," "sex in advertising is more about disconnection and distance than connection and closeness," which makes colors in this ad show more meaning than their original meaning (445). Red represents allure and black represents evil. Allure and evil imply that these two women are enticing those who are reading this advertisement as Lilith who is the sexiest, most attractive, and most intelligent female evil from some Mesopotamian myths. Also, reddish and black coordination is one of the most classical color combination, which gives audience a class but sexual imaginary. The intimation of color provides more sexual fantasy than just showing the naked women. Besides, reddish looks like orange, and orange and black combination reminds audience of Halloween. At the night of the last day of October, people, especially children, will dress in some costume to pretend they are evil or ghosts. They will cross the road, knock on doors of houses, and shout "Trick or treat".