In other words, women magazines don't want to advertise products, which are associated with men. Gloria Steinem states in her essay, Sex, Lies, and Advertising, " publishing ads only for gender-neutral products would give the impression that women have to become like men in order to succeed". The women magazines want to imply to their female readers, that they are independent, and that they don't need men in order to be successful. .
Take for example, the company CoverGirl, this makeup giant has flourished on the concept of shallow advertising and misconception. All of the CoverGirl ad campaigns have the same cookie cutter approach to getting the attention of young women. The ads always have, a young beautiful women endorsing their product. The women featured in the CoverGirl television commercials or magazine ads are always personified as the stereotypical definition of beauty. This is a very common trait in all ads focused toward young women. The advertisers of these products don't want "women who are not young, not thin, not conventionally pretty, well-to-do, or heterosexual". The advertisers of basically any product are very adamant of portraying the exact opposite, otherwise, who would want to buy their products? .
In this particular CoverGirl ad, which is advertising Wetslicks the new line of CoverGirl nail polish and lipstick, CoverGirl portrays a mood that is calming and serenely erotic. The ad features a beautiful young woman, holding a rose in her mouth, and at the same time looking over her shoulder as she innocently glances with an inconspicuous smirk on her flawless face. The pinkish color of the rose, her dress, and the monotone background juxtaposes her tanned skin tone, and her vibrant brown hair. Color selection is eminent in reflecting the mood of an ad. In this case the mood is clearly serene and welcoming to the viewer. In other words, all of the elements, which contribute to the mood of an ad, need to establish a catalyst between the viewer and the product.