Demographic targeting is the term you're looking for. They're aiming at different genders but, the general demographic is the same. The message; buy the stuff we advertise and you too can look like these people.
These are the women that men want and women want to be.
I don't think they're similar at all. Maxim will have some up and coming model on their cover with their butt hanging out, whereas Cosmo has respected celebrities on their cover, who typically wear a beautiful *low-cut* dress. Not in any way comparable.
what a good observation...i never noticed that.
I suppose cosmo employs this strategy because their readers want to be like the women on the cover of maxim. Maxim pleases men, and most cosmo readers want to please their men as well...
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