Through the marketing of male centerfolds for women, women were asked to consider their sexual appetites for men's bodies as equivalent to those of heterosexual men for women's bodies. Publications such as Playgirl, Viva, and Foxylady reveal essential differences between sex magazines for men and those for women, particularly how each type of publication addressed its readers through editorial content as well as advertising and marketing. culture: sex magazines for women and woman-authored underground comics. This dissertation considers how heterosexual women's sexual pleasure was negotiated in the popular and underground press in the 1970s, focusing particularly on two virtually unexamined parts of U.S.
