The area \( A \) of a parallelogram can be calculated using the formula:
\[ A = \text{base} \times \text{height} \]
In this case, the base is 10 cm and the height is 7 cm. Plugging in these values:
\[ A = 10 , \text{cm} \times 7 , \text{cm} = 70 , \text{cm}^2 \]
Therefore, the area of the parallelogram is \( 70 , \text{cm}^2 \).