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VOGUE, Historical context, social/cultural context, publisher - Conde Nast…
VOGUE
language/representation
front cover
IMAGE/MODEL
- Features fashionista 1960's celeb Sophia Loren with good reputation and acts as a role model for young women
- She wears Arabesque headgear and luxurious jewellery, looks very glamorous > looks like she knows how to handle herself financially, empowering women and links to women becoming more independent.
TEXT
- alliteration of 'marvellous mad midsummer' and 'sand swim sea sun' engages readers.
- The masthead is teal which is the same colour as Loren's outfit, adds to the aesthetically pleasing colour palette
- Font and style of 'vogue' is the same as it always has been since the mag. first came out in 1892 > shows Vogue prides itself on heritage and traditional values of the magazine.
Soap Imperial Leather ad
Typical representation of women as...
- mothers - woman holding a baby
- delicate and weak - the text repeats the word 'soft', language is weak to present stereotype of women as weak and gentle
- conventionally attractive women - identity theory, this is the expected woman of the 60s, despite new liberating times.
Bare Essentials
- Sexualises women, idea of women being overly sexualised in the media (VanZoonen)
- the language used like 'bare' and 'birthday suit' gives connotations of nudity
- the ad questions your femininity - 'are you woman enough to wear them?' - indicating in order to be womanly you must show yourself sexually
picnics
Binary oppositions of freedom vs domesticity
- FREEDOM: the boat picnic article features a woman looking very glamorous and on holiday - gives the idea she's free and her position is central in the image, engaging a female TA.
- DOMESTICITY: the picnic articles gives slight connotations of freedom as the women are out enjoying themselves in an affluent lifestyle of expensive dresses BUT also shows ideas of traditional women as they are surrounded by children, woman pouring the man a cup of tea
Target Audience (TA)
Audience appeal/4Cs
- escapism - looking into a lifestyle of wealth and opulence, glamour
- aspirers - women who aspire to be like the models
- succeeder/aspirer - women who aspire to be more financially independent
- explorers - want to try new looks
- women with high income
- ABC1
- stylish
- men who work in the fashion industry
- mothers
Context
economic context
- First magazine to publish coloured prints - more expensive but the TA could afford it
- since the increase in digital media, print copies of the magazine have been harder to sell since the 60s.
Historical context
- Women's lib
- post ww2 society, women at work
- 'swinging sixties' meant cultural change
- before the 60s society was male dominated
- The 60's marked a time of social change and liberating experiences for women
social/cultural context
- Sexual liberation for women
- contraceptive pill empowered women
- attitudes towards women in society
publisher - Conde Nast, mainstream publisher
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women in the 1950s:
- women were considered domestic caregivers, mother and 'happy housewife' stereotype.
- WW2 and the propaganda of Rosie the Riveter had provided an opportunity for many women to participate in the workforce
- WW2 perhaps offered women too much independence, harming the traditional construction of women's identities.
expensive, glossy paperback making the magazine look like a luxury item which enhances good taste
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