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VOGUE ARTICLE - MEDIA LANGUAGE - Coggle Diagram
VOGUE ARTICLE -
MEDIA LANGUAGE
MONEY ARTICLE
jargon - 'investment', 'shoes', 'security' - connotes it is exclusive, is inclusive and empowers women
layout (images) - lack of images, makes it seem quite serious, more academic
(text) - image, signifies they're trustworthy, intellectual readers
flattery (lots at the start)
wealthy, good taste (at start) 'definitely rich', 'free of financial problems', 'more taste than money' - connotes desire to make readers feel good and read on - aims to empower women
'I knew they were intelligent'
(about vogue readers) - softens the rest of the text which would be more serious/economic than vogue readers are used to
also softens the blunt parts of the text
tone - jokey (humour)
'always been one myself'
, realistic, blunt
'sorry, but there it is'
Borrowers paragraph - people need to know what they want the money for and have to have security
Home improvements - has to be a good amount needed and for a good reason
Insurance - need to tell husbands at some point, need to pay tax
Shares - should be able to lock money away, good income
direct address/chatty (colloquial language)
'I'm all for people borrowing money'
-
'in the end, comes that income tax return that has to be signed by your husband ... sorry, but there it is'
colloquial tone to make it feel relatable, meets the needs of uneducated women, constructs an agony aunt/older sister style - Black as the older and wiser woman (not negative)
direct/blunt
'sorry, but there it is'
- about limited financial independence from husbands
creates a sense of honesty
constructs/reinforces Black's knowledge and expertise on finances
Shiela Black
REVLON
serif font, shows the sophistication and the higher class audience
gold = wealth
eyes in bold - what they're selling, is the most important feature. Direct gaze to reader, confidence, female empowerment but only through looks
'.. so very beguiling'
- trap men through the eyes, '
Positively alluring'
- women wear makeup for men
lots of imperatives of how to use it
semantic code
CUTEX - BARE ESSENTIALS
big image draws attention to woman and nature, hand up draws attention to nails and lips (matching colours)
'naturette', nature imagery, green writing, wearing flower like a ring
pink and lipstick is the 'bare essentials' for a woman - 'are you woman enough to wear them', women need to be feminine, makes you a better woman
sans serif font - informal, casual
dress code - she's wearing no clothing (that we can see), she is comfortable in her pwn body, reflecting hippie culture?
'are you woman enough to wear them?'
'essentially naturelle'
'4 birthday suit hues so naturally you, theyre just barely decent'
IMPERIAL LEATHER
Barthes proairetic code - standard of society
pink connotation of girls/softness
mother - hegemonic beauty ideal, hair on trend
layout - emphasis on clean skin, direct address to women
serif font - seriousness
lowkey, warm lighten to create cosyness
'soft as a child's'
'to keep your skin as soft as a child's'
PICNIC 1
piece of art
Tissot's view
for wealthy, rich people, classy, classy according to status, educated tone, light-hearted tone, queen - adding elegance to picnics
'strictly for addicts'
'settings probable and improbable'
'plus the clothes to wear scintillatingly at each of them'
'sitting on a nettle and eating a wasp'
'the man looks placid enough, it is the ladies who are clearly enjoying themselves'
'I must have put a great many people off picnics forever by my enthusiasm for them'
PICNIC 2, EGYPT
exotic fruits -symbolic code/motif
excitement, exotic, sophisticated, well dressed, oppulent picnic, cultural outfit, appropriation? - glorify, celebrate
woman looks relaxed, man working, proairetic code
glamorous jewellery, shows wealth + status, man on the right is maybe working, is side of frame, not involved, labouring on the boat, servant
'simmering seductive'
'pearly gold'
'pure white pure silk'
'cascade of golden, pearly, green glass beads'
PICNIC 3, HORSES
adventurous, middle of nowhere, emptiness
stereotypical explorer dress/clothing, foreground with tall grass , buried in environment creates wilderness
horse = wealth, skill - masculine activity
'bareback rider in madras cotton'
'Belmont riding academy'
PICNIC, SUN
Middle Eastern setting - tropical, turbans
jewellery shows wealth and glamour
NVC, she's dancing, shows her freedom and happiness while the servants are preparing her food - binary opposition (Levi Strauss)
dress, looks exotic, religious?
'jewels by the thousand'
'dreamy golden silk'
'dream sequence - real desert'
PICNICS, CAGE
iconography of English class, looks like a British setting
women nurturing baby, mother role, typical - women relaxed, reversal of the Tisso picture, society is changing
wealth - parasol, animals (monkey)
'simply romantic'
'the last refuge of the complex'
HEATWAVE/HOLIDAY
sense of narrative 'darling' - writing to her husband?
bold 'heatwave', celebrating the warmth (exotic)
photos are proairetic code (action, sweating), hair is perfect, even in stress/heat, shows that women should be made up at all times
'thank heaven' angelic
'heatwave larger than life'
'thank heaven for iced blue, skinny too'
'slipped into something free and easy'
DOUBLE PAGE SPREAD
(NO HAT)
hair and makeup - hegemonic beauty ideals
direct gaze, dark eyes - sensual, in a bed
product placement of coke, wealth, buying coke was a luxury
tone of writing - unbothered, careless
hand on breast, male gaze, drawing attention to them, shes in the centre, all the focus is on her, male gaze again
'to call it a sweater is cutting it a bit fine - but there you are'
DOUBLE PAGE SPREAD
(HAT)
damsel in distress (letter), woman having to be saved by a man, adds mystery
'awful place' - holiday, not adjusted to the exotic lifestyle
sarcastic
direct gaze, heavy eye makeup continues
hot- high fashion still being created
exoticism - viewing other non-western cultures as exc9t9g through their peculiarity/otherness
CONTEXTUAL
FACTORS
second wave feminism - sexual liberation (contraceptive pill), Betty Freiden - impotent rage that the housewives had/dissatisfaction in their domestic life
hippy movement (Beatle mania) - visual movement of the 60s
women had more employment and financial independence post-war
WHAT DOES THE LANGUAGE/TYPOGRAPHY MEAN FOR THE WEALTHY, ASPIRER DOMESTIC READER?
REVLON
'feminine art'
- targeting women, women are to be looked at, like art?, typography appeal to aspirer reader as seen as a way to become like their role models
praises beauty imagery in the media, elevates everything that vogue is about, elevates beauty/cosmetics to high culture (like art being high culture, high value)
make history'
- active not passive
1960s feminist - it is following Freiden as they are trying to change society as they have more makeup to express themselves, but equally from a post modern feminist view - they
exploit the hegemonic beauty ideals
for status and still appeal to the male gaze (
Mulvey
) as they are putting on more makeup
'eye makers A La Carte'
- alludes to French/Parisian culture/fashion
viewing as makeup as not a necessity, but as something you use decadently - metaphor for menu
'utterly devastating'
+
so very beguiling'
- women's power over men