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Exploring Women's Representation in 1960s Vogue Magazine

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Cristina Mead

07/06/2023

Media Studies

VOGUE: SET TEXT

Exploring Women's Representation in 1960s Vogue Magazine

Vogue magazine, established in 1892, represents a fascinating study in media evolution through the decades, particularly regarding female representation in the 1960s. During this pivotal era of second wave feminism, Vogue presented a complex mixture of traditional gender stereotypes alongside emerging ideas about women's independence. The July 1965 issue perfectly captures this tension, featuring both progressive content about women's financial independence and traditional depictions of women as domestic or sexualised figures. Through analysing these representations, we can understand how media both reflected and shaped societal attitudes toward women, class, and ethnicity during this transformative period in British society.

...

07/06/2023

780

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

Representation in 1960s Vogue

The July 1965 Vogue magazine cover features Sophia Loren, a celebrated actress of the era known for her "exotic" beauty. Her close-up portrayal, adorned with jewels and elegant clothing, positions her as powerful and aspirational for the female readership.

The representation of Loren's beauty potentially aligns with Stuart Hall's theory about Middle Eastern stereotypes, portraying ethnic minorities as "other" or exotic.

Inside the magazine, we find some counter-typical representations of women:

  • An article about women making investments challenges the 1960s norm when husbands typically controlled family finances
  • The inclusion of a female finance expert was revolutionary for this period
  • This content reflects the emerging influence of second wave feminism, which began challenging traditional gender roles

Key Concept: Second wave feminism in the 1960s focused on issues of financial independence, legal inequalities, sexuality, and workplace rights. Vogue's inclusion of financial content for women represents this shifting cultural landscape.

However, contradictions exist within the magazine:

  • Basic definitions of financial terms suggest an assumption that women lack economic understanding
  • The article implies women still rely on husbands and cannot keep finances secret
  • Most other pages present conventional 1960s female representations domesticorsexualiseddomestic or sexualised

The financial content appears specifically targeted at Vogue's primarily AB socioeconomic readership, suggesting financial independence was considered appropriate for wealthier women.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

"Bare Essentials" Advertisement

The Cutex advert in Vogue employs provocative imagery and language to sell beauty products through sexualised female representation.

The advertisement features:

  • A woman with bare shoulders suggesting nudity
  • Phrases with sexual connotations: "bare essentials," "birthday suit," and "barely decent" lipstickshadenameslipstick shade names
  • A rhetorical question asking "are you woman enough?" linking femininity directly to nakedness and sexual appeal

Important Note: This advertisement demonstrates how 1960s media frequently defined women's worth through their sexual attractiveness, a perspective challenged by second wave feminism.

Similar representations appear in the Revlon advert, which:

  • Describes women as "alluring" and "beguiling"
  • Uses language suggesting a woman's primary purpose is visual attraction
  • Reinforces the idea that beauty products are essential to femininity

These advertisements reflect the dominant media narrative of the 1960s that a woman's primary value was in her appearance, despite the emerging feminist movement challenging these perspectives.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

Domestic Representation

The leather advertisement exemplifies how Vogue portrayed women as inherently maternal and domestic through carefully constructed imagery.

Key elements include:

  • Body language and facial expressions conveying emotionality and nurturing qualities
  • References to softness and gentleness reinforcing stereotypical feminine traits
  • Implications that women should be "soft" potentiallymeaningdelicateorweakpotentially meaning delicate or weak

Cultural Context: These representations align with traditional 1960s expectations that women should prioritise domestic roles despite the growing feminist movement advocating for expanded opportunities beyond the home.

This domestic portrayal continues throughout the magazine:

  • Picnic articles and fashion pages show women primarily holding and feeding children
  • Women are consistently depicted in nurturing roles
  • Female models are portrayed as passive rather than active

The consistent passivity of women in these articles—shown lounging, modelling clothes, or caring for children rather than taking decisive action—fails to acknowledge the growing feminist movement and changing roles of women in 1960s Britain.

This contrast between women's passive representation and their increasing real-world power highlights the tension between traditional media portrayals and evolving social realities.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

Social Change and Class Representation

The 1960s marked significant social change with women gaining more power, yet Vogue's content reflected this unevenly.

Contradictions in female representation:

  • Only the financial page suggests women's growing independence
  • Most content remains traditional, reflecting Vogue's mainstream position
  • Upper-class women featured may have faced less economic pressure to work, unlike working-class women who often needed employment for financial survival

Class Analysis: Vogue predominantly represented upper-class lifestyles, with frequent references to royalty, lords, ladies, art, and formal events—positioning these as aspirational ideals for readers.

The magazine's portrayal of young mothers reflects 1960s expectations of early marriage and family formation. This differs dramatically from modern women's magazines aimed at 20-35 year-olds, which often omit content about children, acknowledging that contemporary women frequently establish careers before starting families in their 30s.

Ethnic representation in the July 1965 Vogue reveals significant biases:

  • White models are frequently shown with jewels and expensive clothing, symbolising high status
  • White ethnic appearance is normalised as the standard
  • "Nude-toned" Cutex products cater exclusively to lighter skin tones
  • The limited makeup range for darker skin reflects Britain's less inclusive 1960s society

This representation aligns with the magazine's primary audience of middle/upper-class readers, while marginalising other perspectives.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

Ethnic Representation

The July 1965 Vogue's treatment of ethnic minorities reveals problematic representational patterns consistent with post-colonial perspectives.

When ethnic minorities do appear in the magazine, they are:

  • Marginalised through positioning placedinbackgroundsoroutoffocusplaced in backgrounds or out of focus
  • Depicted primarily in service roles workingor"doingdeals"working or "doing deals"
  • Contrasted with white women who are shown enjoying leisure time
  • Represented as having lower socioeconomic status

Post-Colonial Perspective: The positioning of ethnic minorities as "staff" or less important than white models reflects what media scholars call a post-colonial view, where Western perspectives and appearances are privileged over others.

The visual coding of status is particularly evident through clothing and accessories:

  • White men wear suits, ties, watches and are shown writing, suggesting wealth, status and "professionalism"
  • These visual elements reinforce Western standards as the ideal
  • Such representations construct a hierarchy with white, Western appearances at the top

These representational choices in Vogue reflect broader Middle Eastern stereotypes in fashion media during this period, positioning non-Western cultures as exotic "others" rather than equal participants in the fashion world.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

View

Vogue's Industry Position

Vogue magazine operates under Conde Nast, one of the UK's largest magazine publishers with global reach.

Historical development:

  • Founded in 1892; American version acquired by Conde Nast in 1909
  • UK version launched in 1916 as a successful spin-off
  • Thrived throughout the early 20th century despite world wars
  • Particularly successful in the post-war consumerist era 1940s1960s1940s-1960s

Media Industry Insight: While many print magazines have struggled in recent decades, Vogue has maintained strong circulation of approximately 200,000 monthly copies, demonstrating exceptional brand resilience.

Vogue's global expansion demonstrates its commercial success:

  • Launched multiple international editions Italian,Brazilian,German,SpanishItalian, Brazilian, German, Spanish
  • Further expanded to Japan, China, Russia, India, Mexico and Eastern Europe
  • This global strategy both supports and challenges Hesmondhalgh's media theory

Relationship to Hesmondhalgh's theory:

  • Supports his idea that powerful companies replicate successful formats to maximise profits
  • Challenges his perspective on risk aversion, as Vogue has taken significant creative risks

Vogue established its unique selling proposition through innovation:

  • Pioneered colour photography in magazines in the 1930s
  • Created a reputation for being cutting-edge and boundary-pushing
  • After Advance Publications purchased Conde Nast in the 1960s, they featured the first African-American model on a major magazine cover

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Media Studies

780

7 Jun 2023

7 pages

Exploring Women's Representation in 1960s Vogue Magazine

C

Cristina Mead

@cristina_mead

Vogue magazine, established in 1892, represents a fascinating study in media evolution through the decades, particularly regarding female representation in the 1960s. During this pivotal era of second wave feminism, Vogue presented a complex mixture of traditional gender stereotypes alongside... Show more

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

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Representation in 1960s Vogue

The July 1965 Vogue magazine cover features Sophia Loren, a celebrated actress of the era known for her "exotic" beauty. Her close-up portrayal, adorned with jewels and elegant clothing, positions her as powerful and aspirational for the female readership.

The representation of Loren's beauty potentially aligns with Stuart Hall's theory about Middle Eastern stereotypes, portraying ethnic minorities as "other" or exotic.

Inside the magazine, we find some counter-typical representations of women:

  • An article about women making investments challenges the 1960s norm when husbands typically controlled family finances
  • The inclusion of a female finance expert was revolutionary for this period
  • This content reflects the emerging influence of second wave feminism, which began challenging traditional gender roles

Key Concept: Second wave feminism in the 1960s focused on issues of financial independence, legal inequalities, sexuality, and workplace rights. Vogue's inclusion of financial content for women represents this shifting cultural landscape.

However, contradictions exist within the magazine:

  • Basic definitions of financial terms suggest an assumption that women lack economic understanding
  • The article implies women still rely on husbands and cannot keep finances secret
  • Most other pages present conventional 1960s female representations domesticorsexualiseddomestic or sexualised

The financial content appears specifically targeted at Vogue's primarily AB socioeconomic readership, suggesting financial independence was considered appropriate for wealthier women.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

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"Bare Essentials" Advertisement

The Cutex advert in Vogue employs provocative imagery and language to sell beauty products through sexualised female representation.

The advertisement features:

  • A woman with bare shoulders suggesting nudity
  • Phrases with sexual connotations: "bare essentials," "birthday suit," and "barely decent" lipstickshadenameslipstick shade names
  • A rhetorical question asking "are you woman enough?" linking femininity directly to nakedness and sexual appeal

Important Note: This advertisement demonstrates how 1960s media frequently defined women's worth through their sexual attractiveness, a perspective challenged by second wave feminism.

Similar representations appear in the Revlon advert, which:

  • Describes women as "alluring" and "beguiling"
  • Uses language suggesting a woman's primary purpose is visual attraction
  • Reinforces the idea that beauty products are essential to femininity

These advertisements reflect the dominant media narrative of the 1960s that a woman's primary value was in her appearance, despite the emerging feminist movement challenging these perspectives.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

Sign up to see the contentIt's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Domestic Representation

The leather advertisement exemplifies how Vogue portrayed women as inherently maternal and domestic through carefully constructed imagery.

Key elements include:

  • Body language and facial expressions conveying emotionality and nurturing qualities
  • References to softness and gentleness reinforcing stereotypical feminine traits
  • Implications that women should be "soft" potentiallymeaningdelicateorweakpotentially meaning delicate or weak

Cultural Context: These representations align with traditional 1960s expectations that women should prioritise domestic roles despite the growing feminist movement advocating for expanded opportunities beyond the home.

This domestic portrayal continues throughout the magazine:

  • Picnic articles and fashion pages show women primarily holding and feeding children
  • Women are consistently depicted in nurturing roles
  • Female models are portrayed as passive rather than active

The consistent passivity of women in these articles—shown lounging, modelling clothes, or caring for children rather than taking decisive action—fails to acknowledge the growing feminist movement and changing roles of women in 1960s Britain.

This contrast between women's passive representation and their increasing real-world power highlights the tension between traditional media portrayals and evolving social realities.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

Sign up to see the contentIt's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Social Change and Class Representation

The 1960s marked significant social change with women gaining more power, yet Vogue's content reflected this unevenly.

Contradictions in female representation:

  • Only the financial page suggests women's growing independence
  • Most content remains traditional, reflecting Vogue's mainstream position
  • Upper-class women featured may have faced less economic pressure to work, unlike working-class women who often needed employment for financial survival

Class Analysis: Vogue predominantly represented upper-class lifestyles, with frequent references to royalty, lords, ladies, art, and formal events—positioning these as aspirational ideals for readers.

The magazine's portrayal of young mothers reflects 1960s expectations of early marriage and family formation. This differs dramatically from modern women's magazines aimed at 20-35 year-olds, which often omit content about children, acknowledging that contemporary women frequently establish careers before starting families in their 30s.

Ethnic representation in the July 1965 Vogue reveals significant biases:

  • White models are frequently shown with jewels and expensive clothing, symbolising high status
  • White ethnic appearance is normalised as the standard
  • "Nude-toned" Cutex products cater exclusively to lighter skin tones
  • The limited makeup range for darker skin reflects Britain's less inclusive 1960s society

This representation aligns with the magazine's primary audience of middle/upper-class readers, while marginalising other perspectives.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

Sign up to see the contentIt's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Ethnic Representation

The July 1965 Vogue's treatment of ethnic minorities reveals problematic representational patterns consistent with post-colonial perspectives.

When ethnic minorities do appear in the magazine, they are:

  • Marginalised through positioning placedinbackgroundsoroutoffocusplaced in backgrounds or out of focus
  • Depicted primarily in service roles workingor"doingdeals"working or "doing deals"
  • Contrasted with white women who are shown enjoying leisure time
  • Represented as having lower socioeconomic status

Post-Colonial Perspective: The positioning of ethnic minorities as "staff" or less important than white models reflects what media scholars call a post-colonial view, where Western perspectives and appearances are privileged over others.

The visual coding of status is particularly evident through clothing and accessories:

  • White men wear suits, ties, watches and are shown writing, suggesting wealth, status and "professionalism"
  • These visual elements reinforce Western standards as the ideal
  • Such representations construct a hierarchy with white, Western appearances at the top

These representational choices in Vogue reflect broader Middle Eastern stereotypes in fashion media during this period, positioning non-Western cultures as exotic "others" rather than equal participants in the fashion world.

VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

Sign up to see the contentIt's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Vogue's Industry Position

Vogue magazine operates under Conde Nast, one of the UK's largest magazine publishers with global reach.

Historical development:

  • Founded in 1892; American version acquired by Conde Nast in 1909
  • UK version launched in 1916 as a successful spin-off
  • Thrived throughout the early 20th century despite world wars
  • Particularly successful in the post-war consumerist era 1940s1960s1940s-1960s

Media Industry Insight: While many print magazines have struggled in recent decades, Vogue has maintained strong circulation of approximately 200,000 monthly copies, demonstrating exceptional brand resilience.

Vogue's global expansion demonstrates its commercial success:

  • Launched multiple international editions Italian,Brazilian,German,SpanishItalian, Brazilian, German, Spanish
  • Further expanded to Japan, China, Russia, India, Mexico and Eastern Europe
  • This global strategy both supports and challenges Hesmondhalgh's media theory

Relationship to Hesmondhalgh's theory:

  • Supports his idea that powerful companies replicate successful formats to maximise profits
  • Challenges his perspective on risk aversion, as Vogue has taken significant creative risks

Vogue established its unique selling proposition through innovation:

  • Pioneered colour photography in magazines in the 1930s
  • Created a reputation for being cutting-edge and boundary-pushing
  • After Advance Publications purchased Conde Nast in the 1960s, they featured the first African-American model on a major magazine cover
VOGUE
Representation
The front cover of the vogue magazine features Sophia Loren who was very famous in the 60's
She was known for her 'very

Sign up to see the contentIt's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Vogue's Business Strategy

Vogue has maintained its position as a leading fashion publication through strategic business approaches that extend beyond traditional magazine publishing.

Celebrity collaborations boost Vogue's profile:

  • Features high-profile personalities on covers likePrincessDianalike Princess Diana
  • Invites celebrities as guest editors
  • Establishes reputation for discovering talent before mainstream recognition
  • Secures exclusive content with figures like the Royal family

Business Innovation: Conde Nast has diversified Vogue beyond print media into fashion education, luxury conferences, and hospitality ventures, creating multiple revenue streams from the prestigious brand.

Key business expansions include:

  • Establishing a design college for aspiring fashion professionals
  • Organising the Conde Nast luxury conference
  • Developing a restaurants and bars division including the Vogue Café
  • Creating the Vogue Fashion Fund to support new designers laterdevelopedintoarealityTVshowwithAmazonlater developed into a reality TV show with Amazon

Leadership has been crucial to Vogue's success:

  • Anna Wintour receives over £2 million annually plus extensive perks
  • Wintour initiated the trend of featuring celebrities rather than only models on covers
  • Her reputation as a fashion authority enhances the magazine's prestige

Advertising remains vital to Vogue's business model:

  • A single full-page advertisement costs £36,000
  • Readers value these advertisements as curated lifestyle recommendations
  • Vogue functions as an opinion leader influencing consumer behaviour

Conde Nast has acknowledged the importance of embracing modern technology and social media to maintain Vogue's relevance while preserving its luxury positioning in an increasingly digital media landscape.

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This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.

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Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.

Anna

iOS user

Best app on earth! no words because it’s too good

Thomas R

iOS user

Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.

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Android user

This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.

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In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.

Greenlight Bonnie

Android user

very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.

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I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.

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This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now

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