VOGUE: SET TEXT

Alternative transcript:

husbands and fathers ■ The copy suggests that women still are reliant on their husbands in many ways, and unable to keep finances secret The other pages offer fairly conventional representations of women for the 1960s, often showing them as domestic or sexualised ● ● The cute advert denotes a woman with bare shoulders which suggests nudity She appears to be naked. O No clothes ● And uses phrases that suggest nudity "Bare essentials" ● This Summer dont go out O O "Birthday suit" O "Barely decent" "bare essentials CUTEX I These are the lipstick shade names which have connotations of nudity, suggesting that showing flesh and being sexualised is important for women It even says 'are you women enough?' O This rhetorical questions suggests that femininity is linked to nakedness and sexual appeal ■ Very reflective of the way women were, and often still are represented The applied art of eye-making by Revlon In the Revlon advert we are shown very similar representations Women are called alluring and beguiling O These words connote that a woman's role is to attract others visually The image on this advert clearly reflects the stereotype that women are maternal and domestic Her body language and facial expression show women as emotional, caring and loving . LEATHER Because it is talking about soap and the softness on your skin It represents this idea that women need to be soft and gentle. Women are signified as needing to be "soft" which may mean delicate or weak ■ Very reflective of that more domestic and maternal stereotypes we are so used to seeing in the media around women, particularly in this historical time period Women are represented as domestic in the picnic articles and fashion pages aswell ● They are holding children ● Feeding them ● Nurturing them O The idea that women are passive ■ They are shown to be lounging around and not doing anything ● Feels romantic but it also reflects the ideas that we dont see women taking actions within the article 0 Modelling clothes O Looking after children C Laying back The passivity (usually applied to people who don't express their opinions and are quiet) of the women in many articles, fails to reflect the growing power of some women in the 60s. Eg, feminists 60's: society was changing, women were becoming more powerful However only the financial page suggest this ● The rest of the paper are still quite old fashion O O This may be because it is a mainstream magazine May also reflect the fact that richer women were under less financial pressure to go out and work, so many of them did lead lives more centred around leisure and family life. The use of images of young women as mothers reflects the historical context as women in the 60s were typically expected to marry young and start families. Whereas lower class women their families needed the money, so when they could work they did. Modern women's magazines aimed at those aged 20-35 often choose not to feature content about children, as many women now are able to have careers first, and have children in their 30s or later. PICNICS . Many pages include references to royalty Lords Ladies Art Antonia Fraser's ● ● Formal event Which gives high representation of the upper class These upper class people are features as a utopia, idealised and being aspirational role models This may reflect the fact that readers of Vogue tend to be from the middle/upper classes, or aspire to this The representation of ethnicity is quite interesting White models are often pictured in jewels and expensive clothes, representing them as high status White ethnic appearance is normalises, with darker ethnicities being under represented in the range of "nude toned" cutex products The colour ranges of lipstick, and other make up in the magazine is clearly representing lighter skin tones and not darker tones. O The lack of minority models, and make up aimed at darker skinned readers, reflects the less inclusive nature of Britain in the 60s ● D There are some ethnic minority people shown Black Egyptian men O FINES PASTIME PERNA They are marginalised in the position ● Men and women Background of the shots and being out of focus Working 0 O Doing deals The woman is dancing and enjoying leisure time They are represented as 'poorer' This marginalisation of ethnic minorities creates a post colonialists view of ethnicity, with them being seen as "staff", or less important than the white models The white man's suit, tie, watch, and writing suggest wealth, status and a westernised view of "professionalism" Industry Vogue magazine is created and published by Conde Nast ● One of the biggest magazine publishers in the UK O Conde Nast are a large global company that make a wide range of printed magazines Vogue magazine started back in 1892 and the American version was bought by Conde Nast in 1909 Potentially because they could see a future for it and they wanted to bring it into the Conde nast brand The UK version started in 1916 A spin-off O Vogue thrived throughout the early 20th century, providing audiences with an aspirational lifestyle that they dreamed of having. In the war time periods you may think that not a lot of people would be wanting to buy these magazines 0 Particularly fashion magazines (people were off at war) In the post war period Vogue continued to do well, as many women were enjoying the consumerism and emphasis on "treating yourself" (40s/50s/60s) In general a lot of magazines have suffered heavy losses in the last 20 years. Vogue however has not. Vogue sells around 200,000 copies a mouth Vogues success has carried on throughout the decades (60s/70s) They launched ● O Brazilian vogue Germany vogue O Spanish vogue Italian vogue O They launched other issues O Japan O China O O India O Mexico O Eastern Europe + Vogue has a huge range of international editions to target various global audiences Russia Reflects Hesmondhalgh ideas That powerful companies often replicate successful formats to maximise profits. Challenges Hesmondhalgh ideas Many companies avoid taking risks because it could mean less revenue O Conde Nast DO take some risks that make Vogue stand out from other magazines They has created USP for themselves in order to gain attraction They were one of the first magazines to start using colour photography back in the 1930s In the 60s Advance Publications purchased Conde Nast and encouraged more modernity and risk taking It created the idea of Vogue being cutting edge and pushing boundaries Another way they try to boost sales is by working with a lot of celebrities This can include people appearing on their front covers Princess Diana ● They changed the face of fashion o They had the first African-American Model feature on the front cover ● Or guest editing their magazine Collaborations with famous artist guest editing the magazine, adds an element of quality and exclusivity Vogue has been famous for featuring people before they became famous/globally recognised O Cecil Beaton - famous photographer This created an image that Vogue was a magazine that discovered and nurtured amazing new talent. Exclusive photos / articles about people like the Royal family, draw in global audiences and makes Vogue seem luxurious Conde Nast diversifies into fashion education by setting up a design college This allows 'budding fashion designers' learn their craft The Conde Nast luxury conference is an event that they organise to increase revenue further They also have a restaurants and bars division too with a Vogue cafe Individuals stand at Vogue have played a huge role in its success, often having their own reputations as being the pinnacle of fashion knowledge ● Anna Wintour O As Conde Nast were so powerful, and Wintour was considered so essential to success, they were able to pay her a huge salary. Her salary is over £2 million a year, plus she gets a chauffeur driven car, a £200,000 shopping allowance, and a hotel suite to stay in. ● Conde Nast also "loaned" her £1.6 million to buy a house Wintour began a trend of using more celebrities on the covers, rather than just models The Conde Nast/ Vogue Fashion Fund gives financial support to new designers. Conde Nast turned this into a reality TV show idea with Amazon Advertising is crucial for magazines such as Vogue as it earns them a huge amount of money One full page advert in vogue costs £36,000 Vogue readers often embrace the adverts in the magazine as they see Vogue as an opinion leader giving them ideas of what they should buy to have a certain lifestyle Conde Nast have admitted that they think they will be using a Lori more modern technology in Vogue in order to target audiences They have started using social media to advertise and interact with their viewers.