Vogue Flashcards
Barthes- Semiotics
Main image- Direct gaze/ mode of address, but aloof, connoting star status, sense of mystery. Embodies ‘mythic’ notion of femininity that is aspirational to readers
Turquoise colour palette connoting wealth and luxury, emphasised by jewels
Makeup emphasises dark eyes, stereotypical of feminine beauty in the 1960’s
Steve Neale- Genre theory
Fashion and beauty genre is marked clearly throughout the magazine, in articles and advertisements
Revlon makeup advert connotes beauty genre
Stuart Hall- Representation theory
Imperial Leather advert- idealises image of woman in the domestic sphere. Stereotypical notions of female beauty; blonde and slender. Caring lexis such as ‘soft’ and ‘gently’ reinforces stereotypes of women as weaker/dependent
Revlon advert- Use of language such as ‘velvet’ reinforces stereotypes of women being weak and gentle, phrases such as ‘brow beautiful’ implies a sense of desire to look attractive
Van Zoonen- Feminist theory
Vogue supports the idea of women in the domestic sphere through codes and conventions in adverts such as Imperial Leather
Supports 1960’s context with more stereotypical gender roles
bell hooks- Intersectionality
POC should develop an opposite gaze due to lack of representation of women of colour
David Gauntlett- Identity theory
Offers straightforward messages about the ideal female ‘type’: Fashion-conscious, aspirational
Sophia Loren could be seen as a ‘role model’ for the audience. whilst female journalists on contents page and money article offer aspiration in careers
Uses and Gratifications
Information- Gain understanding of fashion, money, travel
Personal identity- Allowing reader to aspire to be like Sophia Loren or other models
Escapism- Reading a quality publication featuring lives of the glamorous
George Gerbner- Cultivation theory
Repeated exposure to glamorous models and luxury beauty products may cultivate that idea that women should always appear physically attractive
Repetitive adverts for luxury products persuade the aspirational reader to purchase these to achieve the luxury lifestyle they aim to live, using the models as an icon
Stuart Hall- Reception theory
Preferred- Attracted by glamour of Sophia Loren, articles on art, exotic travel etc, adverts for appealing products
Negotiated- Women who may aspire for this life, but are aware of their own limitations due to location, finance and social status
Oppositional- Women may reject idea of aspiration as it is beyond their financial and social means, so they are put off by reading the magazine. Sees women as being used as a ‘commodity’
Curran and Seaton- Power and media
Conde Nast builds power by merging with other publishing companies. Reduces competition by concentrating power
Concentrating ownership reduces creativity, variety and quality and also reduces choice for audience
So companies take less risks to minimise costs and maximise profit
Who publishes Vogue
Conde Nast
Since 1909
Social and historical context
Rise of consumerism in the 1950’s/60’s
Sexual liberation for women due to introduction of contraceptive pill
Cultural revolution in music and film
Product context
July 1965
Features Italian actress Sophia Loren on the front cover
What type of magazine is Vogue
Mainstream- fashion and lifestyle with focus on couture, beauty and runway
Target audience
Mid 30s, influential, interest in fashion, disposable income, young enough to be interested in current trends
Female, ABC1, educated eg Money article
Aspirers and succeeders
How does the cover’s layout communicate meaning?
Only one cover line, breaks conventions of crowded text on magazine covers
Connotes that Vogue is an opinion leader and trend detter, respected enough to do this
How does the masthead communicate meaning?
Vogue is french for fashionable, requires certain education to understand
Slim serif font connotes style and sophistication
Choice of Sophia Loren as cover star
Oscar-winning Italian actress
At height of her success, known for beauty and talent
Connotes Hollywood glamour and European style
How does the cover’s central image communicate meaning?
Direct mode of address entices audiences but aloofness embodies ‘mythic notion’ of femininity
Offer of personal identity constructed, appealing to female gaze
How does the cover’s mise en scene communicate meaning?
Feathers, makeup, turquoise fabric and jewels connote wealth and luxury, exotisim
Reminiscent of trends at the time (foreign travel)
How do the cover lines communicate meaning?
Alliterative ‘marvellous mad midsummer’ alludes to emerging freedom of the 1960’s
‘sand swim sun sheiks’ has connotations of foreign travel
Stereotypical norms of beauty and femininity
Heatwave Holiday feature
Images construct women as independent travellers, strong and active through iconography of suitcases etc
Women are objectified through setting (bed), make up, facial expressions, body language (arms behind head)
Picnic probable and improbable article
Can be seen as progressive through idea of women being able to travel across the world
Context: Female liberation of 1960’s
Can be seen as regressive because of stereotyped costume codes of the man in a suit who seems to b doing work, woman appears to be an accessory
Africa is represented colonially through costume and subservient role of tour guides
Media language in Money article
Represents women as intelligent and independent, even written by a woman
Advice on investment, loans etc and some informal language suggests women do not have knowledge about money, which could connote negative stereotypes
