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A Level Media paper 2 > Vogue > Flashcards

Vogue Flashcards

1
Q

Barthes- Semiotics

A

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

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2
Q

Steve Neale- Genre theory

A

Fashion and beauty genre is marked clearly throughout the magazine, in articles and advertisements
Revlon makeup advert connotes beauty genre

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3
Q

Stuart Hall- Representation theory

A

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

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4
Q

Van Zoonen- Feminist theory

A

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

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5
Q

bell hooks- Intersectionality

A

POC should develop an opposite gaze due to lack of representation of women of colour

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6
Q

David Gauntlett- Identity theory

A

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

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7
Q

Uses and Gratifications

A

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

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8
Q

George Gerbner- Cultivation theory

A

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

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9
Q

Stuart Hall- Reception theory

A

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’

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10
Q

Curran and Seaton- Power and media

A

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

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11
Q

Who publishes Vogue

A

Conde Nast
Since 1909

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12
Q

Social and historical context

A

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

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13
Q

Product context

A

July 1965
Features Italian actress Sophia Loren on the front cover

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14
Q

What type of magazine is Vogue

A

Mainstream- fashion and lifestyle with focus on couture, beauty and runway

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15
Q

Target audience

A

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

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16
Q

How does the cover’s layout communicate meaning?

A

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

17
Q

How does the masthead communicate meaning?

A

Vogue is french for fashionable, requires certain education to understand
Slim serif font connotes style and sophistication

18
Q

Choice of Sophia Loren as cover star

A

Oscar-winning Italian actress
At height of her success, known for beauty and talent
Connotes Hollywood glamour and European style

19
Q

How does the cover’s central image communicate meaning?

A

Direct mode of address entices audiences but aloofness embodies ‘mythic notion’ of femininity
Offer of personal identity constructed, appealing to female gaze

20
Q

How does the cover’s mise en scene communicate meaning?

A

Feathers, makeup, turquoise fabric and jewels connote wealth and luxury, exotisim
Reminiscent of trends at the time (foreign travel)

21
Q

How do the cover lines communicate meaning?

A

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

22
Q

Heatwave Holiday feature

A

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)

23
Q

Picnic probable and improbable article

A

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

24
Q

Media language in Money article

A

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

25
Q

How does the Bare Essential advert communicate meaning

A

Connotations of nudity eg ‘birthday suit’ ‘barely decent’ ‘just uncovered’, taps into new sense of female liberation
Contextual links to hippie movement that rejected mainstream American life
Being naked could be considered empowering, natural is beautiful
Pink and green colour scheme promoted natural feminine beauty, sets unrealisitic beauty standard by implying that model is hoe audiences should aspire to look
Sexualised and appealing to male gaze via nudity

26
Q

How does media language create representation in the Imperial Leather advert?

A

Women portrayed as caregivers, stereotype of being in a domestic role and being a mother
Looking directly at baby implying that this is her sole purpose in society

27
Q

Circulation

A

200k copies a month
Has not suffered from fall in print sales

28
Q

How are international audiences targeted?

A

Global editions eg Italian Vogue
Reflecting Hesmondhalgh’s idea that powerful companies format successful products to maximise audience/ profit

29
Q

How does Vogue take risks?

A

1930’s: One of the first magazines to start using colour photography
1960’s: Advance Publications purchased Conde Nast encouraging more modernity
One of the first magazines to have a blcak woman on the cover
Creates idea of Vogue being cutting edge and pushing boundaries

30
Q

Collaboration with celebrities

A

Adds element of quality and exclusivity
Image that Vogue discovers and nurtures new talent
Photos/ articles about the Royal Family gives sense of luxury and entices international audinces

31
Q

Diversification

A

Conde Nast has diversified into fashion education by setting up a design college
Conde Nast Luxury Conference is organised to further increase revenue
Restaurants and bars eg Vogue cafe

32
Q

Advertising

A

Earns a huge amount of money for Vogue
One full page advert costs £36k
Audiences embrace adverts because Vogue is seen as an opinion leader

A Level Media paper 2 (6 decks)

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