Woman Flashcards
These are things girls worry about?
Countertype: advert for army cadets
Mock problem page- contradicts Evelyn home
You can be single/ have a job/ leave home
However: still reinforces some stereotypes
“Girls and men” - infantilised
Evelyn home
Agony aunt who reinforces traditional ideologies and reinforces paradigms
“Don’t regret him too much if he goes”
-constant fear of abandonment
“Your coldness has killed all his affection”
- patriarchal= blames women
“Be brave for the sake of your children”
-women are bottom of hierarchy
Breeze
Unrealistic beauty standards-
Archetypal woman in bath
Sexual inuendoes (naked, pursed lips, lather)
“Darling, please, bath with breeze”
“All over feminine”
“Because you’re a woman”
Synthetic personalisation
Creme puff
Main image:
Man in suit, professional domain
Woman applying makeup
Comic strip- buy beauty
“Dashing out on an important date?”
“Beauty at a moments notice”
“Rich” “soft” “velvety”
Financial independence is still controlled
A present for your kitchen
Edith blair= trusted
Headline: consumerist agenda
“Present”- positive connotation
Images- NVC woman hugging kitchen
Cooking meal with son
“Money saving guide”
“Is really a face lift”
Are you an A level beauty?
Headline: patronising rhetorical question- are you good enough?
“Are you disgusting?”
“You need to do more beauty homework”
“Thinner”
Main image- Jackie kenedy model
“Sit our exam” “clever girl”
-infantilised
Extra special on men
Main image:
Infantilisation of men (tying tie)
Cartoonised (easy to follow)
Woman stood over men (offers power)
Sans serif, bold, capital= masculinity
“That’s where we differ”
“If she’s not mentioned, he cares alright”
-justifies inequality
Consumer base: “splash out”
Stereotypes: “snooping”
Alfred Hitchcock
4 close ups: power shot of importance
“The mystery of British women”
“Tantalising beauty I call British”
“Far more intriguing than the Latin brand”
-racist and xenophobic
“I snapped her up”
“Time I’ve spent in grooming actresses”
“Britain, of course, is a male dominated society”
Dominating and sexist
Sexualised imagery of Grace Kelly
Cover
Large masthead- white/serif/feminine
Main image:
close up; archetypal housewife, airbrushed, white teeth, direct address
Smiling NVC and stereotypical dress
“Seven star improvements for your kitchen” appears larger than “lingerie goes lively” (womens place in kitchen)
Contents
Assumptions about women as:
Domestic, maternal, fashion
2 images: reinforce duty as a mother and beauty standards
“President Kennedy’s widow”- possession of man
“She has devoted family, wealth, youth, beauty” - society’s priorities
Signature to show synthetic personalisation
Ownership
Odhams press
Now called IPC media (international publishing company)
Digital
Rise of desk top publishing and digital news stands
Megan me masurier “indies have developed a global niche of readers”
Has allowed for “independent magazines to lead the way in excitement and innovation”- lowosky
Context
Teenage rebellion, experimentation
Feminist movements-
Women gain financial control in 1964
Contraceptive pill 1967
New music and styles
Consumerism and materialism
Paradigms begin to change
Economic
Cost 7p (80p)
Cover price and advertisement
1960: sold 3million a week
Market leader
Owned by oligopoly
Regulation
Traditional regulation at risk due to rise of convergent media tech
Regulated by IPSO- independent press standards organisation
