representation magazines

Messages/impacts and functions in woman magazine:
- They should wear make up
- Women should be in the kitchen
- Heterosexual target audience 25-45
- Cultivates the idea that women should wear makeup 
- Cultivates the idea that women should be in the kitchen and cleaning (housewife)
- Constructs a target audience 
- reflects the society in which it was made
- If you control women then you control society (patriarchal hegemony) 


Feminist theorist - bell hooks

- feminism is a struggle to end patriarchal hegemony and the domination of women
- feminism is not a lifestyle choice: it is a political commitment
- Race, class and gender all determine the extent to which individuals are exploited and oppressed
- "Feminism is for everyone"

Female stereotypes in the 1960s
- They cry and are weak
- They should be in the kitchen 
- Women are useless
- Wearing nice clothes in the home to make the dinner
- Women are objectified, beer is better than her
- Passive
- Dependant on man
- Housewife/ domestic role
- Romantic


Advertising in Magazines
-Pays for magazines
- Accounts for 1/3 of total revenues across the industry
- High audience engagement
- Less distraction likely from other activities
- The ability to target niche audiences
- High production value
- Potential for placement in highly relevant editorial environment
- Non intrusive (readers can turn the page)
- Long shelf life


Advertising in woman magazine



- stereotypical attractive woman
- Ideology women should wear make up to be attractive 
- Direct mode of address - ' You want a soap'
- Focused on beauty 
- Mise en scene- bath/ shower yet it isn't there so she is being sexualised
- Nudity may make the female target audience aspire to look like her
- Hair is tied up may suggest elegance 
- personal as the text refers to the audience as 'Darling', condescending 
- Stereotype women should be ' kind, feminine and fresh'
- In the 1960s may be seen as risky as she isn't wearing clothes 
- Small font size/copy/body as the focus is on the picture of the woman
- Sexualised image 
- Empowering women to be themselves due to her body language 
- destroys perspiration odour- pointing out that women smell, but also work hard
- binary opposition between cleanliness and destruction 


















- The mid shot emphasises the womens interest in the makeup
- Man is interested in female sexually, yet the women is more interested in makeup and looking good
- The woman is already wearing makeup but she appears to be putting on more due to the hegemonic norm that women should wear makeup
- direct correlation between women putting on makeup and being attractive to men
- Women need men
- The woman is looking at the makeup like the man is looking at her
- "beauty at a moments notice" its easy
- Could be seen as empowering as she isn't looking at the man so it shows that she doesn't need him and she is more interested in the makeup
- Mise en scene - train station, so she is getting out the house and traveling round
- Men are only interested in the way a woman looks not how they act
- The man is dominant
- Only men in the background, she's the only woman
- She is out on a date
- Female is passive
- dependant on the mans acceptance

Positives of stereotyping:
- Gives us rules to live by
- Makes life easier
- May make us more polite as a society














































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