Vogue (need to finish)

What is Vogue? (Context)

A mainstream lifestyle and high fashion magazine targeted at women.

It was first published in Britain in 1916.

It’s been published by Condé Nast since 1909.

It’s printed on glossy paper - emphasising its aspirational, luxurious look.

Who are Condé Nast?

A global media company that produces vogue. They’re recognised for producing high quality content with a global reach.

They shaped British Vogue by establishing a high-standard and aspirational brand and ensuring consistent quality.

What were the ‘Swinging Sixties’ and how did they influence fashion?

The Swinging Sixties - a period in the mid 60s, categorised by an explosion in youth culture, sexual liberation etc.

How it influenced fashion:

Fashion was now led by the youth

Miniskirt revolution

Unique styles

Fashion became more affordable and accessible

What was the dichotomy in women’s newspapers in the mid-sixties?

Dichotomy - a division/contrast between two things that are opposed.

The dichotomy involved some magazines reinforcing traditional expectations - the ‘happy housewife’ - and some reflecting the growth in female independence.

Vogue 1965 set text front cover

What typical magazine features of women’s lifestyle magazines are shown on the cover?

The main model (Sophia Loren) is a female

Diamond jewellery

Luxury clothes

The main model takes up almost the whole page

She makes direct address with the audience.

Who is Sophia Loren?

One of the world’s most iconic movie stars.

She was chosen to be on the cover of Vogue as she was an international icon of beauty at the time

She was a major star in the golden age of Hollywood cinema in the 50s and 60s.

She was in the film “Lady L” - relevant to the 1965 Vogue issue as the image is from the set of Lady L, where she is dressed in a glamorous costume.

Who were the other people involved with the 1965 issue of Vogue?

Diana Vreeland - editor of Vogue at the time

David Bailey - photographer of the cover shoot. He was a very popular 60s fashion photographer.

What is significant about the cover lines on the front cover?

They’re on the bottom right corner - showing that they’re aren’t as important as the dominant image of Loren.

This breaks magazine conventions.

They use alliteration to draw the reader in.

‘Mad midsummer’ - breaking free of old constraints from the early 60s.

Representations: What is significant about the masthead?

The serif font represents luxury and high-end fashion.

The masthead is an example of iconography.

What is significant about the lighting?

The bright light shining over Loren’s face represents her status and importance.

What does Loren’s make-up and jewellery represent?

Stereotypical femininity - which was extremely popular (and expected)at the time.

How is there an aspirational aspect on the front finger?

Loren is dressed as a rich Turkish dancer. This connotes aspiration as travelling to exotic countries was rare and expensive in the 60s.

In the cover lines it says about “shieks” - associated with foreign countries.

Loren’s jewellery is also very lavish and aspirational - pearls.

What’s significant about the layout of the front cover?

It uses the ‘Z line method’ - follows the natural human eye so encourages audience attention.

What’s significant about the palette of the front cover?

Green masthead mixed with Loren’s bright blue clothing adds another sense of exoticism.

Image of contents page

Analysis of contents page (not much needed so only 1 flashcard)

Conforms to typical conventions of mainstream magazines - page numbers, address of head office, credits, advert

The advert is of a high heel - stereotypical femininity. The ad emphasises the quality and value of the product with adjectives - “finest”, “elegant”, “delicate”.

The inclusion of the masthead once again reinforces the importance of the brand.

Summary of “money” article

It’s a financial article featuring a working female expert in finance (Sheila Black) - unusual in the 60s.

Sheila Black answers her female readers’ queries about finances. She explains things in simple terms - reflects how women were seen as inferior to men at the time.

The focus on investment and finances reflects the wealth of vogue readers.

How are women presented as financially passive in the article?

Says that women have admitted to “have done nothing more with it than buy what they want and leave the rest in the bank”.

This implies that women heavily subscribe to consumer culture, rather than doing smart things with money.

How are women presented as uncertain and dependant on others for practical advice?

“Dear Miss Black, what can I buy with £500?”

How is the emergence of women’s financial freedom shown in the article?

Topics like “borrowing” and “home improvements” show that women were increasingly engaging with financial responsibilities in 1965.

However these being framed within domestic contexts show that women hadn’t reached full freedom at the time.

How does the article contrast the front cover?

Sheila Black’s financial article presents women as practical people who worry about things such as insurance.

The front cover presented traditional female stereotypes - beauty and jewellery.

How are women presented on page two of the article?

Financially dependant on their husbands - “married women are never independent, even if they are the chief breadwinners”.

This reinforces the subordinate position of women in financial life.

How are women shown on page two of the article to have a desire for privacy and independence?

Many women write in wanting to invest/borrow money without their husbands knowing.

This reveals the suppressed identity of women at the time.

How are women shown as curious but naïve?

Basic questions such as “How should I invest £10,000?”

What does the fact that Sheila Black makes it very clear that the readers’ queries are “completely confidential” show?

That women were anxious and fearful of overstepping social norms around money.

Overall, the front cover of the magazine is a dichotomy with the “money” article.