A-Level Media - Vogue Audience

1960s Vogue Woman

ABC1, white, upperclass, married, high-society, 25-45, baby boomers, well educated.

Young and Rubicam (VALS)

- Innovators - successful, interested in new ideas and products.

- Strivers - trendy and fun-loving

- Thinkers - motivated by ideas, mature and open to new ideas

How does Vogue appeal to their audience?

- The direct address in the 'money' article

- Use of star 'Sophia Loren'

- Double page spreads - Heatwave Holiday and Picnics

- Advertisements of Cutex and Revlon appeal to the consumer audience, the Aspirers.

Stuart Hall readings

Preferred - Women should be portrayed as maternal, consumers or domestic. Class and identity is crucial, and Vogue works as a good form of escapism.

Negotiated - Slight shift in representations. The negotiated reader would believe that the ethnicity stereotyping is primative.

Oppositional - The oppositional reader would be annoyed at the fact the representations of women aren't reflective of the second wave of feminism. Doesn't agree with the fact most articles are written by men.

George Gerbner

- When dominant ideologies are repeated so much that they get internalised by audiences

- these ideas are cultivated as their own

Dominant ideologies in Vogue

- Women in the domestic role

- imperial leather, picnics, contents page

- Male writers are still portrayed as the elites

- Women are portrayed as consumers

- The cultivating idea of beauty

- Women are objectified to appeal to the male gaze

- Narc gaze - Laura Mulvey

- Implies women are materialistic