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How does the framing of Sophia Loren on the front cover represent her?
Important, powerful, role model. Her fame & status contributes to this. Beautiful clothes & jewels communicate wealth. 'Exotic' turkish dancer 💃 outfit
How do dress codes in the front cover of Vogue construct representations?
Loren was seen as an exotic beauty at the time, a huge role model. Her clothes & jewels communicate wealth and power.
Exotic nature of her outfit - Stuart Hall - Middle Eastern stereotypes
Who is the interview in Vogue with?
Shelia Black
Financial Times
How does the interview with Shelia Black in Vogue construct representations of women?
Black is represented in a position of power, speaking about financial independence, investment etc. This challenges historical stereotypes to do with money and gender. Unusual for the time.
Proven by the explanation of finance terms - assuming women won't understand
When was the set edition of Vogue published? How does this relate to the representations of women?
July 1965.
Painted women in powerful positions - E.G. Shelia Black finance interview in a time when men often controlled finances of women
What does the financial representation of women in Vogue reflect?
Represents women as having financial power, representing the wealth & class of the target audience (AB)
However simple financial terms are explained, assuming women wouldn't understand them
What are some conventional representations of women in Vogue?
Sexualised or domesticated depictions of women
Financial article talks about money in terms of ones husband - EG a lack of privacy around women's individual finance if married
How does the Cutex advert in Vogue represent women & construct meanings?
-Bare shoulders & language - '"bare essentials" ' suggest nudity - 'birthday suit' 'barely decent'
-Lipstick shade names suggest nudity
'Are you woman enough to wear them?'
What language in the Revlon advert supports typical representations of women?
Words 'alluring' and 'beguiling' connote a women's goal should be to be attractive
Suggest a woman's value comes from their looks
How does the imperial leather advert represent women in a stereotypical way?
Maternal & domestic image of a mother and young son. Gesture codes suggest care, love & gentleness
May connote women are 'gentle' and weak.
How do the picnic articles & fashion pages represent women in a stereotypical way?
Women are presented as domestic in these pages, nurturing young children. Supports stereotype that women are passive.
How do the stereotypical representations of women in Vogue fail to represent 1960s change?
The start of women's sexual liberation - first woman launched into space by USSR, swinging sixties & contraceptive pill introduced. Women entering workforce & campaigning for equality. Feminist growth.
How can David Gauntlett's theory of identity be applied to the representation of women in Vogue?
Women are represented as role models of domestic perfection.
As an opinion leader, Vogue is suggesting this is what women should strive for.
What are some potential reasons that this edition of Vogue could fail to represent 1960s change?
- Feminism was still quite controversial
- The target audience of richer, affluent women were under less financial pressure, potentially more conservative and many of them already lead lives centred around family & leisure.
What do the representations of age in Vogue suggest?
All the women are very young - encouraged at the time to marry young and have children soon. There would be much less of this in a modern magazine as many women pusher family life at a later age. Vogue assumes the target audience already will have children & husbands
How is wealth/ class represented in Vogue?
References to formality, royalty, lords & ladies & art. Suggesting the target audience is upper class.
Upper class represented as aspirational (AB)
How is race represented in the set edition of Vogue?
White women in luxury clothes & jewels
Cutex 'nude lipsticks' clearly cater to pale skin, same for rendal products
Lack of minority representation. One page features black Egyptians, but they're marginalised
How can Gilroy's theory be applied to Vogue?
Ethnic minorities are marginalised - represented as staff to the white women in the images. Reflective of post-colonial views. Also a white man is seen in a suit, represented as more professional
Historical Context as women 1960s
were typically expected to marry young and start aa family demo by advert in vogue showing mothers
The rep in vogue fails
fails to reflect the growing power of women in the 60s feminist
example of ad Historical rep of women shown in vogue by advert
- Pinical Article
- Leather Imperial
Stereotype Women (Historical) Picnic Article
- Women rep as being passive and domestic
-Women are portrayed as maternal figures who raise and nurture children.
-This matches the representation of term-4women in the media, but contradicts with the Second Wave of Feminism and women's rights campaigns in the '60s
Stereotype Women (Historical) Imperial Leather advert
- Women rep as being domestic and maternal
promotes the gender stereotype of women
- Her body language and facial expression show women as loving, emotional, and caring
The advert is promoting soap, which reflects the idea that women should be 'soft' and 'smooth by the slogan links back to beauty and femininity values of women as soft individual
- Reflect the historical context
Class Rep in Vogue
- Upper class seen as a utopia idealised (aspires target audience)
- by reflecting richer women who were under less financial pressure to do to work which is reflect by the typical historical stereotypes made in the advert
how does the picnic's article represent utopia idealised
- by refences to lords and ladies
- complex language
- formal costume
Rep Class Money Article
- reflect class and financial status of the typical ABC1 reader
- Vogue Readers were ABC1 who tend to be more wealthy
Money Article Conform Historical
- Articles gives basic financial terms which suggest that women don't understand economic and investment's
- linking back being a new thing for women to know
- reflect the way women were being treated by society at the time
- article is still aim reliant of their husband
Ethnicity rep - White Models
High status due to the jewels and expensive clothes
- cutex ad the range of nudes colour fitting for lighter skin women
Ethnicity rep - Darker Skinned
The lack of minority models, and make-up products aimed at women with lighter skin
- shown by the underrepresentation in the cutex ad due to the range of nudes colour fitting lighter skin women
Ethnicity rep - postcolonialism shown in vogue ad
postcolonial view reflect a less inclusive nature of Britain in 1960s
- black men marginalised through placement in the back
- ethicality seen as staff and less important to white models
Examples ads of women being sexualised in Vogue
- Cutex Advert
- Revlon
Women - Sexualised Cutex Ad
- bare shoulders denotes nudity.
'Bare essentials' is an anchorage lack of clothes in the image which suggest sexuality and nudity
- The advert is promoting lipstick, a traditionally feminine beauty product.
- The shade names of the lipsticks connote nudity, suggesting that sexualisation is important for women.
SUGGESTING MAKEUP IS THE BARE ESSENTIAL for beauty of western standards shown rhetorical question 'are you women enough to wear them' linking back to sexual appeal
Women - Sexualised Revlon AD
- The words "alluring" and "beguiling" connote that a woman's role is to attract someone visually
- The advert is promoting eye-shadow, a traditionally feminine beauty product
- It reinforces the message that someone's appearance is their most important aspect
Van Zoonen feminist theory
Men and women are represented differently in the media. Women are objectified as a result of western culture.
How can Van Zoonen's theory be applied to women
- body displayed as objects as the beauty standards are made by mainstream media
conforms historical context by the the revlon and cutex ad
bell hooks feminist theory
- the idea that feminism is a struggle to end sexist/patriarchal oppression and the ideology of domination
- the idea that feminism is a political commitment rather than a lifestyle choice
- the idea that race and class as well as sex determine the extent to which individuals are exploited, discriminated against or oppressed
How can bell hooks theory be applied to women
exploited ethinicty groups
ideology of male domination
vogue is a part of the stuggle to end patrical opperstion
examples of how vogue present women as powerful
- front cover
- money article
Women Rep - Powerful Front Cover
Sophia Loern close-up portaryed as a powerful role model for women
Women Rep - Powerful Money Article
Shelia black who works for the finical times (female expert) rep in a position of power by talking about 'women being finically independent' . 'invest money'
- Challenges historical context when women were financially controlled by husbands
- Saw A Shift in social change of women in links back to 60s feminises
Who is Sophia Loren?
An Italian-French actress. She was named by the American Film Institute as one of the greatest stars of Classical Hollywood cinema
Theories of identity - David Gauntlett
- the idea that the media provide us with 'tools' or resources that we use to construct our identities
- the idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas
Theories of identity - David Gauntlett applied
show the media from the past which was straightforward messages about ideal types of male and female identities
Stuart Hall- Representation
the idea that representation is the production of meaning through language, with language defined in its broadest sense as a system of signs
the idea that the relationship between concepts and signs is governed by codes
the idea that stereotyping, as a form of representation, reduces people to a few
simple characteristics or traits
the idea that stereotyping tends to occur where there are inequalities of power, as
subordinate or excluded groups are constructed as different or 'other' (e.g. through
ethnocentrism).
How can Stuart Hall applied to Vogue
Front Cover
Sophia Loren costume makes her look like a Turkish dancer links back to the theme of the edition
- with the exotic nature reflect the middle eastern stereotype of representing ethic minorities groups as 'other'
- Exotic rep of other cultures which arent western standards
Who does the front cover feature?
Sophia Loren
What does the close up of Sophia loren make her seem?
Important, powerful and a role model
What can we state about Sophia Loren relating to her appearance? (Relate to a theory)
The exotic nature of her image may reflect Stuart halls ideas about the use of Middle Eastern stereotypes. Representing ethnic minorities as 'other'
What is in the financial article inside vogue?
An interview with a women from the Financial Times called Sheila black, she's very much in a position of power and talks about women being financially independent and wanting to invest money
What was the financial article about?
Women making investments and having financial power challenges the historical context where woman were often financial controlled by there husbands
What may women having financial powers reflect?
The class and wealth of the typical vogue reader (AB socio economic group)
What is the negative side about the financial article about women?
The inclusion of an article that gives basic definitions of financial terms might suggest that women don't understand economics and investment
What could the financial article represent?
The new changes in the 60s of women gaining a little independence from their husbands and fathers
What does the copy suggest about women?
Women still are reliant on their husbands in many ways and unable to keep finances secret
What do the other pages in the magazine offer?
Fairly conventional representations of women for the 1960s, often showing them as domestic or sexualised
What is in the cutex advert?
Denotes a woman with bare shoulders which suggest nudity
What can we mention about the shade names in the cutex advert?
Have connotations of new city, suggesting that showing flesh and being sexualised is important for women
What does the rhetorical question "are you women enough" in the cutex advert suggest?
Femininity is linked to nakedness and sexual appeal- very reflective of the way woman were and still are represented
What words are used in the revolt add and what do they connote?
The words alluring and beguiling connote that a woman's role is to attract others visually
What do we see on the imperial leather advert?
A mother and son- this image reflects that woman are maternal and domestic
How can the body language of the woman be described in the imperial leather advert?
Her body language and facial expression show women as emotional, caring and loving
What is described in the imperial leather add what could this mean?
Soap is described as soft- woman are signified as needing to be 'soft' which may mean delicate of weak
How are woman presented in the image of the picnic?
These pages show woman as passive and domestic
What can be depicted from the passivity of woman?
The passivity of the woman in many articles, fails to reflect the growing power of some women in the 60s eg feminists
How was feminism considered when the newspaper was written
Considered a new and alternative idea whereas vogue was aimed at a mainstream market
What can the lack of the feminist idea reflect?
Richer woman were under less pressure to go out and work, so many of them did lead lives more centred around leisure and family life
What does the images on young women with children reflect ?
The historical context as woman in the 60s were typically expected to marry young and start families
How have magazines changed now in terms of young children?
Modern woman's magazines aimed at those age 20-35 often choose not to feature content about children, as many woman are now able to have careers first and have children in their 30s or later
What classes can we identify the magazine is aimed at and what gives this away?
Many pages include references to royalty, lords, ladies art and formal event which gives high representation of the upper classes
How are upper class people featured?
As a utopia, idealised and being aspirational role models- this may reflect that the readers of Vogue tend to be from the middle/upper classes or aspire to this
How are white models often pictured?
In jewels and expensive clothes representing them as high status
Compare the ethnic appearances:
White ethnic appearance is normalised, with darker ethnicities being under represented in the range of "nude toned" cutex products
What does the ranges of the colours of lipstick show?
The colour ranges of lipstick and other make up in the magazine is clearly representing lighter skin tones and not darker tones
What does the lack of minority models and make up aimed at light skinned readers reflect?
The less inclusive nature of Britain in the 60s
How are black men presented?
Marginalised through placement in the background and being out of focus
What does the marginalisation of ethnic minorities create?
A post colonialist view of ethnicity, with them being seen as 'staff' or less important than the white models
What does the white man on the boat wear?
The white mans suit, tie, watch, and writing suggest wealth status and a westernised view of 'professionalism'