Vogue Flashcards
(5 cards)
1
Q
Representation
A
- Front cover a close-up of Sophia Loren, which signifies her as a powerful woman. Creates representations of defiance towards patriarchal society
- Exoticised nature of Sophia Loren’s appearance through costume and make-up. Fetishisation of ‘exotic’ look. Appropriating culture
- Mascara advert uses words such “alluring” to connote that a woman’s role is to attract people visually
- Passivity of female representations fails to reflect the growing power of women in the 60s e.g. the rise of the feminist movement - sexual liberation
- Representations of higher classes, through costume and language in articles
- Marginalisation of ethnic minorities, emphasised by nude tones of make-up being marketed. Supports Stuart Hall’s representation theory and the idea of ‘white eye’
2
Q
Sheila Black’s article
A
- Working female expert in finance, which would have been unsual in the 1960s
- Article about women making investments and having financial power challenges historical and social contexts as women were often financially controlled by their husbands
- Choice to represent women as having financial power may reflect the socioeconomic status and class of typical Vogue readers (ABC1)
- The use of definitions for basic financial terms may infer that most women are not educated on the finances, as it would have typically been the man controlling the money
- Represents women as not being completely independent as there are many references to husbands
- Married women reliant on husband
3
Q
Cutex article
A
- Denotes a woman with bare shoulders, implying that she is naked, as well as many references to nudity within the writing such as “birthday suit”. Represents the sexualisation of women (LVZ)
- Signifies that women are placed in the magazine to be gazed upon by male readers, and are being objectified
4
Q
Imperial leather
A
- Continues stereotypical representations of women being maternal figures, denoted by her body language and caring facial expressions
5
Q
Industry
A
- Created and published by Condé Nast - a large global company
- Started in 1892 and bought in 1909 by Conde Nast (UK versions started 1916)
- Thrived throughout the early 20th century, providing audiences with an aspirational lifestyle
- Post WWII, Vogue continued to thrive during a time of rising consumerism
- Sells around 200,000 copies a month
- Global editions to target international audiences
- One of the first to use colour photography
- In 60s Conde Nast was purchased nu Advance Publications
- One of the first fashion magazines to use a black model
- Ideas of Vogue being cutting edge and pushing boundaries
- Many collaborations with celebrities adds element of quality and exclusivity
- Vogue has discovered and nurtured talent
- Use of Royal Family attracts patriotic British audiences and interested international audiences
- Conde Nast is diversified brand (college of fashion and design, luxury conference, Vogue cafe)
- Advertising is crucial for Vogue as it earns them a huge amount of money (costs £36,000 for a full-page advert)
- Digitisation of Vogue coupled with a strong social media presence
