WOMANS REALM MEDIA LANGUAGE Flashcards
(28 cards)
Front cover layout
*dominant central image
*masthead positioned over models head
*cover lines listed on left hand side
*price+date
*follows typical conventions over all (bar the fact the woman is not very sexualised)
*clear sense of gender roles.
Front cover masthead
*serif font, traditional
*REALM in uppercase (connoting importance of the of women being in their “realm”/home
*over the woman’s head, connoting the importance of the brand.
How is a direct mode of address used?
“your 48 page picture treasury of homemaking”- direct address to the demographic, very prominent on the page so highlights the ‘importance’ of homemaking. treasury has connotation of luxury.
How is motherhood promoted through language on the front page?
“wonderful children’s raincoats” importance of childcare is pushed through “wonderful” to show they are important.
How are heterosexual ideals encoded in language on front page?
“The language of flowers”
Idealises romantic heterosexual relationships and fulfilment through a relationship.
What are the 5 categories in the table of contents? What messages does this send?
Cookery
Knitting
Fashion
Beauty
Fiction
The hegemonic expectation that women belong in the domestic realm, whilst adhering to beauty standards.
What meaning does the mis-en-scene of the “Sensational sultanas” advertisement generate?
Iconography of the ocean, waves and a swimsuit not only links to the idea of the product being exotic in itself, but also takes the woman outside of the domestic sphere - a slight shift in gender roles - in a leisurely setting.
What meaning does the colour in “Sunsational sultanas” connote?
Vibrant colours such as blue, green and red reinforces that the product is exiting and exotic, whilst promoting the Australian/leisurely lifestyle.
What meaning does the dress code in “Sensational sultanas” connote?
The woman is wearing a swimsuit, somewhat objectifying her while maintaining modesty.
What meaning does the language in “Sunsational sultanas” connote?
Informational mode of address hints at the idea of a new product.
EG “Like this lovely, crumbly golden pudding” and “beautiful bakes apples”
Links to domestic life.
What meaning does the mis-en-scene of the “Atrixo” advert connote?
Setting of inside the household reinforces domesticity.
Gender roles are encoded through the woman cleaning with a cloth (Painted nails and wedding ring - beauty standards and heterosexual relations) and man doing home improvements with a paintbrush.
What meaning does the colour palette of the “Atrixo” advert connote?
The black and white images connote tradition, reflecting traditional gender norms.
What meaning does the mode of address in the “Atrixo” advert connote?
Informative, focusing on how it might benefit women “Smooth and presentable hands” - link to beauty standards.
How does language in the “Atrixo” advert generate meaning?
“Husband” and “Wife”.
Heterosexual marriage as sheer fulfilment and the norm.
How does the main image in the “Gor-Ray” advert generate meaning?
dress code of woman in long pleated skirt, modesty of women expected in the 1960s.
However, mis-en scene of in front of a bhudda - despite in fictional context - takes woman out of the domestic sphere , link to liberation.
How does language in the “Gor-Ray” advert generate meaning?
Language such as “sophisticates” hints at expectations of beauty standards at the time.
How does mode of address in the “Bottled beauty” article create meaning?
Each beauty product is described - how it should be used and its function.
EG Foundation - “Covers tiny blemishes”, “Blend it lightly”
Links to context of new products, and the rise of consumerism.
How does language in the “Bottled beauty” article create meaning?
Semantic field of youth.
EG “A more youthful appearance”, “Your skin will remain smooth and spotless”
Links to beauty expectations of the time.
Also
Use of language such as “miracle” and “magical” suggests that these products are superior.
How does language in “Game of Hazard” create meaning?
Reinforces traditional gender roles.
For example, “Voice came faintly from the caste”/”Playing with Kittens” vs “Father was priming his gun”
How do the images in “Game of hazard” create meaning?
Image of the crest establishes genre of a historical fiction, whilst the image of men fighting at war suggests gender norms.
What does the graphic in “The Sunday Cook” create meaning?
Shows the woman serving dinner to her husband and kids (she looks like a maid), dress code of apron.
The man is sitting at the head of table (with the son at the other end) connoting the power he has in the family.
Suit and tie connotes the power he has a work also to show how it should be the husband who is working hard outside the home.
How does language in “The Sunday Cook” create meaning?
Imperatives such as “So start” pose the magazine as an opinion leader, the way they are suggesting is right.
How does the language in “Love at first sight” dilemma on the problems page create meaning?
It reinforces heterosexual norms, and women being fulfilled by romance.
How does the language in “Is it possible to have a baby without sexual intercourse?” on the problems page create meaning?
Shows views around sex at the time, a taboo subject (especially surrounding sex before marriage) leading to sexual naivety.
