1
Q
What is the definition of vogue
A
Fashion/ popular/ style
2
Q
What’s involved in vogue?
A
Fashion
Celebrities
Beauty
Reviews
Q and A
3
Q
Who is the target audience?
A
Women and men interested in fashion.
(Usually upper/middle)
4
Q
When did vogue start?
A
1916
5
Q
In 1920 vogue there was a huge demand for the ____?
A
Arts (more artists after WW1)
6
Q
I’m 1930, there was a large impact from the _______________ industry.
A
Film/ Hollywood.
(Heavy makeup + lip stick)
7
Q
In 1939 vogue was told to…?
A
Still write during WW2 to boost morale.
8
Q
In the 1960s what became popular?
A
Fashion photography and sex became bigger
9
Q
What happened in 1970s which effected vogue?
A
Feminism
10
Q
What changed in 1980s vogue?
A
Rock and punk
11
Q
In the 1990s there was a similar change to 1970s…
A
Feminism and confident women
12
Q
What was vogue like in 2000 and what were some involvements?
A
Actor involvement, models, celebrations. Constantly creating new fashion.
13
Q
What does cultural Zeitgeist mean?
A
describes the current trends, moods, attitudes and cultural climate of a particular era or moment
14
Q
What time are we studying for vogue?
A
1965
15
Q
Which section is vogue
A
B
16
Q
What is the pairing magazine?
A
The big issue
17
Q
How many sales were reached per week in 1960s
A
12 million
18
Q
Socially what boundaries were shifting in the 1970s
A
1970 equal pay act.
19
Q
How many girls in 1960 went to university?
A
26,000 girls went to university
20
Q
Women’s rights were seen as ___________
A
Scandalous
21
Q
In the feminism riots in 1960 how did the police treat women?
A
They pushed women around
22
Q
How were women seen as meant to do
A
Mother and wives
23
Q
What opportunities did marketing see?
A
They wanted to use women for money.
24
Q
True or false? Women can have jobs
A
True
25
What quote did Betty freedman say about how women are shown?
“Women shown only as: men’s wife, mothers, love objects, dishwasher cleaners and never people “
26
How did advertisers react to the woman’s movement?
They were unsure about how to react
27
What was the (%) difference from women’s pays to men’s (2024)
11.3% in 2024 / £7,572 less a year than men.
28
On the main cover of vogue cover we study what is seen as cultural appropriation?
The Turkish headscarf and heavy glam makeup
29
What did they use on women at the time to make them seem more perfect in photos and film?
High key lighting and soft focus.
30
Why in the main cover of vogue front cover we study does the woman wear what she does?
She wears it in the movie she stars in (lady L)
31
What camera angle is in the main cover of vogue we look at?
Why is this important?
Close up,
this is important because this means the focus is on her celebrity persona, due to the clothing not being fully seen.
32
What is the vogue masthead? Serif or sanserif?
Serif
33
What is a sheik?
An Arab leader (honorific) who is a wealthy older man.
34
Why might they have chose the actor Sophia loren to be the front cover?
They may have chosen the actor to maybe celebrate women for being successful.
35
Who was in the main front cover of vogue we study?
Sophia loren.
36
What does high key lighting and soft focus do to a woman’s face?
Makes them more delicate beautiful and with less sharp features with less imperfections.
37
Which theory can you say about Sophia lorens look in the vogue cover?
‘Exotic’ which links to alvarados theory.
38
Why is it a good thing that vogue hasn’t changed their masthead?
Because it is a memorable font and is a symbolism of women’s delicacy and the amount of time vogues been around
39
In ‘the ideal woman’ text it’s communicated that gender preferences are affected by what?
Upbringing and social experience
40
Who wrote “the ideal woman” text?
Jennifer Holt
41
What year marked the emergence of the women’s movement
1960s
42
“ ____ of post war women felt working outside of the home would lead to …“
“ 80%
A more satisfied life. “
(From the ideal woman text)
43
What percent of women were found in non working roles? In the 1960s
90%
44
How did men see women?
Sex objects
45
Who was makeup really for? (For and against)
Could argue women as their insecurities (made from society) are eased when they wear makeup = them to be more confident
…
Could be better for men to have what looks like the perfect woman and to make a woman be more beautiful.
46
What is the ideal woman now?
Women working and doing all of the domestic jobs too.
47
In the inside of vogue magazines in the 1969s why were there limited photos and small text?
Due to the high cost of printing at the time.
48
What is the marled women’s property act of 1964?
Enables women to be able to share house keeping money and any property with the support of a man.
49
Women don’t really get many sources to be provided with advice so where do they get it from?
Magazines like vogue
50
What did women get in 1970 which allowed them to…
Get a house morgage (1970)
51
What does it say In the “bare essentials” advert which shows the fashion is to be tanned?
“The chalky white look is out!”
52
Why is it significant that the woman in the “bare essentials” advert is naked?
It represents women as being sexual objects (male gaze”
Quote - “so naturally you”
53
The word essential in every one of the lipsticks colour name shows the idea of
Having to wear makeup and you need this brand
54
In the imperial leather advert the representations of women is
Women are meant to be perfect and have a mother representation
55
Why is it significant about the hair in the imperial leather advert?
The woman had perfect hair and shows how idealised she is and perfect she is at being a mother.
Her hair is short and so she looks more innocent.
56
What specific symbol is represented in the imperial leather advert?
The layout is similar to Mary and Jesus (Mary is the ultimate mother figure)
57
What is the post-colonic theory? And how does it fit into the Vogue front cover with Sophia Loren?
This theory is about otherness. Loren is 'other', evoking Western fantasies of the East.
58
Who created the post colonial theory?
Paul gilroy
59
What is tokenism?
It is a way to get underrepresented groups to seem of equality and inclusivity
60
What was “The Problem That Has No Name” as described by Betty Friedan?
A sense of dissatisfaction and unfulfillment experienced by American housewives in the mid-20th century.
61
How did media contribute to the idealization of the suburban housewife?
Through advertisements, magazines, and TV, promoting domesticity as the ultimate feminine fulfillment.
62
How did societal expectations limit women’s aspirations?
Women were taught that their highest goal was to be wives and mothers, discouraging careers and higher education.
63
What role did education play in reinforcing gender roles?
Colleges emphasized marriage over academic success, with many women dropping out to marry.
64
How did advertising reinforce the feminine ideal in the 1950s?
Ads depicted women as perfect housewives, focused on beauty, cleaning, and pleasing their husbands.
65
What was the impact of consumer culture on women’s roles?
Women were encouraged to buy household goods and beauty products, reinforcing their domestic role.
66
What is the marriage age trends of 1950s
By the late 1950s, the average marriage age dropped to 20, with many girls engaged by 17.
67
How did the post-WWII economy influence gender roles?
Women were encouraged to leave wartime jobs and return to homemaking to maintain social stability.
68
How did the media portray career women?
As unfeminine, neurotic, or doomed to be unhappy without a husband and children.
69
What contradictions did women face in the 1950s?
While encouraged to be perfect wives and mothers, they also had to manage increasing household expectations.
70
What was the role of Freudian psychology in reinforcing gender norms?
It suggested women’s fulfillment came from being wives and mothers, discouraging independence.
71
How did women react to the limitations of the suburban ideal?
Many felt unfulfilled, leading to anxiety, depression, and questioning their roles.
72
What was the relationship between media and femininity?
Media reinforced femininity as tied to beauty, motherhood, and submissiveness.
73
What was one of the main criticisms of The Feminine Mystique?
It focused on middle-class white women, ignoring issues faced by working-class or minority women.
74
How does The Feminine Mystique relate to contemporary media studies?
It highlights how media shapes gender roles and societal expectations, an ongoing issue today.
75
What percentage of women felt that working outside of the home would lead to a more satisfied life.
“**80%** of post war women felt working outside of the home would lead to a more satisfied life”
76
What are the stereotypes of women?
- Women’s place is in the home with the family.
- women don’t make good decisions.
- women are dependent on men.
- women are sexual objects.
77
T/F - does a woman’s biology make them more passive or more dominant.
Passive because of oestrogen
78
Women are meant to be what kind of beautiful?
Naturally beautiful whilst wearing makeup.
79
In Sophia Loren's poster there is a clear western construct of beauty due to...
the use of direct mode of address (eye contact), full lips, clear skin and high cheekbones.
80
In relation to the Sophia Loren front cover, what would Lisbet Vanzoonen suggest?
The image of Sophia is both 'star' and 'woman', constructing an ideology of female gender identity which is both commodified (will make money) and unrealistic.
81
how does Young and Rubicans theory name? and how does this fit in?
4C's psychographic.
The issue features adverts tailored to the 'aspirers', 'explorers' and 'succeeders' of the time.
82
What is significant with the imperial leather soap and its juxtaposition with the front cover.
Imperial Leather uses the religious archetype of a stereotypical mother and child, like Jesus and Mary. This contradicts the empowering cover shot.
Arguably, you can say that this is Imperial Leather's advert and therefore Vogue wouldn't have had control of it, due to it being placed for a fee. The advert draws back to the 50s notions of women being nurturing. And the second wave of feminism hadn't hit yet.
83
The cutex advert is slightly different to imperial leather, for example. Why and how? (What does it focus on?)
focuses upon sexuality of natural beauty as a model and appears naked, surrounded by leaves, and pouts at the direct mode of address. This links to the hippy culture( especially the font) of free love, which was clear in 60s.
However, the message is that women's worth is defined by their desirability.
84
How does Laura Mulvey fit into the cutex advert
male gaze and the use of the woman being naked, pouting and having direct mode of address.
84
In Vogue, aspirations were expanding but within the controlled limits of the ongoing patriarchy. What are two examples of people who were excluded and rarely involved.
Gay men (it was made legal in the UK in 19**67**)
Black and Asian people appeared but only within the tokenistic constraints of Gilroy's 'otherness'
This shows how Vogue looks forward but also backwards.
85
What is the difference between the picnics, woodlands, and Egypt?
Woodlands -
Clothing is mimicking the Edwardian era, and the lone man wears a business suit, showing his control and his status. Linking to the woman's class. There is also a deer/fawn in the background, showing the notions of femininity, vulnerability, beauty, and needs protection, but is one with nature.
Egyptian riverboat -
The woman is dressed as 'other' (isn't Sophia Loren but has the same style in pictures). She signifies 'to be looked at ness' in her fashion and exotic head dress. The man is seen dominating, ignoring the woman and focusing on more important issues (wearing a suit).
86
The Egyptian boat signifies __________ __________________ theory.
Gilroy's Post-Colonial theory.
exotic and other
87
When was the first edition of Vogue in the UK made?
1916
88
What are the main four focuses in Magazines?
Media Language, audience, industry and representations
89
what makes magazines different to newspapers?
- It is a higher-quality paper stock
- published less frequently
- stabled or bound.
90
how magazines lasted the (1950s-60s) TV introduction and now common online magazines is mainly by...
targeting a particular segment of audiences.
91
What are some key magazine conventions on front covers?
main image = brand identity
coverlines
a date line
taglines
distinctive mastheads (1892)
92
The typography of the masthead shows the clear brand identity.
serif, traditional, formal and feminine.
93
Barthes' theory of semiotics connects to the front cover.
The model, clothing, pose, and colours act as signs.
These create connotations of elegance, wealth, and femininity, reinforcing Vogue’s myth of the “ideal woman”.
94
How does Gauntlets' theory of identity link to Vogue? (pick'n'mix theory)
Vogue offers a range of fashion and lifestyle ideas that readers can pick ’n’ mix from.
This supports Gauntlett’s view that identity is fluid and self-constructed, with media acting as a resource rather than a fixed guide.
95
Betty Friedan and her Feminine Mystique book discusses how ...
The image of a 'happy housewife' supports patriarchal understandings of gender by suggesting 'true' female fulfilment/happiness could be found in the domestic sphere.
96
what does Marjorie Ferguson believe about women magazines?
They constantly reiterate the need to be 'more beautiful' and provides them with the tools to achieve the desired 'look'. It is suggested that women's magazines cause insecurities. She also pointed out that keeping and getting a man is commonly seen as a main goal in women's magazines = a woman's 'duty'
97
How does Gerbner's theory of cultivation link to Vogue?
Repeated images of glamour, wealth, and idealised women can shape readers’ views of femininity and success.
Over time, Vogue may cultivate the belief that beauty, luxury, and appearance are central to women’s lives.
98
how does Curran and Seaton's theory of power and media industries link to Vogue?
Vogue is owned by a large media corporation, showing how media power is concentrated.
Its content reflects the interests of elites (fashion houses, advertisers), supporting Curran & Seaton’s idea that media industries prioritise profit over diversity.
99
Who are the top 3 people who own most of the magazine production companies?
Oldham's Press, George newness, and Fleetway. (International Publishing Corporation).
100
what is the social grade for Vogue?
ABC1
101
How does Stuart Halls reception Theory link to Vogue?
Preferred reading: Vogue promotes modern femininity, fashion, and independence, aligning with 1960s social change.
Negotiated reading: Some readers admire the style but still accept traditional gender roles.
Oppositional reading: Others reject Vogue as elitist or reinforcing unrealistic female ideals.
102
Vogue is publishes and distributed by ______ ______ (which is owned by ..)
Conde Nast (which is owned by Advance Publications + Vertically intergrated)
advanced publications - newspapers, magazines, TV and Radio.
103
What was an act which allowed women to have more financial freedom?
The Married Women’s Property Act (1964) helped increase women’s financial freedom by giving married women equal rights to property and household assets, rather than these automatically belonging to their husbands.
Media Component 2
flashcards
Decks in class (4)
# Cards
