Woman magazine

- The mast head "Woman" is singular which suggests      that all woman are the same and have the same            purpose.
- She looks like a stereotypical housewife - short hair        implies she is clean and tidy 
- The lexis of 'woman' is in a serif font which                      suggests femininity - looks like it was handwritten -        mode of address is friendly 
- The woman is smiling which connotes happiness -          therefore living up to the stereotypical housewife            image showing that if you buy the magazine you will      become happy
- The yellow banner towards the bottom; colour yellow      has connotations of happiness and positivity.
- Target audience is straight females - aged 30-50 -        working class
- The cover model is roughly 30 years old and a                housewife - well presented with a sensible haircut.
- Background colour is a rich purple - not very                  appealing - came out in 1964 therefore when it came    out the colour was likely to be very fashionable. 
- Shoulder length hair makes her look sensible, stereotypically attractive (early middle ages    model), hegemonically attractive.
- "Seven star improvements for your kitchen" implies that woman should stay at home and       be in the kitchen - the model is a stereotypical housewife - stereotypical view on the         audience, they would want to read about kitchens
- Mode of address is also friendly because the model has a smile (very very fake smile) =        slightly nervous and uncomfortable - she is looking directly at the audience showing a            direct mode of address
- Relatable to the target audience because she has very minimal and natural makeup on. 
- Very simple and sparse layout - the audience are hardworking and don't have a lot of time to read - or the audience aren't well educated so they can't read a lot. 
- "Alfred Hitchcock 'British woman have a special magic' " - He's a famous movie director and he is giving the audience a compliment suggesting the target audience have a low self-esteem - She's got quite heavy base makeup on - cover line "Are you an A-Level beauty?" asking the target audience with a direct mode of address - asking the audience if they are actually attractive. 
- " Star improvements for your kitchen" - the magazine is about making your kitchen better
- Dark background is a binary opposition to the bright yellow cover line showing the importance of the kitchen on the magazine 
- mentions of kitchen and make up advances the audience further and reinforces hegemonic expectations of women. 
- it follows the patriarchal hegemonic views of society
Background details 
- woman magazine was published weekly 
- published by a company called IPC
- initially published in 1937 and still being published today
- edition we are looking at was published 23-29 August 1964
- Price 7d (7p ten - Approx 80p in 2018 money - very very cheap magazine because it was weekly) reflecting the working class audience 
- Genre of magazine is woman lifestyle - sub genres are elements of fashion, house keeping, cookery etc - broad range therefore broad audience - also elements of film.
- Woman's magazines became really popular after WW2
- In 1960's sales of women's magazines reached 12 mill copies per week. Woman magazine alone sold around 3 million copies per week in 1960. 
- This magazine had a vast audience. 

Socio-historical context - what was going on in society and history during the time.


- "Extra special about men" -there is an article just about men so assumes that woman at thiis time dont have many interets because men are one of them 
- "Knitting" - assuming the audience likes knitting - connotations of being a conservative hobby. Not very interesting and boring. 
- Another interest being assumed is gardening - this shows that this magazine has a hands on focus - this is reiterated by the makeup tutorials
- "Starting school" - assuming that the women and target audience have children, they are interested in men and they are straight - they are making very big assumptions = heteronormativity - heteronormative outlook held by the magazine. 





Context about time the magazine came out:
- 60s saw boom in number of jobs available to women - in 1962 there were lot's of women in higher education like university - so when this magazine came out there were 26,000 women going to uni and many more jobs available 
- Women were being very badly treated and badly paid - women began to speak out in the 1960's as how they were looked at as a wife. 
- 1970's women were getting more rights 
- Women's liberation movement was born but was looked greatly upon by many people - e.g marching for equality, equal pay and treatment. 
- large scale protests in 60s and 70s - had a very strong message and women openly protesting - they didn't want to be used in advertisement cleaning - There were very narrow representations of women in this time for cooking,cleaning and being a wife to men and how marriage was slavery.
- intercity rail line had an advert showing women going "to do what men do" in the city and they were beginning to do more.  
- WOMANS LIBERATION MOVEMENT 

ideology - the belief's or values of of the producer - the ideological perspective of the producer from magazine is that all women are housewifes (have a lower space in society than men/ less autonomy)

hegemony - the rules we follow in society - the hegemonic assumption of women is that they should only work in the kitchen due to the cover line being about kitchens (all women have children or family/ 

anchorage - the women's hairstyle anchors the audience to accept she is a housewife as it is kept tidy and pulled out of her face/ the title anchors the audience to reinforce the audience is women

(in some ways it is important to have a clear audience because people who fit into the group are more likely to buy it)

David Gauntlet - Theories of identity 
Example of an audience theory. 
- Audiences are not passive and media products allow the audience to construct their own identities. 
- By way of example, what subcultures exist around.

Subcultures - a group of people who build their identity around a media product 
Examples
Genre's of music - emo's (aggressive rock /emo music), Punk, Goth, metal heads - rock music etc.

Certain genres of TV show - Dr Who 

Certain genres of videogame - nerds 

David Gauntlet's Pick and Mix theory - audiences don't just belong to one subculture - people can pick and choose what subculture they like and don't like/ which ideologies suit them e.g. you can listen to extreme metal and classical music aswell 




- sexist image - woman within the kitchen
- she's also teaching a child how to cook - subverts the idea that only woman can cook
- casual lexis suggests that the target audience is working class 




- she looks very happy to be doing the housework. this reinforces the ideology that women enjoy doing housework - no images of a women miserable doing housework connoting that doing housework is hegemonically acceptable and normal.
- she looks very glamorous to be doing the dishes - this subverts representations of women 
- "so any girl can assemble it quickly" - assuming that girls are stupid "get the man in your life to glue it together" - assuming that the audience are straight and have a husband/ boyfriend - also the assumption that the women cannot do it. 
- The audience may  reject the ideology that they are unable to glue a unit together but will be able to accept the facts and information give about the information.

Cultural Capital - The cultural resources of an individual e.g knowledge, qualifications, art, customs and tastes

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