Woman Case Study

Front Page

The masthead looks almost handwritten to connote informality which is a contrast to the rigid expectations of the time. This is a positive message to women because it shows that the social norms are shifting. The magazine follows general conventions with a large central image being the focus of the page. The masthead is positioned just over the model’s head because it is important to build up brand recognition in order to gain a pre-sold audience for the magazine.

The person depicted on the front cover is supposed to be relatable to the target audience (Which also helpfully shows us the target audience - young mothers), so they did not use a celebrity meaning this is an achievable goal to be the best you. She is looking directly at you and smiling which implies the idea that if you read this magazine you will be confident and happy.

There is a large pull quote from Alfred Hitchcock (More on him) saying that “British women have a special magic”, which clearly appeals to the audience, this being a British magazine. This demonstrates the patriarchal society because it shows that women should be looking for affirmation and praise from a male and cannot draw that from themselves.

The subject matter covered is all to do with stereotypical female interests such as cooking and beauty. This presents a very subjective view of how a woman should act. The question “Are you an A-Level beauty?” connotes an academic qualification, but in contrast to male stereotypes it is not to do with professionalism and business, but with more typically feminine concerns such as beauty which shows the message that women should not be looking to be academic and should focus on their appearance. The phrase “Lingerie goes lively” has alliteration to make it memorable. There is a subtle sexual connotation but not too much to be seen as indecent. Again, this is to do with pleasing your husband and further enforces the idea of needing to gain affirmation of a male.

The front cover uses a muted colour pallet, which makes it seem homely as opposed to luxurious. The use of a floral summer dress is to make it relevant to the time. Minimal makeup is used on the model to give a sense of wholesome beauty.

Contents Page

The magazine has features which have stories from other women and also advice and help for the home, cooking and knitting. There is nothing that stands out as unusual for the time which shows how tight the social conventions were as the magazine has to adhere to them in order to retain its audience. There are also many references to beauty and fashion which shows how much the magazine deems this to be an important topic for women.

There is also a large part of the magazine with references to religion. The feature on Canon Bryan Green is an example of this. He was an author and priest from the 1950s to 1970s. The reference to religion is because it was believed that women should seek guidance from God.

There are also money saving tips for back to school clothes which shows the target audience is not upper class as they would not be interested in this feature.

Creme Puff Advert

This advert centres around the idea of feminine beauty and the importance of looking your best at all times just in case the man you are looking for would see you. This presents the idea that to gain happiness you need to be praised by a man and must please him to have a happy relationship.
The man and woman in the Advert are middle class people and they are in a setting with only males showing in the background. The man is wearing a suit which has connotations of importance, wealth and professionalism. This promotes the gender stereotype that men belong in the business world and women are there to cook for them when they get back.

In the text below the advert it asks rhetorical questions such as "Frantically rushing to meet that exciting someone?" and "Dashing out on an important date?" which is important because it indirectly shows what women should be worried about with these questions because it doesn't mention going to work or somewhere else where you have to present yourself but only in relation to pleasing a man.

Breeze Advert

This Advert is dominated by a main image of a woman washing herself naked, which is clearly a sexualised image. She has an attractive body which implies to the audience that if they use this soap, they would look like her. She is there to grab the reader’s attention because women would be interested in how they could be like her.

The repetition of “Because you’re a woman” is a reference to men telling women how they should behave and what the social expectations of them were. It also clearly lists all the expectations succeeding the statement which all relate to attracting a man and keeping him. With this being the main focus of the Advert it gives a narrow view of what a woman can be. Also the use of the pet term, "Darling" is condescending because it belittles women and can be seen as patronising.