Woman Magazine, 1964

Analysis/Audience responses:

• Serif font is almost sophisticated and would attract female audiences as they would feel this is a sophisticated product. It is also stereotypically feminine.
• The pink is quite delicate and dainty.
• The woman in the photo is of a woman who seems to be in her 30s. Her features are very smooth as well as having perfect teeth, and this would make women feel that they must read this magazine to be as perfect as her. (mise-en-scene).
• There is also a huge stress on being a housewife in this magazine, which is implied by the lexis about a home lifestyle such as "kitchen". (mode of address).
• There is a strong Z-line here with the title and the band at the bottom of the cover, which draws the attention to the fact that to be a true woman you would care about that the most and how you look. (composition). 
• The lighting in this is important because it is a very delicate and light cover, implying that women should be pretty and delicate (key lighting/high-key lighting). (mise-en-scene).
• Background is quite plain and therefore it could show how this magazine is for normal, plain women in the real world.
•  The model is also plain and allows the audience to identify with them. (mise-en-scene)
• The handwritten text is quite personal and friendly. 
• Affordable magazine could suggest a target audience in a lower class. 
• The headline of 'A-level Beauty' is an ideology that women should be good at makeup and always present themselves well, and is a type of hermeneutic code. 
• The word 'your' is effective because it seems quite demanding, as though women have the role to be there and that the kitchen is there. (direct mode of address).
• This magazine meets the codes and conventions because it is for a very specific target market which most magazines are.
• the phrase "seven star improvements" implies that the audience wouldn't feel good enough and therefore need this magazine to better themselves.
•  Young girls may read this as they aspire to be a woman like the magazine implies.
• The quote from Alfred Hitchcock is effective as this is made for a British person and therefore it would make them feel special. 
• Some woman may have found this magazine boring, as the mise-en-scene is very plain and the lexis is quite uninteresting. 
• The model as been highly airbrushed and the teeth especially would stand out, and people would aspire to be like her.
• Her dress is quite traditional and feminine, and therefore this could imply that women should stay traditional (hegemonic rules about how women dress). 
• The size of the masthead would make women feel empowered because it is a magazine about women and for women and therefore could make them feel more special.
• The word 'Woman' also connotes not only to being normal but also to being modern. 
• A direct mode of address is used in the way the model is looking at the audience, and this suggests that the magazine is personal and friendship. 

Analysis/Audience response:

• There are quite a few stereotypes of women such as being good at cooking, sewing etc.
• Jackie Kennedy is featured and this could be there as she is an icon to most women but could also represent the American Dream.
• There is no suggestion on health, only about beauty and this suggests that women should only be worried about looking good. 
• There is a lot of hegemonic power because it suggests that the women who read this aren't good looking enough and need makeup. 
• There is also the stereotype that women need to be good mothers as there is a photo of a woman and child and there is an article on back to school clothes. 

OBJECTIFICATION - women were heavily objectified by men in the 1960s because women were seen as being the cooks and the housewives of their husbands. 

Women's aspirations changed, and they wanted to become more educated and to become more than they were represented in advertisements. Women also started to campaign for equal rights such as pay and the way they were treated at work.