Woman

Key Concepts:

Front cover-

Central image- reflects a typical 1960s housewife, minimal makeup, practical hairstyle
Housestyle- masthead is very feminine, bold and clear
Visual codes- smiling, healthy, positive
Colour- Frank Mahnke's book 'Colour, Environment and the Human Response' states that pastel colours evoke openness and relaxation
Print and technical codes- medium close up shot, jutting collar bones suggests ideas about body image
Language and mode of address-
'Seven Star Improvements for your kitchen'- sibilance, 'star' suggests best content, domesticity
'British women have a special type of magic'- pull quote from Alfred Hitchcock, famous film director and producer
'World's Greatest, Weekly for Woman'- alliteration, enforces target audience
'Lingerie goes lively'- alliteration, need to please husbands

'Are you an A-Level Beauty?' article-

Headline- rhetorical question, historical context women had little education etc
Images- all white women
Layout- set up like a game, suggests knowing makeup is vital for women
Repetition of ellipsis- 'Ever tried...', 'Do you know...', 'Ever used...'

Breeze advert-

Central image- glamourised and sexualised, unrealistic, white woman, blowing a kiss- semiotics
Print and technical codes- medium shot, shows body, uses erotic imagery to sell product
Language and mode of address-
'Darling, you need Breeze. Because Breeze'- plosive alliteration, repetition of 'darling'
'Bath with breeze'- imperative
'Feminine' and 'Fresh'- fricative language

Creme Puff advert-

Layout and design- set out like a storyboard
Central image- white woman and man, man's suit suggests power and dominance (semiotics), approaches her reflecting patriarchal society
Language and mode of address-
'Soft', 'puff', 'pastel', 'velvety'- lexical field of delicate words, suggestion about women
'Frantically rushing to meet that special someone?'- rhetorical question, suggestion that women need to wear makeup to please men
'beauty at a moment's notice...'- ellipsis, need makeup for beauty

Army Corps application-

Entire application is atypical to the rest of the magazine, suggests women should go out and adventure which breaks domesticity of magazine
Image- atypically is mostly copy, small image shows a white woman
Language and mode of address-
'Sun's shining', 'complete change', 'frankly fed up'- alliteration
'Any ideas?', 'What's the answer?'- rhetorical question engages reader
'Are you wondering how to be more than just a cog in a machine?'- metaphor, reflecting historical treatment of women at the time and their expected roles
'Careers, travel, independence, friendship'- listing, sells product
Anecdotes from Margaret, Brenda and Beryl act as identification for the reader (uses and gratifications)

Industry-

Published by the IPC (International Publishing Company)
Has many titles and mainstream magazines
Economic factors- conglomerate, weekly costs of 7d, advertising revenue, mainstream and presents typical societal norms
Set edition- August 1964

Audience-

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