VOGUE

 Vogue - Component 2


 

 
notes: 
Betty Friedan - feminist from  the 60s. 

FRONT PAGE 
VOGUE MAGAZINE - SOPHIA LOREN

- Photographed by Davis Bailey - promotion shot for Lady L - she is dressed as a Turkish dancer 
- In comparison to the contemporary vogue covers, this 1965 cover has very little text, that is at the bottom right, and the colour of the font matches with her blue outfit. Also the masthead is in green and slightly overlaps with her outfit, whereas in the modern versions there's more contrast between the masthead and the image. 


Attitudes in the 60s - women, gender, society, fashion, etc. 
https://www.historycentral.com/sixty/Americans/WOMEN.html#:~:text=Women%20who%20did%20not%20get,and%20a%20well%2Drun%20home.

1  Summarise the key change in social attitudes  to gender that happened in the 1960s , as well as changes to the  economy ,consumer goods,travel.food and  culture such as fashion and music


These key changes  could include : 


 • Increased opportunities for women to have jobs – be more than wife or mother. • Developments – women attending university – intellectual and financial freedom – greater expectations. • Woman realised they were being badly treated – not paid the same as men for example. • Advertisements criticised for offering a limited view of women. 
• Betty Friedan (American feminist) – ‘women are shown solely as: men’s wife, mother, love object, dishwasher, cleaner and never as a person’. 
• Women’s rights ‘hot news’ by the end of the 1960s – women’s liberation movement – shocking for some. • Demands for equal pay/ opportunities – protests/ marches. • Advertisers ‘unsure how to react’ to the women’s movement – advert for intercity – women singing about their rights - but heading home before their husbands find out

Gauntlett, Hall

In the 1960s the stereotypical gender roles were still accepted. 










Doe eyed blonde - looks scared - doesn't know she is being filmed - a sense of voyeurism 
Nude- shy isn't she wearing clothes i the forest?? - Male gaze - Laura Mulvey, Liesbet Van Zoonen - but marketing products meant for women? 
Flower - Judith Butler - gender = social construct 
"warm & womanly" , "are you woman enough" 


Enforcing stereotypes about women - needing to be a mother to be complete 
once a mother - no longer sexual - can't be a love object and a mother at the same time
"as soft as a child's" - women can't get older - youth = happiness
Glorifying motherhood - her child and her seem happy, perfect relationship 





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