Research Investigation Sources

Many of the women in vogue are skinny, flawless and some are adored by men. 

• Many women hold this ideology of being young, skinny and attractive and when they see other women behaving in this way they want to replicate it. 

• Look magazine has a different audience and will therefore use different techniques to sell their products. Their brands aren't as high end and less stigma is attached to the product and the people buying into the brand. 

http://www.theguardian.com/fashion/2013/jul/05/vogue-truth-size-zero-kirstie-clements
"It cannot be denied that visually, clothes fall better on a slimmer frame, but there is slim, and then there is scary skinny."http://www.missrepresentation.org/resources/
Women hold only 5% of clout positions in mainstream media. -Men hold 95% of high up positions in mainstream media meaning they have the mist control about what information is fed into the audience and how constructed the images we see are. More likely to use the male gaze as it is what men prefer to see and how they aspire to see women. Advertising is a deeply pervasive part of all lives lived in consumerist economies. The average individual in Western society is bombarded with several hundred adverts per day Advertising is a deeply pervasive part of all lives lived in consumerist economies. The average individual in Western society is bombarded with several hundred adverts per day http://psp.sagepub.com/content/25/8/1049.abstract

http://psychcentral.com/blog/archives/2011/02/15/the-psychology-of-advertising/http://www.fastcocreate.com/3020948/watch-photoshop-turn-a-woman-into-a-completely-different-womanProves we are not seeing reality, only a hyper reality which we are then trying to reflect in society.The key finding is that the girls and undergrads who viewed the sexualised athlete images tended to say they admired or were jealous of the athletes' bodies, they commented on the athletes' sexiness, and they evaluated their own bodies negatively. Some also said they found the images inappropriate. The participants who viewed the bikini-clad glamour models responded similarly, except they rarely commented on the inappropriateness of the images, as if they'd come to accept the portrayal of women in that way. Daniels said that sexy images of female athletes "are no more likely to prompt viewers to reflect on their own physical activity involvement or appreciation of sport than sexualised model images."

http://www.commonsensemedia.org/sites/default/files/boysgirlsandmediamessages_commonsensemedia_spring2013.pdf

As media consumers and creators, kids and teens may mirror these kinds of gender stereotypes (and more) in the digital world – while taking photos, posting comments, texting, or crafting their online image. When kids are exposed to rigid ideas about boys’ and girls’ roles through their peers – both online and offline – it can be difficult to convince them to not adopt those ideas.


http://www.bbc.co.uk/newsbeat/17996975

The number of cosmetic surgical procedures performed on youth 18 or younger more than tripled from 1997 to 2007.
Among youth 18 and younger, liposuctions nearly quadrupled between 1997 and 2007 and breast augmentations increased nearly six-fold in the same 10-year period.

http://www.ipcadvertising.com/ipc-brands/look

http://www.condenast.com/brands/vogue/media-kit/print

This is evident as in Miss Representation they say "The exploitation of female bodies sell products". [4] "The average individual in Western society is bombarded with several hundred adverts per day" [5] As we can see from this we consume a large amount of adverts each day and the content in this is bound to have a knock on effect in society.

Advertising is a major mode of socialization, telling us how to think and feel (what's hip, what's sexy, what's normal), and what problems we need to worry about (lack of the latest e-gadget, insufficiently white teeth, mammary magnitude, etc.).
http://culturalpolitics.net/popular_culture/advertising

Advertisements -- also known as ads -- are the vehicle in which companies and the advertising industry drive their message to consumers. The goal is to motivate consumers through ads to buy goods or services, change their thinking or create excitement. 
http://smallbusiness.chron.com/differences-between-advertisements-commercials-10353.html

·      We replicate the world we grow up in – Film Director
  In the 1990’s studies found a steady increase in explicitly sexual images in advertising
The exploitation of female bodies sell products

As Ludy Benjamin and David Baker write in From Séance to Science: A History of the Profession of Psychology in America,Watson’s “…ads sold toothpaste, not because of its dental hygiene benefits, but because whiter teeth would presumably increase an individual’s sex appeal” (p. 121).

Watson also believed in doing market research, which meant that he applied objective, scientific approaches to advertising. For instance, according to C. James Goodwin in A History of Modern Psychology, Watson used “demographic data to target certain consumers” (p. 316). And, as stated above, Watson promoted the use of celebrity endorsements.

Wolf (1990) suggests that the images of women used by the media present women as sex objects to be consumed by what Mulvey calls the male gaze. According to Kilbourne (1995), this media representation presents women as mannequins: tall and thin, often US size zero, with very long legs, perfect teeth and hair, and skin without a blemish in sight. Wolf notes that the media encourage women to view their bodies as a project in constant need of improvement. 
http://revisionworld.co.uk/a2-level-level-revision/sociology/mass-media-0/media-representations-age-social-class-ethnicity-gender-sexuality-and-disability

http://bps-research-digest.blogspot.fr/2012/03/how-do-women-and-girls-feel-when-they.html


One study found that more than 50% of ads in womens magazines portrayed women as objects.
"Heavy exposure to media alters the viewers perception of social reality in a way that matches the media world" Levin and Kilbourne

“It would be really nice to see what the world actually looks like and have that recreated,” Casper said. “Yeah, give us the idealized version, give us our best selves, but give us ourselves.” 

-Researchers report that women’s magazines have 10.5 times more ads and articles promoting weight loss than men’s magazines do, and over 75% of women’s magazine covers include at least one article title about how to change a woman’s body by diet, exercise, or cosmetic surgery. -

 See more at: http://arbiteronline.com/2013/11/11/advertising-identity-part-1-objectification-gender-roles-society/#sthash.ThluO51y.dpuf

http://www.dailymail.co.uk/femail/article-2514658/fashion-branch-porn-industry-says-CARYN-FRANKLIN.html




In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its phantasy on to the female form which is styled accordingly. In their traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness. Woman displayed as sexual object is the leit-motif of erotic spectacle: from pin-ups to striptease, from Ziegfeld to Busby Berkeley, she holds the look, plays to and signifies male desire.    

with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness. 

http://imlportfolio.usc.edu/ctcs505/mulveyVisualPleasureNarrativeCinema.pdf 


The features each month are very similar, and based around fashion, which is what appeals to its audience and is what the magazine is renowned for.
Many of the women who read Vogue, particularly those perhaps who are not regular readers may buy Vogue for aspiration and distraction purposes. Although not being able to afford the clothes and products being advertised, it gives the reader something to aspire towards to, or perhaps give an insight into that lifestyle. While reading the magazine, the reader can feel as if they have more money, or live the model lifestyle, reading about the lives of Kate Moss, Sienna Miller, Lily Cole and other models, is in December 2007’s issue.
The feature content of Vogue is spread amongst its adverts. If advertisements were all in one place the reader would be able to avoid reading them, which would not be attractive to advertisers, therefore Vogue would lose vast amounts of money. By having content advertised at the beginning, the reader needs to read or peruse through the magazine to find the content they wish to read.
All of the advertising is very suited to the magazine, complying with the context, and many of the audience. The companies and products being advertised are high market, particular the opening few pages of the magazine, with top end designer labels choosing to place their advertisements there; in December 2007’s issue the first twelve pages are taken up with advertisements for Ralph Lauren (which have a six page spread), Gucci and Estee Lauder. Advertising exclusively makes up the opening pages, before any other content or editorial. It is a highly desirable place in the magazine as it is the first pages readers view. Later on in the magazines, readers may skim through, missing many advertisements.
http://journalism.winchester.ac.uk/?page=254