16

Woman is conventional and Adbusters is unconventional.

• Woman magazine is a women's lifestyle magazine.
• Woman is published by IPC.
• August 1964. Weekly.
• 3.5 million copies a week is circulated.
• Mass audience. Target audience is heterosexual, white, w/c, middle-aged women housewives.
• Woman magazine presents a simple and straightforward ideology to its mass target audience.
• Woman magazine uses hegemonic ideologies with hegemonic representations of women.
• Layout of the magazine is conventional with a large bold masthead with a main image featuring a model with direct address, coverlines of stereotypical interests of women. Targets its audience - 
• Context - drugs, hippies, second-wave feminism, contraceptive pill. Woman magazine does not reference this because of its target audience are conservative and traditional.
• Reinforcing patriarchal hegemonic ideologies.
• Example of patriarchy in the Max Factor advert - women should wear makeup to look attractive to men and for men. Alfred Hitchcock interview - targets women but the main article features a man talking about the appearance of women.
• Example of hegemony - article - interview, Grace Kelly is hegemonically attractive, article - present for your kitchen hegemonic for women to be housewives.
• Ideologies presents patriarchal hegemonies  - cultivates to the target audience.

How Woman magazine is conventional.

• Max Factor Creme puff.
• It has hegemonic patriarchal representations that reflect the ideologies of the producer which cultivates to the target audience and preferred reading of the magazine:
• The woman is putting make-up on, midshot - MES - skirt and jewelry with nice hair.
• Setting - a lobby in perhaps an office waiting for her husband, she is making herself presentable for him.
• The man is the breadwinner, she is a housewife. The man is expected to work, he is looking at her.
• The woman is the focal point of the advert as the man is in the background, however the advert is targeted towards women but still features a man - the ideology of women needing male approval.
• Conventional of an advert, with imagery of the main model and product that is selling the lifestyle of being the hegemonic woman.
• 'be sure of your beauty always', lexis of guaranteed beauty, patriarchal hegemonic ideology of women having to be attractive and beautiful always.
• 'Beauty at a moment's notice' - objectification of women, Feminist theory and male gaze theory - man is looking at the woman comparative of being a statue, women are to be looked at and women should make themselves attractive for men. Large serif.
• May also target a heterosexual man by featuring a conventionally hegemonically attractive woman, as housewives are dependent of men financially, as men are expected to be the breadwinner.
• Z-line and anchorage with the series of images.