Compare the ways in which viewpoints and ideologies are encoded in Woman and Adbusters.
Adbusters:
- Anti-consumerist ideology and yet they charge £11 for the cover price every other month when it is released and have a shop on their website in which you can buy merchandise; also there is a special copy of 'the meme-wars' in which you can buy for £189 with the only difference between that and the normal copy is that the pages are made from sand paper. Also they link their social media from their website which again contradicts their ideologies of how it's ruining our lives and society all together.
Anti-Advertisement!! Significant because they're a non profit organisation which in comparison to Woman magazine is a binary opposition as Woman magazine is always stating in order to be a good housewife or to look beautiful you must buy into capitalism.
The double spread page with the Zucchetti advert and then the page promoting awareness of the exclusiveness of water in the poverty stricken areas around the world shows a powerful binary opposition between poverty and wealth as well one between dirty and cleanliness with the left page looking scruffy and water damaged whereas the Zucchetti advert looks professional and luxury. The two pages were placed next to each other in the magazine deliberately to create this binary opposition, however it is hard to understand the preferred reading in it. The mise-en-scene of the models wrinkly hands are a symbolic code of poverty and misfortune, the with close up shot of the hands and knees of the naked woman in the bath is deliberately un-sexualised which goes against Van-Zoonen's theory of feminism. Zucchetti is a well known high end product that would only be known to those in the middle class or above, which in itself makes Adbusters contradict their own ideologies as they themselves try to encode an anti-capitalist ideology within their magazines and yet ti understand the majority of the things Adbusters includes in their magazines you would need knowledge about brands like Zucchetti and Louibouton, brands you wouldn't buy without a considerably high expendable income, something the magazine is supposably strongly against, with their anti-commodity fetishism ideology.
Woman magazine:
- Profitable and consumerist
- Reinforces hegemonic norms about women
- Sets expectations for women about what they should look like, etc
The cover price for Women magazine is 80p in todays money which shows the target audience they were aiming for was the working class with new magazines brought out weekly; large serif writing of 'Woman' as the title also reinforces the primary target audience of females aged between 25-50.
The purple pastel colour in the background is a soft and gentle colour reinforcing the expectations of women through the connotations of purple being flowers and elegance and a stereotypical feminine colour.
Mise-en-scene of the model taking up most of the front cover is physically appealing to the female audience as they might see her as an aspirational figure while also looking warm and welcoming, being someone the audience can talk to and trust which is reinforced by the whiteness of her smile regardless of how fake it is.
Adbusters:
- Anti-consumerist ideology and yet they charge £11 for the cover price every other month when it is released and have a shop on their website in which you can buy merchandise; also there is a special copy of 'the meme-wars' in which you can buy for £189 with the only difference between that and the normal copy is that the pages are made from sand paper. Also they link their social media from their website which again contradicts their ideologies of how it's ruining our lives and society all together.
Anti-Advertisement!! Significant because they're a non profit organisation which in comparison to Woman magazine is a binary opposition as Woman magazine is always stating in order to be a good housewife or to look beautiful you must buy into capitalism.
The double spread page with the Zucchetti advert and then the page promoting awareness of the exclusiveness of water in the poverty stricken areas around the world shows a powerful binary opposition between poverty and wealth as well one between dirty and cleanliness with the left page looking scruffy and water damaged whereas the Zucchetti advert looks professional and luxury. The two pages were placed next to each other in the magazine deliberately to create this binary opposition, however it is hard to understand the preferred reading in it. The mise-en-scene of the models wrinkly hands are a symbolic code of poverty and misfortune, the with close up shot of the hands and knees of the naked woman in the bath is deliberately un-sexualised which goes against Van-Zoonen's theory of feminism. Zucchetti is a well known high end product that would only be known to those in the middle class or above, which in itself makes Adbusters contradict their own ideologies as they themselves try to encode an anti-capitalist ideology within their magazines and yet ti understand the majority of the things Adbusters includes in their magazines you would need knowledge about brands like Zucchetti and Louibouton, brands you wouldn't buy without a considerably high expendable income, something the magazine is supposably strongly against, with their anti-commodity fetishism ideology.
Woman magazine:
- Profitable and consumerist
- Reinforces hegemonic norms about women
- Sets expectations for women about what they should look like, etc
The cover price for Women magazine is 80p in todays money which shows the target audience they were aiming for was the working class with new magazines brought out weekly; large serif writing of 'Woman' as the title also reinforces the primary target audience of females aged between 25-50.
The purple pastel colour in the background is a soft and gentle colour reinforcing the expectations of women through the connotations of purple being flowers and elegance and a stereotypical feminine colour.
Mise-en-scene of the model taking up most of the front cover is physically appealing to the female audience as they might see her as an aspirational figure while also looking warm and welcoming, being someone the audience can talk to and trust which is reinforced by the whiteness of her smile regardless of how fake it is.
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