Comparing and contrasting the brand identity of Vogue (July 1965) and Woman (23-29 August 1964)

Woman

Simple costume that cultivates the image of a housewife
MES of airbrushing constructs a dominant patriarchal hegemonic value that women should be looked at, a clear stereotype
MES of inviting facial expression constructs an address towards a working class target audience
The lexis from the pull quote ‘British’ suggests a solely British target audience
Purple background: bland and straightforward, constructing a straightforward audience
The font of the masthead appears unprofessional, constructed through the handwritten font. This in turn constructs a more approachable mode of address

Elaborate costume
Intimidating facial expression that idealises and idolises the cover model and functions as an aspirational mode of address
Italian model… yet a southern Asian coded costume which constructs an international audience
Background, blue and washed out connotes and anchors a sense of classiness and luxury
The font of the masthead is far more professional, not handwritten, cultivating a more serious and luxurious brand identity

How is the brand identity of the magazine evident?

How has the magazine changed to reflect the social/ cultural context?

Products must periodically rebrand to cultivate new and changing audiences

The advert matches the zeitgeist of the time. The style and aesthetic of the time period is constructed through the aesthetic. This includes the vivid neon lights and the cheesy pop song. Still targets a middle aged working class female audience.
There is an inference that women can drive cars, suggesting a progressive lifestyle for women…. In comparison to 1964. A shift in hegemonic ideologies. In '64, the hegemonic ideology was that women did not drive and were housewives