Bell Hooks (feminism), George Gerbner (

• all women are the same - sexist
• cream-puff advert reinforces the dominant ideology that all women should wear makeup - getting a man from it reinforces the ideology that women are there to be looked at by hetrosexual men - male gaze - van zoonen 
• the function of a women's magazine is to tell them who to be
• cook/clan/have children
• nothing on hobbies and interests - serve the functions of men instead of serving a rich and interesting life
• keep order and power to the men, is the purpose, reinforcing patriarchal hegemony - repetition, george gertner, cultivation theory, cultivates an ideology that women can only live a specific lifestyle

Bell HOOKS

• feminism is a struggle to end patriarchal hegemony and the domination of women
• feminism is a not a lifestyle choice - it is a political commitment
• race, class, gender
• only one type of woman is represented; hegemonically attractive and white
• feminism is for everyone
• 
  

George GERBNER

• symbolic annihilation 
• didn't include black people - financial - white people are the audience
• ideas that women are weak, unintelligent, belong at home, depend on men, submissive, emotional, needy, 

the two ways magazine money is through advertising, the adverts sells a lifestyle the mag.

women are constructed in a stereotypical, straightforward and sexist way

• she's not in the bath so she appeals to the male gaze - naked, you can see a lot of her breasts and bum
• target audience for this advert is women - aspirational appeal to men, this you would see potentially in a porn magazine
• sexually explicit
• teasing the audience - the position of the model - we can see a significant amount of her breasts - looks like it came from a soft-core porn mag
• audience believes she's beautiful because of her pout which is a prioretic code that she's blowing a kiss - romantic or sexual relationship
• wearing make-up in the bath
• direct mode of address, sounds like another women, 'darling'
• condescending
• allows audience to relate and connect with narrator
• 'all over feminine' - you will be clean, women must be clean, grooming = feminine, 
• symbolic annihilation of gay people 
• she is to be idealised, a spectacle, the object of mens' fantasies - the male gaze
• sop will make you a women, it emphasizes that only women care about being clean
• hegemonically stereotypically attractive, the woman in the advert is 'hot', however the woman on the front cover is 'pretty' - more sexualised

To what extent is audience response to media representations, influenced by social, cultural and historical circumstances? 

how does the magazine influence the audience through representations?

• public place not in the home, she is out of the home which is unusual for the stereotypical woman in the 60's
• saying this product is will help women attract men and they assume that women want/looking for a man and it's the social norm to have a husband/man
• she is only there for men to look at and makeup is something that will make you appealing to men and that's the only thing that is important
• the mise en scene of their formal costumes shows their wealth and status on society, they are hierarchically above the audience, and this makes them more attractive
• 'beauty at a moments notice' - the lexis of this says that there is a clear conflation between makeup and beauty, therefore if you not wear makeup you will not be attractive
• the mise-en-scene of her being the only woman in the room, presets an idesa that women are only placed their for attention and reinforces the male gaze and that a women leaving the house 
• the woman is placed in a voyeuristic position and is being looked at by a man, the pictures are placed like a film strip, this connotes that she's like  movie star, this is also used in the page for Hitchcock's interview as he is a film producer
• intradiegetic gaze (means the way in which characters look at each other in a media product), he is looking at her and she is looking at herself, the only purpose of a woman in a media product is to be a spectacle and to be looked at
• the dominant ideology is that this man is not creepy, but this is perfectly acceptable behaviour
• the audience are positioned with them
• women wear makeup for men or to attract men