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Book Cover
Author McCracken, Ellen (Ellen Marie)

Title Decoding women's magazines : from Mademoiselle to Ms. / Ellen McCracken
Published New York : St. Martin's Press, 1993


Location Call no. Vol. Availability
 MELB  051.082 Mcc/Dwm  DUE 13-02-20
Description xi, 341 pages : illustrations ; 23 cm
Contents Pt. 1. Advertising Texts. 1. The Cover: Window to the Future Self. 2. Covert Advertisements. 3. Critical Approaches to Purchased Advertising. 4. The Codes of Overt Advertisements -- Pt. 2. Editorial Texts: The Continuum of Commodity Based Culture. 5. Fashion and Beauty: Transgression, Utopia, and Containment. 6. Service and Home: The Seven Sisters Adapt to the 1980s. 7. New Workers and Career Women: Tapping a New Generation of Spenders. 8. Reaching Minority Women: Language, Culture, and Politics in the Service of Consumerism. 9. Class Not Mass: Special-Interest Publications and Pseudo-Individualized Consumption. 10. Acquisitions, New Launches, and Adaptations: Women's Magazines Enter the 1990s
Summary Comprising the largest of magazine categories in the United States, nearly fifty glossy publications addressed to women appear monthly on news-stands. They are a multi-million-dollar business and essential to the marketing of commodities in the consumer society. At the same time, they present to readers a master narrative about the world, an ostensibly women-centred account of reality that links the utopian to the everyday. The multiple mini-narratives that begin on the front covers and extend to the ads and features inside combine to offer a highly pleasurable, appealing consensus about the feminine. Decoding Women's Magazines studies the contradictory semiotic structures at work within and between purchased ads, covert ads, and editorial features in such genres as the beauty and fashion magazines, the service and home titles, those aimed at minority audiences, new female workers, and women with special interests and spending power. Whether addressing readers as Mademoiselle or Ms., contemporary women's magazines employ similar textual strategies to conflate commodities and desire, and thereby attain immense circulations and profits
Bibliography Includes bibliographical references (pages 305-332) and index
Subject Advertising -- United States -- Periodicals.
Magazine illustration -- United States -- 20th century -- Themes and motives
Magazine illustration.
Popular culture -- United States.
Women consumers -- United States.
Magazine illustration -- United States -- 20th century -- Themes, motives.
Women's periodicals -- Illustration -- Themes and motives
Women's periodicals, American -- Illustration -- Themes and motives
Women's periodicals, American -- Illustrations -- Themes, motives.
Women's periodicals, American.
Women's periodicals.
Genre/Form Periodicals.
LC no. 92001026
ISBN 0312079710 (paperback)