Resource title

Advertising and the Technology of Enchantment - The Portraval of Beauty in Woman's Fashion Magazines

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Resource description

The primary contents of women’s fashion magazines are fashion, beauty andhealth. This paper sets out to explore the ways in which international fashionmagazines such as Elle, Vogue and Marie Claire portray feminine beauty intextual and advertising matter and how their readers react to such portrayals.Beauty is analysed as grooming practice, and make-up as the prime symbol ofthe self and its many facets in social interaction. The paper looks at the differentkinds of ‘face’ that magazines invite their women readers to put on andsuggests that they – and their advertisers – adopt a ‘technology of enchantment’as a means of exercise control over them. Magazine and advertising language isimbued with ‘magical’ power, and the paper shows how the structure ofadvertisements closely parallels that of magical spells used in certain healingrituals. It concludes by using magazine reader interviews to learn the extent towhich women do or do not believe in such ‘spells’ and whether they areencouraged to buy into the ‘beauty myth’.

Resource author

Brian Moeran

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/7817

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