Representation of women in advertising

1) What do the typefaces used on the front cover suggest to an audience?

The typeface is cursive and lower case suggesting that the magazine goes against stereotypes and breaks conventions. Probably because it is cursive it creates a more personal connection with the audience as it isn't as formal compared to classic typing font. 

2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?

'Mischief' suggests rebellious nature, but also the audience are cultured as they discuss 'stories, film and music'.

3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?

The magazine is aimed at independent women so a niche audience - enigma code. Also uses alliteration, so it reinforces the conventions used to gain audiences.
No barcode is at the front as they don't want to ruin the design of the magazine.

The border also isn't typical, it makes the magazine distinct, the edges are usually filled with coverlines, its an unconventional feature.

No social media promotion is also at the front, because the magazine is trying to set itself against trends.

4) Write an analysis of the central image.

The 'star' isn't conventional. Usually the star would be shot with a full body image but this is a Medium Close Up shot. This suggests that the magazine isn't focusing on the body or accentuating physique of women but the mind. It fits the alternative style of the magazine, they way they dress isn't also conventional. However the star uses direct mode of address, reinforcing conventions.

However a more simple reading is that the magazine couldn't afford to use a big star, but it fits in well to the audience appeal of relating to everyday people.

5) What representation of gender can be found on this front cover?

There is a degree of gender ambiguity or neutrality to the star. There is no 'hyper-femininity' as normally seen in magazines like Cosmopolitan. The hair tied back creates this boyish culture as the hair looks short.


Feature: Speaking Out

1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?

They are sending a strong feminist message, a call to social action and reformation by using direct mode of address. The pull  quote creates this sock value to create a reaction and grab attention. Also to represent niche feminist movements.

2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?

The interviewees have no mainstream recognition, reinforcing that they are representing niche audiences and feminist movements. They also represent BAME groups in their magazines, which are rarely seen in any magazine, a marginalised group.

3) How conventional is the page design in this feature? Why?

The page design is very unconventional. The magazine have yet again gone for a minimalist approach, with the article at the centre of the page. There are barely any advertisements in the magazine. This is because the magazine want to prove that they provide an alternative representation of what traditional magazines offer.

4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?

The magazine feature BAME females in the magazine that won't be seen in any magazine, not just female lifestyle magazines like Cosmo or Glamour. The traditional representations would be white and showing a full body image to highlight physique and promote products in the magazine. This magazine sell the feminist movements and alternative representations by showing females that are the alternative to mainstream outlets. This is why Men are absent in Oh Comely, the magazine is about celebrating and representing women not men.


5) How does the photography offer a fresh or unusual perspective on women?

The women appear to be looking at someone else, they are active in the movements, once again going against the usual perspective in female lifestyle magazines. They are not there to be looked at but to celebrate their achievements and what they have been able to accomplish to all women with their feminist movements.

Megan Crabbe is an alternative representation to what femininity is, an alternative voice and showing true diversity in everyday life, not the hegemonic representations seen in 'Women's Health' or 'Men's Health'

Feature: More than gender

1) How does this feature offer a fresh perspective on gender and identity?

It reflects the more 'extreme' changes in gender fluidity and the changing nature of identity. It responds to the idea that 'gender is a performance'. Gender fluidity is seen as the new performance, it is only responding to the changes in society.

2) What is the significance of the writer and photographer? How does this fit with the Oh Comelybrand?

It offers a personal experience, not just a conversation between the editor and the writer, it fits in with the brand of representing alternative lifestyles and about making a more personalised, non-commercial relationship with the reader.

3) What style of photography is used in this feature?

A very artistic style, it is put their to reflect on the story, most pictures in a traditional magazine are used to sell something, but this is being used to promote the understanding of gender fluidity.

4) What representations of the trans lifestyle can be found in this feature?

The accepting nature that gender is fluid, it also mentions the mental health and psychological understanding that is usually ignored by mainstream magazines like Men's Health

5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle).

It creates some gender conformity that women are usually in the creative industries, even though the magazine is promoting feminism and empowerment of women, hegemonic societal representations of gender still play a big role into the cultural industries.