Women's Magazines in Print and New Media by Noliwe Rooks Victoria Pass Ayana Weekley

Author:Noliwe Rooks, Victoria Pass, Ayana Weekley [Noliwe Rooks, Victoria Pass, Ayana Weekley]
Language: eng
Format: epub
Tags: Nonfiction, Social & Cultural Studies, Social Science, Gender Studies, Feminism & Feminist Theory, Women's Studies
ISBN: 9781134832538
Publisher: Taylor and Francis
Published: 2016-10-14T04:00:00+00:00

Figure 7.2 Peggy Parker ad, Seventeen, February 1950, p. 68.

Code, these advertisements spoke to the conservative interests of the adults in charge, but also made it obvious that the male love interest is a dispensable character who ultimately acts a cover for something else.58 A 1959 campaign for the dress manufacturing company Carole King, for instance, features two women and one man in a series of staged scenarios (at a formal dance, at a soda fountain). Within this triangle, the women not only flank the man, but crowd him out, pushing him to the background and forcing him to look on while they converse. Similarly, in a 1956 advertisement by bathing suit company Par-Form, the male figure is barely visible in the foreground, as he plays the accordion so that the other three girls can dance by the campfire. Covered in shadow with his back facing the viewer, he is merely present as supporting device, a frame for the main characters, and a heterosexual premise for the girls’ night out.

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