Undressing the fashion Bible : a quantitative and diachronic analysis into how the representation of womanhood has changed across advertising in Vogue UK

Abstract

This dissertation explores how the representation of womanhood changed across Vogue UK. A content analysis of adverts from five issues published in 2000 and a further five issues from 2010, was carried out. The chosen variables used for this quantitative study focus on photographic, graphic design and clothing principles. The relationship between most of the variables consisted of a binary opposition which highlighted details of female models' physique, postures, the look being conveyed and the type of attire being worn. A discussion of the acquired results was carried out in order to establish any recurring traits or differences in how female models have been represented. Interviews with professionals who are familiar with the chosen criteria were conducted. The information gathered was then put to good use when discussing the outcome of the quantitative analysis. The study also exposes the complexities of the fashion industry, its tendencies and the various methods used in this ruthless business. The reader's role as a media perceiver and fashion consumer was not excluded from the equation.