Attached to this cover are two glossy adverts, from Louis Vuitton, one of the largest fashion houses in the world, which very subtly, yet ever so cleverly continue the image of the “Sex and the City” class. These adverts contain bold and bright features which are eye catching when looking at the advert and therefore grasp the reader’s attention. As on the front cover eye contact is made with the reader thus personalising them. The first advert has a young blonde, in her twenties lying on a bright yellow car, suggesting a New York yellow taxi which would add to the “Sex and the City” theme. This continuity is followed through with the models bright clothing; bright lipstick and bright handbag each standing out in their own tasteful way. The model’s long purple chiffon gloves add to the seductive feature of the advert. The glossy paper adds to the quality of the product. This Louis Vuitton handbag oozes style along with a sense of belonging, as the model has the bag held close to her body. This Louis Vuitton advert makes the product look sleek and elegant and may tempt the reader to ignore the cost in a bid to access some of the model’s attraction.
Opening this glossy advert reveals a second advert, a full picture of a yellow car with six models lying on top of the car as if they are in control. The camera angle has taken a shot with the girls all lying in different positions yet, cleverly they all have eye contact with the reader. There is a black background to allow the taxi and the bright models stand out and be noticed.
Another example of spectacular, eye catching advert is the Dolce and Gabbana picture which includes three blonde models standing in an art studio. This time the three young models, whilst elegantly dressed are pouting suggesting that these clothes are for trendy young professionals with an attitude problem! It is as if wearing Dolce and Gabbana ensures that they will stand out from the crowd. The art-deco background compliments yet contrasts with the stylish yet individualistic outfits. The heavy make-up is also making a statement: it is not natural, it is distinctive yet attractive.
Another attention-grabbing advert is Ralph Lauren, with their bright colours and their beautiful models. The use of colours in this advert is exquisite. The baby pink is striking against the model’s swarthy skin. Just like Louis Vuitton this advert is a double page advert, again to lure the reader in to closely examine. The background is a mirage of greens and yellow as though the model is standing outside on a beautiful spring day. The use of attractive diamonds in the models ears may suggest as diamonds are a girls best friend, Ralph Lauren can be also? The makeup artist has gone for simplicity on the model which is key as there are so many other bright colours to make the advert so attractive. Harper’s Bazaar editorial content appears more towards to back of the magazine. Imaginatively this is to grasp the reader’s attention again before their attention span runs out. Bazaar flash, Bazaar work, Bazaar escape, Bazaar beauty are editorial content which appears in the magazine on a monthly basis. This encourages the readers to buy it monthly as they get an insight into different beauty tips, countries to visit or secret celebrity shows which Harper’s Bazaar get insights into. Respectively with Harper’s Bazaar they have proper editors for the proper articles. For example the editor Newby Hands, monthly writer for the beauty column only writes beauty articles and Harriet Green who interviewed Jordan’s Queen Rania doesn’t write an article on the best safari guides!
The content of this magazine stimulates the thinking modern woman. Harper’s Bazaar is not about the banal lifestyles of those celebrities who have checked into rehab or had yet another affair with another celebrity but rather it’s editorial content contains topics of social interest for example Rania Queen of Jordan, a beautiful style leader and campaigner for women’s rights and articles about the arts e.g. the lifestyle and works of a general Renaissance man Julian Schnabel. These topics are interspersed with the glamour and fashion which are consistent with style and status.
The vocabulary and syntax do not mirror the monosyllabic drivel of the tabloids but rather it is cleverly crafted and sensitively written. An example of this can be seen in the introduction to the article National Icon. “Jordan’s Queens Rania Al-Abdullah has overcome the pressures and demands of an unexpected rise to the throne and found her vocation – as a champion of women’s rights and a touchstone for modern leadership in the Middle East.”
Acknowledging that the use of rhetorical questions does place the editors in a position of power over the reader and that skilful use of airbrushing is an attempt to hoodwink the readers, I still am prepared to buy into their product because I admire the lifestyle which Harper’s Bazaar permeates.
Just like in the Harper’s Bazaar magazine their website oozes style and quality. “Lady” and “heroes” is convincing in that their use of vocabulary is respectful towards models and celebrities. Their choice of colour is bold, yet rich. The colour red is a good marketing ploy for the magazine as it is known to bring text and images to the centre of attention. It is used as an accent colour to stimulate people to make quick decisions. The magazine’s website is just a step on from the magazine as it is a more up to date version. The website allows the viewer to watch fashion shows videos as the magazine can only paint so much of a picture with their shots.
The exploitation by these lifestyle consumers in a price I am willingly and consciously am prepared to pay. As a young twenty year old aspiring professional I have bought into the lifestyle which Harper’s Bazaar.
Bibliography
Harper’s Bazaar magazine
