Portrayal of the American Dream in Vogue, GQ and Good Housekeeping CMC 100 Taylor Berns
Thesis • Although Vogue, GQ and Good Housekeeping, have radically different advertising techniques, they portray the “American Dream” to fit their targeted demographic. It is clear in these three magazines that rather than selling a product they are selling a life style and happiness, more specifically, the “American Dream.” • Vogue, July 2010 • GQ, October 2010 • Good Housekeeping, November 2010
Vogue • Targeted towards fashionable mid age woman. • Images which portray the women in power. 85% displayed this. • The “American Dream” of having the perfect family, wealth, style and elegance and power. • Advertisements selling ways for women to “improve” themselves. 70% showed this. • Jennifer Anniston – Makes viewers relate to her being “normal”
GQ • 65% Portrays the young, successful mans “American Dream” • Sports, Girls, Cars, Hanging out with guys, being “Manly” • Shows muscular advertisements because guys want to look “manly.” • Differencing from Vogue, GQ puts the male in dominance and sexualizes women.
Good Housekeeping • Demographic of Mothers. • These advertisements focus on the family, and products to increase their happiness. • 50% portrays a family. • The classic, everyday women's “American Dream” of having the perfect family.