Magazine: What Does An Image Mean?

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In this essay I will explore the quote ‘There is no single or “correct” answer to the question, “What does an image mean?” […] Since there is no law which can guarantee that things will have “one, true meaning”, or that the meaning won’t change over time, work in this area is a debate between, not who is “right” and who is “wrong”, but between equally plausible, though sometimes competing and contested, meanings and interpretations.’ (Hall,1997) In relation to my chosen magazine cover; the 1974 edition of American Vogue with Beverly Johnson on the front cover, shot by Francesco Scavullo. To be able to understand the quote in association with this image I will focus on the images perception and begin to pick at the image in relation through …show more content…

Additionally ‘’magazines are also called periodicals. The word periodical inherently carries a message connected to time, specifically periods of time.’’ (Wolbers/2009) By looking back at other magazine covers from the same period of time it highlights the un-diversity within the modelling industry. Three out of four of the August editions of People magazine feature Caucasian couples on their American front covers. Similarly Cosmopolitan, Harpers Bazar and Glamour magazine have all have images of Caucasian models with Cosmopolitans cover racier than the others. In addition Scavullo, who shot this specific image, is well known for his use of celebrity portraits and seductive magazine covers. With this in mind this particular image could merge with the idea of the male gaze and Scavullo’s more seductive magazine shoots. The male gaze indulges its lust towards the female form, which is then suited accordingly, (Mulvey/1997) which could also represent the style in which Scuvallo shot Johnson for this cover. Other images that Scuvallo has taken emulate the idea of the male gaze, in comparison to many other images throughout the seventies. Photographer Chris Von Wangenheim believed that the way to selling clothes was through seduction (Arnold/2001) – which is a key theme in many of his photographs taken throughout the same decade. Although in Johnsons image she is shot smiling instead of the sultry, seductive approach, however can still arguably be a form of the male gaze indicating its presence in a more innocent

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