Ferguson's Gender Theory

How are Ferguson's ideas about the representation of women's magazine evident in this text?

In the 'bottled beauty' advert, Ferguson's ideas of representation of women's magazines is evident in this text as the woman who is being portrayed is shown to the imagery of a young female wearing or showing how women can applying make-up. This is shown through a close-up as the women positioned on the bottom right hand corner of the advert  is shown allaying make-up to her face. The theory can be applied to inspire women to look more presentable, the media influences them by provides products like skin products, 'bottled beauty'. This can objectify women which supports Van Zoonen's notion that women are objects in western patriarchal society. The man idea is to keep and get a man and to look beautiful.

Tokenistic
- because it provides a superficial representation of those groups in society that are often under-represented in order to convey an impression of equality and inclusivity.

In this 'Scandal' poster Kerry Washington seems to appear lighter than she actually is. This is done through the use of the high key lighting used in the image. This is an example of whitewashing, when a non-white person is made to appear to have white characteristics.

Exotic other can used to describe someone or something that is perceived to be different or foreign where that differences becomes a source of fascination or pleasure. For example, the way Huck put forward the image of the Kurdish women makes them look like an 'exotic other' as their interest is created through their differences.