Object of the Study

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CHAPTER III METHODOLOGY

A. Object of the Study

This study focuses on the stylistic analysis on View column in Vogue magazine. View column is a regular column in Vogue magazine. It contains of the review of new fashion stuffs and happening trends. It usually contains of seven pages with more or less six articles. Each article has at least one supporting picture. The editor for View column is Mark Holgate. Vogue magazine itself is an influential fashion magazine that is associated with the luxury-end of fashion and lifestyle. It was founded in 1892 as a weekly high-society journal, created by Arthur Baldwin Turnure. Arthur Baldwin Turnure is a Princeton socialite. With his interest in publishing, he found Vogue with substantial supports from notable financial backers such as Cornelius Vanderbilt, William Jay, A. M. Dodge, and Stuyvesant Fish. The first issue of Vogue appeared on December 17, 1892 showing a debutante on its cover. https:secure.uwf.edudearleenewsstandenewsstand_filesPage4382.htm, accessed on March 10 , 2016. Vogue is published weekly for high society New Yorkers. It does not report on the current trends or styles like Vogue today. In 1909, Vogue transformed it into a women’s fashion magazine focused on beauty, composure, and etiquette. It soon becomes well-known for its typical photographs and high editorial quality. In 1932, Vogue became one of the first magazines to print a color photo on its cover. In the 1960s, it redefined the look of female models, eschewing shapely figures to highlight thin, gender-neutral physiques. Vogue ’s August 1974 covered pictures an African American model for the first time. In 1988 Anna Wintour became editor of Vogue. She immediately transforms Vogue covers by emphasizing the woman’s body, rather than just her face. She finally turned Vogue into Number 1 Fashion Magazine of the World because it is not just reflecting fashion trends, but effectively shaping them. https:en.wikipedia.orgwikiVogue_magazine accessed on March 10, 2016 Vogue was described by book critic Caroline Weber in a December 2006 edition of The New York Times as the worlds most influential fashion magazine. The publication claims to reach 11 million readers in the US and 12.5 million internationally. In 2009 The New York Times christened Vogue “high fashion’s bible” for being one of the world’s most prominent fashion magazines and significant influential of the development in the fashion magazine industry and the trendsetter of modern fashion trends. Vogue also raises awareness of political issues. In 2006, the burqa appeared in an issue along with articles about prominent Muslim women and how they incorporate fashion into their lives. It has even sponsored “Beauty without Borders” that taught beauty skills to Afghan women. https:sites.google.comaumn.eduhistorpediahomearts-new-ideasthe- evolution-of-vogue-magazine-fall-2012 accessed on March 10 , 2016 Vogue has gained worldwide success, with both standard and special editions published around the world. It is published monthly in 23 different national and regional editions by Condé Nast. It has maintained its status as the guiding voice in elite fashion styles for nearly 120 years. Vogue continues to represent modernity and perpetually looking forward. It is not only forecasting fashion trends, but actually determining fashion trends. Therefore, the data used for this study is taken from View column in Vogue magazine April 2015, June 2015, and December 2015 Edition. This study focuses only to the articles that discussed about fashion products. Then, three editions from April 2015, June 2015, and December 2015 are chosen. Here is the articles’ list of View column in Vogue magazine April 2015, June 2015, and December 2015 Edition: 1. April 2015 a. Arm Candy b. Jewel Chief The first article, Arm Candy explains about the new wearable technology as a bracelet. The article gives information about the facilities and also the design. The second article, Jewel Chief explains about jewelry. It also tells about how the designer gets the inspiration from. 2. June 2015 a. Natural Instinct b. Giving Shade c. Seaslide The first article, Natural Instinct explains about the designer named Walt Cassidy and his work. It also tells the reader about the inspiration that are used by him on his works. The second article, Giving Shade explains about sunglasses made by Ahlem Manai who launched her label Ahlem a year ago. It also give a little information about the products. The third article, Seaslide explains about sandals made by Alvaro Gonzalez. It also gives information about the detail of the product itself. 3. December 2015 a. Crown Jewels b. Room to Shine The first article, Crown Jewels explains about the tiara designed by Saint Lauren. It uses the first point of View which gives information about the detail of the tiara. The second article, Room to Shine explains about Bergdorf’s Goodman’s new jewelry salon and what will he display his new store. Each article on this column contains no more than 2 page. There is at least one picture inserted on the article. The language features applied on the articles will be found by using the theory of Stylistics. The theory that are used will also limited to some area that are associated to the objective of the study.

B. Approach of the Study