This magazine is aimed at middle class women, aged between 32 and 55 (adults who by this age are mostly settled in a marriage, have a mortgage and maybe children). The simple colour scheme of red, white, cream and pink is classic but feminine. It has a mature theme using an older cover star associated with day-time home activity, they might watch her on her morning show whilst tidying the house, ironing or polishing etc; and participate in activities she regularly is seen associated with (such as cooking) and stand for her beliefs in being homely and representing the traditional woman (idolise or respect her as a female steorotype for women of their age). She is wearing an expensive, traditional styled dress which would only be worn by a middle class woman, due to price of it. The bright block colour of the fuchsia gives it a girly yet slightly older feel; co-ordinating with the peep-toe satin shoes. The fact that the shoes are a delicate material, shows she can afford special shoes for one off occasions, as the fabric choice isn't practical, but it looks pretty. She most likely has many shoes like this, as it suggests that she probably goes to events where she has to dress formally and gets the opportunity to wear shoes that are more decorative than comfortable and made for durability. She is sat on a floral chair, that matches the pink of her dress and the red and cream of the magazine cover lines font colour, it's shape is almost flower like itself, as if she is sat on an open petaled flower in full bloom. An expensive chair shows she takes pride in her home and looks after it well, probably used as a room feature rather than spare seating. This is gives the impression that her family have grown up and moved on so she doesn't need heavy duty furniture that can hold a large family, as her house guests would be women of her age/couples that she is friends with, and she would have enough more stylish seating for them if she is used to hosting and entertaining guests, with her chocolate cake (in the bottom right plug). Her body language of the turned in feet and hand under her chin gives a slightly flirtatious feel to it, with the impression that although she is slightly older, she still has a way with getting male attention. She looks classically how a 'woman' is stereotyped to look: Thick brown hair, curves (busty), natural makeup, nice skin and teeth and a dress.
The left third has 4 cover lines that are presenting an image of what middle class women think/worry about. The middle cover line at the bottom is the largest showing it's important to the readers. Being about women's health is something slightly older women would be concerned about, rather than young and carefree childless singletons. This reinforces the age of the buyer and being next to a plug about making the worlds best chocolate cake reminds us of homekeepers.
The top cover line on the left third says 'SURPRISING SECRETS OF SHINY HAIR' which relates to females, as hair adverts promote how shiny the products can make the buyers hair. It gives the ideology that women should have shiny hair to look girly and appealing. The word 'SURPRISING' reaffirms the age category of the readers, as older women would have grown up hearing 'old wives tales' from female relatives over the years, so they would be aware of a lot of the ways to get shiny hair, so by buying Good Housekeeping they will be discovering something new. It also links to the second word 'SECRETS' as if it is gossip (something women love to do). Gossip is meant to be secretive and surprising so it is really reaching out the female ideology of 'women talk' and by reading the article they will tell all their friends to buy the magazine because it's so inventive. Causing a rise in sale figures.
The second cover line talks about memory, something that is meant to be lost with age, and as older readers they are likely to be concerned about this issue - especially as women are considered as experts when it comes to multitasking with long lists of things to do. Something that would be on there list to do would most likely be decorating so it links to the third cover line '20 BRILLIANT DECORATING IDEAS'.
Women are given the idea that they aren't as sensible with money as traditionally they aren't the money providers for the house, it is usually the man, so having an expert talking to women about 'MONEY SENSE' makes them feel as though they aren't being talked down to, something their husband might do. Linking to the bottom cover line, as money might be straining the relationship or causing arguments; so having advice on 'NEW RESEARCH' meaning a new approach to tackling an old issue, to help the readers 'Understand what makes your relationship tick' reaffirming that the readers will be settled in a long term relationship.
This really contrasts to the cover below...
This October 2008 cover presents a powerful idea of what today's modern working woman's lifestyle is. It is all about looking good and with those looks attracting male attention. Using red and white as a colour scheme very differently to Good Housekeeping, marie claire uses the white and red in a fresh new, sleek approach to attract a younger more modern reader. The previous cover uses the colours traditionally, but by having the black to contrast against the white, the marie claire cover connotates to minimalistic decor, unlike before where the women would have cosy, cute and quite intricate furnishings and interior. The women reading this magazine are likely to have the same amount of money but had to gain in for themselves from their high powered careers. This can be suggested from the ideology that the readers have stylish, funky and expensive simplistic furnishings and interior (likely to spend more on less items) and the references to jobs from cover line 'Sex at work'.
Using 'Sex at work' as a powerful statement gives an idea that these female readers are going to be early twenties to early 30's. This is because this age category are going to be in their prime (looks wise) and be likely to be the most sexually free and expressive as they are young enough to bounce back, try new things and not worry to much about any regrets. It also suggests that the readers are in male dominated jobs, using sex as an exchange of power to gain status and equality. Men are stereotyped to be very sex orientated and interested in beautiful women, so with the readers becoming these sexual figures it makes them get into the mind set of their male co-workers. 'SEXY HAIR' and 'LOOK FABULOUS!' are the largest cover lines in a red font colour to show the connection between sex (a love attachment with women usually) and looking good. By looking good these women are going to attract the male attention they want. The cover star is in a very revealing jacket/blazer which contradicts the connotation to the white colour she is wearing, that usually symbolises purity. It suggests she is a good person but knows she is good looking and young enough to get away with wearing sexualised clothing. She's curvy which contrasts the cover line that overlaps the main image 'anorexia extremists'. It is trying to present a more healthy body image for women of the target audience.
The font is all in sans serif apart from the top left third cover line, which suggests the ideology that the women are educated in fashion and 'womanly subjects' (things you would associated with females) but maybe not worldly cultured or educated all round. It's easy to read, which suggests the women work and play hard constantly so don't have time to browse things, they need things on demand, on the go, to match their fast paced lifestyle. This contrasts to the ideology that women who read Good Housekeeping that they have slow paced, calm lifestyles. However although the font type is also in sans serif it could be due to being older their eye sight not be as accurate so need something easier to read. If they have the magazine open when making one of the recipes, they need a clear font to glance at and read and if they are older they may not be overly educated (gone to college or university) because of the opportunities back then. This contrasts to the marie claire readers who are younger so have had the chance to go to college and university and get the high paid jobs they have now. It presents the ideology that they are so busy compared to the previous magazine readers, they don't have time to have a committed, settled relationship; so instead have flings, no strings attached 'Sex at work' presenting the ideology that men of their generation are only interested in these promiscuous women, who sleep around with different men all the time. It presents a negative image on those in relationships, as though they are less sexy and unable to entice other guys. The words 'make-up that takes you from AM to PM' shows how little time they have for sitting in with a boyfriend, as they need to be on-the-go and 'LOOK FABULOUS' at the same time.
It is a magazine appealing to city women, living in their own space, independent and secure in their own world.
