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Content Analysis：Bride's and Glamour Magazines
内容分析：《新娘》与《时尚》杂志
Vincent F.Filak
摘要：研究者通常认为女性杂志呈现的内容与女性读者所需要了解的内容相比较为狭隘与浅薄。其文章与广告的导向大多为美容与时尚，而忽略读者更深层的需要与非消费者驱动因素。本论文认为，婚庆杂志的广告和文章沿袭了这一风格却很少受到学术出版物的批评。通过对2001年在《新娘》和《魅力》两种杂志中刊登的2703则广告和946篇文章进行研究，结果表明《新娘》杂志比《魅力》杂志中明显有更多的文章导向美容与时尚。对这些文章本身的分析也显示出《新娘》比《魅力》杂志中的文字更多关注人们外表的改进（如美容、时装及珠宝等）。对于广告的研究也表明，《新娘》与《魅力》相比，其刊登的广告数量不成比例地高于文章数量。本论文阐明，关于美容与时尚方面的广告数量，两种期刊并无明显区别，但强调相关内容的广告在当年的两种杂志中均占到三分之二强。文章建议进行更进一步的研究。
Over the past several years，women's magazines have undergone a great deal of scrutiny in both the popular and academic press.Magazines such as Cosmopolitan，Glamour，Vogue and Ladies Home Journal have been accused of being driven by advertising and presenting little in the way of substance(Consalvo，1997).Research into these magazines has demonstrated that the magazines stereotyped women as objects of beauty(Demarest&；Garner，1992)and being detached from serious issues(Glazer，1980).Leman(1980)argued that these magazines provide a narrow view of women's interest and are often driven by the desires of advertisers as opposed to the desire to inform.The majority of articles and ads in these magazines focused on beauty products and fashion trends，while ignoring health issues，societal trends and other important news items(Consalvo，1997).Turner et al.(1997)found that women who read these magazines are more likely to feel dissatisfied with their bodies and have poor self images.Even when the magazines address serious social issues，researchers argue that the magazines send the wrong message.Berns(1999)found that domestic violence articles in women's magazines blame the victim for the attacks.Her study concluded that these magazine articles portray domestic violence as a private problem and more specifically，the victim's problem.The list of criticisms can go on(See Winship，1987).
In spite of this deluge of research in this area，very little attention has been paid to bridal magazines and the images of women they portray.Given that the majority of women who become engaged use these magazines to determine what kind of dress to buy，what kind of reception to have and what kind of honeymoon to take(Marketing to Women，1994)，it seems important to examine the content of these magazines.While married life carries with it a series of unique issues，the question remains whether bridal magazines provide women with ways to address the issues or not.In another way，do bridal magazines inform women as to the changes they and their husbands will face or does it sell women a bill of goods that consists of beauty products，pretty dresses and fancy reception ideas.