Growing Up Girls: Popular Culture and the Construction of Identity

By Sharon R. Mazzarella; Norma Odom Pecora | Go to book overview

Note
1.
There is one anomaly about the YM special prom issues that should be addressed. While Table 1 shows that these issues allot only a quarter (or less) of their pages to traditionally defined advertising, they do not fill the remaining three-quarters of their pages with articles. Instead, 58 pages (42.3 percent) of the 1994 issue and 51 pages (49.5 percent) of the 1995 issue contain prom dress layouts complete with designer names and prices. While all of the magazines make use of such layouts (which in effect function as advertising), none do so to the extent of YM. If we add these prom dress layouts to the number of full-page ads allotted to prom dresses, the 1994 issue of YM includes 77 (out of 137) pages of prom dresses, while the 1995 issue includes 58 (out of 103) pages. In fact, the cover of each of these issues heralds the emphasis on prom dresses. The 1994 cover announces "100 Dresses! Find Your Dream Dress," while the 1995 cover declares "80 Great Dresses," "Find the Perfect One for You."

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