Applying Fergusons theory to text

Marjorie Ferguson- Women's magazines constantly reiterate the need to be more beautiful, providing readers with what they should aspire to look like, before providing them with the tools to achieve a desired look.
This theory can be applied to the sunsational sultanas advert as in the add it shows an image of a woman carrying the product on a platter. The women has a slim figure and is dressed in a tight bathing suit to emphasise this. This connotes that the product is for women who wish to look that way but enjoy a sweet treat. Furthermore, the women is carrying the product on a platter suggesting that she is carrying out a woman's stereotypical role of serving.

|Tokenistic- providing a superficial representation of those groups in society that are often under-represented in order to convey an impression of equality and inclusivity. This means that the ethnic minorities are included with the mainstream.

Whitewashing- where a non-white person is made to appear to have white characteristics.

 In this magazine the models skin has been lightened as well as her hair being lightened, softened and made for fair, as if to portray the appearance of a typical white woman.

The exotic other- a term used to describe someone or something that is perceived to be different or foreign where that differences becomes a source of fascination or pleasure.


Huck's portrayal of the Kurdish women portrays them as the exotic other as interest is created through their differences, this is the emphasis of the article about how they are embracing how different they are and showing it as a strength.


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