The sparse academic research done on bridal magazines indicates that purchases aimed at beautification and organization are result of a dichotomy within the bride.Boden(2001)argues the identity of the bride as consumer is derived from a split within her personality.One portion is the“project manager,”which seeks to outline the exact details of all aspects of the wedding,controlling for possible problems and seeking to maximize the wonderment of the day.The other portion is the“childish fantasizer,”which indulges in the princess wedding fantasy motif.The bride,when this side is active,imagines the fairy tales of her childhood when planning the wedding and looks for that impossible beauty and perfection within her own wedding.Boden argues that the magazines use consumerism to satiate these sides of the bride.By presenting lists of things to buy and do as well as recommendations for beauty and fashion,the magazines feed that desire for perfection.This fear of inadequacy can be even more acute in brides,as most women getting married view their wedding as a once in a lifetime opportunity(Flanagan,2001).Given the sanctity of that moment,there is little room for error.Therefore,the fear that tasteless clothing selection,gauche cosmetic choices and poor etiquette might haunt them for a lifetime is very real and very strong in the engaged woman.Otnes&Scott(1996)have also examined the relationship between advertising and weddings and have argued that advertisements geared toward weddings tend to coach consumerism as a strategy for happiness.This attempt to consume to reach perfection has been criticized in women's magazines as well(Winship,1987).
An additional criticism that has universally been levied against women's magazines is the prominence of advertising and the control the ads have over the content within the magazine(Steinem,1990).Research has shown that women's magazines are more than 50%ads and those ads are geared toward consumerism and attaining perfection by consuming products.One question this study will hopefully answer is whether bridal magazines have significantly more or fewer ads than their“single-based”counterparts.
RQ1:Do bridal magazines contain significantly more advertising than other women's magazines,such as Vogue,Cosmopolitan or Glamour?
RQ2:Do bridal magazines contain advertising that places a significantly larger focus on beauty and fashion than other women's magazines?
Weddings and Marriages
While weddings are often portrayed as glitzy and glamorous,the marriage portion is either ignored or cast as a set of doldrums.The phrase“and they lived happily ever after”is perhaps the worst thing newly married couples can hear,as it sets an impossible goal for them to attain(Parrott,1998).More than half of all marriages end in divorce,with 60%of all second marriages doing the same(Weiner-Davis,1992).
In examining how to best prepare for marriage,Parrott(1995)suggest a list of important things couples examine to assure themselves that they are ready for marriage.These items include emotional and psychological readiness,confidence in themselves and their partners and a willingness to work toward common goals and ideas.These and other similar issues are at the core of what can lead to a successful wedding and marriage,they argue.Arp and Arp(1998)state that learning to live in the present while preparing for the wedding can help ease stress and strain and prevent the wedding from becoming the zenith of the relationship.By using the engagement period to examine oneself and each other,engaged couples can find ways to grow together during the readying period.They argue that this time can allow each member of the couple to bring their single lives to closure and prepare for a life that involves more than just themselves.Couples also need to take this time to merge their lives and work to smooth out rough spots in how they act and react to life.By taking this time out,marriage can become a far easier transition to make(Arp&Arp,1998).As Blue(1998)argues,when it comes to weddings and marriages,“happily ever after begins before I do.”
Bridal magazines,however,appear to take a far more cosmetic approach to getting ready to get married.The purpose of the bridal magazine is to sell women,who are fearful of making a mistake that can never be rectified,a sense of security and beauty(Bodin,2001).The use of designer dress ads,makeup ads and diet ads contribute to a woman's sense that they have failed to attain the proper level of beauty.The articles spend time on how to host a proper party,what can be done to improve a bride's hairstyle and how to best maintain control of the wedding.The articles present a sense that the wedding must be managed by the bride and done so in a manner that prevents outside influences from derailing a bride's happiness within the event(Bodin,2001;Flanagan,2001).
It is clear that there is a very distinct dichotomy when it comes to how to prepare for the wedding.Relationship experts argue that there are a number of important social and relational issues that need to be resolved before saying“I do.”Meanwhile,some critics argues that bridal magazines focus on preparing for the event itself,which would be akin to planning a party.In this approach,women are told to focus on the beauty and spectacle of the event rather than the emotional and cognitive issues tied to the commitment itself.Women's magazines have faced similar criticisms,which leads to the question of if bridal magazines do a better or worse job focusing on the internal issues(such as relationships,health and family)than traditional women's magazines.
RQ3:Do bridal magazines contain significantly more articles that focus on external beautification than on internal and relational issues?
