Close to end of WWII the magazine encouraged young girls to be supportive of the war. The dominant power within a hegemonic structure is often able to rule with consent by creating a general common sense for the public. Without thinking about the consequences of the war, these girls immediately believed in the dominant ideology concerning the war. The covers interpolated the reader (teenage girls) by telling them that they could do something important in society, which was empowering to young girls who had never been given this chance before.
In one cover they presented a letter, which “hailed” the reader to get involved with the war, by purchasing war bonds to help finance the war. The book Practices of Looking states:
“ The ideological function of many adverisitements takes the form of speaking a language of patriotism and nationalism in order to equate the act of purchasing a product with the practices of citizenship”(277).
By purchasing a war bond American’s demonstrated national support and pride for their country. This same idea is seen in modern day advertisements, but here is a classic example of how this magazine not only promotes the dominant ideology of the society at the time, but it hails the reader by making them feel part of a group, in this case part of the U.S. A young girl would feel empowered and convinced to support the war after seeing images like this one, which directly speak to them. Just as advertisements speak to male and female insecurities, here the cover acts as an advertisement for the war and speaks to the teen-agers insecurities of feeling insignificant.
To me this is a great way to build confidence in young girls and encourage them to feel as though they can be active participants in society. It also teaches girls about current events which is one major aspect missing from today’s teen magazines. Most girls reading Seventeen magazine today, probably don't know anything about the Iraq war or any other major event. This tells them they have choices to make which are important for the well being of society, and they have the abilities to contribute to the bigger picture. It doesn’t treat them as if they are too young to understand the war. The cover essentially becomes war propaganda by presenting a letter which was sent to these girls, their parents and every other demographic in society in order to gain support for the war. Teen-age girls are just as important as anyone else and they should understand their social responsibilities in society.
http://www.seventeen.com/fun-stuff/special/65th-anniversary-cover-archive
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