Jump to ContentJump to Main Navigation
Women's Periodicals and Print Culture in Britain, 1918-1939The Interwar Period$
Users without a subscription are not able to see the full content.

Catherine Clay, Maria DiCenzo, Barbara Green, and Fiona Hackney

Print publication date: 2018

Print ISBN-13: 9781474412537

Published to Edinburgh Scholarship Online: September 2018

DOI: 10.3366/edinburgh/9781474412537.001.0001

Show Summary Details
Page of

PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 21 September 2021

The Picturegoer: Cinema, Rotogravure, and the Reshaping of the Female Face

The Picturegoer: Cinema, Rotogravure, and the Reshaping of the Female Face

(p.185) 12 The Picturegoer: Cinema, Rotogravure, and the Reshaping of the Female Face
Women's Periodicals and Print Culture in Britain, 1918-1939

Gerry Beegan

Edinburgh University Press

The Picturegoer, published by Odhams Press, was the most popular British interwar film magazine. It was a pioneer in the use of rotogravure, a technique that brought high-quality color images to popular periodicals. The gravure process, in which both letterforms and photographs were fundamentally pictorial, challenged the text/image hierarchy, a radical shift reflected in the magazine’s layouts. Rotogravure had no definable matrix and images were smooth, continuous, and delicate; photographic portraits of stars were visually akin to cinematic close-ups. The magazine’s heavily retouched images, alongside articles on fashion and make-up, and an increasing dominance of cosmetic advertising, enabled women to develop an empowering visual expertise. Appearance became democratized and malleable, helping women to negotiate the contradictions of modern female subjectivity. Female readers were able to develop a photogenic face, influenced by Hollywood, shaped by make-up, and modeled on the smooth retouched colour rotogravure

Keywords:   The Picturegoer, rotogravure, make-up, cosmetics, Odhams

Edinburgh Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.