Editorial targeting in fashion magazines: construction of the imaginary reader of journalism in the advertising of Estilo and Elle

Abstract

This paper considers the empirical universe of Estilo and Elle, two targeted publications about fashion, published by the same editor - Editora Abril - identifying the editorial marks about the the imaginary readers proposed for each publication from the relationships between advertising and journalism in fashion editorials. We realize that the viability of competing publications, on the portfolio of one publisher, is sustained by definition of “public catalogs”, largely aimed at advertisers.