I will be analysing three different music magazines during
this process - they will fall under the genre of indie/alternative. I will
analyse the same genre magazine as I am planning to make so that I will be able
to understand the common conventions used in this genre as well as the relevant
contextual information. It is important to stick to common conventions so that
the final product is relevant and also represents the target audience – males,
however predominantly females aged between 16 and 25.
During this process I will explore ideas and theories from theorists such as Bentley (1997). He said –‘The making of the new and rearranging of the old’. This will allow me to view other magazine with the inspiration to create my own in a conventional style and relate to the target audience. Bentley’s theory will allow me to perform throughout this process as best as I can do – they will help me to follow on the from the skills and knowledge learnt from the prelim task.
During this process I will explore ideas and theories from theorists such as Bentley (1997). He said –‘The making of the new and rearranging of the old’. This will allow me to view other magazine with the inspiration to create my own in a conventional style and relate to the target audience. Bentley’s theory will allow me to perform throughout this process as best as I can do – they will help me to follow on the from the skills and knowledge learnt from the prelim task.
NME:
To begin, I will start by analysing NME magazine (New Musical Express) – a magazine, which falls under the indie/alternative genre and one that is a huge competitor in the market place - the total circulation is 23,924 per week. NME is created by IPC Media and the editor of the magazine is Mike Williams. NME has been published since 1952 and set up an online website since 1996 which is now the worlds biggest standalone music site – it has over 7 million users per month. NME will be one of my largest competitors in terms of sales and market place usage – they have a huge foothold in the market place. This is something that I will need to try to work around by trying to final an original sales idea to therefore create a competitive product.
I will now analyse an NME magazine, which follows the general rules of magazines of this genre. I will analyse the following magazine in terms of layout, typography, colour, images and branding so that I can gain knowledge and create a magazine, which fits the target audience correctly.
I will now analyse an NME magazine, which follows the general rules of magazines of this genre. I will analyse the following magazine in terms of layout, typography, colour, images and branding so that I can gain knowledge and create a magazine, which fits the target audience correctly.
Layout:
The layout fits the common conventions expected from a magazine of this genre,
aimed at this specific target audience. Following on from convention the main
header, or logo, is in the top section of the page, filling roughly 1/7 – 1/8
of the space. Text is in the conventional places, coherent to the images and
the header. This allows easy reading alongside creating an attractive,
coherently laid out page, which represents the target audience to the best of
its ability.
The layout also represents the target audience through its use of conventional sized banners (along the top of the page) – this helps to portray the genre, indie/alternative, and in turn represent the target audience.
The use of a barcode by this magazine not only fits the regulations required for shop bought products but it also houses their web address, date and price. This technique makes the cover look attractive and also allows a reverse to be shown through the use of colour in the text and the barcode. This makes the cover look tidy as well as compressing most of the non-contextual however relevant information into one place. In turn, this allows a clear, clean finish to the page, which keeps it organised.
The text, images and general space is organised so that there is no loss of space – this allows the page to be busy, however no too overwhelming. The use of text on the page, coupled with the images makes good use of the page and keeps the eye busy so that the reader doesn’t lose interest.
The layout also represents the target audience through its use of conventional sized banners (along the top of the page) – this helps to portray the genre, indie/alternative, and in turn represent the target audience.
The use of a barcode by this magazine not only fits the regulations required for shop bought products but it also houses their web address, date and price. This technique makes the cover look attractive and also allows a reverse to be shown through the use of colour in the text and the barcode. This makes the cover look tidy as well as compressing most of the non-contextual however relevant information into one place. In turn, this allows a clear, clean finish to the page, which keeps it organised.
The text, images and general space is organised so that there is no loss of space – this allows the page to be busy, however no too overwhelming. The use of text on the page, coupled with the images makes good use of the page and keeps the eye busy so that the reader doesn’t lose interest.
Typography:
The typography used on NME’s magazine cover covers the common conventions
associated with this genre and also typical magazine covers in general. The
text represents the target audience through use of colours and general typography
style. The bold font type represents the rebellious area of the target audience
– following on from Stanley Hall’s theory (1904) that ‘depression’ and
‘rebellion’ are common conventions of most teenagers.
The typography isn’t sophisticated or stylistic in terms of a higher social class. This ensures the typography relates to the target audience to the best of its ability. Over the course of the page the colour of the typography changes through a rule of three or colour palate style model. It ranges from black to white and red – this follows the corporate colours of NME; it also follows on from the colours used in their logo. These three colours allow the page to appeal to a mass audience – with red connoting love, as well as blood, and black connoting a rebellious nature. Red and black fit into Stanley Hall’s (1904) theory – which makes it a magazine which appeals to a younger target audience. The use of white is used so that it can act as a reverse on the page, making it stand out and look appealing. The white text on the black background of Alex Turner’s and Miles Kane’s jackets allow it to become a much bolder item on the page – somewhere where they eye is instantly drawn to. This may not be so apparent if the black was replaced with a lighter colour.
The page uses three of four fonts which allows for continuity and also allow for an attractive design. The designer has used one main font for headers and main article information, and then a smaller font, used in a different colour, is used to show less important information. This allows the target audience to see a section which interests them; then easily view more information without opening the magazine. Another font is used on the page (in italics) when applying a quotation – this connotes a more formal feel which fits the common conventions often used when using a quote. The cover also possesses a font style which is different to any other typography on the page – however it isn’t easily noticeable due to the fact that it is used in red, the same as other colours in surrounding text. This particular typography style is used for the ‘&’ sign – this allows for variety on the page without making it busy or confusing. It also connotes a formal nature and makes the page more interesting and sophisticated.
In terms of typography, an unconventional fourth main colour is used on the page, in two different shades. This is the use of yellow for ‘Studio News:’ and also ‘Jack White’s Shock New Album’. These two shades are used to highlight important information; however I feel that the use of two different shades makes it look too unconventional in the section of the page – exaggerated by one of the shades being used in the ‘sweet spot’. Despite any qualms, I do feel that the colours help to break the page up though making it more interesting and colourful – it also makes the specifically chosen sections of text stand out and appealing.
The typography isn’t sophisticated or stylistic in terms of a higher social class. This ensures the typography relates to the target audience to the best of its ability. Over the course of the page the colour of the typography changes through a rule of three or colour palate style model. It ranges from black to white and red – this follows the corporate colours of NME; it also follows on from the colours used in their logo. These three colours allow the page to appeal to a mass audience – with red connoting love, as well as blood, and black connoting a rebellious nature. Red and black fit into Stanley Hall’s (1904) theory – which makes it a magazine which appeals to a younger target audience. The use of white is used so that it can act as a reverse on the page, making it stand out and look appealing. The white text on the black background of Alex Turner’s and Miles Kane’s jackets allow it to become a much bolder item on the page – somewhere where they eye is instantly drawn to. This may not be so apparent if the black was replaced with a lighter colour.
The page uses three of four fonts which allows for continuity and also allow for an attractive design. The designer has used one main font for headers and main article information, and then a smaller font, used in a different colour, is used to show less important information. This allows the target audience to see a section which interests them; then easily view more information without opening the magazine. Another font is used on the page (in italics) when applying a quotation – this connotes a more formal feel which fits the common conventions often used when using a quote. The cover also possesses a font style which is different to any other typography on the page – however it isn’t easily noticeable due to the fact that it is used in red, the same as other colours in surrounding text. This particular typography style is used for the ‘&’ sign – this allows for variety on the page without making it busy or confusing. It also connotes a formal nature and makes the page more interesting and sophisticated.
In terms of typography, an unconventional fourth main colour is used on the page, in two different shades. This is the use of yellow for ‘Studio News:’ and also ‘Jack White’s Shock New Album’. These two shades are used to highlight important information; however I feel that the use of two different shades makes it look too unconventional in the section of the page – exaggerated by one of the shades being used in the ‘sweet spot’. Despite any qualms, I do feel that the colours help to break the page up though making it more interesting and colourful – it also makes the specifically chosen sections of text stand out and appealing.
Masthead:
NME’s masthead is slightly unconventional for a magazine of
this type as it only takes up half of the page, however it works well due the
typography styling as well as it being a very bold typography style. Moreover, the masthead stands out due to the double border surrounding it - this allows it to become eye catching and it also represents the three colours associated with NME. These three colours, the corporate colours, work well together and by the masthead incorporating them it allows that to be the reference point for the whole page. The masthead - slightly covering over the image - this fits the general conventions expected from this genre. Due to the fact that it's covered over, it shows the company can be confident that the magazine will be recognised just as easily as if it wasn't. This shows the magnitude of NME in terms of the target audience as well as their brand.
The bold font used for the masthead connotes Stanley Hall's theory that most teenagers are 'rebellious' and 'disruptive' - the masthead connotes this because the bold typeface is unsophisticated and fits the social desires of most youths. The name of the magazine is also important as this is a vital selling point of the magazine - it allows the magazine to sell itself through a concise, catchy name which sticks in the head - selling the magazine.
The bold font used for the masthead connotes Stanley Hall's theory that most teenagers are 'rebellious' and 'disruptive' - the masthead connotes this because the bold typeface is unsophisticated and fits the social desires of most youths. The name of the magazine is also important as this is a vital selling point of the magazine - it allows the magazine to sell itself through a concise, catchy name which sticks in the head - selling the magazine.
Colour: The use of colour throughout the whole page fits the corporate colours associated and set with NME. White, red and black are used as the primary three colours on the page and work together as a colour palate. This rule of three keeps the page professional and organised - it makes navigation easier as well as draws attention to the focal point of the page - the images. If the colour scheme wasn't so organised it would detract from what the magazine is trying to say in terms of context as well as professionalism.
A double reverse is used in the centre of the page where the black jacket of Alex Turner is laid over the white background and then the white text laid over the top of the jacket. This allows for the text to stand out and also for the background not to over power the magazine - it needs to be low key while also working with the images to ensure that they stand out and get noticed. This techniques is also used at the black circle containing text in the sweet spot - this allows both the white and yellow text to stand out from the black circle and the circle to stand out from the white background. This allows this to become an imperative point of the magazine as this is one of the main places where the eye is drawn to first.
A double reverse is used in the centre of the page where the black jacket of Alex Turner is laid over the white background and then the white text laid over the top of the jacket. This allows for the text to stand out and also for the background not to over power the magazine - it needs to be low key while also working with the images to ensure that they stand out and get noticed. This techniques is also used at the black circle containing text in the sweet spot - this allows both the white and yellow text to stand out from the black circle and the circle to stand out from the white background. This allows this to become an imperative point of the magazine as this is one of the main places where the eye is drawn to first.
Images: The use of images on a magazine cover is imperative as the cover is basically an advert for the magazine. This is why this magazine in particular has a clear, in focus image, taken at a medium length shot - this is the stereotypical length and style for a magazine of this type. This works perfectly because the image relates to the context of the magazine, it fits the genre and works with the target audience in the opposite way that Laura Mulvey's theory denotes. On this occasion, the two artists on the front cover are used for the sexual desire of women, while also appearing as icons to those interested in their music or read MNE. These images work great because of the clothing that the artists are wearing - the black works perfectly with the colour scheme on the page and the tone of their skin also fits into the colour scheme of the background. This allows the images to become the focal point of the page while not taking over it and becoming obstructive.
The images are sized to the apparent size associated with music magazine cover images - both heads cover the text at the top of the page and the images fit almost the whole page.
These happen to be the only images on the page due to the stylistic design set by the designer - they have left it simplistic which I think works great as there is a good balance of text and images. This allows for the page to have a balance, once the eye has finished looking at one section it can then focus on another. The background of the images has been left in which I think allows for the cover to look raw and original which works with the genre well - this will also appeal to the target audience due to the social bracket they're set in.
The images are sized to the apparent size associated with music magazine cover images - both heads cover the text at the top of the page and the images fit almost the whole page.
These happen to be the only images on the page due to the stylistic design set by the designer - they have left it simplistic which I think works great as there is a good balance of text and images. This allows for the page to have a balance, once the eye has finished looking at one section it can then focus on another. The background of the images has been left in which I think allows for the cover to look raw and original which works with the genre well - this will also appeal to the target audience due to the social bracket they're set in.
Lexis/Narrative: The lexis of NME's magazine cover covers the main areas expected from a magazine of this genre. The particular words chosen connote an informal sense which is inviting for the target audience, also, the lexical choices allow for easy reading throughout the cover. The cover, and evidently the magazine as a whole as well, uses language which appeals to the target audience of the genre of the magazine. The word choices are highly important in this scenario, as this is the 'make-or-break' feature for the target audience - whether they're going to read it or put it down. Therefore short sentences, accompanied by perhaps informal word choices are used to make sure that the target audience stay interested and help connote Stanley Hall's theory.
Word and number choices such as 'Ding! Ding!' and '12' instead of twelve help the magazine to appeal to the intended audience easily. Moreover, the lexis works in coherence with the font style, both are relatively informal and both represent the target audience perfectly.
By looking at this cover I will now use Bentley's theory of creating the new by rearranging the old to make my own magazine cover - these ideas and conventions will allow me to flourish throughout this task.
Word and number choices such as 'Ding! Ding!' and '12' instead of twelve help the magazine to appeal to the intended audience easily. Moreover, the lexis works in coherence with the font style, both are relatively informal and both represent the target audience perfectly.
By looking at this cover I will now use Bentley's theory of creating the new by rearranging the old to make my own magazine cover - these ideas and conventions will allow me to flourish throughout this task.
Kerrang!:
Kerrang! magazine, again, falls under the indie/alternative music genre and is also one of the largest magazines in that specific section of the market place. Kerrang! has a total circulation of 42,077 which shows off its dominance in the market place. Kerrang! is a London based indie magazine, founded by Alan Lewis and edited by James McMahon. The magazine was first published in June 1981 - so this magazine in particular shows off how its features are best suited to the genre. Bauer Media Group publish Kerrang! magazine and they have their own website dedicated to the various content seen in their magazines as well Kerrang!'s own store. Kerrang! is certainly a magazine which I will be focusing on when I create my own due to their history within the industry - they have the knowledge of the market and know what works on a magazine cover and what doesn't.
My next task is to analyse the cover of one of Kerrang's magazines. From this task I hope to undercover how the magazine represents the genre, audience and purpose through use of the layout style, typography, colour, images and branding (including corporate colours, fonts etc.). I will understand how the magazine fits the genre and also how it fits its purpose through the cover - this will allow me to flourish when faced with creating my own music magazine cover. The primary target audience of NME is roughly around social classes B-E – covering both sexes and ages between 15 and 25 It also covers white, British citizens from a traditional background. The secondary target audience is people in social class A, aged 25 - 40.
Layout: Kerrang!'s magazine cover fits the common conventions associated with a magazine of this genre and it also represents the target audience through layout and systematic placing of text, images and text boxes.
The cover represents the audience through use of specifically placed and coloured text boxes - this allows specific information to become separate from the rest of the page, without making the overall layout look unattractive.
Use of text boxes on the page makes for easy reading in terms of separating coherently coordinated coloured text in specific areas - ensuring the specific text is correctly coloured and stands out. Use of text boxes also fits the common conventions from a magazine of this type - something which the target audience will expect to see, assuming they're avid readers of this magazine. Moreover, use of boxes around images allows this section of the page to become separate in terms of where they eye focuses on and where the target audience want to see specific images. The boxes also allow for the images to appear three dimensional in a sense as the bordered edge of the image stands out from the contrasting background.
The use of images, coupled with text and text boxes allow the page to thrive in terms of appeal to the target audience. The magazine also fits it's purpose through the design and layout through entertaining and informing the audience through use of coherently placed information.
The bar code on the page is used on the page to the best of its ability - it cooperates the issue number as well as the price which saves space, makes the page tidy and coherent and also makes them stand out from the background. Moreover, the audience, assuming they buy the magazine every week - will know where to look on every magazine for this specific information. This allows for easy use and also a quick, easy reference to the information.
The use of banners in the form of text boxes along the top and bottom of the page help to make the specific text stand out while also representing the genre through youth and a coherently attractive design.
Typography: The typography used on this magazine cover fits all of the connotations attached with the genre - the typography also fits the purpose and audience. It does this through being original, stylistic and graphical - some points which are often associated with indie/alternative music and/or music magazines.
Various typefaces are explored throughout the cover which allows the page to become standard in terms of design and layout - this allows the magazine to in turn fit the conventions and become an object of desire for many of the intended target audience. These features match what the target audience expect from a magazine which allows the audience to grow and thrive as the specific intentions are matched. Moreover, theories such as Stanley Hall’s (1904) theory (that ‘depression’ and ‘rebellion’ are common conventions of most teenagers) - help to show us what the magazine is trying to say in terms of representing the target audience. This theory is represented through the font style and design - the typography connotes a youthful nature due to its rough, textured design - perhaps it isn't something you would see used on a more mature, sophisticated magazine cover design aimed at a higher classed target audience.
Following on from this, the main corporate, logo font also fits the conventions associated with youthfulness as well Stanley Hall's theory. Contextually specific colours are used throughout the magazine cover which connote various themes and ideas. For example the white font connotes the corporate's logo whereas the orange font connotes youth and also a fun theme - this allows the page to become more vibrant which represents to an extent the female readers of Kerrang!.
The range of typefaces on the page allow for variety and an attractive design - they also connote the audience genre and purpose which allows the magazine to connote it's genre instantly.
Masthead: The masthead on Kerrang!'s magazine cover fits the common conventions associated with both magazines in general as well as specifically music magazines. Fitting convention, the masthead takes up just a fraction of the page, however I don't think this matters as the masthead looks attractive and does its job through relating to the target audience.
The masthead uses the corporate fonts and colours to relate to the target audience through connotations attached regarding the target audience's interests and desires. The magazine cover's masthead also possesses a drop shadow which allows the text to stand out and become more dominant on the page - this feature also lets the typography have a kind of feel which represents the genre - a genre that specifically connotes youthfulness and in some cases intelligence and admiration for thought out designs.
The typography used for the masthead is similar to that of the one used on the rest of the page - this allows the text to have a continuing theme that keeps the page specifically in context and allows the design to flourish in terms of continuity and a clear design. The name of the magazine - Kerrang is catchy and represents the target audience through theories of youth. This allows the magazine to represent the audience through it's name in terms of the masthead.
Colour: Corporate colours are explored throughout the magazine cover which allows the page to have an attractive, coherent layout that connotes the themes and ideas associated with the target audience.
The cover uses a colour palate to control the use of colours - it uses primarily black, white, red and orange. This allows for the page to have theme which is explored and assisted by the images, layout and design. The use of orange is used primarily to highlight key words, phrases and text boxes. This allows the bright colour of orange to become a large part of the cover, breaking up the page, while staying as a colour which doesn't over power the page. Orange is also a colour which connotes happiness and joy which contradicts Stanley Hall's theory, as mentioned earlier. This theory is however connoted through various other places on the page so in some ways it makes the cover unconventional in terms of which theme it's trying to connote. Despite this, the use of black is used on the page in a wide spread manor - this does, however, connote depression which links into Hall's theory.
The use of red connotes blood, love and lust which helps to represent the target audience through Hall's theory as well as youthfulness in terms of rebellion. Moreover, from a technical perspective, the use of red allows the magazine to stand out alongside the text on the cover and the images - the red works alongside the black to ensure that the magazine flows and fits the desired conventions.
Images: The main image on the magazine cover has been placed in a conventional style - its size and placement both fit the conventions associated with magazine covers and in particular music magazine covers.
The main image in terms of shot type (medium close up), colour, lighting and style all fit the conventions required for the genre and purpose. The image connotes Stanley Hall's theory through rebellion - the young model connotes this through her dyed hair, make-up and clothing, in terms of mise-en-scene. The model fits Laura Mulvey's theory that women are only used in media for the sexual desire of males - this image epitomises this theory and allows the magazine to fit the genre, audience and purpose. The image also fits its purpose in terms of attracting its audience in terms of music - the specific artist will be spotted by the target audience and then work as advertising for the magazine - it will help to see that specific issue. Use of smaller images on the cover also allow for celebrity endorsement as well as filling the cover and advertising a section of the magazine.
The images, coupled with the text help to sell the magazine in terms of the article inside - this will build the magazine profile through letting the target audience know the kind of material to expect from the magazine. Youthfulness as well as a more sophisticated feel is also connoted from these images as a range of different artists are displayed - ranging different ages, sexes and styles - allowing the magazine to represent a large area of the market. This maybe the reason why this magazine is such a large success - because it represents so many different areas of the genre. This is something that I will need to explore when making my own magazine cover - I will need to explore what the target audience want to see on the magazine cover and what is relevant information and what's not.
Finally the use of an image at the top of the page (towards the right hand corner) perhaps doesn't quite fit the conventions associated with magazine of this genre, nor professional magazines at all - despite the image being relevant to the text next to it. Despite this, I do not think this at all detracts from the overall design and ideas pursued by the designer as I do not feel the target audience are concerned about the overall layout enough for it to be a deciding factor when it comes to purchasing.
Lexis/Narrative: Finally the lexis/narrative on the page represents the gender, audience and genre through use of specific word choices and industry specific terminology. The audience is represented through the jargon used by Kerrang! and this in terns allows the magazine to thrive. Short lines and sentences are used to advertise inside stories and articles concisely. This represents the target audience's admiration of concise information, that isn't long winded or complex - it also allows the audience to view a story quickly before deciding whether to buy the magazine or not.
Use of text also helps to make the magazine genre specific in terms of the terminology used. The use of word choices is imperative to the popularity of the magazine because if terminology and terms are used which don't represent the audience then the magazine wont work in terms of audience, genre and purpose.
These areas of the magazine cover are areas which I will explore when creating my own magazine - the design ideas explored are different to NME's magazine cover, however in terms of intention they are very much the same. This is also an area I will have to explore and incorporate into my magazine cover. I will also need to refer to Bentley's theory of rearranging the old when making the new - this will allow me to gain the concepts required to create a technically viable magazine which represents my target audience, genre and purpose.
Indie:
Finally I am going to analyse probably the least conventional magazine out of my choice of three in this genre - a magazine which isn't perhaps one of the top selling magazines, however one that is slightly more sophisticated and one that takes a different view on the alternative/indie music magazine genre. This magazine is also different in terms of the content - it isn't a specifically aimed music magazine, as the others are, it also highlights fashion. Despite this, it is still aimed at a similar target audience which will make it interesting when analysing and looking at possible ideas when creating my own magazine cover. The total circulation of Indie is 55,000 copies, as this magazine is aimed at a worldwide audience as appose to NME and Kerrang which are both aimed at British audiences. Two different editions of Indie are sold in various countries these include a UK edition and a German edition. The UK edition is not only published in the UK , it is also published in countries such as Germany, France, Italy, Spain, Sweden, Turkey, USA, Canada, Australia, Taiwan, Hong Kong and Japan. This massive audience has allowed Indie to grow since it has been published.
My final task is to analyse and evaluate the front cover of Indie - The Independent Style Magazine. I will be hoping to understand how and why the magazine represents the genre. I will also be exploring how the magazine represents the audience and purpose through use of the layout style, typography, colour, images and branding (including corporate colours, fonts etc.). I will undercover how the magazine cover fits the genre and also how the cover fits its purpose - this will let me flourish when making my own music magazine cover. The primary target audience of Indie is roughly around social classes A-D – covering primarily females, however a slight percentage of males aged between 16 and 27. The target audience also covers white, British citizens from a traditional background. The secondary target audience is people in lower social classes, aged 28 - 35.
Layout & Masthead: Indie's layout is highly unconventional for a magazine of this genre; I can even go as far to say it is highly unconventional altogether.
The basic layout follows the common conventions of music magazines - the header is at the top of the page, however it isn't as long as a one on conventional magazines as well as it is being thicker than usual. This is partly down to the font used for the header as well the styling wanted by the editor.
The idea of having a conventional header at the top of the page appeals to the target audience and genre through the conventions on other magazines as well as the audiences desire to see a conventional layout. The masthead on this magazine fits the general stereotypes associated with a magazine of this genre. It is bold and the colours fit the neutral theme which allows the magazine to appeal to a wide target audience. The bold style main part of the header makes the magazine stand out while the smaller section of the magazine's name - probably the part which it isn't so much known for - is used in such a way so that if the magazine does create interest within its desired audience they can explore the magazine's name further.
The bar code is in the conventional place on the magazine cover, alongside the price and issue number. This allows for the magazine to be easy to understand and navigate, despite there not being much text to navigate through. This convention makes the magazine tidy which helps to appeal to the target audience through a conventional style and design. Moreover, by sticking to convention, when the target audience looks for the price etc. they can find it quickly because the know where it probably is.
The image on the page also sticks to convention as it is large, takes up the majority of the page and part of it is covered by the header - something seen on most music magazine covers and also something expected by the target audience.
The magazine fits its purpose in terms of appealing to the target audience through a highly simplistic layout and design - something that this specific target audience want to see. This is down to their creative flare, their appreciation of a stylistic and modern layout as well as what they want to see in terms of relevant text on the page.
Typography: The simplistic design of the front cover means that only small sections of text are used - this means that only two different typography styles are used. The first one is used for the masthead - this style is used in the form of Indie's corporate font. This font is used for the smaller text below the main part of the masthead as well as the typography around the bar code. The text do differ however - the main masthead font is in a bolder style so there is slight variation - this breaks the page up and creates a more interesting design. This also connotes magazine conventions and designs so the page can attempt to look generic. This wide use of the same typography style allows the magazine cover to look professional and stick to the same themes. Moreover, this is done due to the fact that the front cover is so simplistic - if the designer were to use a range of different fonts the page would look unprofessional and unsure of its themes and genre. This allows the page to stick to its themes as well as represent the target audience accordingly to their needs.
Secondly, and lastly, the other typography style is used for the text line - this font connotes an informal nature as well as youth and a slight rebellious nature - something mentioned in Stanley Hall's theory. The typography style used also allows the page to house variety - something which makes it more interesting to look at as well as making it represent the young target audience.
Overall, the typography connotes youth as well as conventional magazine covers and professionalism - all three of these make this magazine appeal to the target audience. The colours of the typography allow the page to use a revere in terms of making the text stand out from the image behind - this make the text clear to read and attractive to look at - some of the main features associated with a magazine of this genre.
Colour: Colour on this cover is used carefully due to the lack of images, text, text boxes etc. therefore the colour needs to have an appropriate theme and idea. On conventional magazine covers there would be a selection of three main colours with an additional fourth colour. On this occasion, there is one primary colour with perhaps the addition of an extra seconds colour. This colour -grey/cream - is used for the background, behind the model, to make the model stand out. However, despite the lack of colour on the page the colour of the typography and bar code work with the main image as a reverse.
The primary usage of white allows the magazine to have a neutral flare and appeal to a mass audience. The use of white also connotes femininity and summer. It is used because white works with almost all other colours which allows the magazine's theme to be careful however clever due to the coherence between image and text.
Images: One main image is used on the cover - this image is the focal point of the page and also the make or break section when selling the magazine. The images of the female connotes Laura Mulvey's theory that women in media are used for male's sexual desire. However, due to the magazine's primary target audience being females the image also works in a similar sense for women. The model acts in such a way that the target audience see her and want to be like her - this allows the magazine to sell more copies due to female interest. Only one image is used on the page which is unconventional, especially when there is limited text usage, it also fits in with the simplistic theme. This idea also represents the target audience through a professionally simplistic design. Moreover, the main image coupled with a simplistic layout makes an easily legible cover that connotes freedom in youth and rebellion.
The mise-en-scene in the main image also connotes rebellion and youth through make-up - this relates back to Stanley Hall's theory of rebellion in youth. The photographer has took the image in a specific location, as appose to conventional images which are often took in a studio. This connotes sophistication again and also relates to the target audience through freedom and everyday life. This allows the magazine to connote its themes and appeal to a larger audience.
Lexis/Narrative: The lexis used on this page connotes sophistication while also appealing to a young target audience. Due to very limited text being used, the text that is there needs to appeal to the target audience to the best of its ability. On this occasion, the text relates to the target audience through the term 'In love with Daisy'. This line allows the magazine to connote a female target audience through the stereotypically female term 'love' as well as by using a female name. These features allow the magazine's text to connote the audience well and appeal throughout their target audience's social class bracket.
Overall on this magazine, the simplistic, yet unconventional layout appeals to their chosen target audience through femininity and colours while the image allows the cover to connote everyday life. The theories of Bentley, Laura Mulvey and Stanley Hall show how the magazine represents the key themes that it does - they show how the magazine appeals to the audience, represents the genre and presents its self as a magazine which entertains and also informs.
Looking back at this magazine cover when I come to create my own will be imperative as I will need a good understanding of the market place and the magazines in it. I will also look at the key conventions of the magazine and how the allow magazines of this target audience to flourish.
Kerrang! magazine, again, falls under the indie/alternative music genre and is also one of the largest magazines in that specific section of the market place. Kerrang! has a total circulation of 42,077 which shows off its dominance in the market place. Kerrang! is a London based indie magazine, founded by Alan Lewis and edited by James McMahon. The magazine was first published in June 1981 - so this magazine in particular shows off how its features are best suited to the genre. Bauer Media Group publish Kerrang! magazine and they have their own website dedicated to the various content seen in their magazines as well Kerrang!'s own store. Kerrang! is certainly a magazine which I will be focusing on when I create my own due to their history within the industry - they have the knowledge of the market and know what works on a magazine cover and what doesn't.
My next task is to analyse the cover of one of Kerrang's magazines. From this task I hope to undercover how the magazine represents the genre, audience and purpose through use of the layout style, typography, colour, images and branding (including corporate colours, fonts etc.). I will understand how the magazine fits the genre and also how it fits its purpose through the cover - this will allow me to flourish when faced with creating my own music magazine cover. The primary target audience of NME is roughly around social classes B-E – covering both sexes and ages between 15 and 25 It also covers white, British citizens from a traditional background. The secondary target audience is people in social class A, aged 25 - 40.
Layout: Kerrang!'s magazine cover fits the common conventions associated with a magazine of this genre and it also represents the target audience through layout and systematic placing of text, images and text boxes.
The cover represents the audience through use of specifically placed and coloured text boxes - this allows specific information to become separate from the rest of the page, without making the overall layout look unattractive.
Use of text boxes on the page makes for easy reading in terms of separating coherently coordinated coloured text in specific areas - ensuring the specific text is correctly coloured and stands out. Use of text boxes also fits the common conventions from a magazine of this type - something which the target audience will expect to see, assuming they're avid readers of this magazine. Moreover, use of boxes around images allows this section of the page to become separate in terms of where they eye focuses on and where the target audience want to see specific images. The boxes also allow for the images to appear three dimensional in a sense as the bordered edge of the image stands out from the contrasting background.
The use of images, coupled with text and text boxes allow the page to thrive in terms of appeal to the target audience. The magazine also fits it's purpose through the design and layout through entertaining and informing the audience through use of coherently placed information.
The bar code on the page is used on the page to the best of its ability - it cooperates the issue number as well as the price which saves space, makes the page tidy and coherent and also makes them stand out from the background. Moreover, the audience, assuming they buy the magazine every week - will know where to look on every magazine for this specific information. This allows for easy use and also a quick, easy reference to the information.
The use of banners in the form of text boxes along the top and bottom of the page help to make the specific text stand out while also representing the genre through youth and a coherently attractive design.
Typography: The typography used on this magazine cover fits all of the connotations attached with the genre - the typography also fits the purpose and audience. It does this through being original, stylistic and graphical - some points which are often associated with indie/alternative music and/or music magazines.
Various typefaces are explored throughout the cover which allows the page to become standard in terms of design and layout - this allows the magazine to in turn fit the conventions and become an object of desire for many of the intended target audience. These features match what the target audience expect from a magazine which allows the audience to grow and thrive as the specific intentions are matched. Moreover, theories such as Stanley Hall’s (1904) theory (that ‘depression’ and ‘rebellion’ are common conventions of most teenagers) - help to show us what the magazine is trying to say in terms of representing the target audience. This theory is represented through the font style and design - the typography connotes a youthful nature due to its rough, textured design - perhaps it isn't something you would see used on a more mature, sophisticated magazine cover design aimed at a higher classed target audience.
Following on from this, the main corporate, logo font also fits the conventions associated with youthfulness as well Stanley Hall's theory. Contextually specific colours are used throughout the magazine cover which connote various themes and ideas. For example the white font connotes the corporate's logo whereas the orange font connotes youth and also a fun theme - this allows the page to become more vibrant which represents to an extent the female readers of Kerrang!.
The range of typefaces on the page allow for variety and an attractive design - they also connote the audience genre and purpose which allows the magazine to connote it's genre instantly.
Masthead: The masthead on Kerrang!'s magazine cover fits the common conventions associated with both magazines in general as well as specifically music magazines. Fitting convention, the masthead takes up just a fraction of the page, however I don't think this matters as the masthead looks attractive and does its job through relating to the target audience.
The masthead uses the corporate fonts and colours to relate to the target audience through connotations attached regarding the target audience's interests and desires. The magazine cover's masthead also possesses a drop shadow which allows the text to stand out and become more dominant on the page - this feature also lets the typography have a kind of feel which represents the genre - a genre that specifically connotes youthfulness and in some cases intelligence and admiration for thought out designs.
The typography used for the masthead is similar to that of the one used on the rest of the page - this allows the text to have a continuing theme that keeps the page specifically in context and allows the design to flourish in terms of continuity and a clear design. The name of the magazine - Kerrang is catchy and represents the target audience through theories of youth. This allows the magazine to represent the audience through it's name in terms of the masthead.
Colour: Corporate colours are explored throughout the magazine cover which allows the page to have an attractive, coherent layout that connotes the themes and ideas associated with the target audience.
The cover uses a colour palate to control the use of colours - it uses primarily black, white, red and orange. This allows for the page to have theme which is explored and assisted by the images, layout and design. The use of orange is used primarily to highlight key words, phrases and text boxes. This allows the bright colour of orange to become a large part of the cover, breaking up the page, while staying as a colour which doesn't over power the page. Orange is also a colour which connotes happiness and joy which contradicts Stanley Hall's theory, as mentioned earlier. This theory is however connoted through various other places on the page so in some ways it makes the cover unconventional in terms of which theme it's trying to connote. Despite this, the use of black is used on the page in a wide spread manor - this does, however, connote depression which links into Hall's theory.
The use of red connotes blood, love and lust which helps to represent the target audience through Hall's theory as well as youthfulness in terms of rebellion. Moreover, from a technical perspective, the use of red allows the magazine to stand out alongside the text on the cover and the images - the red works alongside the black to ensure that the magazine flows and fits the desired conventions.
Images: The main image on the magazine cover has been placed in a conventional style - its size and placement both fit the conventions associated with magazine covers and in particular music magazine covers.
The main image in terms of shot type (medium close up), colour, lighting and style all fit the conventions required for the genre and purpose. The image connotes Stanley Hall's theory through rebellion - the young model connotes this through her dyed hair, make-up and clothing, in terms of mise-en-scene. The model fits Laura Mulvey's theory that women are only used in media for the sexual desire of males - this image epitomises this theory and allows the magazine to fit the genre, audience and purpose. The image also fits its purpose in terms of attracting its audience in terms of music - the specific artist will be spotted by the target audience and then work as advertising for the magazine - it will help to see that specific issue. Use of smaller images on the cover also allow for celebrity endorsement as well as filling the cover and advertising a section of the magazine.
The images, coupled with the text help to sell the magazine in terms of the article inside - this will build the magazine profile through letting the target audience know the kind of material to expect from the magazine. Youthfulness as well as a more sophisticated feel is also connoted from these images as a range of different artists are displayed - ranging different ages, sexes and styles - allowing the magazine to represent a large area of the market. This maybe the reason why this magazine is such a large success - because it represents so many different areas of the genre. This is something that I will need to explore when making my own magazine cover - I will need to explore what the target audience want to see on the magazine cover and what is relevant information and what's not.
Finally the use of an image at the top of the page (towards the right hand corner) perhaps doesn't quite fit the conventions associated with magazine of this genre, nor professional magazines at all - despite the image being relevant to the text next to it. Despite this, I do not think this at all detracts from the overall design and ideas pursued by the designer as I do not feel the target audience are concerned about the overall layout enough for it to be a deciding factor when it comes to purchasing.
Lexis/Narrative: Finally the lexis/narrative on the page represents the gender, audience and genre through use of specific word choices and industry specific terminology. The audience is represented through the jargon used by Kerrang! and this in terns allows the magazine to thrive. Short lines and sentences are used to advertise inside stories and articles concisely. This represents the target audience's admiration of concise information, that isn't long winded or complex - it also allows the audience to view a story quickly before deciding whether to buy the magazine or not.
Use of text also helps to make the magazine genre specific in terms of the terminology used. The use of word choices is imperative to the popularity of the magazine because if terminology and terms are used which don't represent the audience then the magazine wont work in terms of audience, genre and purpose.
These areas of the magazine cover are areas which I will explore when creating my own magazine - the design ideas explored are different to NME's magazine cover, however in terms of intention they are very much the same. This is also an area I will have to explore and incorporate into my magazine cover. I will also need to refer to Bentley's theory of rearranging the old when making the new - this will allow me to gain the concepts required to create a technically viable magazine which represents my target audience, genre and purpose.
Indie:
My final task is to analyse and evaluate the front cover of Indie - The Independent Style Magazine. I will be hoping to understand how and why the magazine represents the genre. I will also be exploring how the magazine represents the audience and purpose through use of the layout style, typography, colour, images and branding (including corporate colours, fonts etc.). I will undercover how the magazine cover fits the genre and also how the cover fits its purpose - this will let me flourish when making my own music magazine cover. The primary target audience of Indie is roughly around social classes A-D – covering primarily females, however a slight percentage of males aged between 16 and 27. The target audience also covers white, British citizens from a traditional background. The secondary target audience is people in lower social classes, aged 28 - 35.
Layout & Masthead: Indie's layout is highly unconventional for a magazine of this genre; I can even go as far to say it is highly unconventional altogether.
The basic layout follows the common conventions of music magazines - the header is at the top of the page, however it isn't as long as a one on conventional magazines as well as it is being thicker than usual. This is partly down to the font used for the header as well the styling wanted by the editor.
The idea of having a conventional header at the top of the page appeals to the target audience and genre through the conventions on other magazines as well as the audiences desire to see a conventional layout. The masthead on this magazine fits the general stereotypes associated with a magazine of this genre. It is bold and the colours fit the neutral theme which allows the magazine to appeal to a wide target audience. The bold style main part of the header makes the magazine stand out while the smaller section of the magazine's name - probably the part which it isn't so much known for - is used in such a way so that if the magazine does create interest within its desired audience they can explore the magazine's name further.
The bar code is in the conventional place on the magazine cover, alongside the price and issue number. This allows for the magazine to be easy to understand and navigate, despite there not being much text to navigate through. This convention makes the magazine tidy which helps to appeal to the target audience through a conventional style and design. Moreover, by sticking to convention, when the target audience looks for the price etc. they can find it quickly because the know where it probably is.
The image on the page also sticks to convention as it is large, takes up the majority of the page and part of it is covered by the header - something seen on most music magazine covers and also something expected by the target audience.
The magazine fits its purpose in terms of appealing to the target audience through a highly simplistic layout and design - something that this specific target audience want to see. This is down to their creative flare, their appreciation of a stylistic and modern layout as well as what they want to see in terms of relevant text on the page.
Typography: The simplistic design of the front cover means that only small sections of text are used - this means that only two different typography styles are used. The first one is used for the masthead - this style is used in the form of Indie's corporate font. This font is used for the smaller text below the main part of the masthead as well as the typography around the bar code. The text do differ however - the main masthead font is in a bolder style so there is slight variation - this breaks the page up and creates a more interesting design. This also connotes magazine conventions and designs so the page can attempt to look generic. This wide use of the same typography style allows the magazine cover to look professional and stick to the same themes. Moreover, this is done due to the fact that the front cover is so simplistic - if the designer were to use a range of different fonts the page would look unprofessional and unsure of its themes and genre. This allows the page to stick to its themes as well as represent the target audience accordingly to their needs.
Secondly, and lastly, the other typography style is used for the text line - this font connotes an informal nature as well as youth and a slight rebellious nature - something mentioned in Stanley Hall's theory. The typography style used also allows the page to house variety - something which makes it more interesting to look at as well as making it represent the young target audience.
Overall, the typography connotes youth as well as conventional magazine covers and professionalism - all three of these make this magazine appeal to the target audience. The colours of the typography allow the page to use a revere in terms of making the text stand out from the image behind - this make the text clear to read and attractive to look at - some of the main features associated with a magazine of this genre.
Colour: Colour on this cover is used carefully due to the lack of images, text, text boxes etc. therefore the colour needs to have an appropriate theme and idea. On conventional magazine covers there would be a selection of three main colours with an additional fourth colour. On this occasion, there is one primary colour with perhaps the addition of an extra seconds colour. This colour -grey/cream - is used for the background, behind the model, to make the model stand out. However, despite the lack of colour on the page the colour of the typography and bar code work with the main image as a reverse.
The primary usage of white allows the magazine to have a neutral flare and appeal to a mass audience. The use of white also connotes femininity and summer. It is used because white works with almost all other colours which allows the magazine's theme to be careful however clever due to the coherence between image and text.
Images: One main image is used on the cover - this image is the focal point of the page and also the make or break section when selling the magazine. The images of the female connotes Laura Mulvey's theory that women in media are used for male's sexual desire. However, due to the magazine's primary target audience being females the image also works in a similar sense for women. The model acts in such a way that the target audience see her and want to be like her - this allows the magazine to sell more copies due to female interest. Only one image is used on the page which is unconventional, especially when there is limited text usage, it also fits in with the simplistic theme. This idea also represents the target audience through a professionally simplistic design. Moreover, the main image coupled with a simplistic layout makes an easily legible cover that connotes freedom in youth and rebellion.
The mise-en-scene in the main image also connotes rebellion and youth through make-up - this relates back to Stanley Hall's theory of rebellion in youth. The photographer has took the image in a specific location, as appose to conventional images which are often took in a studio. This connotes sophistication again and also relates to the target audience through freedom and everyday life. This allows the magazine to connote its themes and appeal to a larger audience.
Lexis/Narrative: The lexis used on this page connotes sophistication while also appealing to a young target audience. Due to very limited text being used, the text that is there needs to appeal to the target audience to the best of its ability. On this occasion, the text relates to the target audience through the term 'In love with Daisy'. This line allows the magazine to connote a female target audience through the stereotypically female term 'love' as well as by using a female name. These features allow the magazine's text to connote the audience well and appeal throughout their target audience's social class bracket.
Overall on this magazine, the simplistic, yet unconventional layout appeals to their chosen target audience through femininity and colours while the image allows the cover to connote everyday life. The theories of Bentley, Laura Mulvey and Stanley Hall show how the magazine represents the key themes that it does - they show how the magazine appeals to the audience, represents the genre and presents its self as a magazine which entertains and also informs.
Looking back at this magazine cover when I come to create my own will be imperative as I will need a good understanding of the market place and the magazines in it. I will also look at the key conventions of the magazine and how the allow magazines of this target audience to flourish.
Excellent research into similar products, keep up the great work. Target:
ReplyDelete* Check your use of paragraphs and make relevant changes.
ALL YOUR RESEARCH COMMENTS ATTACHED TO THE LASTEST RESEARCH POST.
ReplyDelete