Ancillary tasks-student textual analysis
- 1. ANCILLARY TASKS- STUDENT TEXTUAL ANALYSIS BILLBOARD ANALYSIS AND WEB PAGE ANALYSIS
- 2. LAYOUT The layout of the billboard is very basic however this is crucial as billboards are only seen for a split second so the billboard needs to be simple so that the content is easier to read and therefore the content is more likely to be acknowledged and remembered so people will go out and purchase it. The main image is also the background and this makes the page stand out more as the image is enlarged so the celebrity is more likely to be noticed by her fans and become the unique selling point for the institution. It also means that the billboard is read as a whole instead of in sections as readers do not have time to read through the billboard slowly as often we still billboards when we are sat in traffic where there is limited time so it means again that content is more likely to be absorbed. The masthead is conventionally placed at the top and is the largest typography on the page and this is conventional to signify how it is the logo which connotes its importance and status, as because it is large, the institution appears more successful. Also the size of the masthead is important for marketing purposes as it is more likely to be recognized as it is louder and reaches out to the audience so the name will become familiar to the audience and then when the magazine is seen on the shelves, people will be aware of the institution already and purchase out of curiosity. The main image of the model is on the left hand side and this is to separate herself from the typography so that she stands out and appears more prominent to represent her place in the industry which means the audience are more likely to respect her and see her as an idol so iconography will also be encouraged here.
- 3. LOGO The logo is continuous from the magazine logo which helps it to become more recognizable and linked to their other product. As previously analysed for the magazine, the italic ‘Style’ adds formality and a luxe feel to the magazine so it suggests that people will feel special when they read the magazine because the magazine has a VIP feel so it makes the reader feel more important. Linking to the Dyer Star Theory, it will increase consumer confidence as they will feel as though they are of a higher class, like a celebrity due to the formality of this magazine, this is crucial for young girls who aspire to be rich and famous and therefore this is a step forward to them reaching their ambitions. Also the use of pink here will attract the stereotypical girly girl who is into their appearance and will want to keep up with the latest trends and styles as pink is universally recognized as a feminine colour- so therefore it directly aims at women. The only weakness is that men will probably feel excluded and unwelcomed to the institution which could lead to prejudice criticism, however, it is likely to contents won’t appeal to men but the two step flow effect will take place as they will encourage their partners to read the magazine. The same serif typography has been used in the ‘life’ section of the magazine to again add this formality but also to work as a binary opposite to ‘Style’ to connote to the audience that the magazine is varied and will focus on a variety of topics which means a wide demographic will be reached as it will appeal to different people. Again, the billboard has also mentioned that the magazine is a ‘winter edition’ which connotes to the audience what the magazine will include and makes people read as they will be inspired on winter fashion. Christmas activities and Christmas food- therefore, The Uses and Gratifications Theory will be achieved as people will read to be entertained. However, even though ‘Winter Edition’ is crucial to inform the reader on the latest seasonal pop culture, this should have been written in bold because it is difficult to read due to the thin, italic typography so it means it will be ignored. Therefore, when readers discover the whole magazine is winter themed, they will be confused and annoyed due to not being informed effectively and directly which would discourage repurchase. Additionally, it would lead to a negative Two Step Flow Effect as people would discourage people from reading for example with negative connotations on social media so it would therefore limit the institution from being successful and developing.
- 4. SUBHEADING The subheading of the billboard is informative as it mentions to the audience ways of accessing the magazine so The Uses and Gratifications Theory as it educates the audience and this will make them feel acknowledged. The lexis here of ‘pick up yours’ is direct mode of address and this is something I intend to follow in my production as it allows the reader to feel involved and engaged with the institution and due to this inviting tone it encourages people to pick up an edition. Also, direct mode of address is more personalized so it connotes to the reader that the magazine will have a welcoming and kind tone and this is important so again; The Uses and Gratifications Theory will take place as it will help readers to relax and unwind. Also the fact that the magazine can be picked up in a ‘local shop’ makes it appear more regionalized as it is associated with local businesses and prevents media imperialism which is causing many family owned businesses to shut down because they cannot compete with mainstream stores such as ‘Tesco’ so my mentioning local shop will improve the economy in the local area. The use of exclamations again is used to build enthusiasm and to make the subheading more persuasive as it seems more direct to the audience which will influence them to read the magazine as it looks as though it will be fun and exciting. However, to improve this subheading the wording of ‘today’ should have been placed at the end as it encourages an immediate response as it informs the reader that the magazine is for sale and connotes it is accessible which means people are more likely to take action. The typography used is continuous from the theme of italics so it enables the style of the brand to become more iconic and noticeable as it is a more effective way of the institution from becoming popular in the area. The black typography anchors the classic connotations of the serif, italic typography as it looks traditional and therefore will convey that the features involved follow the traditions and conventions in the area. However, this will not appeal to a younger target audience as they will want something new and a fresh experience as traditional events will appear ‘uncool’ and not relevant, hence why in my print music will be a main element in my lifestyle sector as this is loved by everyone despite their age- however the genre’s vary from each individual which is something I will need to keep in mind. Thus, chart music festivals is something I will promote as this is the mainstream and therefore the most popular among the majority which means there will more interest.
- 5. PREVIEW IMAGES The preview images of the magazine are of the front cover and the double page spread and this is as a teaser to give them a ‘sneak peak’ of some of the magazines content which will make them curious of the other content in the magazine and people will purchase another edition to find out more. Also, the same model has been used as the billboard so this celebrity endorsement not only shows continuity but promotes her success and represents her as an important person in the industry which will increase her popularity as the fan base grows. Especially as she is a female, the female gaze effect will take place as women will look up to her as a role model and be interesting in her style and career and therefore idolize her confidence. Also, men will also purchase the magazine due to physical attraction as the models outfit is revealing and therefore has sexual connotations but also her facial expression of a slight smirk is flirtatious which expands the demographic as it involves men. The alignment of the photos has a randomized look as they are leaning to the left and are not completely straight which gives the billboard and company an informal look which denotes to the reader that their reading experience will be stress free and allow them to unwind. This will especially suit towards a teenage audience who rebel against formality as it connotes restrictions and would have intertextual links to the strict rules of schools which many will want to drift from in their leisure time.
- 6. SECOND SUBHEADING The second subheading is used to give more information about the important feature in the magazine to provide more information which will make readers feel valued as they will know what to expect when they read the magazine and prevents the readers from feeling mislead. One weakness to this subheading is the choice of colour, for example, black typography has been used when there is already a dark background so that they blend together and makes it more difficult to read which means readers will be discouraged from purchasing as it prevents the institution from having an elite, professional reputation. To improve this, white should have been used as a binary opposite so that the text would stand out and be clear to the reader and this means it would increase recognition. Even the pink typography is difficult to read but the use of italics again creates brand identity due to repetition so the style will be more memorable to the reader. Thus, a text box in white would have been effective here in order to highlight key information so that it will stand out to the audience and grab their attention. However, the lexis used here of ‘Exclusive’ has a luxury feel and makes the magazine appear of a higher status and linked to celebrities in the industry as the word ‘exclusive’ suggests that secret and detailed information has been revealed and the audience will feel special for seeking this information so it will urge people to buy to find out the latest. The Uses and Gratifications Theory is approached here as people will purchase to share this information with their friends and therefore influencing social solidarity. Additionally, the repetition of the celebrities name connotes she is an important figure which means the audience will have more allegiance to her and therefore boost her status in the industry. This would make the institution appear giving as it signifies that it provides opportunities for ‘home grown talent’ so it would prevent a sameness in the industry of wealthy born celebrities that are famous due to wealth such as Kim Kardashian and therefore genuine hard working role models will return to the industry.
- 7. MAIN IMAGE The main image is continuous from the main image on the front cover as it uses the same model so it shows how she is an important figure in the industry as her image is spread over numerous platforms ( in print, online, on a billboard) so builds her status and means the allegiance of the audience is increased. This then helps to create brand identity because when this model is seen, you instantly think of ‘StyleLife’ and therefore it will encourage more sales. The use of celebrity endorsement too allows the readers fans to be invited and interested in her progress, therefore, The Uses and Gratifications Theory will take place as people will then purchase the magazine to be entertained and curiosity is what encourages this. Audiences may also build anticipation of who which celebrity will be associated with the institution next and they will repurchase to this this. The model wears the same sparkly dress in the billboard and although the red connotes sexuality and the sparkles have intertextual links to the old Hollywood glamour era where women would be extra feminine so people will purchase due to nostalgia. Moreover, by using the same dress it does not signify variety and make the stars life look interesting which is off putting for the reader as the magazine does not look diverse and therefore seems less interesting. This is because the magazine does not meet our expectations,, for example, stereotypically, celebrities with wealth are materialistic and will have a large wardrobe and many are rarely seen in the same outfit twice or act spoilt, for example, Kim Kardashian in the clip. Therefore, the star appears more normalized which means idolization is less likely to take place because the star will appear less superior and therefore decrease admiration. However, as the star is less materialistic it does not promote a spoilt agenda which some stars have so this means The Dyer Star Theory is more likely to take place because the audience feel closer to the star because they have a common link which will make readers feel special.
- 8. MAIN IMAGE Despite the outfit choices, in my print I will have a variety of outfits so the magazine inspires more people to explore the fashion industry and discover their inspiration, The Dyer Star Theory will take place as they will mimic their idols style in order to feel closer to them which will make them feel exclusive. Also, my magazine will appear more diverse which will make the feature appear more interesting as it suggests that it will explore different features of the individuals life which makes it more varied and suggests it will also be more personal which is another opportunity for the audience to feel closer to their idols. One benefit of the main image is the facial expression, this is seen due to the mid-close up shot where the eyes are aiming in the direction of the typography which urges the audience to read this content and be informed which will increase purchase. This is not cliché’ like a finger point either as the eyes in the direction of the text is a low key method of inviting the reader in and informing them. The slight smile on the model too is flirtatious so the female gaze effect will additionally take place as men will purchase due to attraction and therefore admire the star by purchasing the magazine which means profits will boom. Thus, higher class celebrities will be able to be featured in the magazine as a wider demographic can be reached due to their mass fan base. The location of the magazine is blurred out which is beneficial as the typography on the page can be easily read which means The Uses and Gratifications Theory will take place as readers can be educated. The location however appears to be mountainous which suggests the region is somewhere cold and northern which makes it more direct however it is too generalized and is not specific at what particular region the magazine is so the overall criteria has not been met. Therefore, this is why in my print the specific region will be stated and clear to the reader, for example in a subheading such as ‘Leicester’s number 1 fashion magazine’ in order to meet the criteria and encourage social solidarity of younger people so they can get more involved in the community and this will boost interactivity and a stronger connection with the audience.
- 9. WEB PAGE HYPERLINK As the student who produced ‘StyleLife’ chose to complete a radio advertisement instead of 2 hyperlinked pages, I am analysing one separately from a student known as Emily Neal who also focused on a fashion regional magazine so it is still relevant by focusing on the same genre.
- 10. LAYOUT The overall layout of the homepage is conventional as it follows the rule of thirds convention, for example, the masthead is at the top which connotes the institutions superiority in the industry because it is placed at the top so it suggests that ‘INSPIRE’ is dominating the magazine industry which will bring more allegiance and respect to the institution. Also, the placement of the masthead is conventional as the top centre is where our eyes are naturally drawn to as we scroll down the page gradually and the top is our starting point. Thus, by placing the masthead here, it is most likely to gain recognition because it is large and obvious to see which means the institution becomes more memorable and will therefore influence people to revisit the site out of curiosity. Next, the categories lay underneath the masthead and are aligned horizontally and highlighted with a pink banner which helps to separate it from the masthead to allow the logo to stand out and have more prominence in order to boost the institutions reputation too. The categories are separated and aligned horizontally as it is conventional and therefore easier to find each category as it is clear to see and therefore means it is less frustrating and time consuming as the categories are easier to find and the reader can find features which are catered to their interests which therefore the company appears more personalized which makes readers feel valued. Next the newest or most popular features are placed underneath this banner, however they are not very separated, for example, there are no vertical lines which distinguish, ‘CHANELS NEW COLLECTION’, ‘OMG GUESS WHAT…’ and ‘OUR MAGAZINES’ which makes the page look less neat and organised which means the page can appear very overwhelming to read. Therefore, it appears more stressful to read which means The Uses and Gratifications Theory will not take place as readers will be unable to unwind when reading the magazine. As the layout follows the rule of three convention, this is beneficial to the audience because it is a layout which is easy to navigate round due to familiarity which means readers will feel more comfortable guiding around the site and therefore makes their experience more relaxing and pleasurable. Which means the two step flow effect will take place as people will then feel share their opinions of the site to their friends and whether it is negative or positive, it promotes the institution and people will still look on the site due to curiosity so the target audience is therefore expanded. The layout of the homepage is mainly overthrown by images which means the magazine will suit a younger audience because teenagers are more likely to absorb images because they are easier to acknowledge rather than typography because text heavy content has intertextual links to school essays which means readers do not have that special leisure time feeling. Therefore, the student has made it more appealing to the target audience to therefore encourage sales. However, for my target audience, by having a layout dominated by images, it will appear too immature and simplistic which could connote the content is less detailed and therefore will not support the readers needs as it is less informative. Meaning it will be decoded by the audience as they will feel the styles included may be too teenage based, for example, crop tops and jeans and therefore not suited to the lifestyles of young women in their 20’s who want to look mature to suit their professional lifestyles but still youthful, hence why Alexa Chung will be a huge style icon in my print as her style has the perfect balance.
- 11. MASTHEAD The masthead of the site uses the companies logo which is ‘INSPIRE’ the name of this suggests that it will give people guidance on their own style and influence them to become more involved in the fashion industry and become more daring with their personal style which will then encourage individuality. Therefore, the magazine ‘inspires’ people and means this will influence a more pro-active society as people will be able to share their ‘passion for fashion’ and therefore create a more united community. However, a few weaknesses of the masthead is that it is cliché’ and uncreative, for example, it does not have any reference to Leicester City which is where the magazine is based which means the institution is less direct and therefore audiences feel less special. Thus, by calling the institution ‘INSPIRE’ it is too general and not specific enough to the regional audience which prevents them from feeling exclusive and means they will be less interested in reading the magazine so the demographic is reduced and limits the companies success. Even though the name is basic it is still relevant to the genre as the fashion industry is all about gaining inspiration, for example, from celebrities which means The Dyer Star Theory takes place as we feel as though we are more important by having an A-list fashion sense and therefore Maslow’s Hierarchy of Needs is reached because it will boost the readers self esteem. Another way, the genre is represented through the masthead is through the typography, for example, a serif font has been used and capital, tight letters have been used which makes the typography look elegant, feminine and formal which gives the logo more poise and makes it appear of a higher standard. Also, this font has been used in other fashion institutions such as VOGUE, Glamour and Grazia which means the genre is clearly conveyed to the audience so the correct target audience will be reached which is young women who are creative, confident and interested in developing their own personal style. As this conventional typography is used, it makes the company appear professional and the audience will have more trust as it follows in the footsteps of other key institutions which suggests that they are of the same quality and this will boost the reputation of the company as trust is built because people are familiar with the style they have adapted to their logo. However, as many other institutions use this serif typography it could connote a lack of originality which means the audience would be less interested in reading ‘INSPIRE’ because it will not stand out and therefore not look different and varied in the industry; hence why institutions such as COSMOPOLITAN are more successful because it has a different logo and has created brand identity through the use of pink to be eye catching and differentiate from other institutions. Thus, in my production the logo will not follow this convention because it will not stand out and connote individuality, thus, my magazine will make readers curious as it will drift from the mainstream and encourage people to give it a try. This is because of The Uses and Gratifications Theory because individuals will read the site because they desire to be entertained and have a different reading experience. The student has used black which is conventional because it is a classic colour which connotes the magazine is timeless and the styles will always be on trend which makes the reader feel assured that the clothing is on trend. Black is also easily legible which means the logo will be more memorable to the reader as it is easier to see and therefore will become more embedded into the audiences minds which influences them to return. However, in my production I think the masthead will be blue, as evidence shows blue ink is more likely to be remembered by readers than black and this is because it is vibrant and exciting to read compared to black which is often has negative, dark connotations which will appear less exciting to the reader. Also, blue will be used because it is a symbol of Leicester City Football Club which has made a great achievement ( winning the Premiere League in 2016) which has made history so it is emphasizing a sense of pride for the city and this notion will be conveyed to the audience as they read the contents which will mean readers will unite as morale is boosted in the city.
- 12. CUT OUT IMAGE The cut out image which is placed next to the masthead is very random as it does not promote any clothing at all ( which is the main theme of the magazine) so it seems irrelevant as it does not serve a purpose and therefore makes the magazine look unprofessional and therefore reduces consumer trust because it could connote the styles are not relevant to society. However, to analyse this image, it is slightly blurry too which reduces the status of the institution as it does not seem as though a lot of effort has gone into the editing process, thus connoting laziness which means readers will have less respect for the institution. However, as the girl in the image has blonde, curled hair it connotes femininity which suggests that this is a way of aiming at the target audience and making it appear more specific to ‘girly girls’ so this will attract this kind of woman who will be interested in fashion and beauty. Additionally, the model is a teenager due to the youthful face which means it also aims at a younger target audience too which means older audiences will find this off putting as it will appear too immature so a wider demographic cannot be reached and it will only unite teenagers together, not the adult population so particular groups will also feel excluded. The model is wearing fur which connotes wealth which is a way the magazine appears of a higher standard as it signifies it has links with the upper class in the industry; therefore idolization is more likely to take place as people will aspire to copy the style of this model in order to feel a boost in their own reputation. To make them have that VIP feeling to make them feel special and due to this influence them to return.
- 13. TABS The tabs which are placed horizontally are highlighted by a purple background which is a feminine colour and also is seen as a royal colour to promote wealth and status which instantly gives the page a premium look and make readers feel special from reading a page which has a luxury feel. The word news is highlighted in white which connotes that this is the hyperlinked page and the current page which the reader is on, thus, by highlighting it, it supports the reader navigational needs because it allows them to keep track of where they are reading which prevents them from getting annoyed because they are unaware of which areas of the site they have already discovered, thus, the reader will return as they have appreciation for the support when reading the site. The same typography has been used in the tabs as the masthead which shows continuity and allows brand identity to become clear as the repetition of this style makes the page more memorable and allows its own personalized look to become notable to readers. The typography in this style again is a way of giving the page a professional and formal look however this is likely to be decoded by the audience because the youth prefer to look at more modern styles as it appears more relevant and exciting whereas this serif typography can appear old fashioned which means younger people would think it would be too mature for their tastes which means the magazine will be unable to make profits as it is not aimed directly to appeal to a teenage audience. As the tab of ‘HOME’ is used, this is to connote to the reader that this is where the reader will be able to refer back to the latest. As home is a place of comfort it connotes to the reader that here is where the reader will be able to pick up crucial information which will give them an insight to what will be included in the magazine and prepare them for what to expect. The word ‘popular’ is used to recommend the reader on how to stay up to date and relevant to the most viewed features, this is where social solidarity will take place ( as part of The Uses and Gratifications Theory) because people will be able to unite by sharing their common interests in this popular section of the site. This is especially crucial for a younger target audience as this is a prime age where they will want to follow their friends as they fear social exclusion. The word ‘news’ suggests that this aims at the most relevant events in the fashion industry which suggests that this content is fresh and new which will make reader curious about what has changed in the industry. ‘Issues’ gives the reader choice which will make them feel valued because it gives them the opportunity to read past features and revisit the past. Therefore, individuals may read to revert to the past as it will make them feel nostalgic and this will make them desire to discover into previous features. The word ‘ABOUT’ suggests that this offers information to the reader to let them know about the institution, where it is based, what if focuses on and the editors involved, therefore this will influence The Dyer Star Theory because the reader will feel as though they are getting closer to ‘behind the scenes’ action and becoming more involved with the institution, thus, by educating the reader it builds a better connection with them which will influence consumer loyalty. Social media links have also been placed on the banner and this is beneficial as it encourages the two step flow effect where audiences will discuss or mention the institution on numerous platforms and therefore influence people to visit the sites or read the magazine and a mass audience can be reached. Therefore, it influences viral marketing as the company can be recognized on numerous platforms and due to interactivity readers will feel they can get more involved by connecting the institution through social media. Therefore, readers will feel acknowledged as it encourages a pull media where readers can share their opinions and this means that they have choice about what readers will view in the industry. By using social media links it also improves accessibility as people can access content on different platforms this is es[ecially suited to younger audiences who spend a lot of time on their phones as it means it is more convenient and thus more, suited to their lifestyles which will make them feel special. However, as the social media logos have been stretched, it again makes the site look less professional as the logos are not representative and therefore some readers will not recognize them and this prevents people from getting involved online and discourage people from reading the magazine as it does not appear reliable.
- 14. FEATURE 1 ( LEFT ALLIGNED) The feature which is alligned to the left focuses on ‘CHANELS NEW COLLECTION’ which connotes that content is up to date and relevant to the current trends in the fashion industry. As the word ‘new’ makes the feature appear more special as the audience are given exclusive access to fresh content; therefore people will read to gain a VIP feel. As the designer is Chanel, it shows how the institution has a noble respected status in the industry as Chanel is one of the most established designers in the industry and the founder Coco Chanel is a huge role model for young women as in an era of oppression in the 1920’s, she gave women confidence and independence through their personal style such as introducing shorter hem lines. Therefore, for young women this designer will always be an inspiration for our progression to equality, thus, as the institution has links to this brand it shows how it is respected in the status and has reliable sources which means audiences will have more trust within the feature as the styles are valid. This is supported by the main image underneath the subheading of the two models rocking a winter look of plaid which shows how the styles are suited to the current season which means people are more likely to read the feature because they are more likely to wear the styles which are featured. As the images are long shots taken from the runway, it allows the reader to view the entire outfit and decide whether this style is suited to their tastes. As Chanel takes a more mature look, it suggests the institution also aims at women in their 20’s who are more likely to experiment with more formal looks such as skirts, thus, this allows the company to reach a wider demographic. However, for the younger audience, this choice of clothing may appear too mature and not youthful enough so a brand such as Topshop would be more suited as teenagers prefer a more casual style so it means this would be off putting as it does not appeal to their tastes so it limits the target audience.
- 15. FEATURE 1 ( LEFT ALLIGNED) The text for this feature is difficult to read due to the small writing which I have had to zoom in on to analyse which then makes it blurry and this causes annoyance for the reader as it prevents them from having a smooth, easy reading experience and means they will have to struggle to read which means the student has not considered the size of the font and how it will be unsupportive to particular groups. For example, people with sight deficiencies or people who do not speak English as their first language who will not be able to understand the words if they are not very legible, therefore, it could lead to a critical reputation as it has been ignorant to peoples needs and this would discourage people from purchasing the magazine. However, a serif font has been used which is conventional for blocks of text because it is easier to read and more professional because the letters are not too embellished which could look too chaotic and too overwhelming for readers. The language used in the text is suitable for fashion admirers, for example, ‘Fabrics to love’ which will encourage people to encode this information as positive language has been used such as ‘love’ so it means people are more likely to follow this advice and give new fabrics a try, therefore experimentation will be increased as people begin to become more daring with their own style. The student has also included a pull quote from Cara Delevigne who is a successful fashion model and actress who is on trend right now, especially due to being featured in the biggest film of the summer ‘Suicide Squad’ so this means a mass target audience will be invited, especially among a younger target audience as she is a huge idol for individuals in society. Hence, by including the pull quote, it means The Dyer Star Theory is achieved because it shows that the institution has got to know the star on a personal level and this then makes her fans feel as though they are getting closer to the action and more involved in the showbiz life and therefore they will repurchase to relive this feeling. Also, as she is physically attracted men are encouraged to purchase the magazine or read the feature due to the female gaze effect as they will want to follow her life and keep up to the date so it is another way the target audience is expanded. The text is not very detailed but I think this is suitable for the younger audience who are less interested in reading in depth articles and would rather read small scale writing as it is more relaxing and so therefore The Uses and Gratifications Theory will take place. This is an approach I will follow in my production because by keeping it simple it prevents boredom but it is still an effective method of educating the audience but without there being mass amounts of text. Also, younger people such as students and people who work do not have time to read pages and pages so by keeping it ‘short and sweet’ it will keep the readers entertained.
- 16. IMAGES ( FEATURE 1) The images on this feature give the reader a larger insight to the feature on Chanel’s new season line. As they have shown images instead of describing the styles is more beneficial as we are more likely to imagine the clothing and decide whether it is suited to our tastes; therefore, for those who like the styles it is more likely to grab their attention and lure them into the feature. The top image focuses on the monochrome theme which is a major trend of the current decade so it connotes that it is relevant and up to date so readers will trust the information given to them. Also the long shots have been taken of these images so we can see the poses of the models which are structured which meets the readers expectations of models being very poised and therefore they can imagine the fashion show which will make them feel as though they are having an experience whilst reading the feature. The clothing in this feature is also suited to winter fashion, for example, a lot of the lines have been styled in layers, there are also coats and thick skirts which are most likely to make sales at this time of the year. Thus more, it connotes how the clothing is suitable to the lifestyles of the audience, also, as winter is a time of cold weather, it makes the audience read as they will see the clothing as a necessity and this will also influence them to buy the produce. Thus, Chanel are more likely to converge with the company again and this invites a higher class audience which means more up market designers such as Gucci can be involved to boost the reputation of the magazine. However, the only weakness is that social groups who have a low income will feel excluded as they are unable to afford the luxury, designer clothing so this will lower their self-esteem and then the Maslow’s Hierarchy of Needs will not be reached and this will limit the target audience. Marxists would argue this is a way that the poor as disrespected and exploited by the upper class, so to avoid this in my production, there will be a varied price range to suit all readers to ensure everyone can get involved to boost sales.
- 17. FEATURE 2 CENTRE ALIGNED Cover Line- The cover line is placed at the top of the feature to convey that it will explain what the feature is about and to inform the reader so they will be aware of what to expect when they read through. Also as the cover line is big, it is likely to pull in the readers attention as it is more eye catching The slang used of ‘OMG’ is suitable for the target audience because it is informal language and younger people are more likely to accept this because they take to more relaxed language so it connotes that the feature will take on a casual tone. The Uses and Gratifications Theory is achieved here because it suggests that the reader will be entertained so this will attract readers due to assurance. The word ‘OMG’ is usually said as a reaction so it connotes that the feature will be exciting and makes the reader curious about what the surprise will be and thus more hooking their attention. ‘GUESS WHAT’ has been used to involve the reader and engage with them as encourages them to make assumptions and join the hype that the magazine is creating and this will make readers feel special. An ellipsis has been used to emphasize the subheading and to make it more ambiguous so the audience will feel urged to read the magazine in order to discover more. The typography used for the subheading is the same serif, black typography as the masthead which shows continuity and makes the brand image more memorable due to repetition, therefore when this typography is seen on the shelves, readers are more likely to pick up and purchase and edition due to familiarity. However, the only weakness of this is that readers could find the site is not varied and therefore boring, especially for teenagers who like to look at visual pages so as it lacks differentiation, it will be off putting for readers who are looking for a creative style. Subheading- The subheading of the feature still uses the same typography as the main cover line however the subheading is slightly smaller and this is because the purpose of it is to supply information and not attract readers; therefore it connotes it has less importance than the cover line. However, celebrity endorsement has been used in the subheading to make the magazine appear of a higher quality and more up market in the industry which will mean readers will see it as more reliable and therefore influence them to read an edition. Also, as ‘Kylie Jenner’ is a huge teenage celebrity, it is suited to the audience as they are more likely to idolize her because the clothing and lifestyle she has is something the readers would like to have so her lifestyle is somewhat relatable as it meets their expectations of their aspirations. Thus, The Dyer Star Theory will take place by mentioning the star as the readers will feel it is an opportunity to get closer to their idol by copying their style and finding out where to access her clothing; therefore it will make the readers feel exclusive and confidence as they are sporting ‘celeb style’. Explaining why I will use celebrity endorsement in my production because idolization takes place to invite their mass fan base which will increase the popularity of my institution. However, Kylie Jenner is an American celebrity and is not associated with the region in anyway so it creates media imperialism as the industry only promotes A-List stars instead of home grown talent. A way to make this more direct would have been to use a cover line such as ‘ Kylie Jenner's collection comes to Leicester’ in order to make that link and make readers feel more exclusive by making it a ‘regional fashion magazine’. However, the celebrity is suited to the genre as she ‘starts a major trend’ which connotes she is a huge fashion icon which means readers are more likely to copy the style and the two step flow effect will take place as people discuss where they found out how to get her style- thus more a way of promoting the magazine on a mass scale.
- 18. FEATURE 2 CENTRE ALIGNED Image ( Top)- The image that is placed at the top is to remind the audience who Kylie Jenner is and this will attract her fan base instantly as they desire to find out more in order to get closer to their idols and feel engaged. The image of her is a ‘mirror selfie’ taken from a medium long shot however we cannot see her face as it is covered by large sunglasses so she is less likely to be recognized by the audience which means the feature is less likely to get mass recognition. However, it could suggest that Kylie Jenner is so famous that she does not need to be recognized through her face and this boosts the institutions reputation as it is linked with such a huge celebrity which means audiences will see the magazines as trust worthy and this will influence more people to read the magazine. Kylie Jenner’s outfit in the image is completely in black. Black is conventionally associated with sin and rebellion so this is suited to the younger target audience because it suggests that they should break the rules on regards to fashion and allow them to experiment. However, black is also used to make the celebrity look more mysterious and ambiguous to create a distance between the reader and the celebrity to make their lives appear as binary opposites. The audience will therefore idolize the celebrity to imagine their own lives with this wealth. The clothing of the celebrity is short and therefore could be seen as sexual and this would mean the female gaze effect takes place so men would be influenced to purchase the magazine in order to admire the celebrity. It also connotes that women are independent and free to express their own bodies which also signifies equality and will influence young girls to feel more comfortable in their skin. This will mean their Maslow’s Hierarchy of Needs will be reached as self- concept will be increased and then decreasing the risk of mental health issues. Image ( Bottom)- The long shot image placed at the bottom anchors the main text which discusses her ‘white ankle boots’ so it shows how they can be styled and this gives the readers inspiration for how to style the boots and this means they are more likely to give them a try and purchase them. Meaning people will be inspired to become more daring with their fashion sense and this influences individuality. Also, in the second image, the star is wearing white and this is a binary opposite from the top image which is black. This is because white has different connotations, for example, white is a symbol of innocence and purity so it suggests that this fashion statement will allow people to remove their sins and start fresh which is an incentive for people to recreate their style. Kylie Jenner’s face is also not seen on the image and this is because it prevents the feature from being too overthrown by her status and therefore will mean other features will gain equal recognition to connote a fairness in the industry.
- 19. FEATURE 3- LEFT ALIGNED The third feature is a preview of all of the previous magazines and this allows people to discover what has been discussed in the past which makes the company appear well established and therefore have a higher status if it has been round for a long time. This means people are more likely to read the magazine because it has been around for a long time and is proven to be reliable; making readers feel more comfortable giving the magazine a try. It also is another way of reading the magazines and this is beneficial because for younger people it is more convenient because many young people are addicted to their smart phone so content is more likely to be read because it is more accessible and a wider demographic can be reached. However, the older generation may be unable to access it online if they are not confident with technology and this will make them feel excluded and not included. Thus more, The Uses and Gratifications Theory will not be able to take place as audiences will be unable to unite. However, as there is a print version of the magazine, elder audiences can still interact and this will allow them to still become more interactive with the community and make them feel valued. ‘OUR MAGAZINES’ is highlighted by a pink underline and this makes the feature stand out and is more likely to grab the readers attention and make them want to read more about the previous editions. Again, this influences The Uses and Gratifications Theory because it educates the audience too which will make them feel acknowledged and therefore as this connotes supports they are more likely to return the site. Most of the magazines front pages focus on fashion as they show a long shot image of the magazine and female models sporting fashionable clothing which means it will attract a target audience who are passionate about clothing as the images connote the genre clearly to the reader. Female gaze will also take place because women will aspire to look like the women portrayed in the magazine, for example, being slim and having long hair which meets the stereotypical view of women. However, women who do not fit the size 0 look may have a low self esteem because their body type is not shown in the images and therefore they will feel excluded from society. Thus, in my print, women of all shapes, sizes, ethnicities and social backgrounds will be shown in order to involve everyone and bring the community together. However, as men will purchase due to physical attraction, men will admire the women in the images and due to the female gaze effect, they will want to follow the women and find out about their life. Although, some women could see this as a way women are exploited in society and only seen as sexual figures , however this is a minute amount of people because fashion is all about being confident and expressive and there is no reason why women should have to hide their identities- therefore it will influence more women to become more independent in their style. Moreover, it is clear that this is a regional magazine as Jamie Vardy is shown on one of the covers. He is a footballer who plays for Leicester City Football Club and he shot to fame by contributing to Leicester winning the Premiere League Title in May 2016. This regionalized celebrity endorsement will bring people together ( as part of the Uses and Gratifications Theory) to celebrate their victory so audiences will be able to share their interests. Also, this will appeal to men, women and children as the victory is something that boosted the morale in the city. Thus, people will refer back to this edition in order to reminisce and revert back to this mazing time in Leicester City. The clip on the next slide; emphasizes the uplifting atmosphere which was in the city at this time and hopefully my production will build a hype through promoting events and bring people together like this way again.