Sunday, 13 December 2009

Analysis of Existing Media #2


Front Cover Analysis

‘NME’

I have chosen to analyse this front cover of ‘NME’ because it features Florence Welch from the alternative rock band, Florence and the Machine. This front cover is relevant in relation to my own alternative music magazine as it features a female artist of that genre.
The masthead is the largest piece of text on the page and reads ‘NME’. This stands for ‘New Music Express’ which informs the Target Audience (TA) that this publication is about contemporary music. The Letters of ‘NME’ are in uppercase and the type face is in display font. The colour of the masthead is red and outlined in black with a space of white between the two colours. All these aspects of the masthead give the impression of masculinity and strength, which reflects the personality of the TA, informing us that this is a male orientated publication. The use of the colours red, black and white relate to the colours of the Union Jack, indicating that the magazine is about British music. The main colour is red, which is a primary colour that is often associated with men because of it’s simplicity and boldness, the use of red indicates that ‘NME’ is aimed at a British male TA who are passionate about music.
A medium shot has been used for this image, which is conventional for a front cover. However this particular shot type almost fits in between a medium shot and a long shot, as the top of her thighs is visible. The background is of a brick wall that is peeling white paint, this aspect is in-keeping with the mode of address as ‘NME’ usually use gritty, British locations and props in their images to capture the essence of British culture. Florence has been dressed in what appears to be a black lace blazer and a sequined embroidered top and skirt. The outfit is formal yet glitzy; the use of the colour black suggests class, whereas the use of the silver and black sequins suggests an air of glamour. Florence has been accessorized with a gold necklace and chunky rings, over her shoulders she holds in place a long flower chain of lilies. The inclusion of jewellery to Florence’s outfit suggests an interest in detail which can be applied in relation to her music. As for the lilies; lilies are known to represent rebirth and so the flowers are a symbol to the TA that this band are bringing Alternative music back to life. The symbol could also reflect the style of music as having spiritual and religious components. The outfit on a whole combines different elements of style, which reflects the genre of music Florence and the Machine create.
The make-up of the artist has a classic theme to it, with the combination of her snow white complexion and red lips, the idea is to create a natural look with one dominant feature, and in this case, the dominant feature is the woman’s lips. This draws attention to her mouth which relates to sound, on some level this could refer to her abilities as a singer. Her hair is wild shade of orange and has been swept over her left shoulder, looking intentionally dishevelled. Which is a style preserved by the TA of ‘NME’, for example ‘bed head’ hair is a hairstyle commonly worn by the ‘indie kids’. Florence’s facial expression is poised and her body language is composed, Florence appears earnest as she wants to be taken seriously by the music press. The inside of her left arm has been deliberately placed in a way that shows off her tattoo. Although there are elements of her attire that appear feminine and lady-like, for instance the flowers and sequins, there are also elements of masculinity in which have to be applied to the artist, in order for the female to still appeal to the male TA in a non-sexual way. The use of the colour black, the blazer and the tattoo all establish an interest or taste of the TA whilst coordinating with conventions of ‘NME’.
‘NME’ tend not to clutter their front covers with too many sell-lines and article related images, but focus on the main subject matter of the issue. ‘NME’ like to play around with conventions of music magazines. This is a special issue of ‘NME’ celebrating new music and ties in with ‘NME’s brand values. This front cover shows what the issue will be focusing on and to not take away from the importance of this, only a few conventional features are used, the masthead, the main image, a banner, article related images, a main sell line and a puff. This issue shows that the TA is eager to learn about new bands and artists and be informed of the latest culture trends in the music industry. For example, a sell-line at the bottom of the page states: “SCENE REPORTS: DANCE, HIPHOP, METAL, INDIE”. This issue appears to be about Florence and the Machine considering she is part of the main image, however, she has been placed to the far right of the page and considering the rule of the left hand third, Florence is the last feature the wandering eye would notice. We are informed that perhaps she is not part of the main feature, but considering the purpose of this New Years issue, her presence of the front cover informs the reader that Florence and the Machine are one of the top bands to listen to this year. The banner across the centre of the page dominates the front cover and the edges have a torn effect, this suggests enthusiasm and impatience, which fuels the urge of the TA to read about new music. This is the focal point of the magazine and the banner is placed largely in the centre to state its significance.





Contents Page Analysis

‘Q Magazine’


The contents page of this issue of ‘Q’ is spread out over two pages. Many images are sporadically used to visually inform readers of what is inside the magazine. In the top left hand corner there is a small medium shot of Caleb Followill from the Rock band ‘Kings Of Leon’ being pictured at a gig, he is holding a guitar and microphone which indicates the involvement of concerts in ‘Q’ magazine. Beside this sits an image of Keith Flint, the lead vocalist of the ‘Prodigy’. This image dominates the page through its size and narration and it is also a visual reference to the main feature of the magazine. A long shot has been used for this picture; Keith Flint stands with his feet spread far apart and his back is slightly arched as he leans back his neck and head. He is holding a megaphone above his face and his mouth is stretched open in the direction of the instrument – it is clear that he is yelling into it. His knees are bent and so he appears to be squatting slightly, his posture indicates that he is putting all his energy into the source of this megaphone. This image expresses the style of music the ‘Prodigy’ creates and with references to volume (megaphone) and strength (the strain in his posture and facial expression) it is clear that their music has a powerful effect on its listeners and is largely based on volume. The megaphone could also be seen as a source of knowledge for the reader, where they gain insight into the thoughts and feelings of the band members in the interview. This particular image suggests Flint is feeling angry and for men violence is often an intrigue. This image oozes with testosterone and so it appeals to the TA, making them want to continue reading.

Flint is dressed in a white tank top, two brown leather buckled belts, black slim fit jeans and trainers. He has been accessorized with two necklaces; an angular shaped white watch around his wrist, chunky silver rings on his fingers and many hooped earrings is his ears. His arms are covered in tattoos. We are given the impression that the artist has a tough exterior what with the exposure of his muscles, his body art and piercings and his stance and facial expressions. This image is going to appeal to the target audience (TA) considering ‘Q’ is aimed at the older generation of music buyers. The TA are likely to be fans of this band and considering they formed in the 1990’s, the TA would have grown up listening to them. Keith Flint’s appearance in this image reflects the boisterous and vociferous characteristics of the TA.

On the bottom of the left page there are two small images of newspaper prints, the first shows a small image of a man with the title “Rock Idol Kills Lover”. The second image contains two photographs, one of Whitney Houston with the title, “The Weird World of Whitney” which is a reference to her alleged drug addiction and the other a picture of Britney Spears shaving her head, the title reads “The day Britney Lost it”. These images on the contents page show the readers that in this issue of ‘Q’ there is an article on the celebrities who have succumbed to the pressures of fame. This is an interesting attribute for the TA who may be aspiring musicians to be informed that being a ‘rock-star’ does have its downfalls.

On the second page, the top left hand corner there is an image of Billie Armstrong from the pop rock band ‘Green Day” at a gig. This is another example of the magazine being largely involved in live music. To the right of this image are two snippets of the articles that feature in this issue, an interview with the band the ‘Beastie Boys’ and the other with Rick Wakeman. These tease the reader and make them want to continue reading. Below this is a feature article image of the Alternative band ‘Friendly Fires’ in what appears to be a ‘mug shot’. The three band members stand with masks over their faces and name plaques in their hands. The masks hide their appearances and the names reveal their personal identities. The concept suggests the bands rise in fame, yet without readers being able to see their faces, are just the names of the band members enough for fans to recognize them? For the real fans, it’s more than enough. This reflects the true interest in music that the readers of ‘Q’ have. However, even if readers aren’t entirely aware of this band, the reformatory theme and hidden identity is still appealing to the TA, making them wonder who they are, urging them to read on. The theme links in with rebellion, which is something that you would associate with the TA. Below this is a subheading that reads ‘The Q Review’ and below it is a feature article image of Florence Welch from the Alternative band “Florence and the Machine” pictured on stage at a festival.

The ratio of text and image is moderately even; this is because it is a male targeted publication. Specific pages have been sub-headed throughout the two pages, for example, page “10: Sting. Rock’s Mr Modest on why New Yorkers aren’t threatened by a man of his stature.” Or page “81: Pop Babylon: Britney removes her hair, Whitney quite literally cracks up, Brian Harvey runs over his own head, and further tales of mayhem, murder and madness.” All the text on the page is in sans serif, which indicates this is a formal magazine; the readers are highly educated on music and maintain a mature approach to it. The largest text on the page is the title: “Q Contents Issue 280”, all the text except the word “contents” is in white; brand identity is established as the masthead is used on the contents page. The word “contents” is in black to differentiate from the other words. On top of the larger images on the page, numbers have been printed to associate the image with a page number, on these images, captions are not used because the image and page number is dominant and powerful enough for the reader to realise what article is about and where it is located within the magazine. The colour scheme of the test is red, black and white. These three simple colours are often associated with men in media and red is a particularly popular colour used within music publications because the colour is associated with love and passion, and so it links in to the idea of passionate music fans. Brand identity is established through use of colour and font, as the masthead uses the same sans serif font and the colours red, white and black throughout the text on the contents page.

Double Page Spread
"Kerrang!"

I have chosen to analyse a double page spread (DPS) found in Kerrang! magazine. It features the artist Hayley Williams, from the pop-rock band Paramore. This particular DPS seemed relevent in relation to my own magazine, as Hayley Williams is a strong and dominant female figure within the music industry. Let us begin with an analysis of the costume and make-up. The artist is wearing a red floral, 1950's inspired frock and in her hair, two curling rollers have been placed. This look suggests that the artist is a well behaved, respectable, typical and traditional girl. Her hair colour is of a wild orange and her dress is vividly red, the strong colours suggest she has a strong personality. Which links in with her body language as she pulls the muscle tensing pose in image one, in the second image her fist is clenched as she 'punches' the camera. The makeup and clothing gives the idea that despite her wild and boyish persona, there is an element of femininity and purity to her (this also links into the content of the article, where Hayley speaks of her religious routes). The image also reflects her attitude towards the public, as she punches the camera, she symbolises an attitude of determination; almost as if she's fighting back her critics, showing that nobody can get her down.

The header states: "Just a girl" which links in with the concept of her being a normal girl with normal morals and values, despite her musical persona. The typeface is in serif, suggesting an air of formality to the article. The font also contains swirly lines and bobbled edges - making it appear feminine and girly. The body copy is in the left hand corner. The text is in capital letters and the typeface is in sans serif, which is layed out to grab attention. The content of the body copy is basically a breif introduction of the artist and what she says in the interview about love, pregnancy rumours and about not wanting to be a role model. The font colours are white; linking in with the purity of the artist as well as standing out against the grey background. The colour of the background is grey to maintain the dark, gritty, rocky element of the magazine.

Layout: The header is at the top of the page,the artists head has been placed inbetween the 'Just' and the 'A'. The image of the left page is a long shot of the artist. Her right arm muscle is tensed, as her fist sits under the header; this suggests she's balancing the title of being a normal girl as well as a rockstar. The body copy sits under her elbow, in the bottom left hand corner of the page. A reader turning the page onto this one, would end up looking down towards the body copy as that is where their finger would be, holding the page. The second image is on the right page and it is a close-up shot of the artists face. Both images suggest strength and power as they dominate the page.






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