Rabbit

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Rabbit

  1. 1. A Textual Analysis of a Regional Magazine Front Cover- Cornwall Life Title- Informs (U+G) the target audience of the name of the magazine and which area of England it focuses upon. The colour of the typography, white against a light blue, connotes tranquillity and calmness; qualities that perhaps come along with living and visiting Cornwall. The angelic atmosphere that is created by the visual imagery of the title creates the idea that Cornwall is a place of peace and quiet, somewhere where people can go to relax and enjoy themselves. The use of the white typography of the title against the clear blue sky represents the seaside. It is a contrast to the stereotypical regional magazines of cities and urban life. Date- Informs (U+G) target audience of what issue this is. Due to the fact that it is only stating a month and no specific dates, it is assumed that Cornwall Life is distributed on a monthly basis. Additionally, because the primary image is of a beach and the sea and this issue is in the Summer month of August, the magazine are advertising Cornwall as a place where people can come to have a quiet, relaxing and peaceful Summer holiday. The date of the magazine also allows distributors to identify (U+G) and keep track of the issues and their orders. Headline- The typography of the headline stands out to the target audience. The size is clearly bigger than the other pieces of text and is also in a different colour. The use of a deep blue connotes the idea of calmness, peacefulness and the ‘idealism of life at the seaside’. The typography is quite bold, although still connotes the tranquillity of the waves that are represented in the primary image. Additionally, Newquay is a town, seaside resort and fishing port in Cornwall. Cornwall Life have decided to headline Newquay primarily because of its seaside resort. Not only will parents be interested in a holiday, but their children would have a lovely time in the water and experiencing the seaside resort along with the wonderful activities it has to offer. The anchorage text that reads ‘in search of a life less ordinary’ will automatically entice the target audience to purchase the magazine (the information has been injected into them; passive audience). The article will attract an audience because it is offering something ‘extraordinary’, which is a quality in life that a lot of people look for. Primary Image- The use of the landscape of the beach connotes that Cornwall Life is a rural regional magazine. The colours used in the image correlate with the house style and colours of Cornwall Life, which are usually blues and greens. These colours are stereotypical of the country, and connote features such as the beach and meadows. Website- Connotes convergent technology as audiences can be informed (U+G) of the magazine through a number of media platforms e.g. print, an online website and a phone application. Anchorage Text- The text that reads ‘A taste of Penzance’ is a clever language tool. Penzance is a port in Cornwall, and is a popular tourist attraction. They are known for their restaurants and tourist attractions. They play on word of ‘taste’ connotes that the audience will not only be tasting the wonderful foods that they have to offer, but they will be ‘tasting’ in other words ‘getting a feel’ of what life is like in Penzance. When the target audience purchase Cornwall Life, they will be informed (U+G) of life and leisure in Penzance. The use of the word ‘vote’ entices audiences to purchase the magazine because Cornwall Life want to know the opinions of their target audience. This connotes that they value their audience’s views. Mass audiences will be able to identify (U+G) with the topics of food and drink because it is a global reading topic that many people enjoy. The fact that the magazine is wanting to know their audiences’ opinions, this emphasises that their consumers are valuable to them. Price- In addition to the barcode, the price also informs (U+G) the target audience of how much the magazine will be to purchase. The price is £3.10. As Cornwall Life is a regional magazine that is distributed on a monthly basis, this price is reasonable. Secondary Images- The target audience can identify (U+G) what specific articles will be focused on. The visual imagery of the female holding the surf board clearly correlates with the accompanying anchorage text that reads ‘Corinne Evans, getting more women to ride the waves’. The secondary images on this front cover are visual aids for the target audience to try to picture what the article will be centred on. The long shot of the female holding the surf board connotes the idea that despite stereotypes, surfing is not simply limited to males, females can also enjoy surfing and look very stylish at the same time. Additionally, it is assumed that this article is trying to encourage more females to surf because there is a decline in the number of women who actually surf. This article will challenge stereotypical perceptions in terms of promoting the sport of surfing directly towards females. Newquay is the best place in Cornwall for surfing. BarcodeIdentifies (U+G) each individual product. Distributors know how many products are being sold. The target audience are informed (U+G) of the price of the magazine. The barcode also calculates and generates the number of sales that Cornwall Life will make from this issue; conventional.
  2. 2. This textual analysis will be based on the Cornwall Life front cover I have annotated. Cornwall Life is a rural regional magazine that focuses on life in the country. Cornwall Life us a regional magazine that emphasises on how life in Cornwall is. Their topics range from visiting seaside resorts like Newquay and experiencing the outdoors and the wildlife, to eating out at Cornwall’s best restaurants and reading about exciting new events such as the Royal Cornwall Show. Contrasting to Time Out London regional magazine that targets Londoners and the city life, Cornwall Life offers a new knowledge and perspective of how and what it means to live in the countryside. It allows all walks of life to experience innovative aspects of life that they might not have even of known existed. The title of this regional magazine is Cornwall Life. Instantly, anyone will be able to identify (uses and gratification) that this magazine focuses and targets audiences that live in Cornwall, or new audiences who are thinking of taking a trip to Cornwall and want to be informed (uses and gratification) of what is on offer and available to them in terms of activities, events, shows, new experiences e.g. the outdoors and wildlife, restaurants, social scenes and just overall what there is to do in Cornwall. The typography of the title is simple yet bold. It is clear to the audience that this is the title of the magazine. The positioning of the title in reference to the layout of the front cover is stereotypical of regional magazines. The simplicity of the positioning, wording and typography could possible connote the living style in Cornwall. Stereotypically, people always seem to make the assumption that life in the countryside has no stresses or worries to it. The title correlates with this concept as the colour of white connotes purity and simplicity, whilst against the blue background of the sky, it almost seems as though the audiences are enticed into the idea that they are up in the sky with no stresses or worries in their lives. The title coincides with the primary image as the title is directly addressing the target audience by informing (uses and gratification) them that this is literally the Cornwall life through text. Additionally, the primary image is a visual feature that aids the target audience by giving them visual material for them to identify (uses and gratification) with, thus creating new and exciting ideas in their minds about what life in Cornwall is like. This has all be conjured before they have even opened the magazine or purchased it. Te primary image is a beautiful landscape of the seaside in Cornwall. This is stereotypical of rural regional magazines that target life in the countryside. This is because places like the seaside, meadows and wildlife are assets to people who live in the countryside. Cornwall Life needed to discover a unique selling point (USP) that they could use to target their audiences. For instance, Time Out London’s examples of primary images used for their front cover are related to events and topics like London Fashion Week, Central London, Music, West End shows, etc. This is because these are attributes that London has. On the other hand, Cornwall Life centres on topics and events such as the Royal Cornwall Show, charity bashes, gala openings, the wildlife and outdoors, seaside resorts etc. This is because this is what is available to them in Cornwall. This eccentric long shot of the beach connotes the idealist lifestyle that so many people look for. The scale of colours of blue and green that have been captured in this photograph conform to the house style of Cornwall Life. Blues and greens are colours that are stereotypical of the countryside, and they connote aspects of rural life such as the seaside, meadows, ports, etc. The range of these colours e.g. the light blue in the sea and the darker blue of the sky create the atmosphere of calmness and tranquillity. It is important to note that the headline could correlate with the primary image. As Newquay is a seaside resort and fishing port, Cornwall Life could of photographed Newquay. This would allow the target audience to identify (uses and gratification) and create some sort of idea of what Newquay is like, and if they would like it even from viewing the initial photograph presented as the primary image on the front. The target audience would begin to question; where is this beautiful place? Is this a seaside resort in Cornwall? Will I have access to it? What is the price of going there? Do I have to book in advance? This creates an enigma in the sense that the target audience must overcome obstacles (queries) like this in order to get to this beautiful place and experience all it has to offer (Barthes’ enigma code). In addition to the price, including the barcode on the front cover of Cornwall Life informs (uses and gratification) the target audience of how much it will be to purchase the regional magazine. The barcode further calculates and therefore generates the amount of purchases that are made of each issue of the magazine, and also a total of Cornwall Life regional magazine as a whole. The purpose of a barcode allows Cornwall Life to collect and organise significant amounts of data in an efficient way. Additionally, some 2D barcodes are embedded with a hyperlink to a webpage. Due to the technological convergence and development of communications/interaction devices e.g. mobile phones, smart phones can now scan the barcode and be directly linked to a website which can help them compare and contrast the difference in price of regional magazines e.g. Cornwall Life, Shropshire Life and Pembrokeshire Life.
  3. 3. Including the price on the front cover informs (uses and gratification) the target audience how much they will need to pay to purchase the magazine. Cornwall Life is priced at £3.10. It is assumed that because the date of this issue reads August 2013, Cornwall Life is a regional magazine that is distributed in a monthly circulation. Therefore, the total price of £3.10 seems quite reasonable, especially in comparison to conventional London weekly magazines that are priced at much more than that. The target audience are informed (uses and gratification) of how much the magazine will cost them, so they are not surprised when they pay for it. The price can also be seen as an indicator that informs (uses and gratification) competitors within the magazine industry, specifically regional magazines, of how much Cornwall life are charging for their magazine. Sometimes, competitors work around other magazines’ prices to price their own magazine at a price which will make sure they can generate a significant amount of profit from sales, but price it affordably, thus giving them a competitor’s advantage in the magazine market. Additionally, not only is the price of the individual print magazine importance, the prices of the print subscriptions and digital edition subscriptions on their online websites are vital too. For example on Cornwall Life's online website, it states that print subscription per sixth months is £9.99. This is referred to a marketing strategy called psychological pricing. It is based on a theory that certain prices have a psychological impact. The fact that Cornwall Life have priced their print subscription at £9.99 is ‘an odd price’, a little less than a round number. Consumers and audiences tent to perceive ‘odd prices’ as being considerably lower than they actually are, generally to round to the next lowest number. For example, audiences will instantly psychological believe they are spending £9.00 rather than £10.00 (hypodermic needle). This is an excellent marketing strategy for Cornwall Life to use to ensure sales of print magazines do not fall into decline. Additionally, the digital subscriptions are £17.99 for a twelve month period. The price of this digital subscription could be considered quite reasonable in comparison to what the price for a sixth month period of subscribing to the print edition is. Target audiences can consume Cornwall Life through PC’s, laptops, smart phones, tablets, etc. This is an example of convergent technology because they are able to consume this media product through a number of different media platforms e.g. print, a smart phone application, online website, etc. Having a digital edition on Cornwall Life’s online website instantly connotes convergent media and that there has been technological development in the regional magazine industry. The website allows the target audience to access vast amounts of information through their smart phones e.g. Apple, Samsung, Blackberry and many more technological institutions that are developing their softwares in regards to mobile smart phones. As there has been a huge increase in the technological advances in the media and updates on softwares and applications the target audience are able to access Cornwall Life's website on their smart phones through PC’s, laptops, tablets, etc for a number of different reasons (uses and gratification). For example they can firstly use the website to be informed (uses and gratification) of the latest information in regards to events, food and drink, home and gardening, people, competitors and offers, out and about, etc. These are just some of the topics that are stated on Cornwall Life’s online website. It is important to note that Cornwall has certain attributes that London does not, for example, the wildlife, home gardening and outdoors. This is Cornwalls’s unique selling point (USP) because if differentiates itself from conventional regional magazines such as Time Out, which targets the city life of London. Additionally, Cornwall Life’s online website has a link for competitions and offers. This connotes that Cornwall Life value their consumers because they are in a way ‘rewarding them’ for supporting, purchasing and identifying (uses and gratification)with the magazine. Moreover, the online edition of the magazine is very beneficial for Cornwall Life. If there is a decline in print magazines because audiences do not have the time or money for them, online editions allow for time and cost efficiency. For example, a consumer could purchase the digital subscription for £17.99 for a twelve month period. In comparison to the print which is £9.99 for sixth months, the digital subscription works out to be cost effective for the consumer. In addition, if the consumer was to pay £3.10 per issue individually, this would amount to £37.20 per annual. Due to the developments being made in technology and the advances in media production and distribution, the online editions of the issues of the magazines could see the development into an innovative historical landmark in how media products are consumed by mass audiences. Cornwall Life not only provides information (uses and gratification) for local people, it also targets families who are looking for a coastal getaway. Stereotypically, it is the young generation who are more fixated with the internet, technology and smart phones. The online website allows them to inform (uses and gratification) their parents/carers what is on offer to them in the comfort of their own homes. Now stereotypically, aspects of the internet e.g. online shopping are becoming more in demand because people do not have the time or patience to go out and shop. This is the same principal for print magazines. The demand for online editions is increasing because people like to sit in the comfort of their own homes and search on online websites. The online edition of Cornwall Life is so easily accessible and is time and cost effective, connoting that online editions are in demand and are the most popular way to retrieve information (uses and gratification).
  4. 4. The date of this issue of Cornwall Life is August 2013. Just like the primary image and headline correlate with each other, so does that date. In terms of holiday seasons, the primary months where families take holidays is between the months of July and August. Cornwall Life decided to have the headline centre around Newquay because it is an iconic seaside resort in Cornwall . Stereotypically, people and families who cannot afford to go abroad/overseas for their Summer holidays due to financial circumstances, decide to spend a weekend/a week at a destination on the coast e.g. Cornwall. The fact that Cornwall Life have cleverly marketed this issue this way represents that audiences who are looking for somewhere to visit during their Summer holidays will look at the front cover and instantly be informed (uses and gratification) of what Newquay has to offer (hypodermic needle). Additionally, the target audience will begin to question; what does Newquay look like? Is it safe for my children? Does it have accommodation? How much will it cost? (Barthes’ enigma code). All of these questions began from identifying (uses and gratification) the date of the magazine, and that it was stereotypically going to inform (uses and gratification) audiences what holiday sites and seaside resorts Cornwall had to offer. Additionally, the date of the magazine also allows distributors to identify (uses and gratification) and keep track of the issues and their orders. The headline is a feature that informs (uses and gratification) the target audience what the primary article will be centred on. For this issue of Cornwall Life, it is titled ‘Newquay’. The anchorage text that accompanies it reads ‘in search of a life less ordinary’. The target audience are instantly enticed by the headline because the size of the text is larger than the rest of the text featured on the front cover, connoting its importance. The headline conforms to Cornwall Life’s house style in terms of colour e.g. blue. The colour of the headline is a deep dark blue, which contrasts with the light blue of the sea and the sand. This is very clever because the target audience are able to instantly visually identify (uses and gratification) through the use of colours, what the headline is. Stereotypically, regional magazines often centre their headline articles around topics/events that they know will attract a mass audience. For example, Time Out London centred an issue of their regional magazine around London Fashion Week. Due to the fact that this is a globally broadcasted and documented event, it is very likely that it would attract a mass audience because it is an event specific to London. On the other hand, Cornwall Life have something completely different to offer their consumers; a seaside resort. As Cornwall is located on the coast, Newquay is a place where all ranges of demographics can visit e.g. young children, families, the elderly, friends, etc. It is a seaside resort that offers a wide range of accommodation, activities, events and restaurants that can cater to all people’s needs. In addition, the headline can be seen as a ‘stamp’ to mark what the focus of the issue is. The headline allows the magazine to have a ‘special focus’. This gives each and every individual issue a unique selling point in terms of differentiating themselves from each other. For example, if a family who live in London are trying to decide where to go on holiday regional magazines are an excellent informative (uses and gratification) media platform. They are comparing and contrasting between staying in London , or visiting a seaside resort like Cornwall. They would have picked up Cornwall Life and instantly seen the beautiful landscape image of the seaside, presumably Newquay. Immediately, they are asking questions such as ‘ how far away in Newquay? Will we be able to afford it? (Barthe’s enigma code). The headline, accompanied by the anchorage text informs (uses and gratification) them of what it would be like to experience something ‘out of the ordinary’. They need to compare and contrast between London and Cornwall to make an informative decision that will benefit the whole family e.g. city/countryside, urban/rural, cheap/expensive, etc. The secondary images featured on the front cover are a visual aid for the target audience to identify (uses and gratification) with. The long shot of Corinne Evans is an excellent example. The anchorage text that supports this secondary image reads ‘Corinne Evans, getting more women to ride the waves’. Stereotypically, surfing is a sport generically associated with males. Corinne Evans is trying to promote the concept that surfing can be done by females too. Stereotypes suggest that females are more body and fashion conscious, and surfing does not really cater to this need. The fact that this secondary image visually represents Corinne looking beautiful and stylish in a wetsuit connotes that this is a stereotype that is being challenged. She is representing the concept that females can surf and be stylish too. Additionally, she is seen as representing both genders is a visual sense. Stereotypically, the colour of pink is associated with females, and the colour of blue is associated with males. Corinne is wearing a black and ligh blue wetsuit, along with a bright pink surf board. This is an excellent opportunity to represent unity and that both males and females can try anything they want to e.g. surfing, dancing, football, etc. Moreover, the secondary image of Corinne has been layered on the front cover, presumably through the software of Photoshop, to create the illusion that she is actually on the beach and at the seaside.
  5. 5. The anchorage text used on this issue of Cornwall Life is very enticing for the target audience. For Example, the ‘stamp’ that reads ‘Your NEW LOOK Cornwall Life’. This is a very effective visual marketing strategy because the shape of the stamp is like a ‘winning’ stamp. It is as though Cornwall Life has won the best regional magazine. The fact that Cornwall Life have decided to update and revamp the style and layout of their regional magazine connotes they are moving along with new trends in how regional magazines should be represented. The colours used do not conform to the house style of Cornwall Life, perhaps connoting that this is the only issue that this stamp will feature on. Additionally, the colours used are very effective. The use of the cherry red/pink background along with the bright yellow text makes it stand out to the audience. In a sense, it is as though the stamp is almost ‘shouting’ at them, informing (uses and gratification)them that this is the ‘new look’ of Cornwall Life. The anchorage text that reads ‘Truro, big lights, big city’ instantly informs (uses and gratification)the target audience that Cornwall does not only have the seaside and country, it also has a city life. Truro is a city in Cornwall and is the centre for administration, leisure and retail. Simply because Cornwall is stereotypically associated with only the seaside and country, Cornwall Life have decided to include this to allow the target audience to identify (uses and gratification)that Cornwall offers both aspects of life; urban and rural. This further emphasises Cornwall Life's unique selling point because other regional magazines such as Time Out London are limited to the city life. Some words of the anchorage text is in bold, connoting their importance in reference to Truro. The irony of bolding the words ‘bright’ and ‘big’ is that not only do the words read ‘bright’ and ‘big, the colour and typography of them are also bright and big. The fact that Cornwall offers both city and country life, this just further develops the understanding as to why Cornwall Life have a mass audience. The use of the work ‘vote’ entices audiences to purchase the magazine because Cornwall Life want to know the opinions of their target audience. This connotes that they value their audience’s views. Mass audiences will be able to identify (uses and gratification) with the topics of food and drink because it is a global reading topic that many people enjoy. The fact the magazine is wanting to know the audiences’ opinions, this further emphasises that their consumers are valuable to them. It is important for the audience to feel that they are valued, that there opinion matters and is going to make a difference, no matter how small or large the difference is. As Cornwall Life have their own awards, titled ‘Cornwall Life’s Food and Drinks Awards 2013’., this connotes that they are taking the time to listen and be informed (uses and gratification) of audiences’ opinions. As audiences and readers of Cornwall Life are the ones purchasing the magazine, it is only right that the magazine gives something back to them; they are able to have their own opinion and be able to vote for an award that is important to them.

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