Brand identity and mode of address

1. Brand identity and mode of address.
Language
The mode of addressed used is formality as it is presented in a organised manner, it
‘s simplicity shows their brand identity as this use of formal tone is consistent in
every issue. It does however have very little colloquial use of language , although
the tone is informative there is still use of accessible language that is friendly to the
reader. To exemplify this it uses words in the cover lines such as, ‘experience –
inside snapp’s’. This appeals to the targeted audience because, within their
psychographics they like to be informed about the music industry, and are less
controversial so they want to feel welcomed. also appealing to their mature age.
They also use lexis for music, such as ‘chart, album, and contract’ which helps to
appeal to the targeted audience as they would know what these special music
terminology mean and that its very music focused appealing to their
psychographics. Repetition of the word ‘new’ is also used, this connotes
exclusiveness which would create a fresh vibe, that the audience would appeal to
as it feels exclusive. The language that has been used is well engaging, which is
highly important because it can determine whether the reader is intrigued enough
to continue reading. An example is, ‘experience the buzz’ this allure the reader as
the y would really want to be able to relate and feel involved with all the
excitement happening in the music industry. In this front cover the publishers also
have uses of intertextuality; reference to artists such as, ‘Billy Joel and Bon Jovi’ in
which appeals to the psychographics of the audience as they can identify them.

2. Typography and colours.
For the masthead the publishers have created a very simplistic look , the
consistent use of sans serif styled font (relating to their house of style) in
bolded, typically white, and fills the lettering red, blue and yellow creates a
house of style that will appeal to their targeted female audience. This is
because, sans serif connotes a relaxed, yet mature vibe which will relate to their
mature psychographics of being employed people who love music. The font
style also creates a fashionable appearance, to convey sophistication which
relates to the female targeted audience. It also makes the magazine stand out
when being placed on shelves as it has a differentiated style. The way Ciara
(artist) is positioned in front of the masthead indicates that Billboard ‘s brand
identity is well known to the audience for their conventions and specific
elements..
For the coverlines the insignificant texts are in turquoise instead of white, smaller in size.
However, for the important coverlines they are also kept embolden and are larger in size in
comparison, for example, ‘Staind’s new amazon’ and ‘Ticketmaster looks beyond’ in order to
create contrast and make the readers eye attract to the important ones more. White, pink
and turquoise are also slightly darker shades rather than highlighted to give it a more
mature, tone down vibe, but still connoting an exciting idea, relating to their brand identity
of being lively, upbeat and formal, overall this is appealing to their target audience of young
woman. As white is used majorly this would indicate to the audience that those texts are
more important and are more likely to read it. The, ‘Chart Heat’ is also positioned in a puff to
create more attention to it, because it is what provides information about content in the
magazine.
The colour scheme used on the front page, has a balance of appealing to both genders. The
light brown background and the turquoise is appealing for both male and female, although
the pink stereotypically appeals females it does not dominate the colour palette.

3. Image
Through the use of a sleek black dress (costume)and body language, the image
connotes poise yet style. the artist (Ciara) is viewed to be confident, from the
way she uses her hand to hold her chin up high, creates a rhythmic vibe and
makes the audience see her as independent, to the low angle shot used to
make her seen as dominant and high level. She is looking into the camera,
which means it is a direct mode of address. Ciara is a popular artist in the same
age demographics as the targeted audience appealing to them due to
familiarity, and also relates to the house of style as Billboard typically uses a
popular artist to feature on the front cover. The chosen image and the created
implication relates to the coverline ‘Ciara-takes charge’ because it connotes
that strong, independent woman, this creates a house of style and a form of
brand identity in personality, as all female artists featuring on the front page of
Billboard are addressed in the same way. Her sparkly dress that makes her
stand out from a plain background suggests to the audience to, not be afraid of
differentiating yourself. The use of Ciara is effective to their brand identity as
she majorly influences women to be strong, sophistication and have confidence
within yourself. Which is what Billboard typically symbolises and typically offers
a unique selling point to create that market and reach out to an young women;
in a way that in comparison other magazines conventionally portray female
artists as girly. However, Billboard creates an independent, strong, poise
personality.
The use of blue eyeshadow could relate to
the colour palette (house of style) of red,
blue and yellow, in order to create a house
of style. Blue connotes happiness and
suggests the idea of a positive point of view.

4. Contents page
Language
The mode of address is the same as the front page, it is
formal, which makes it conventional as it is what the reader
would expect to read . This helps to appeal to the target
audience of young adults , as they are informative yet want
to feel relaxed . It again has use of lexis such as, ‘charts,
volume and songs’ appealing and relating to the targeted
audience’s psychographics because, they have similar use of
vocabulary which makes them feel intrigued. Through the
use of bright colours like blue, gold, red, pink etc.. The tone
created on the contents page is very welcoming and
energetic which will appeal to the targeted audience as it
sets a upbeat, uplifting mood. The language used is formal
yet has a touch of colloquial language, an example of this is
‘beat goes on’ and ‘no fillers, no killers’ . This would appeal
to the target as they get the impression that they are cool,
because they have that similar use of daily vocab/ dialect
and allures them into buying the magazine as this
impression would be felt throughout the issue. In addition
this also shown through the image on top left hand side.

5. Typography and colour.
The typography used throughout the contents page are mainly sans
serif but also uses very little serif fonts, following the house style
across the magazine. This mixture achieves equilibrium which is
relaxing to the eye of the reader. Billboard has a genre of all kinds, so
the typography is a significance for creating an inviting impression
especially on the first page. The minimal colours, blue, green and
black were chosen to connote a welcoming vibe and are also
appealing to both genders. Green associates with go, blue connotes
happiness, and black is a simplistic colour that appeals to anyone and
stands out in the background. Overall creating a modern, sleek look
and an upbeat feel. It relates to their brand identity of being fun yet
informative. This appeals to their targeted audience because it
creates formal, inviting look which they would like due to it relating
their psychographics and demographics. A larger size in font and
embolden is applied to the significant texts, for instance the
mastheads ‘contents’ and coverlines, which is too capitalised to
create contrast, and suggest to the reader which text is more
important. The typography overall is conventional for the formal
theme it follows for their brand identity and especially for the
targeted audience, it is what they expect within their age bracket to
see .

6. Image and layout.
Through this page brand identity is used by positioning the magazine’s
logo on the left hand side of the page. Their mode of address is direct
as the artist on the main image and all the other images is looking into
the camera, which is conventional for this magazine . The images of
the artists are also appealing to the targeted audience as they are
celebrities they would identify, these images are too taken in mid-shot
to also make it easier for them to recognise even from at a distance
Their costumes are trendy which relates to their brand identity of
being modern and stylish, appealing to the target audience as they
would like this fashion sense. Although, their targeted audience is
mainly female, the male artists used in this page insinuates that the are
for all. The layout used in this page follows its house of style, it is
consistently formal and organised neatly to give a mature, modern
appearance. The significant articles are easier to easy as they are
positioned on centre third (rule of thirds) to relate to their
psychographics as they want to get on to reading the most informative
articles.

7. Double page spread
Language
The language used follows the same house of style meaning the
same mode of address which is formal. It uses very little
colloquial language, which is just ‘girl, you’ll be a woman soon’
and ‘tween idol’ The title also relates to the targeted
demographics and personal life of the audience, as they are
females in the age bracket of 16-25 year olds meaning they are
‘transitioning’ from a ‘girl’ to a woman, making them feel like
they can relate so it makes it intriguing enough for them to read
the feature. The tone used for this is lively yet informative
relating to their brand identity of being fun and informative, this
will also appeal to their targeted audience as they like to know
stuff about artists. There is also use of intertextuality such as
‘Disney channel-Hannah Montana’ and ‘Youtube’. This is to
inform the reader who may know less about Miley’s (artist)
filmography and music background, and/or to make them appeal
to the magazine, because it relates to their psychographics so
they are likely to know or familiarise with these references. In
addition relates to their brand identity of being informative.
Overall the language used is conventional as it is expected on a
magazine, and for the magazines brand identity of being formal,
informative and lively.

8. Typography and image
The main font style used for the double page spread is sans serif connoting
sophistication and formality which follows their house of style as it is used
throughout the issue, mode of address of being formal and appeals to their
targeted audience of young women. This modern appearance that is being
created, makes the audience appeal as within their psychographics they love
trends. The black used on the res t of the title insinuates Miley’s style and
connotes her changing genre of music, the transition from pink to black could
suggest the idea of growing up, relating it to the article based on ‘transitions’.
The title is also capitalised which signifies its importance, and make s the
reader drawn to it. Pink which is used for ‘GIRL’ is stereotypically very girly, the
black used for ‘YOU’LL BE A WOMAN SOON’ connotes maturity which relates
to the basis of the article; transitioning. Overall the typography is conventional
for this targeted age bracket, and is also relates to their brand identity of being
formal and lively with the variation in colours chosen conveys an energetic
vibe.
The image is captured at an eye-level angle, making a direct mode of address, which
will appeal to the targeted audience because it creates a relationship between them,
and in addition within their psychographics they are able to recognise Miley. This
relates to their brand identity because for a reader they want them to feel more
personalised, lively and informative rather than controversial. Key lighting is used on
her to suggest the idea of her being watched as she is growing into adulthood. The
image is very simplistic, there is no use of props however the costume plays a
significant role for appealing their target audience and relating to their brand identity.
Her costume is stylish , high heels are stereotypically worn by women representing
her as her transition into maturity and relating to the female targeted audience and
their brand identity of being latest and trendy.

9. Layout and colour.
The layout used for the double page spread is simple and formal, in order
to relate to their brand identity and their formal mode of and to convey
the idea of simplicity and sophistication. It is very spaced out; it has used
areas around the page. It unconventionally doesn’t use the route of the
eye, however it does use the principle of the rule of thirds. The centre
third going across being the dominant side as it is where all the main
elements are positioned, (image, feature, title, and byline). Which relates
to their mode of address being formal and direct, appealing o their house
of style being formal, modern and stylish.
The colour scheme used for this spread is minimal being a convention for
them. The colours used are black, white, pink and yellow, which follows
the house of style for this issue as on the front cover and on the contents
page, there is use of this colour palette, Pink connotes feminine which
appeals to their targeted gender, it connotes upbeat and happiness which
relates to their brand identity of being lively. Black makes the title and
the kicker stand out, it also a simple colour that appeals to both gender
and relates to their brand identity. White is used on the full article, it
connotes purity and could create a feeling of exclusive information which
the targeted audience would appeal to, in addition relating to their brand
identity of being informative. Yellow is used on the, ‘Just Read’ part, it
connotes happiness and a feeling of being welcomed, which helps appeal
to their target audience, it is also a colour that is stereotyped for one
gender; any gender can appeal to it and ‘read it’ .

10. Layout and colour.
The layout used for the double page spread is simple and formal, in order
to relate to their brand identity and their formal mode of and to convey
the idea of simplicity and sophistication. It is very spaced out; it has used
areas around the page. It unconventionally doesn’t use the route of the
eye, however it does use the principle of the rule of thirds. The centre
third going across being the dominant side as it is where all the main
elements are positioned, (image, feature, title, and byline). Which relates
to their mode of address being formal and direct, appealing o their house
of style being formal, modern and stylish.
The colour scheme used for this spread is minimal being a convention for
them. The colours used are black, white, pink and yellow, which follows
the house of style for this issue as on the front cover and on the contents
page, there is use of this colour palette, Pink connotes feminine which
appeals to their targeted gender, it connotes upbeat and happiness which
relates to their brand identity of being lively. Black makes the title and
the kicker stand out, it also a simple colour that appeals to both gender
and relates to their brand identity. White is used on the full article, it
connotes purity and could create a feeling of exclusive information which
the targeted audience would appeal to, in addition relating to their brand
identity of being informative. Yellow is used on the, ‘Just Read’ part, it
connotes happiness and a feeling of being welcomed, which helps appeal
to their target audience, it is also a colour that is stereotyped for one
gender; any gender can appeal to it and ‘read it’ .