Metal Hammer Magazine Analysis for my media coursework

1. Masthead
The word ‘Metal’ is written inside the ‘H’ of the word
‘Hammer’. They are written in different fonts; ‘Metal’ is
written in a gritty, worn and beaten up looking sans serif
font, whereas the word ‘Hammer’ is fairly bold and solid,
also in a sans serif font, with a technique that the
Metallica logo used, which has these points on the H and
the R. This allows the logo to tie in heavily with the metal
genre, as when people see this logo they are instantly
going to associate it with the band Metallica thanks to this
small technique.
Banner
‘Slipknot’ is one of the first things we see when we look at the
page, as we tend to read from the top left of the page down to
the bottom right. It was tactically placed there to grab fans of the
bands attention. The banner is a the top of the page so when it is
on a magazine rack, it will stick out above the other magazines.
Fonts
Almost all of the cover lines and words on the page are
written in a white sans serif font, in capital letters and
with letters that are quite thin instead of being very bold.
This gives the page a more spacious look. The other fonts
used are either logos for bands, or the pull quote that says
“This is my vision” which is written in a graffiti, etched or
handwritten looking font; it looks quite manly as though
the person on the cover has etched it himself, or that it
has a deeper meaning. Almost all the text on the page is
written in white (some in yellow) which works as the
background is very dark and so it stands out well.
Cover Lines
The cover lines are placed on the left third of the page,
and feature lots of bands that are famous within the
metal scene. This will instantly attract any fans of those
bands who see the cover and will want to read about their
favourite bands. The fonts used are thin sans serif fonts in
a white text and all capital letters. The capital letters make
the text stand out to the reader. The main cover line
features a pull quote written in a gritty, graffiti and urban
looking font that reads “This is my vision”. The font used is
very conventional for a magazine based in the metal
genre, as it looks quite ‘hardcore’.
Colour scheme
The colours most commonly used on the cover are white, yellow and
black. The yellow and black elements (as seen in the puff/buzz box) look
very similar to the hazardous/toxic warning signs you often see, which are
often deadly. The magazine uses this technique as not only do the two
colours stand out extremely well, but the fact that they are associated
with these warning signs makes the cover look as though it itself is deadly,
relating fairly well into the ‘metal’ genre scene, as a lot of the music is
often about death, and warning things away. It draws the eye yet also has
connotations associated with the genre itself.
Main Image
A picture of Robb Flynn, the lead singer of the band Machine Head. He has
a very angry look on his face, and is using direct address by looking
straight into the camera. He almost looks as though he is looking directly
at the reader, intimidating them into buying the magazine. He is dressed
very stereotypically for someone in the metal scene; long hair, untidy
beard, tattoos, sleeveless denim jacket, angry face expression and edgy
wrist bands. Any reader who associates themselves within the metal
scene is going to see this man on the cover, and if they don’t know him
already from his band Machine Head, they will be likely to pick up the
magazine simply because he/she dresses the same or can relate to the
way Flynn dresses and the music associated with this look.
Puffs/buzz boxes
There is a diamond shaped box in the left third of the page that reads
“World Exclusive!”. They used colours not seen in much other places on
the magazine cover to make this box stand out, and the reader will think
because this is world exclusive they should definitely pick it up and give it
a read. Below the main cover line, there is also a small black and yellow
box that reads “Plus!”. This draws the readers attention to the other cover
lines in case they don’t care for the main cover line, so they still have a
reason to pick the magazine up.
Final Impression
The cover uses lots of stereotypical conventions that would be accepted
within the metal scene. It appeals heavily to those who are interested in
specific bands, or are looking to find new bands to listen to. The fonts and
colour schemes fit the genre well, and overall looks very attractive.

2. Layout
The contents are split neatly into two columns on the
left half of the page, right below the title which also
features the issue date. The list features a white
background as to stand out against the rest of the page
which features images. They wanted the list of contents
and articles to stand out as this is where the readers will
find exactly what they want within the magazine, and so
it is important that it is able to distinguish the contents
easily. They separated the list of articles from the
photos to organise things better, and used folios to
allow readers to match the articles with the pictures to
make it easier to find what page the photos are linked
to.
Font
On most areas of the page, the main font that is used is
an ancient/old-timey looking serif font. This is probably
due to the metal music genre being linked heavily (or
having similar connotations and associations) to things
of the past, war and the idea of battles and bloodshed.
The font makes the page distinguishable to other
magazine, as most other modern magazines would
choose a very blocky sans serif font. Other fonts on the
page (such as where it says "Incoming!" in the bottom
left hand corner of the page) features a blocky sans serif
font with scratch and ware marks on it, which would be
associated heavily with the metal genre and suits the
page and its themes well.
Contents Title
Metal Hammer logo is featured above the title to ensure the reader
recognises the brand upon seeing the page. The 'Contents' title is
found at the top left of the page as expected. Uses the same font
for the rest of the page and uses black colouring to stand out well
against the white background.
Images
The images on the page feature famous artists from within the genre, so
typically any reader who picks up the magazine and sees one of the
artists they like will want to purchase the magazine in order to read
about them. Every person featured in the images are dressed in a way
that would be expected within the genre; some of them have face
makeup, some have long hair and shaggy beards, they all wear dark
clothes, have wrist bands, some are playing guitars and other
instruments- all of these things are typical of people within this genre, so
people who dress the same way will see these icons and immediately
associate themselves within this genre and with this magazine. The
people in the images are representing a certain style and look.
Contents
Each different section of the contents page features a red folio, a black
contents title, and a description in a smaller font to let the reader know
exactly what the page article is about and what it features(some also
have subtitles that describe what the article is about). They are
organised neatly into two columns, and some articles have pictures
associated with them on the other half of the page, and uses folio
numbers to link the two together, as opposed to having the images right
next to their linked contents article that clutter the page. The contents
are also listed in chronological order, so the readers will find it easier to
find the page they are interested in, and can keep track of what page
they may want to read next.
Language
The language used on the page is extremely descriptive. For each section
of the contents page, there is a small blurb or description that comes
with it, allowing the reader to fully understand what is on each page
before they turn to it. For the titles, it is mostly very basic, as most of the
titles feature the name of the band the article is about, or a short
sentence or phrase that briefly describes the page. Most of the actual
language on the page is very informal, and uses techniques like
rhetorical questions to address the reader directly, giving a
friendly/welcoming attitude. On the right hand side of the page, under
where it says "Editor speaks", we see lots of informal langauge and
direct address used.
Extra features
The page features lots of additional info and features,
such as the 'editor speaks' section on the far right of the
page, which allows us to get info directly from the editor
himself about the magazine. Under the contents list we
also see info about reviews and small bits of
advertisement, appealing to those interested in the little
details in the magazine.

3. Main Image
Features the man seen on the cover of the magazine,
Robb Flynn, sitting on a throne confidently, implying
he is powerful, which is often what people that listen
to metal music want the most, to rebel and gain their
own power. He is dressed conventionally for someone
within the metal scene (long hair, beard, ripped denim
jacket, tattoos etc.). The throne looks very unique yet
also quite old-timey, which is a typical denotation for
imagery within this genre.
Themes
The whole page has a very dark,
ancient looking theme, which is very
stereotypical within the metal genre.
This is recognisable due to the
colours used (dark colours suck as
black, grey, and also a faded gold
type colour) and also due to the
imagery, which has denotations of
things such as thrones, head statues,
cold-looking brick walls, snakes etc.
The title of the article is also called
'Command and Conquer' which
immediately gives off connotations of
war, and ancient battles. The border
of the page looks as though it is an
ancient looking picture frame, which
represents how the audience may see
this genre, as a piece of art. The
metal genre often features lots of
connotations that are associated with
ancient mystery and history, which is
extremely different to what other
genres represent themselves as, and
so this whole page looks very unique
for a music magazine.
Pull Quote
The pull quote is centred in the middle of the article text, and is presented in a way that links to the
theme, which is in an almost arty and old-timey fashion (as the pull quote has these borders
around it almost like a picture frame). The quote reads "we knew the blackening would
overshadow whatever we did". It isn't very descriptive, so readers who turned to this page and
read the pull quote would be forced to read more to find out exactly what he is referring to. There
is also another pull quote beneath the main image, reading "Is it my vision? Yeah it is, it's been my
vision for 22 years". This pull quote adds an 'epic' sort of effect as he talks about his vision, and he
uses the '22 years' part to add to the periodic medieval theme and make it sound like he worked
hard to get to where he is today, which is admirable and makes his fans respect him.
Drop Cap
Found at the beginning of the text
in the article, it is written in an
almost fancy looking serif font and
features the same gold colour that
links to the theme. It is featured
on the page to ensure that the
reader knows exactly where to
begin reading, and also adds to the
aesthetic of the page.
Title
"Command & Conquer" has lots of
connotations the relate to the theme
that is medieval and old-timey, as this
phrase is often associated with battles
and war. It is written in a very fancy
looking font, that also links to the
theme, and the same golden colour
that is seen throughout the page. It
also has the same border type effect
around it as the pull quote, adding
aesthetic to the page, and once again
adding to the medieval looking theme.
Strapline
The strapline is quite long, and is found
underneath the title. It uses adjectives
like 'maddening' when describing his
'vision' to add to the effect that he
worked hard to get to where he is, and
gets him respect from his fans. It has an
'epic' sort of effect due to the language
used such as "being the general has
rarely been simple" to put Robb Flynn
on this pedestal and make him seem
like a god, linking to the main image
and the theme.