AS Media Studies coursework

2. Similarly
to
the
previously
analysed
“Men’s
Health”
copy,
the
masthead
is
posi:oned
just
below
the
skyline.
It
is
the
magazine’s
:tle
and
is
prior
in
terms
of
importance,
it
needs
to
catch
the
reader’s
aAen:on
quickly
because
it
conveys
the
genre
directly.
The
main
image
covers
part
of
the
45le,
but
it
is
s:ll
easy
to
recognize
because
of
“Men’s
Fitness”
large
brand
iden4ty
(Ranked
2nd
in
Askmen®
top
10
fitness
magazine
list)
;
readers
coming
into
mag
stores
are
already
expec:ng
it.
This
technique
also
allows
to
draw
a
greater
aAen:on
to
the
main
image
and
let
this
item
seduce
the
reader.
We
can
appreciate
a
vivid
red
font
contras:ng
the
black
and
white
code
of
the
whole
front
cover.
We
explored
the
connota:ons
of
this
colour
in
the
previous
analysis:
passion,
strength
and
sensuality
mainly.
This
matches
perfectly
the
content
of
the
magazine
(as
we
can
se
from
the
sell
lines),
as
well
as
represen4ng
the
target
audience;
their
ideals
and
inspira:ons.
We
can
spot
how
magazines,
being
in
the
same
genre
use
very
similar
codes
and
conven:ons
to
appeal
to
their
target
audience’s
wants
and
needs.
The
use
of
a
serif,
bold,
impact-­‐like
font,
along
with
the
uppercase,
provide
the
magazine
with
a
refined
touch
to
enhance
the
quality
of
the
content.
However
the
unconven:onal
use
of
typography
of
embedding
the
apostrophe
into
the
“N”
and
the
“H”
set
at
the
same
:me
a
more
informal
and
personal
rela:onship
with
the
reader,
who
will
be
more
aAracted
to
the
magazine
because
he
wants
to
break
up
with
the
established.

3. “THE
NEW
MEASEURE
OF
SUCCESS”
The
slogan
is
located
just
bellow
the
masthead
and
before
the
sell
lines.
We
can
spot
the
words
“NEW”
and
“SUCCESS”.
These
two
words
are
the
most
powerful
within
the
phrase
in
terms
of
appealing
the
target
audience’s
wants
and
needs.
“NEW”
suggests
innova4on
and
exclusivity,
and
accompanying
“MEASURE
OF
SUCCESS”
challenges
the
target
audience
to
buy
the
magazine
so
they
can
become
as
successful
as
possible
being
at
the
latest.
This
is
one
of
the
things
the
target
audience
really
looks
for
and,
having
it
already
conveyed
in
the
slogan,
which
defines
the
overall
style
and
goal
of
the
magazine,
is
a
very
effec:ve
technique
when
appealing
to
target
audience’s
wants.
We
can
use
some
similar
examples
to
those
in
our
previous
case
study
to
prove
that
the
posi%on
of
the
slogan
is
conven%onal.

4. This
issue
of
“Men’s
Fitness”
uses
a
direct
mode
of
address.
We
can
appreciate
this
in
the
main
image
first
of
all.
Vin
Diesel,
the
featuring
celebrity
in
this
cover,
is
looking
at
the
reader
directly
into
his
eyes.
He
has
a
serious
in:mida:ng
expression,
he
is
the
powerful
one
here
and
is
defying
and
daring
the
reader
to
buy
the
magazine:
“Are
you
man/brave
enough
to
buy
this?”.
This
kind
of
challenge
intensifies
the
crea:on
of
desire
on
the
reader
towards
the
magazine.
We
can
spot
the
use
of
a
direct
mode
of
address
in
the
sell
lines
as
well
In
contrast
to
our
previously
analysed
cover,
there
is
no
use
of
inclusive
pronouns
like
“you”
or
“your”.
However
impera4ves
are
present:
“WISE
UP!”,
“GET
FIT
FAST!”.
These
act
like
direct
orders
given
specifically
to
the
reader
and
emphasize
the
sense
of
exclusivity.
They
accentuate
that
rela:onship
firstly
established
by
the
main
image.
Moreover
the
use
of
exclama4on
marks
highlight
the
effect
even
more.
The
reader
feels
part
of
the
magazine.

5. The
famous
actor
Vin
Diesel
is
being
portrayed
as
the
main
image
in
this
“Men’s
Fitness”
issue.
In
his
world-­‐
wide
known
“Fast
and
Furious”
series,
he
built
up
even
more
the
image
of
a
cool,
extreme
and
tough
guy.
This
reputa:on
of
his
accompanied
by
a
thoroughly
sculpted
figure
make
the
perfect
stereotype
of
the
ideal
“Men’s
Fitness”
readers
aspire
to.
Therefore,
having
Vin
Diesel
as
main
image
will
catch
more
effec:vely
the
reader’s
a5en4on
than
a
mere,
never-­‐seen-­‐before
model.
The
target
audience
knows
him
and
wishes
to
become
something
alike.
He
is
a
source
of
inspira4on
to
them.
We
can
appreciate
the
main
image
in
the
middle
of
the
page
occupying
the
vast
majority
of
the
space,
it
even
goes
a
liAle
on
top
of
the
main
sell
line.
This
tells
us
that
it
is
the
most
important
item
in
the
cover,
the
one
that
draws
the
greatest
aAen:on.
Vin
Diesel’s
pose
in
this
medium-­‐long
shot
is
that
of
a
cool,
confident,
tough
(almost
in4mida4ng)
man.
The
posi:on
and
gesture
of
his
lec
hand
build
up
on
how
he
is
standing
and
looking
by
adding
the
icing
to
the
cake.
He
is
proud
of
how
he
looks
and
behaves;
“I
am
able
to
stand
like
this
on
a
front
cover
because
I
am
the
boss.
Buy
this
if
you
want
to
be
like
me”

6. The
main
sell
line
appeals
straight
away
to
one
of
the
main
target
audience’s
wants;
“geeng
fit”.
Moreover
in
the
way
they
want
it:
“fast”.
The
use
of
allitera4on
for
the
“F”
sound
makes
the
appeal
even
more
effec:ve
because
it
portrays
the
onomatopoeia
of
licing
weights
or
something
happening
very
quickly.
Accompanied
by
the
exclama4on
mark
at
the
end,
the
whole
sell
line
sounds
more
demanding
and
has
a
greater
impact.
The
other
sell
lines
are
all
to
do
with
4ps
on
how
to
achieve
a
nice
sculpted
figure
like
the
ideal
one
they
portray,
both
in
the
working
out
and
alimentary
side.
The
magazine
clearly
has
a
greater
focus
on
the
aesthe4cs
than
the
previously
analysed
“Men’s
Health”
issue.
However
it
does
contains
one
sell
line
about
sex,
which
in
the
other
front
cover
we
could
not
find.
This
is
again
one
of
the
target
audience’s
wants,
therefore
having
such
sell
line
will
create
a
greater
appeal
on
the
reader
because
he
will
see
another
need
of
his
fulfilled.
We
can
also
appreciate
a
sell
line
at
the
skyline
of
the
page,
just
like
in
the
first
analysis.
These
are
very
common
in
“Men’s
Fitness”
issues.
However
it
is
not
a
special
edi:on
or
some
type
of
bonus,
its
content
has
its
focus
on
the
aesthe:cs,
just
like
the
others.

7. There
are
no
extra
incen4ves
like
free
gics
or
discount,
in
any
form
(puff,
banner…)
for
the
target
audience
to
buy
the
magazine.
The
only
added
item
we
can
spot
is
a
boxed
quota4on
at
the
top
right
of
the
page,
which
is
conven:onal
in
“Men’s
Fitness”
front
covers.
We
can
spot
the
barcode
at
the
boAom
right
of
the
page.
In
contrast
to
our
previously
analysed
cover,
the
webpage
of
the
magazine
is
aAached
to
it
as
well.
It
is
conven:onal
having
both
at
the
boAom
right.
They
will
be
used
by
the
reader
for
further
interac:on
and
par:cipa:on.
Except
from
the
masthead,
every
other
item
in
the
front
cover
follows
a
black
&
white
colour
scheme.
This
choice
is
made
to
break
up
with
the
established
so
that
“Men’s
Fitness”
can
differen:ate
from
its
close
subs:tutes
and
be
the
one
who
draws
the
greatest
aAen:on,
becoming
finally
the
reader’s
choice.
It
is
not
something
that
has
been
done
very
few
:mes,
moreover
it
is
becoming
a
stylis:c
feature
to
them,
making
changes
of
this
kind
from
:me
to
:me.