1. The proposed magazine project will target 16-25 year old "millennials" and those in the ABC1 social grades, as they tend to have disposable income for luxury items. It will feature fashion, beauty, and lifestyle content. 2. Two issues are planned, each with a front cover and double page spread. Sample articles will focus on photography aesthetics and the Urban Outfitters brand. Accessories and how they can change perceptions of affordability will also be discussed. 3. Ongoing self-evaluation of progress and a final analytical evaluation are planned to improve the quality of work and develop strong working practices.

1. Proposal
1
Working Title:
The Aesthetic
Audience:
The audience that I am aiming this product towards will be in the age bracket of 16-25 as this is
classed as the millennial generation where it seems to be that they are more interested in different
aesthetics due to social media presence. This is because the society that they have grown up in is
more obsessed with the internet and technology being incredibly advanced.
The NRS social grade that my product will be aimed towards will be the grades ABC1. The reason
why I have chosen this group of social grades is because these people tend to have more excess
money to spend on luxury items and as my magazine will be including products and brands that
can be classed as ‘high-end’ it will appeal more to them in comparison to C2DE as it is often
assumed that they use the majority of their wages on living expenses so therefore might not have
enough excess money to spend on luxury products and brands. One of the brands that I want to
include in my magazine is Urban Outfitters which is aimed towards more higher earning people
with their prices being classed under ‘luxury’.
The type of psychographic that this magazine will be targeted towards is achievers and emulators.
Achievers are more money driven and are conscious of their power status. With the age bracket I
am aiming towards being ‘millennials’ they are stereotyped to care more about their social media
presence and will more likely care about their appearance towards other people. The ‘messages’
being sent throughout the magazine need to be expressed quickly getting straight to the point and
focus on individuality, money and power. An emulator however strives to be like an achiever to
attract the opposite sex or seek approval of their peers and will respond to messages about
making them seem more successful and becoming achievers. The reason behind me choosing to
target both these types of psychographics is because emulators want to be achievers so by having
the primary psychographic that I aim towards being achievers, it will also motivate emulators to try
and become like them.
Rationale (approx. 100 words)
As this is the third rotation on this course, I have experience among different software’s including
photoshop, premiere and so on. Looking at photoshop specifically, when working on the video
game unit, this allowed me to look into more colour theory, different art styles and designs etc.
This will help me as colour theory (colour palettes/schemes) plays a big role in making a magazine
look aesthetically pleasing to the audience. Even though when working on the video games unit it
was in 8-bit and more animation focused, having that prior knowledge will help adapt quickly and
be able to use the tools to their maximum capability. With this print unit, I also have an advantage
as previously in GCSE’s we not only researched different magazines and print pieces, I have
created a magazine front cover and double page spread already. This is helpful for this unit as I
have an idea of layouts, writing styles etc even if it wasn’t in photoshop.
Project Concept (approx. 200 words)
As someone who loves different aesthetics, it would only be fitting for me to create a magazine
around this idea. The concept behind this project is that it will be a type of lifestyle magazine that
way the articles includes can go from fashion to beauty to lifestyle tips and so on. What I hope to
achieve in terms of content is 2 different issues, including a front cover each, a double page
spread for each and then one of the articles I am planning on including for this would be something
surrounding photography.
Specifically, on the photography article, I am thinking on focusing on how some photos appear
aesthetic to different people whether that it the angle, framing or the editing of the shot. This article
would be interesting to a wide audience as it is not focusing on a specific aesthetic with their being
so many broad aesthetics but then there are also the specific ones based of interests etc. Another
article that I am planning to include in this project will have involvement with the brand Urban

2. Proposal
2
Outfitters which is classed as being a luxury brand but strongly helps with people’s personal
aesthetic.
The other article I am planning on writing will be based on fashion and how simple accessories can
‘add to a look’ and change the entire appearance. This could also mean looking at how one
accessory could make a clothing item that is branded as ‘cheap’ look expensive and possibly even
luxury. As this magazine brand is aimed towards achievers, there does need to be elements of
luxury items which is where the Urban Outfitters brand will come in, using items from their brand it
hints at a higher earning, appealing to that psychographic specifically. For emulators however, by
involving somewhat would be classed as ‘affordable’ clothing it gives them the idea that they can
recreate these and look like an achiever.
Evaluation (approx. 50 words)
One way in which I am planning to evaluate my work is to have on-going evaluation. By this I
mean following through with daily reflections which will allow me to go into detail on what is going
well, what could be done better etc. My final self-evaluation will go into more detail, especially
since the product will be finalised so I can go into more analytical ‘marking’ where I can focus on
certain aspects of the product. By following the process of self-evaluation as I produce my work it
will help develop my working practices as I continue with my media career because it allows me to
be self-critical, making possible improvements to work more obvious and easier to find. It can also
allow me to refine further work and overall improve the work quality.