1. NEA BRIEF OVERVIEW
LO: To identify the expectations of the NEA
brief referencing both magazines and website
construction.
2. The Context
You work for an independent media production company.
You have been given the task of producing the front cover
and one contents page for each of the first two editions of a
new fashion magazine that is being launched by Bauer and
the working website for the magazine. Bauer intends to sell
the magazines in retailers
3. The Products
Contents pages can be either single or double page
spread. The two front covers and contents pages must
feature a diverse range of fashion issues and styles
appropriate to its target audience. The web pages must
promote the new magazine to its target audience and
enable fans to interact with the content.
4. Summary of Brief Requirements
• Statement of Intent (approx. 500 words).
• Fashion magazine covers and contents pages: two or
three pages for each of the first two editions (based on
choice of single or double page spread).
• Magazine distribution method: Content must be suitable
for retail distribution.
• Number of web pages: One homepage and one linked
page.
• Cross media production target audience: A culturally
sophisticated, 16–25 class AB demographic.
There must be a clear sense of branding across the two
elements of the cross-media production.
5. Production Detail
Magazines
The production of the two magazine covers and contents
pages must include (as a minimum): At least four different
main images using original photography across the cover
and contents pages. Editing of magazine covers and
contents pages (including photos, text, graphics,
typography and layout). Written text including masthead,
main coverline, selling lines, headlines, captions, subtitles
and copy. A different setting for each magazine cover (this
may be the same location with a significantly different use
of staging, mise-en-scene and / or lighting). Different
material for each magazine contents page. At least two
models representing at least two different social groups
across the covers and contents pages.
6. Production Detail
Website
A minimum of two original images, (with at least one
different original image on each of the two pages) that
promotes and reinforces the brand identity of the magazine
(e.g. use of models, locations and clothing to create a
strong sense of style).
Appropriate conventions of website design, including an
original title and logo for the magazine and a menu bar.
Text introducing the main features of the online website.
Working links from the home page to the other page.
A range of appropriate media language techniques
(typography, images, fonts, backgrounds, logos etc.) as
appropriate to the purpose of the website. Original audio or
audio-visual content appropriate to the online website.
7. Example Statement of Intent (Magazine)
For my magazine front/content pages I will use media language to create a brand identity of modern sophistication to
appeal to the target demographic of a culturally sophisticated,16–25 class AB demographic, this will reflect the industry
context desired by Bauer Media - that is a magazine which is 'relentlessly relevant to the communities we inspire and
connect with.' Obviously in today's media rich world, I need to make sure that the magazine fulfils Bauer Media's need
to remain the number one conglomerate in publishing, so to do this I will use a pastel colour palette (appropriate to
Spring fashion trends) on both front covers with accents of gold to connote luxury. The main cover images will be
central, featuring two female models on both magazines, a more recent trend that is sometimes used in Vogue (my
style model.) In terms of representation one cover will have a white woman in her late teens as the focal point and the
other cover will be of a black woman in her early 20s to reflect not only the diversity/target audience required from the
Brief but representations which have been found in more recent editions of fashion magazines, especially after the
appointment of Edward Enninful as Vogue's first black editor Both of my models on both front covers will gaze directly
at the audience, adopting a confident friendly mode of address – this is both aspirational and relatable to the target
audience who would want to see women presented in a powerful not passive manner. The cover lines will relate to
articles about fashion and beauty, reinforcing consumerist messages also appropriate to the industry context, but they
will also feature wider representational issues that convey a feminist message - my intention here is to attract my target
audience indicated above with relevant and contemporary issues in the wake of the #TimesUp #MeToo prompted by
the Harvey Weinstein scandal. The contents pages will include typical features under such aspirational sections as
fashion, health, travel, beauty and lifestyle, including articles about careers, culture and issues relevant to the target
audience group of aspirers, and succeeders. The layout and design of both magazines will reinforce the house style of
the front cover, using a white background but the same sans-serif font and colour palette for the text and images. One
example of a potential feature article found on the contents page will focus on a young…
8. Example Statement of Intent (Website)
For the working website of my magazine, I must first make sure that I follow the required media language codes and appropriate conventions of
website design; these obviously include the original title and logo of my magazine and a menu bar which will lead my culturally sophisticated
audience to links that they will want to click on. For my website the menu bar (located at the top of the website) will have links to 'news,'
'fashion,' 'beauty' and 'life and culture' and the menu bar will also feature social media accounts (especially Instagram - perfect for showcasing
new fashion styles. ) The use of a social media presence gives the website interactivity and give readers of the website an opportunity to
feedback, offer critiques and suggest ideas - this is a common feature of many other fashion magazine websites and one which 16-25 year olds
would expect from a magazine website. I would also include a 'subscribe' link at the top of the website, this would be expected to be there from
Bauer Media's point of view because it gives the website audience an opportunity to subscribe to the print magazine and in the process boosting
profits. My other main hope for the planned website is that it will give the target audience updatable and breaking fashion news, as well as
fashion reports and advice which the fixed monthly magazine cannot do, these will be changed constantly to keep abreast of social and cultural
happenings. For my website I aim to have links/articles to do with Meghan Markle, Spring fashion, Childish Gambino; as well as a serious article
examining the modern dating issues of 'ghosting' and 'orbiting.' If this was a real simulation then these articles would change constantly because
of institutional demands and audiences expectations for my website to be updatable but for the purposes of the brief these articles and
representations were chosen because they fit the media zeitgeist at the moment, for example Meghan's marriage to a Prince would appeal to
my audience and Gambino's 'This is America' music video highlights many representational issues that would be shared by my sophisticated
audience. I must also remember that visual elements on webpages are also designed to seize and sustain the reader’s attention because
images are used to bring a sense of immediacy to the audience, this will be true of my website where the use of a young white and black female
at the top of the website will reflect the diversity demands of the Brief. Again due to Institutional contexts I would change this focal image once a
new magazine would come out because of the need for the website to be updatable. The critic Wysocki also notes that culturally sophisticated
websites like the one I am going to plan will want to give the appearance of being serious, as he states they use muted colours as well as a
limited number of colours predominantly black, white and grey. The design I want to implement will follow this convention. To do this I will use a
mixture of grey and white; grey being the colour of intellect, knowledge, and wisdom and a colour which is perceived as long-lasting classic -
sleek and refined, which in relation to the brief mea…
media product must have a highly appropriate and consistent brand image across products, a branding which demonstrates and highlights that
the magazine and the webpages are for the same product and the same intended audience. Some simple and obvious ways I am going to plan
for this is through the consistent use of the same models and the same logos in both the magazine front covers/contents pages as well as the
webpages. One detailed example of this branding is that I am planning to use a similar font and typeface in all of my products because to me
the typeface is iconic to a brand because people are able to recognise it with a quick glance. I plan to use a serif font for my magazine and
website, the reason being is that these type of fonts are used by other high fashion magazines such as my style model Vogue. I also plan to use
highly appropriate techniques to clearly link both my products, for example the target audience will be directed to exclusive additional website
content on the content pages of the magazine. This additional content - in the form of an interview with the model of the front cover of the
magazine on the website - will then refer back to the magazine, this will hopefully create synergy and brand loyalty between both magazine and
webpage.
