The document discusses different types of magazine mastheads including connotative, phrases, compound words, and acronyms. It analyzes the meanings and implications conveyed by the masthead words, colors, fonts, and graphical elements. For example, it notes that the word "Kerrang!" relates to hard rock music due to its onomatopoeic quality, and that the acronym "Q" was chosen over "Cue" to be more distinctive on newsstands. The document examines how mastheads establish the target audiences and convey attributes like timelessness, passion, and sophistication through graphical and linguistic devices.
2. Connotative
The connotative word ‘Kerrang!’ is onomatopoeic that derives from the sound made when
playing a power chord on a distorted electric guitar, this is effective as it relates to the hard rock
genre of the magazine, hence hard rock music is mainly overpowered by the powerful
instruments in its music.
Graphology: the colours contributed in the masthead are black and white which contrast each
other as black connotes death, power and evil – whereas, white connotes purity, peace and light.
The contradiction in the colours may suggest that the content in the magazine are not one sided
but are neutral as the colours cancel each other out. Also, the exclamation mark and the font that
appears to be cracked suggests shouting and screaming which again relates to the genre of the
magazine and establishes the audience the magazine is targeted at.
3. Phrases
The phrase ‘Rolling Stone’ provides us with a sense that it has been around for a long time, this
entails that the magazine is very successful if it hasn’t shut down after all these years. We receive
the indication of time due to the abstract noun ‘stone’ which connotes ‘ancient’ like a prehistoric
period of time called ‘the stone age’. Moreover, the name may be referencing a famous rock band
called ‘The Rolling Stones’. Perhaps, this is the reason why the font supports the rock genre in it’s
curvy rock n’ roll writing.
Graphology: The font is red with a black outline and a drop shadow, emphasising the masthead on
the front cover of the magazine. Furthermore, the red is overpowering the black which infers it’s
importance as red connotes danger, love and passion – representing the entailment of the
content in the magazine. The effect of the glint of the shine on the letters tells us that the
magazine contributes a star quality.
4. Compound
The compound word ‘mixmag’ suggests to the reader that the content in the magazine contains a
mixture/variety of information which will appeal to a larger mass audience. Moreover, the
alliteration with the ‘M’ proves to be effective as it emphasises the masthead on the front cover
of the magazine and also points towards ‘M’usic. The colloquial word ‘mag’ would appeal to a
younger target audience, thus it is a shortened word for ‘magazine’ and most teenagers whilst
texting or speaking would rather say shortened words than long words.
Graphology: the font seems to be informal, which would establish an attraction to a younger
target audience. The bold black font is basic and simple which suggests that the magazine is
straightforward and doesn’t have any complications in it – it would direct you straight to the
information you desire.
5. Acronyms
Originally, the acronym ‘Q’ was to be called ‘Cue’ (as in the sense of cueing a record, ready to
play). The single letter is effective in terms of it being more apparent to consumers looking at the
newsstands rather than ‘Cue’ which could be mistaken for a snooker magazine. It’s simple,
relevant and it would stick in the readers mind.
Graphology: the colour scheme is red and white, it is consistently the same colours in every
magazine – as if it is the trademark to the legacy of the music magazine. The colours connote
danger and purity creating a contrast that would suggest the magazine contributes the type of
content that is virtuous but also decadent. Moreover, the flick of the Q provides us with an
illusion of the magazine’s sophistication. It suggests to the reader that the magazine is ‘in
demand’ in the industry and has to be bought as it would be persevered as sincere by its sense
of professionalism.
