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Front Cover Analysis
- 1. Front Cover Analysis: 50 Cent XXL Magazine Masthead: The masthead isplacedon the topleft-handcorner,it isveryboldand simple,which consistsof large white blockletters ‘XXL’surroundedbya dark redrectangular shape.The coloursused inthe mastheadare dark redcontrastedby white thiscanbe analyzedbyexplainingthe relationshipbetweendanger(red) and purity(white). Itdoesn’tdominatethe page asit isnot neededdue to it beinganestablishedcompanywithstrongbrandidentity. The term‘XXL’is usuallyassociatedwithclothingmeaning‘extra,extra large’thiscan be linkedtothe style of hip-hopclothingwhere baggy clotheswasverypopularinthe early2000s within the hip- hopculture.Thiscan also meanintermsof hiphopthe ‘XXL’s’of hip-hopmeaningthe greatestandmostpowerful inthe industry whichisusuallythe case with‘XXL’magazine theymostlyfeature respectedandsuccessful hip-hopartistssuchasJay-z,PDiddy,50 cent,Dr. Dre, EminemandNas. Sell-lines:The small boldsell line underthe mastheaduses colloquial language‘…cop‘em…’meaning‘buythem’whichis useda lotin hip-hopculture throughlyrics,conversationand evenpoetry,thisisusedtocommunicate withhip-hopfans and isa conventioninhip-hopmagazineandthe culture in general. The use of dark red implies only the most dangerous and deadliest artists are featured in the magazine, which is why it has been implemented within the main sell-line ’50 cent’ showing he is dangerous and untouchable. The main image covers the masthead; this is the common with most issues because this magazines’ brand identity great recognition with their target audience, being the only leading hip-hop magazine in the world. Also, it puts the artists in front of the masthead as it places importance of them too and indicates that the magazine’s sole priority is to promote the artist. In, addition it shows off what the magazine and featured artists represent: domination and respect. Hip-hopmagazinescome underasmall marketniche whichis dominatedbyXXL;thismeanstheyhave more poweroverartists featured,coverstoriesandinterviews.Therefore,theydon’t have to overcrowdtheirfrontcoverwitha loadof information.In thisissue theyhave usedaquote froman interviewwith50cent as the maincover line “There isnothinglike me leftinthe culture”;thisisusedto showhisstardom,confidence andalso arrogance,describinghimasunique andthe best.The word ‘culture’automaticallydirectsthismagazinetohip-hopfansand makesthemfeel like acommunityandinvolved. The anchorage usedinthe magazine ‘it’salwaysmoney power& respect’isa heavilyinfluential conceptlivedby manygangsterswhichwere mainlysaidinNewYorkCity takenfromthe filmScarface. The use of the ‘+’ signand theninformation underneathshowsthe readertheyare gettingtheir money’sworthbecause of the ‘extra’information featuredinthe magazine.Itisalsosignificantastheir readershipispredominantlymale therefore,find visualsmore appealing.
- 2. Main Image: The mainimage consistsof eastcoast gangsterrapper and G-unitmember50 cent.He featuressignalsamagazine that celebrateship-hopmusic.Thisisshownthroughhischoice of style, colour,composure,cameraangle and iconography.50 centsbody language andblackbulletproof vestsuggeststhathe alwayshasto watch hisback nomatter whatevenwhendoingmusicandbeing successful,andhishatrepresentsthat,hishandappearstolooklike he is aboutto pull outa gunimplyingthathe maybe a rapper symbolisedbythe iconographyusedof the microphone buthe will still gangbang whichisshownthroughhislyricsinthe song ‘if I can’t’whichhe states‘I’m50 centI write a little bit,but Ipop nines’. However,thisimage doesn’tshowall typical conventions of a moderngangsterhip-hipsuchasmoney,cars, jewelleryand womenthissuggeststhat50 centssuccess inthe industrydoesn’tneedtobe provenandthat itmay not be importantto himandthat the symbol of the microphone beinghismusicisimportantandiswhatgot him‘money,power&respect’.Alsohislifeiswhatis importantgivenhishistorywhichisrepresentedbythe bulletproof vestandcatharsis. His costume representswhere he comesfromandhis ideology,his cityiswhathe representswhichisapart of his‘powerandrespect’whichissignifiedonhishatwhich isa bigpart of hip-hopculture whichistoknowwhere you are fromand representbecause hip-hopispredominantly consistsof the AfricanAmericancommunitywhichhave beenstrippedfromtheiridentitythroughslaverywhich have causedmanyproblemse.ginstitutional racism, unemploymentrates. Hiscostume representsatypical hip-hopartistandcan be easilyrecognisedbythe readership. Theoristssuchas Marxistsargue capitalistcountriessuch as Americaexploitthe workingclassandresultsthings such as material deprivationwhichdoesleadtohigher crime rates;a highrate of workingclassmembersof Americansocietyhappentobe of blackor Hispanic descent.Hip-hopculture isanotherwayof expressingthis struggle. Thistherefore,allowsthe magazinestoaddress these issuesinordertoeducate andallowthe readership to relate. 50 centsfacial expressionisveryhostileand harsh as if he’sgoingto act violentlywhichis the conventionsof ahip-hopmagazine forthe artistto seem‘hard’and notemotional but insteadtolookintimidatingandscarybecause it’sseenas‘cool’. 5o cents positioningonthe frontcoverisconventional withinthe magazine’sbrandasartistsare usuallyalways placedslightlytothe leftof the centre because the left handthird isusuallyverycompactwithsell lines andother information.
- 3. Colour Scheme:The colourscheme of this frontcover uses coloursof contrast such as blackand white,particularly in the artist’scostume,italsousesbrightcoloursof red these primarycoloursthat appeal toa male targetaudience. Theyare alsoboldand masculine,againappealingto malesandreflectingtopersonaof hip-hopwell. 50cents blackbulletproof vestsuggestshe’sindanger ,the use of blackreminds usof death and that hiswhite t-shirt representshisinnocence andpurity;thiscouldmeanthat eventhoughhe isthe product of hisdark environment he isstill brightwhichiswhyhe protectshis humanityand sincerity.Thisisalsoapplicablewithhishatandbandana, hiswhite bandanameaninggoodthoughtsandintentions but itis coveredbythe darknessof NewYorkspecifically hisboroughof Jamaica,Queensrepresentedbythe black NewYork baseball caphe wears. In addition,the backgroundof thisimage iswhite;ashe looksback tothe dark side andmoves onto the brighter side of hiscareerand life. Furthermore,the coloursof the mainsell line evaluatesthe whole meaningof 50 cents bodylanguage and costume,the words‘It’salways money,power&respect’isinwhite coveredinablack backgroundborder.Thisshowsnoenigmaas ithas been giventothe audience straightforward,itshowsthathe perusedmoney,powerandrespectthrough the goodness and love of music,butisalwayssurroundedbydarkness and resultsthe bigtopoff ’50 cent’in red whichcould meanbloodanddanger waswhat ittook togo from ‘CurtisJackson’torespected gangster’50 cent’. Finally,the lefthandthirdshowsapeal intogoldshowing not onlywealthbutthe depthinto50 cents wealth,when we assess50 centswealthandsuccess we associate it throughwhenhe was a drug dealeranda gang banger howeverthisdepthintogoldshowsthathe hasreal wealthcomingfromhissuccessful venturesand investmentsthroughhiscareersuchas hisG unitrecord label companyandclothingcompany,investmentsin vitaminwater,productioncompanies,miningandheavy metals,hismostrecentventure SMSheadphonesetc. The main sell line ’50cent’has usedthe colourredthat is slightlysee throughplacedinfrontof 50 cent himself.This editingchoice hasbeenchosen,toshowthe manbehind name ’50 cent’whichhas literallyshownandlinkstothe sell line of howhe differsfromeveryoneinthe ‘culture’ referringtohip-hopculture. The magazine consistently usesthe colourred whichcan be saidto symbolise blood,violence andrage as hip-hopisassociatedwithviolence especiallygangsterrap. Thiscan be throughboth lyricsandmedia publication.
- 4. Promotion: thismagazine promotesdifferentmedia platformof 50 centsbusinessof the G unitrecord label givingthemexclusive advantagetoaccessthe g unitfamilyfanbase whichisa USP for thismagazine as it isable to expandtheirbusinessandassociate witheachotherwhichgivesthemcompetitive edge. The fact that the promotionisthere insteadof the barcode pushesthe ideaevenmore thatthe price doesn’tmatterdue tothe additionof the exclusive platformadded.Thisattractsthe audience tothe promotionandhowto become a part of the G-unit familyforgettingaboutthe cost.Thisalsoencourages the readershiptobe loyal tothe brand. Target Audience:The demographicsforthis magazine wouldmore likelytobe male,aged19-36, working classwho belonginthe C2DE professionalbracket whoare predominantlyAfricanAmerican.Whenit comesto the psychographicstothe targetedmarket of thismagazine,these youngmenare likelyto be loversof fashionmainlysneakers,practical hard workers,howevermaynotbe able to entirelyrelateto all hip-hopartistsfeaturedinthe magazine e.g.50 cent.Most people whowere in50 centsposition wouldbe inprison,poor, anddead or inhospital whichmeanstheycan’treallyaffordtokeepupwith the musicindustry at all. In termsof valuesandlifestylesstatedonthe magazine, money,powerandrespectishighlyvaluedasithasbeen deeprootedbythe blackcommunitywaybefore hip-hop fromthe time of the civil rightsmovementwhichisthe reasonthismagazine appealstoitsaudience.The needs and desiresof thistargetmarketiswhatit actuallyonthe magazine featureditself,whichissuccessof the black communitymakingitseempossible for themtosucceed e.g.50 cent as he wentthrougha lot inhislife whichmost people wouldn’tevenendupalive buthe ‘made it’and became successful whichinspiresyoungblackmen. Thismagazine providesgratificationsoutlinedbyBulmer and Katz,such as identificationof featuredartists,social interactionbygivinghip-hopfanssomethingtotalkabout, and informationonrelevantevents,italsoprovidesthe readershipwithentertainment/escapismastheycanenjoy readingthisabouttheirfavourite artists.Specificneedsthis magazine providesisself-esteemneedswhichwasoutlined by AbrahamMaslowinthe hierarchyof needs,thisis because the readershipcanaspire tobe like these successful artistsfeaturedinthese magazinessuchas50 cent.Thistarget audience hasbeengivenavarietyof artists to readfrom whichhasbeenplaced onthe front coveras a coverline suchas industrial rapper‘drake’, ungroundhip hoprapper ‘A$APRocky’,alternative rapper‘common’ etc. Thistarget audience are more likelytobe victimsof self-fulfillingprophecydue totheirenvironments makingthemarchetypeshoweverthismagazine challengesthatandstandfor countertypese.g.50 cent,givinghope foryoungblackmento represent themselvesinawaythat contrasts fromtheir stereotypesallowingthemtobecome acountertype and all be ownersof theirliveslike the magazine owns the dreamsof theiraudience.
- 5. Camera Angle/Shot:The cameraangle in this magazine coverispositionedateye-level.This has beenchosenbecause itshowshonestyas well asdominance in50 cent; thiscan be connectedtothe outspokenquote beside him but alsothe iconographyof the microphone lookslike aweaponof destruction showing honestyisn’tenoughandpowerisgreater. Otherelementsof mise-en-scene thatshows power,ishisblackbulletproof vest;usuallya bulletproof vestiswornundera shirtor top but thisexposure showshisequalityandthat he too needsprotectionoverhiswordsand actions. The magazine showsamediumshot takenof 50 cent,thisisa commonconvention not onlyforhip-hopmagazinesbutmusic magazinesingeneral.Usingamediumshot givesa clearindicationof the stardomfeatured inthe issue andalsoallowsthe readershipto use mise-en-scene toclearlyidentifythe genre the magazine belongsto. Mode of address: The mode of addressusedwithinthis frontcover ismainlyinformal.The textusedinthis magazine isaimedatyoungmale hip-hopfans;therefore it adoptsinformal registerbyusingcolloquial vocabulary and personal pronountoengage theirtargetaudience. The audience thenfeel asif theyare part of the seemingly exclusiveworldof the magazine.Anexampleof thisis the colloquial phrases‘…cop‘emall…’ creatinganinformal and ‘comfortable’ relationshipbetweenthe textand reader.Alsothismagazine usesahyperbole onthe bottomleftof the page the ripintogold.