This document provides guidance and terminology for analyzing magazine double page spreads (DPS). It includes definitions of common layout and design elements like headlines, bylines, captions. Examples of DPS analyses are referenced to demonstrate how to identify the target audience appeal. Katz's "Uses and Gratifications" media theory is suggested to further support analyzing how the DPS fulfills readers' information, social, entertainment, and identity needs. Color combinations and their effect on legibility are also discussed.

1. Double Page Spread
Media Coursework

2. • Look at your next slide first of all and read
through some common terms that can be
used to describe important features of layout.
• On the next slide, some of these have been
applied to an example from Hot! magazine

3. Example 1 - Start by annotating
conventions
Standfirst
Negative Space /
White Space
Byline
Drop Cap
Sans-serif Text
Headline
Lead
Body copy
Facing pages
Flush left
Alley
Pull-out quote

4. Example 2 – Add denotation and
connotation

6. Example 3
• In this slideshare the Student has analysed front cover, contents and
DPS. This is a good example because she has identified the appeal
to the audience.
• http://www.slideshare.net/heatherhutchh/media-magazine-covercontents-double-page-spread-analysis-complete-adding-extrafinished
• I suggest the you use Katz’s ‘Uses and Gratifications’ concept to
support your analysis. (Detailed definition next slide)
• Information/Education
• Social Interaction/Personal Relationships
• Personal Identification
• Entertainment

7. Katz’s Uses and Gratifications
Information /Education
- finding out about relevant events and conditions in immediate surroundings, society and the world
- seeking advice on practical matters or opinion and decision choices
- satisfying curiosity and general interest
- learning; self-education
- gaining a sense of security through knowledge
Personal Identity
- finding reinforcement for personal values finding models of behaviour
- identifying with valued other (in the media)
- gaining insight into one's self
Integration and Social Interaction
- gaining insight into circumstances of others; social empathy
- identifying with others and gaining a sense of belonging
- finding a basis for conversation and social interaction
- having a substitute for real-life companionship
- helping to carry out social roles
- enabling one to connect with family, friends and society
Entertainment
- escaping, or being diverted, from problems
- relaxing
- getting intrinsic cultural or aesthetic enjoyment
- filling time
- emotional release
- sexual arousal

8. House Style
• The name given to the overall design concept
applied to a magazine, website, or media
company. Can include the use of particular fonts,
colours, layouts, images, idents, logos, etc. The
house style is designed to differentiate the
product or company from its competitors and is
often part of an overall campaign.
• Ident - An identifying symbol or sequence
associated with a media institution or product.

9. Colours: text on background
Black on white is still the easiest way to present type and to read it and you change that colour at your peril. Using coloured paper, coloured type or a heavy type patch often reduces
legibility. In tests carried out by Karl Borgrgrafe (cited in Favre and November 1979) to see which colours worked best together, the following taxonomy of colour mixes was discovered,
starting with the most legible, and working through to the least legible.
Black on yellow
Yellow on black
Green on white
Red on white
Black on white
White on blue
Blue on yellow
Blue on white
White on black
Green on yellow
Black on orange
Red on yellow
Orange on black
Yellow on blue
White on green
Black on red
Blue on orange
Yellow on green
Blue on red
Yellow on red
White on red
Red on black
White on orange
Black on green
Orange on white
Orange on blue
Yellow on orange
Red on orange
Red on green
Green on orange
As you can see, black and white comes pretty near the top although the list suggests that a yellow panel behind the black type would improve legibility (which is why important
warning signs of danger are usually printed black on yellow.)
From: Designing for Newspapers and Magazines, by Chris Frost, Routledge, 2003
Note: though black on yellow may be more striking than black on white, it is unlikely to be more pleasing in large quantities. Magazine designers have to strike a balance between
legibility, impact, and reader satisfaction.
Between getting attention, and not being annoying.

10. Image analysis
• http://www.mediaknowall.com/as_alevel/alev
el.php?pageID=image
• The link above will direct you to a webpage
that is dedicated to image analysis and key
aspects to consider. Please use the advice and
terminology promoted on this page to support
the analysis of the images used in the DPS you
are analysing.

11. Layout and composition
• Here is a video that takes a look at a variety of
magazine spreads and analyses the
denotation and connotation. It will be useful
to consider when composing your own layout.
Don’t underestimate the power of negative
space/white space.
• http://www.youtube.com/watch?v=t4JBuCSgb
Zw

12. Caption
CVI (Centre of
Visual Interest)
Facing Pages
Standfirst
Byline
Headline
Negative Space
Serif Text
Lead
Pull-out quote
Buried lede
Flush Left
Drop Cap
Defines each block of text.
Makes the large amount of
text more interesting to
read.
Column Gutter
Used to divide the text
and move the columns
away from the centre of
the page.
Alley
Another form
Body Copy

13. Devil Driver DPS Analysis
Information:
The use of a large and bold headline across the
two pages immediately defines the purpose of
the article.
This is accompanied by the large image across
the entire DPS. Both of these work together to

14. Caption
CVI (Centre of
Visual Interest)
Facing Pages
Standfirst
Byline
Headline
Negative Space
Serif Text
Lead
Pull-out quote
Buried lede
Flush Left
Drop Cap
Defines each block of text.
Makes the large amount of
text more interesting to
read.
Column Gutter
Used to divide the text
and move the columns
away from the centre of
the page.
Alley
Another form
Body Copy

15. Brain Stew DPS Analysis
Information:
The use of a large and bold headline across the
two pages immediately defines the purpose of
the article,

16. Caption
CVI (Centre of
Visual Interest)
Facing Pages
Standfirst
Byline
Headline
Negative Space
Serif Text
Lead
Pull-out quote
Buried lede
Flush Left
Drop Cap
Defines each block of text.
Makes the large amount of
text more interesting to
read.
Column Gutter
Used to divide the text
and move the columns
away from the centre of
the page.
Alley
Another form
Body Copy

17. New To Q DPS Analysis
Information:
The use of a large and bold headline across the
two pages immediately defines the purpose of
the article,