1. Task 2- Magazine
1: Double Page Spread Analysis
The layout of this double page spread
is untidy and it appears rushed as the
text and images are clumsily cluttered
together. There is one area of blank
space taking up the top left hand
corner of the spread, which is
dominated by a large image from the
film itself. The large amount of text
placed onto the spread is arranged
into columns across the bottom half of
the pages so it is all easier for the
customer to read. There is a three
column grid on each page (6
altogether), with the text and images
placed within the grid units and alleys in between the columns. Two grid units on the
bottom of the page are wider than the others so images can fit within them along with the
text. The overall design of this magazine is images and columns of text cluttered together,
with references to other articles in the magazine on the right hand side.
Text has been altered in different ways. The text in the columns shares a similar style of
font with other magazines to familiarize the reader with common design features of
different magazine articles. There is also hierarchy; certain elements on the page are
shown to be ordered according to importance e.g. the images are in colour in contrast to
the black type on white and quotes are in large capital lettering compared to the small
font in the columns. Two areas of text are orange in colour, indicating that these areas are
meant to catch the customer’s eye and ensure the effectiveness of whatever is being
addressed e.g. ‘THIS UNLIKELY LOT’. The quote ‘VISUALLY IT’S THE BIGGEST MOVIE
MARVEL HAS EVER MADE’ is in large black capital letters which stands out and attracts the
customer, and it might even convince the customer to read the whole spread.
The images used on the spread are screenshots of scenes from Guardians of the Galaxy.
These images are used to familiarize the reader with the film if they have already viewed
it. The images have been manipulated so they dominate the top half of the spread and
attract the customer; they make the whole spread look very convincing. However, the
images haven’t been edited in terms of lighting or colour. The presence of high and low
key lighting within the images is a result of already edited scenes during post production
of the film itself. The images depict certain characters from the film as well as a shot of
the final sky battle. Two images show two antagonists from the film. Another image
2. shows the Guardians togetherand another shows Groot. The images do well to show
some of the unforgettable characters and moments from Guardians of the Galaxy.
Images and text have been combined to form an effective double page spread. The text in
the grid lines has been wrapped so it is positioned around the images. This is done to
ensure the images don’t overlap the text and therefore make it difficult to read. The
images and text are balanced accurately: the large image on the left is accompanied by
two smaller images to the right of it. These images seem to rest on an imaginary grid line,
below of which rests the columns of text. The columns of text are the same size as each
other, although twoof them are wider than the other three as they feature an image in
both of them.
Another column with references to otherareas of the magazine is located at the right
hand side of the whole spread, with all other content positioned to its left. There appears
to be 40% images and 60% text. There are two captions positioned at two different areas
of the pages, which identify the content of all five images on the spread e.g. Top: Ronan’s
ship the Dark Aster/ Above: Korath. (left side of spread) The quote “Visually it’s the
biggest movie Marvel has ever made” could be a pull quote; its manner could attract the
reader and even persuade people to watch Guardians of the Galaxy.
2: Cultural, Social, and
Historical Context
The magazine represents Guardians
of the Galaxy in a positive manner as
it highlights all the characters and
their actors, praising all the obstacles
that were overcome, describing the
thoughts and feelings of the
producers, and going into detail
about the backstories of the
characters and actors. The highly
sophisticated manner of text gives
the impression of professional opinion. The magazine is produced tomake it look like it
possesses a great deal of authority on film, and this attracts the audience. However, the
way Empire Magazine sees itself as a promotional and informative product could generate
unfair opinions from the audience, as well as criticism.
The content of this product appeals to a British national audience. The reasons for this is
because Empire is a British film magazine, meaning people who live in this particular
3. sovereign state are more likely to read this magazine, even if the quotes in the articles are
that of American actors, directors, and producers. Almost all of what is said throughout
the double page spread is about the production of a blockbusterfilm made in the U.S.
However, there are two or more features which make the content appeal to a British
audience. The quote ‘This unlikely lot’ sounds like an informal piece of language, almost
like something a person with a Yorkshire accent would say. Also, there is a reference to
Karen Gillan, the Scottish actress who plays the antagonist Nebula.
The magazine does well to demonstrate a number of attitudes present in Western
societies. These include:
Film is art: the quote “Visually the best movie Marvel has ever made” supports this.
Superheroes: this is a superhero film. The five main characters are the ones attempting to
restore equilibrium by defeating a dark lord. They are the superheroes.
Reinforcing social structures: This magazine hints at the backgrounds of the actors e.g.
Dave Bautista was a professional wrestler, Vin Diesel “is crazy” which might refer to his
role as a famous action movie star, and Bradley Cooper was the only one who could take
on the character Rocket due to being a good voice actor. These people come from
different cultural backgrounds, and this magazine does well to provide comparison and
contrast through brief explanations of the past lives of the actors.
Guardians of the Galaxy was released in 2014, during the 2010’s decade. In this current
time period, superhero films are highly popular, having grossed millions, even a billion,
dollars altogether. Some superherofilms from this decade e.g. the Avengers (2012) and
Iron Man 3 (2013) are considered two of the highest grossing movies of all time. In this
era, superhero films are popular within the audience. Nothing happened in the time
period when the product was made, nothing that would have affected production. The
Israel-Gaza Conflict (July-August 2014) is a good example. Although occurring during the
time when Guardians of the Galaxy was released, this was an operation which happened
in the Hamas-ruled Gaza Strip and although it would have drawn a great deal of attention,
it wouldn’t have caused any significant disruption to a single magazine’s production and
distribution.
3: Media Ownership and Reasons for Production
Empire Magazine is owned by the Bauer Media Group, a large European-
based private company which owns 600 magazines, over 400 digital
products, and 50 radio and TV stations worldwide.
4. The Bauer Media Group might have made this product so they could seize the chance to
review a mainstream film and feature articles concentrating on it. Empire is also a populist
in both approach and coverage. It might have been a good idea to produce the product so
Empire Magazine could gain popularity by cross-marketing with different brands. The
company could even influence opinions within the audience.
4: Positive and Negative Media Messages
Throughout the magazine, there are a variety of positive effects which could be fostered.
Empire Magazine is very popular, so it would be able to boost awareness of Guardians of
the Galaxy and convince audiences to appreciate the characters as well as their actors.
Some individuals might even be inspired topursue a career in film and TV upon reading
about how interesting such a job really is. Fans of superhero movies are provided with a
voice from this magazine, which could satisfy those who have been searching for one such
magazine.
However, this magazine could provide misleading information which could wrongly
manipulate an audience into thinking any othertype of magazine is worse and they
should only read Empire Magazine, or even convince them tonot watch the film. It is also
prioritising one film (which is a blockbuster), while not even mentioning or referencing
any other films. This could give the negative impression to the audience that any other
film isn’t worth watching if it isn’t as big as a Marvel superhero blockbuster. Then there’s
the Hypodermic Needle Theory, which assumes audiences will automatically believe and
accept everything the media tells them.
Overall, the positive media messages outweigh the negative ones. For example, the way a
popular magazine boosts awareness of a product is similar to how various other media
products, both digital and non-digital, are able to promote and encourage audience
appreciation. Examples include trailers, the web, social networking sites, traditional
advertising methods, publicevents, and posters in stores which are able to raise a great
deal of awareness and intrigue a wide range of audiences. Some studies have concluded
that, for example, Facebook and Twitter act as vital tools in developing awareness
because they serve as well-known forums. Also, hosting/contributing to a publicevent
e.g. charity means people can prominently display and promote a product to a large group
of people.
