The document analyzes the brand identity and mode of address used in Top of the Pops magazine covers and articles. It summarizes that the magazine aims to have a fun, young, feminine brand identity appealing to teenagers. This is achieved through the use of bright colors, playful fonts, informal language, abbreviated words, positive celebrity images and cluttered layouts on the covers. The contents pages and articles also feature this style with girly colors and separation of information to engage younger readers.

1. Brand identity and mode of
address analysis

3. For the typography the brand identity that is created is a fun and young vibe. This is
created by the contrast between their serif and san serif font. This makes the brand
identity seem young and fun by the use of the animated look the fonts have; this would
appeal more to the younger audience as it is more exciting rather than a simple plain
font. Also the use of the luminous pink and white for the colours of the font.By using the
bright colours creates a housestyle for their magazine covers because they consistenting
use bright colours and fun fonts so it portrays a eye-catching child friendly impression.
These things are effective for typography because they engage the audience into their
cover and would intrigue the younger audience from other magazines.

4. The colours used are very bright and contrastable . The use of the pink,yellow
and red appeals to more of the feminine; this is effective as the top of the pops
brand identity is more girly so it addresses it in all of the covers and displays
clearly the brand identity of top of the pops. They use house-style with the
colours(using same sort of colours); this is effective as it is a consistency so it
can clearly illustrate the brand identity that is trying to create. In addition they use
the bright colours to give a warm feeling to the cover making the audience feel
accepted and have a connection with the cover.

5. The layout for the front cover is quite cluttered , full of information and images
with positive attributes. This gives the top of the pops identity as positive and
cheerful which is effective because it efficiently displays the happy brand
identity that they are trying to promote through their layout. By the audience
seeing all these positive things on the cover all cluttered together makes it rub
off onto the audience.
For example at the bottom of this the vamps are showing happy, ecstatic
faces; this is effective because this positive,happy vibe rubs off on the
audience.

6. The main image of 5 seconds of summer creates a direct mode of address and
makes it look like the band are looking directly at them,making the audience feel
important and feel engaged to them. All the celebrities featuring on the magazine
front cover are looking happy and cheerful; this makes a positive vibe to the brand
identity compared to other magazines such as Kerrang which has quite a negative
vibe.It also makes the magazine seem friendly towards the younger generation. The
use of the celebrities featuring in it are wearing fashionable clothes gives the
impression that they are an up to date magazine.

7. The brand identity which is created is quite casual; this is created by the
abbreviated and simple language such as 5sos which is an abbreviated
version of 5 seconds of summer. This illustrates that its aimed at a younger
target audience due to it being less intelligent. The phrase “5sos get
romantic” is used to create a brand identity of relatedness from the
magazine to the audience. This is done as its like the magazine cover are
trying to help them tell the audience what the band look for in them.

9. The top part of the cover has a hand written type of font; this gives the contents page a
feminine and more girly look to it appealing more towards their target audience.
Also parts of the different categories have been abbreviated with symbols instead of actual
words for example it says “we heart shopping” with a symbol. This gives the content page
a more exciting and intriguing look which signifies part of their brand identity. The
typography has a sense of house style; for example the inside the mag… is used in each
contents page of top of the pops which creates a sense of recognition. This means that
when the audience see this they would relate it to top of the pops.

10. The brand identity that is created by the contents
page layout is very basic. This is created by the
separation between the information about the
content. This gives it a more organised layout and
makes it more navigable for the target audience. Its
not as busy as the front cover so it isn't too
overwhelming for the preteen audience and keeps
them engaged with what’s inside the magazine.

11. The colours used are mainly white and pink. They continues the
brand identity of it being feminine and having a girly vibe. This is
created by the use of the pink in different areas of the magazine;
this makes it more lenient to the female gender rather than the
male. The colours which are used are very eye catching which
connotes the brand identity as lively and energetic.

12. Like the front cover of the magazine , images of the
pop artists continue through the contents. They
continue to make the brand identity of a positive
vibe. This is created through the young pop artists
looking very happy which is shown via their facial
expressions. They also give the brand identity that
its a stylish and modern magazine.This is
suggested by the image of the fashionable clothing
in the bottom left. Also the celebrities are also
wearing stylish clothes allowing the audience to
aspire to them and make them want to be like
them.

13. The language in this gives the brand identity of modern
informal; this is suggested from the abbreviations in the
words that are used for example mags instead of
magazines. This creates the effective that the magazine is
up to date due to using modern abbreviations making it
more informal and appealing to its audience.

15. The main colours used are black,white and pink.
These are used through house-style throughout
the magazine cover. This displays the magazine
brand identity as visual and girly by the use of
the pink connoting to be a feminine colour
appealing to females. The black and white
contrast each other to make it more visual
towards the audience.

16. The layout for the article is ordered into different sections
giving it a simple and plain mode of address; this is effective
for the audience as it means it is easier for them read
especially because they’re are younger teenagers. In
addition the text is broken up by various images which keeps
the brand identity fun and interesting. This is effective
because it makes the article less overwhelmed with
information and keeps the audience entertained with various
images of the featured celebrity.

17. The images are various photos which relate to the article
subject; for example in this content it is photos of leona lewis
and lady gaga with funny quotes . By making ordinary photos
with funny quotes connect with the article more as it is more
entertaining and fun than any other magazine which would be
more formal and less entertaining. This type of images is
used throughout the top of pops magazines (house-style) so it
is known for doing that to connect the magazine and audience
together.

18. The language used is very straightforward word for
example it says “we asked leona our silliest
questions ever”. This illustrates that the magazine
has a quite a chatty approach; this is effective
because it makes the audience feel at ease when
they're reading it and make them feel more
comfortable when reading it with the informal
language.