Magazine Key terms Definitions

KEY TERM	MEANING	HOW IT APPLIES TO MAGAZINES
Main cover line	The title of the magazines main article.	It entices the reader to open the article.
Copy	Advertising message that aims at catching and holding the interest of the prospective buyer.	IT attempts to quickly catch a reader’s attention and persuade them to buy the magazine.
Mode of address	The ways in which relations between addresser and addressee are constructed in a text.	How the magazine addresses the reader.
Representation	The ways in which the media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.	The way people are represented to the reader.
Ideology	A worldview, a system of values, attitudes and beliefs which an individual, group or society holds to be true or important.	What the magazines voiced opinion is on a topic that is important to them.
Non direct address	When the subject is focusing on something other than the reader.	Can create different messages of mystery.
By line	The line showing the author's name at the beginning of an article.	Author credit.
Serif font	A small decorative flourish on the end of the strokes that make up letters	Fancy font to display special information.
Sans serif font	Plain font without any flourish.	Used for basic text throughout magazine.
Direct address	The use of a term or name for the person spoken to, as in securing the attention of that person.	What the magazine addresses someone as.
Puff	Complimentary article on a person	Praise for a person.
Buzz words	An important sounding word used to impress.	Used to make the author sound intelligent.
Key term	Meaning	How it applies to magazines
Masthead	It is the title of a newspaper or magazine that is printed at the top of the front page	In magazines you usually find it at the top of the front cover and it establishes the name of the magazine.
Strapline	It is a short, easily remembered phrase used by an organization so that people will recognize it or its products	In magazines it can be seen as a subheading of an article, and it is used as a marketing term.
Coverline	·       It is a headline on the front cover of a magazine advertising a story or feature inside.	In magaines it  can be seen as a short statement found on the cover of the magazine that alludes to or describes the articles inside. Their purpose is to entice the reader into picking up and/or buying the magazine. Generally there's one main larger cover line and then a few (or lots of) smaller ones.
Date line	It is a line at the head of a dispatch or newspaper article showing the date and place of writing.	In magazines Datelines are traditionally placed on the first line of the text of the article, before the first sentence. It describes where and when the story was written or filed. On the front cover of magazines, it shows when the magazine was published.
Cover price	It is the price printed on the front of a book, magazine etc	In magazines it is the price of the actual magazine, usually found in a corner of the front cover .
Main image	It is the most important image , which anchors the main cover line to it meaning.	In magazines the main image dominates the front cover, it is usually a medium clos-up or clos-up. Sometimes the image covers part of the masthead and it is always in direct address to the reader.
Barcode	It is a machine-readable code in the form of numbers and a pattern of parallel lines of varying widths, printed on a commodity and used especially for stock control.	In magazines it usually includes general information about the magazine, such as the date and price. They tend to be placed in any corner of the front cover, usually in the bottom left. The font is small and irrelevant compared with the rest of the cover.

Representation of women — half term homework

Analyse the ways in which the advertising in Woman constructs stereotypical representations of women, for example:

1 Women’s place in the home – wife and mother

2 Women don’t make important decisions3 Women are dependent on men for acceptance and protection4 Women as sexual objects, and inferior to men

Women in the media are stereotypically represented as sexual objects and inferior to men. we can see this for example in the first image of the woman advert, where the lady is not wearing any clothe and has her body covered by just some soap. This shows her slim figure, which is stereotypically considered a desirable body shape. In addition her body language and facial expression highlight how delicate and fragile she is. She is blowing the soap off her hands, which makes her look gentle and childish, and this can suggest that women can't be trusted into making important decisions, but always need the men's help.

At the bottom of the advert it says : "You need a soap that can promise you freshness" and this is very important as it suggests that what it is important to women is their looks and physical appearance. It suggests all women should concentrate on is looking stereotypically attractive. The fact that the women seems happy and enjoying playing with the soap bubbles also highlights how women should enjoy to look beautiful. The soap advert is targeted at women, as there is a main image of a woman, and this highlights how women should be the tidy and always clean ones.

In the second advert we can see a lady which is trying to decide which makeup product to apply. The fact that she looks very indecisive suggests how women can't be trusted in making important decisions, and how men are more important and superior. We can see in this advert that a man is standing behind the lady, and he is looking over what she is doing. This is important as it suggests women should always depend on men and seek their approval in everything they do.

In this advert from Vogue we see a lady who is applying make up on her face. She is wearing very bold make up which suggests women should always try and look their best and be stereotipically attractive. It highlights how women are expected to spend lots of time in trying to look beautiful, as it is one of their most important features. This shows how women are usually thought of as sexual objects. The facial expression of the women is really effective as she is smiling and looking happy while applying her blush. This suggests women should be happy to spend their time looking beautiful, and should not try to do other things like concentrate on a career. They should just stick to trying to look good, as it makes them happy and they are skilled in doing it.

The different shots of the woman applying her blush show her enjoying herself and having fun while doing it. It highlights how women are thought to be quite materialistic and superficial. It cal also suggest that women can't make important decisions and can't be trusted because all they care about is makeup and looking attractive.

In this advert from vogue we see a young woman looking over a child. The fact that she is holding a baby, and looking at it in a loving and caring way highlights the fact that women are expected to be nuriuning, which is a typical attribute associated with motherhood, as it suggests that she cares about the child, probably her child. The fact that the woman is linking her head with the one of the baby she is holding reinforces the fact that she is building intimacy and connecting with the cild. This Highlights the fact that women's place is at home, and they should look after the children and the house. Moreover this is reinforced by the facial expression of the mother, as she i smiling towards the baby. This can suggests that she is happy and desires bing a mother and staying at home, looking after the house and cleaning it. This advert is promoting a soap, and one of the cover lines says "you want a skin that feels soft". This is also effective as it portray women as superficial, and highgihts how all they should care about is their looks. It shows how women should concentrate on looking beautiful and stereotypically attractive.

Judith Butler's theory

Judith Butler is an American philosopher who developed the theory of gender performativity.
She argued that gender is the repeated stylisation of the body, a set of repeated acts within a highly rigid regulatory frame that congeal over time to produce the appearance of a substance. she believes gender roles are constructed by society. Masculinity and femininity are not inherent  .   We construct our own gender through our lives, so if we refuse to perform out gender script, and behaving like society expects us to, then  gender will stop existing.

Readers of cosmopolitan magazine are usually young females from 14 to 30 year olds, who are usually encouraged to follow the latest trends and look fashionable at all times. The costuming of Jessica Ennis is particularly effective in portraying this as she is wearing a short tight dress and big, platform high hills, which were seen as the latest trend when the magazine was issued. the short dress allows the reader to clearly see her legs and toned body, and this suggests that women should always be fit to look beautiful and appealing. the fact that her body is on display also suggests how women should be sexualised and help portrey Jessica ennis as a vulnerable and gentle women, even if in reality she is seen as a strong and powerful olympic winner. this reinforced the point that women are sexualised and it would support Butler's argument that the focus on the women's body will lead to women being objectified. The cover line "Mens's secret desires". is in bold and blaack, so it clearly stands out from the white background. It is positioned right after the masthead, so that it is eye catching to the audience. it suggests that women should do what they do and dress what they wear in order to appeal them. This can be seen to support Gauntlett's theory that the media provides us with tools or researched that we use to construct our identities. young girls see and learn from the media that they should wear certain clothes or make up to be appealing to men, and so they do so.

IN the GQ Olympics magazine, on the other hand the posture of Jessica Ennis is really effective. She is standing straight, with her legs slightly open and her hands on her hips. This is stereotypically a "male" posture. It connotes that women should not be afraid to behave and be like men. it also highlights how women should be strong and powerful, and not be thought as weaker or less able then men. Gauntlett would argue that promoting Jessica Ennis, and the way she is portrayed in this magazine front cover as an aspiration for some, demonstrates that there is are no singular messages about ideal types of female identities, as the media today offers us a diverse range.
on the other hand the costume worn by jessica ennis might suggest that women should be objectified and sexualised. this is because she is wearing only a bodysuit with a red blazer on top. the fact that the blazer is red further reinforces this as it is a colour which is usually associated with danger and romance. This would support butler's theory which said that gender roles are constructed by society. Women are potreyed as being sexualised in the media, so society believes that this is one of the women's roles.

Applying Van Zoonen's and Bell Hall's theory to Jessica Ennis's podium magazine

Jessica Ennis - Podium Magazine analysis

Van Zoonen argued that women in the western culture are highly sexualised and that their bodies are seen as objects. This is reinforced in Jessica Ennis's podium magazine, as we can see medium shots portraying her body and taking up most of the space on the magazine. The magazine should contain information about how Jessica Ennis got to the podium at the 2012 Olympics, and should highlight all her determination in gaining the place. they should describe her journey in achieving her gold, but instead, most of the page is occupied by images displaying her body and highlighting her slim physique and stereotypically beautiful body.
The costumes used in this magazine are really effective as they make Jessica Ennis look really feminine physically attractive. Despite the fact that she is holding a hula hoop, which should highlight her sporty attitude, she is wearing stilettos and really glamorous golden and sparkly clothes. this reinforces van Zoonen's theory, as she believed that in the media there is more emphasis on women's bodies rather than their achievements. She believed that the audience concentrated on the physical appearance of a woman more than anything else. the fact that she is wearing tight clothing which highlight her figure reinforce this theory, making her look stereotypically attractive and appealing to the audience. it suggest that women should always be looking beautiful and glammed up, no matter what their interests or occupations are.
Hall's theory that stereotyping tends to occur where there are inequalities of power can be seen as wrong. In this advert Jessica Ennis has good posture, she has a straight back, she is standing tall, with wide legs and hands around her hips, and this can suggest that she is a strong and independent woman. She looks powerful and does not seem to be inferior or have less power then men.
In addition Zoonen's theory can be questioned by the way Jessica Ennis is portrayed in this magazine. She believed that men bodies were the ones which were seen as strong and important, but the low angle shot from which the pictures of Jessica Ennis are taken make the athlete look strong, powerful and important. they highlights her success and make her look tall and dominant and determined. it is challenging the way women are usually represented. she does not look at all weak and less powerful than men.

Lisbet van Zoonen and bel hooks.

Lisbet van Zones and bel hooks both came up with feminist theories.

Vanzoonen
vanzoonen argued that that the meaning of gender varies depending on the cultural and historical context. She believed that women in the western culture women are highly sexualised and their bodies are seen as objects. in the media there is emphasis in women's bodies and the key thing the audience concentrates on when they see an image of a woman.
On the other hand male bodies are seen as the ones who objectify the women's body. We make the way we see things and we learn it through society and language.
Gender and ideas change over time, they are not fixed but dynamic.


bel hooks
She argued that feminism is  struggle for women as they are equalised and pressed by the idea that men are dominant. She believed that feminism is not the way you decide to live your life but a political commitment, which women decided to sign up to. it is their own choice.
Lastly, she argued that what causes people to be exploited, discriminated and presses is their race, class and sex. the type of discrimination you experience depends on you class or gender. everyone is discriminated in a different way. She argues the the key aim to end feminism is stop injustice and discrimination.
feminism is not a tren, but it has a purpose - to correct any injustice in our society.

Peer assessing test

Exemplar 4:
WWW: really detailed and specific denotation. Used a good range of examples and have clearly explained what each denotation connotes. Clear understanding of difference between connotation and denotation.
EBI: Try to describe the different techniques used in order to create the different denotations, and so connotations.







Exemplar 3:

WWW: Clear understanding of difference between denotation and connotation.  Described in detail what the different pictures connote and good use of terminology. Also good inclusion of different theories
EBI: Add more terminology and use it more deliberately. Make sentences clearer.

Vogue magazine analysis

Title	Vogue
Background information – publisher, genre etc.	Editor: Edward Enninful Obe Publishing Director: Stephen Quinn Genre: Fashion, lifestyle, photography, latest trends, appearances and beauty
Target Audience	Mainly females in their 30s (average age of vogue readers is 33-38 years old) For vogue UK online the main audience are London based females from 18 to 34 years old, and they read the magazine from their phone (58% of total people who read vogue online).
Main Articles/Features List these to identify the number of articles on specific topics	Title of article ·      The return of Glamour ·      Clair Foy and the power of the crown ·      Vogue’s guide to fabulous ·      Modern Splendour ·      Ready to wear runway jewellery ·      Being a woman in trump’s America ·      A better pill?	Topic/subject matter ·      Clair Foy wears a gown, as she is interviewed by Chloe fox on her acting scene on her golden globe winning role as Queen Elizabeth 2nd in The Crown ·       This season's accessories are an exercise in style: from colourful silk scarves to smart box bags and racy heels. Naomi Smart pairs up the best in show. ·       Carol Woolton applauds as London pays tribute to the best in jewellery with a new awards programme. ·      A year since Donald Trump’s victory in the US Presidential election, America journalist Sarah Brown looks over the tumults year in an increasingly fractious nation. ·       Some half a century after its launch, cracks are beginning to appear in the image of the contraceptive pill. But why are more and more women turning away from it? Lottie Winter finds out.
What does this suggest about the magazine and assumptions about the target audience?	It suggests the magazine is for a rich and wealthy audience. It is also for young women who are really into fashion and like following the latest trends. It assumes al the target audience is young and always looking for the latest products and items to buy. They like to know what celebrities have been doing and wearing.
Advertising The number of each and the specific companies/products	Type of product/service/organisation e.g. cosmetics/insurance/charity ·      Cosmetics ·      Insurance	Specific products in each category ·      L’Oreal, Mac, Maybelline, Rommel, Bobby Brown, Dior, Urban Decay
What does the advertising suggest about: • The assumptions magazines make about their readers?  • The demographic profile of readers (and their spending power)? • The aspirational/consumerist nature of the magazine?	The magazines assumes their readers are really into fashion and love following the latest trends. They believe the viewers like to be informed on the latest products, but also on lifestyle and appearances. The age range is very broad from 18 year olds to 30 year olds, who are wealthy or have really high incomes. This magazine is mainly aimed for the upper and middle class and upper middle class women who have a lot of money.
How is the magazine constructing and appealing to the target audience?