Codes and Conventions of a regional magazine

Front Covers

Common Codes and Convention for Front CoversThe most common codes and conventions of regional magazines are:

The cover images (and most of the other images) give direct address to the target audience.

The mastheads are all bold, and the chosen colour stands out from the rest of the front covers content.

The background image on the front cover usually represents the area, e.g. a landmark in the background of the main image on the front cover.

There is a competition, where the target audience has the chance to win prizes.

At least one sell-line mentions the region. The main image is brightly light. The barcode and price is in the bottom right hand corner. The codes and conventions will be applied to my regional magazine, so my

target audience will be able to establish that my magazine is a regional magazine.

ImageA common convention for regional magazines is the use of a picturesque image as the main focus of the front cover, this is seen in many magazines such as Charleston, Kent Life, Suffolk magazine and others.

Other magazine that I looked at also make use of models on their front cover which take up a large majority of the page. This is seen in the Cheshire resident and Yorkshire post where both have direct mode of address to also entice readers into buying.

MastheadsOf all the magazines I’ve studied they all make use of large, bold mastheads that contrast against the backgrounds to stand out more. The fonts that are used normally reflect the nature of the magazine, for example the Cheshire resident is a more high-end magazine and so makes use of a golden masthead in a professional font whereas the Northern Life magazine makes use of two fonts of which are different colours to show a more relaxed magazine.

Magazines such as Kent Life and Dorset use a common masthead through all of their issues to create a brand image that is easily recognisable for consumers.

Colour Scheme’sMost regional magazines incorporate a mixture of white and yellow/blue depending on the main image and hints of red so the text can contrast to the background. Seen in Kent Life, they use this colour scheme as it not only contrasts the image but it also links in with the sun that is central to the image. The yellow colour also makes the magazine more inviting as the colour isn’t harsh. Similarly, Dorset magazine incorporates mainly white and red which colours which contrast the background.

Head LinesTypical with all magazines, not just regional, they all make use of sell lines to grab the attention of the consumer and to attempt to convince them to purchase the magazine. The two more higher-end magazines seen below have a more less obvious main line but it’s directly below the masthead and so is one of the first things seen by the reader. Magazines such as Kent-Life, Charleston and the Yorkshire Post have a much more relaxed approach to their content and so their main lines are much more colourful and larger to grab attention away from the main image and masthead. Kent-Life make use of the buzz word ‘beautiful’ in another colour to emphasize their point and to draw the reader towards it and to give a preferred reading for the consumer.

Sell LinesUse of ‘Literary Life’ uses alliteration to catch the eye of the reader and promote that particular article

Use of block capitals on this line. This makes the article seen more dramatic and more interesting to the reader. The further use of ‘glorious’ below also tells the audience that it’s worth reading. This links with ’Uses and Grats’ to create a personal relationship.

The usage of ‘exclusive’ is a buzzword to excite the consumer into believing that this article feature is a one-time offer so that they buy the magazine. Keeping in to the colour scheme, the ‘BOHEMIAN RHAPSODY’ stands out but isn’t an eye-sore to deter the consumer from reading further.

Naming a place that people would recognise would also entice people to buy it as they would want to see why their place is in the magazine

This cover line is shown to be one of the most important articles of the issue due to it’s own ribbon and large image at the bottom to make it stand out. The reader want to know what ‘all the buzz’ is. (information on the unknown – uses and grat.)

Curiosity is created from the cover line which means that the audience is drawn to it (Barthes – Hermeneutic code) as they are intrigued as to how someone is ‘changing the banking world’. It also suggests that the audience would be interested in these articles and so stereotyping that they would be much older (dyer)

Barcodes Of all the magazines I’ve studied they all make use of barcodes at the bottom of the front cover usually at the right hand side if it’s vertical or at the bottom left if positioned horizontal. The barcode is very common due to it’s informative nature as it shows the price of the magazine. This also tells us the target audience that the magazine is aimed at. The Cheshire resident for example is priced at £5 per issue in comparison to £3.25 that Kent Life charge. This shows us that Cheshire aim for an older audience who could possibly afford it more than younger adults/teenagers. This links in with their colour scheme which appeals to the older audience.

Contents Pages

Images Images are often used to catch the readers eye by using images that the audience would want to see (preferred reading) and that they would be intrigued by (uses and grat). The majority of the magazines that I studied use a variety of different images, a mixture of models and landscape images such as Sussex Style and Bristol Magazine. Often the models are attractive and female which would attract a male audience further prompting them to purchase the magazine (Mulvey’s male gaze). Whilst the models may attract a male audience, the other images present of landscapes and animals attract the female audience as well.

Editors and Writers This lets the target audience find out who wrote the articles to see if someone they follow or respect has contributed to the issue. This helps make the writers come across as professional and would make the target audience more likely to read their articles since their established writers (Zimmerman and Bauer – Obstinate Audience Theory)

Large Page NumbersPlaced next to the title of each article or on images themselves, it appeals to their target audience. The large and distinguishable numbers means consumers can easily navigate to their way around the magazine, getting to the article they want to read with ease. It also shows the target audience that they Are well organised which will further attract the audience who would want to buy a magazine that is well edited.

Month and Dates of IssuesTypically place at the top of the page near the main heading (e.g. Contents), by having the date and month of the issue it makes the audience feel as if they are getting the most up to date information available. Some magazines I’ve studied actually make use of the month and date of issues and the bottom of the page next to the page numbers in order to keep in layout with the rest of their magazine to promote their professionalism.

Colour Schemes

For Kent life, Yorkshire life and Bath life the typical colour scheme consists of black and white with a hint of red either on text or featured in the images. This reflects their target audience whom are typically older at around 35 years and are middle to upper class. The red font, especially in Bath life, helps key parts of the magazine stand out to the audience without being to harsh or bold to deter the reader.

CompetitionsAnother feature that some magazines make use of is competitions in order to entice the reader to continue making purchases of the product. By having the consumer enter competitions it draws awareness to their websites which provide more issues to the audience as well as influencing their decision to buy future issues as winners are announced this way.

FontsThe font that is commonly used over all the articles that I’ve studied make use of sans serif styles to reflect the simple and sophisticated target audience that they are appealing to. The uses of bold fonts as the titles makes a clear division without the need of lines or images whilst also keeping in with their colour schemes.

Advertisements

Starbucks

Logo: Clearly in view for the audience with the text being block capitals to draw the readers eye. Consumer recognise the logo and instantly know the product (uses and grat)

Sell line: This specific sell line is very clear in it’s purpose to tell the audience that Starbucks are the best product with the ‘COFFEE’, ‘PERFECT’ and ‘A STARBUCKS’ being slightly bigger. Usage of a hypodermic needle model to passively tell the audience their messageMain Image: The main image here is showing the product that is their main selling point. The modern background of the image shows their modern approach and the fact that they are a well established.

Colour Scheme: The colour scheme used in this advert is identical to the company’s logo of white, green and black. It means that consumers can instantly recognise the product and the text is contrasting against the background to stand out the most.

Sell line: Clear message that Starbucks are above regular customer giving consumers a perception of grandness.

Southampton Airport

Logo: Like most adverts the logo in at the bottom of the page so that it doesn’t take away from the main image, follows the colour scheme and Serif font signifies a professional service.

Sell line: Usage of a hermeneutic code to attract the target audience by using wording that shows they provide the best service and the ‘more time exploring…’ shows the consumer the variety of places they’d offer. Consumers would want to know if they can offer this and would want to find out (uses and grat)

Main Image: The image shown to the consumer is very eye catching and is the first thing that would be seen. The image shows the higher class service that could be associated with the company. Links in with the magazine that would show this (Dorset Life) that have a similar target audience to my own magazine.

Colour Scheme: The vibrant and bright colours make the advert stand out from other pages in the magazine. I will be using this feature in my magazine to gain as much focus to the key parts of my magazine as possible.

Burger KingLogo: Clear for the audience to see and stands out from the darker fading background. Entire ad doesn’t need a large logo due to the fact it is so recognisable for the audience.

Sell Line: The use of large bold, block capital text signifies the importance of it which in this case is trying to let the consumer know how good the product is. The price is also large and bold to further show it’s importance which is trying to show how cheap the product is.

Main Image: Image is used to promote the product to a male (Mulvey) due to the association of the female to being an object even though she has nothing to do with the product itself. He mode of address is focused at the product with her eyes fixed on the logo which makes this further stand out.

Colour Scheme: The colours used in the advert are white, gold and hints of black which is the company’s colour scheme and so makes it recognisable. The solid gold background behind the text makes it a key feature of the advert to draw the readers attention to it.

GucciLogo/Main Line: The use of Serif Font to make the company seem more elegant and up-market than others. Magazines such as the Cheshire Resident use adverts such as this creating a correlation between magazine target audience and advert company audiences.

Subtle feeding of the company logo to the audience (Hypodermic Needle) to remind them of the product in future or to remind them of the article if they saw the product.

Main Image: The characters in the advert follow the basic gender stereotypes for a perfume ad. The male comes across as dominant and ‘irresistible’ for the woman whilst she is shown less dominant since she is directly looking up to the male. She shows a lot of skin to attract the male audience into buying (Mulvey’s Male Gaze) and the man’s direct mode of address attracts both males and females since it gives them a connotation of Gucci to good looking males. Image tells the audience to consent to the idea that men should be shirtless and trimmed and females should wear lots of make-up and showing skin (Karl Marx – Hegemony)

Colour Scheme: The colour scheme used for this advertisement is Black, white and gold. The models are showing as glowing from the black background and suggest a sense of an upper market feel to the product. The white text stands out at the top to make it clear to the audience

Features Pages

BathDrop Cap: Lets the audience know where the article begins and to also emphasise it

Pull quote: Excite the reader and creates an enigma (Hermeneutic code). Bold, central and with wrapping text to draw attention to it, the audience then finds interest in the article and would want to continue reading (Uses and Grat – to be informed)

Image: Unlike other article pages, the only image used is one to inform the audience of the writer (Uses and Grat) however, some conventions remain the same such as direct mode of address to create a personal relationship (Uses and Grat)Article Title: Plays on the use of ‘Summer’ in the title to entice the reader in. Clearly larger and bolder than the rest of the text to stand out moreSub-title/Intro: Gives the audience a taste of what’s to come from the article to further entice them into reading the article

Writer: Informs the reader who wrote the article, if they are known to the reader they’d be more inclined to look into it (Zimmerman and Bauer – Obstinate Audience Theory)

Colour Scheme: Article colour scheme is black and white, since the article is mainly aimed towards men (Showed by article writer, and pull quote) the article doesn’t require any bright or vibrant colours to stand out and attract them

Main Text: Focus on giving information that is relevant to the local area and recent news items (Uses and Grat – to be informed). The content of this article shows a male-oriented target audience and this would interest those 30+ as the focus is on family.

Devon Drop Cap: Lets the audience see where the article begins

Main Images: Helps the audience visualise the article before reading so they can get a feel for it, no models are used but the images feature animals that aren’t everyday occurrences for most people to draw them into the article

Main Article Title: The use of keys facts of the article help gauge the audience about what is in the article and if the audience recognise the place is the heading they’d be more inclined to read the article about it. (Uses and Grat)

Colour Scheme/Layout: The prominent colours used here are white, grey and red. As neutral colours they appeal to both genders as the articles don’t have a preferred audience. The usage of grey lines to separate the articles helps with the audience navigation around the article page. The use of block highlight at the bottom of the page clearly shows a separation for two smaller articles.

Page Numbers; Helps the audience for navigation around the magazine.

Side-Images: Used to further set the tone for the magazine, so the audience will become more interested in the article.

Main Text: The text for all of the articles focus on giving the audience as much information on their local area as possible. It makes them feel valued and important if their local area is featured so they’d be more interested in reading. The content of the articles show that the target audience is more older than Bath aiming towards the 45+ group.

YorkshireMain Title: Large fonts for the main features of the title “5” and “April” to let the audience know what to expect from the page. The uses of different fonts and sizes breaks up the title and makes it more appealing to the audience.

Intro: Small intro underneath the title gives the audience a glimpse of what’s to be featured in the articles to further entice them into reading.

Sub-Titles: each of the five sub-titles for the article have a different font to give each of the five sections a different feel to attract different audiences to it.

Main Images: The main images of the article feature children with bright colours doing different activities. This suggests that the article is aiming towards a female-oriented audience who are older at 35+ since they’d be more likely to have young families.

Page Numbers: Helps the audience with easy navigation around the magazine

Mentioning a local area would intrigue the audience about their local area and would be more inclined to read the article (Uses and Grat)

Layout: The layout of Yorkshire Life’s article is unique and very different to most other articles. With no clear columns or set positions it brings a sense of a less professional outlook towards the article yet the content doesn’t reflect this giving Yorkshire Life an edge over over competitors. Colour Scheme: The colours that are used are black, white and grey which are very neutral colours yet also convey a sense of professionalism to the audience. The images provide bright spots to the page to stop it from coming across as plain and boring

Kent LifeMain Article Title: Title is clear by being bold and larger to stand out with an alternate colour to show the main focus, in this case it’s “news” which is lower case and blue to separate it from “COUNTY”

Images: All of the images on in this article contain models of which almost all use direct mode of address to entice the audience (Uses and Grat – Personal relationship). The image on the bottom right shows Dame Kelly Holmes and people that would recognize her would be more inclined to read the article further enticing the audience to read.

Sub-Titles: Subtitles that are used make use of local towns, recognisable people and business’ people would know in order to entice more to read them (Uses and Grat – to be informed)

Page Number: Helps the audience with easy navigation around the magazine

Main Text: The text for the articles focus on giving the audience as much information on their local area and the things that are occurring, it makes them feel valued and important if their local area is featured so they’d be more interested in reading. The content of the articles suggest that the target audience would be 50+Layout and Colour Scheme: The neutral colours used of black, white and blue show how the magazine is targetting both males and females. The articles are portrayed in a professional layout with separation lines to aid the audience in navigation around the page. Each article has an accompanying image in order to help the audience get a grasp of what the article is about.