targeting both genders. On
this cover the word appears
three times in addition to
the bedside astrologer.
Examples of sensational
language include the titles
of feature articles displayed
such as ‘Sex uncensored’
and a ‘Chick Behaviour
that Baffles the Hell Out
of Guys’. Additionally
there is striking use of
alliteration; the repetition
Applying the
of sounds such as the sss in
theory to the
sex and censored and the
front cover of
b sound in behaviour and
Cosmopolitan baffles makes the words
Magazine front covers
easier to skim read and
use their title, photography,
remember.
colour and sell-lines to
The magazine articles
target their audiences. The
inside are closer to an
Applying the
Additionally, the use of
Brenda Hamlet is course leader
language of consumer
essay than a news item; in
theory to a
sentence fragments and
for the A Level Media and Film
print media is sensational
form and structure they
double page
speech acts (declaratives)
package at Amersham & Wycombe
(employing unexpected
are written to entertain,
spread in FHM
for reviews employs a
in Marika Creeber is a PGCE
twists), economic (minimal
persuade and advise,
This double page spread
language which targets the
student in Media Education at
use of words for skim
rather than to inform.
from FHM magazine (above)
reader’s need to skim the
Central School of Speech and
reading) and employs a
The magazine article,
might be considered an
material and take it in quite
mode of address through
Drama.
for example, will begin
advertorial because it
quickly. Readers’ needs for
use of images and words
with a question, quote,
includes product information
quick reliable information
which talk to the reader
anecdote or shock-horror
and evaluation as well as
are also targeted by the
as a member of particular
introduction. The action editorial commentary and
design and layout. Each
gender, age, and lifestyle
adventure, description feature writing. Although the
mobile phone included in
groups.
and summary are also article is written in columns,
the display is photographed
The word cosmopolitan
devices used at the start of the content is nothing like
in sharp definition so its
means worldly and
a magazine article. This is a news story. The written
product values are easily
knowing. This carefully
in contrast to newspaper copy in fact instructs and
recognisable. Graphics
chosen title carries
articles which typically
entertains the reader with such as the red numbered
connotations and a mode
present information in a
anecdotal evidence about circles and stars are a design
of address which associates
pyramid form, with the
different types of mobile technique used to lead
its readers and brand
most important information
phones on offer, as well as
the readers’ eye across and
image with a modern and
at the top. Newspaper
rating them for value and
around the double page
sophisticated lifestyle and
reporters will very rarely
versatility. Additionally, the
ensuring all the products are
image.
use the word ‘I’ in an article;
use of flashes for product
viewed.
In this example from
however, first person
ratings and the use of speech
The dark background
Cosmo US (shown above),
bubbles signify the purpose
and use of stark lighting
the large central image of
narration is commonly
of the article as consumer
target the male rather than
Carmen Electra is carefully
found in magazines as they
infotainment rather than
female gender. Black, blues
constructed to target its
will employ a personalised
serious reportage.
and brown are more often
market of ‘fun, fearless
mode of address to speak
The headline, ‘The ring
females’ in a number of
to their reader. The double used in ‘lads and gadgets’
leaders’ is a pun playing
ways. Firstly, Carmen has
page spread is a popular magazines than woman’s
on combined audience
adopted a pose which is
format for the magazine weeklies, glamour or teen
understanding of both
open and uninhibited,
feature as it enables a larger magazines. Additionally
ringtones for mobile phones,
signifying fearlessness
amount of visual material, the content – an overview
and ringleaders as a word
and confidence. Secondly
including photographs and of mobile phones on the
which means powerful
Carmen’s smiling facial
graphics to accompany
elite. The advertorial begins
market – is typical of the
expression and direct gaze
the text and attract the
with a one sentence
men’s magazine constructed
at the reader communicates
reader. Product displays and
question introduction
around a formula of sex,
a positive and fun attitude
advertising make up three
‘Do you need an update?’;
health and gadgets. The
to life. The use of the
out of every ten pages
this employs a mode of
purpose of the item is
colour pink for Carmen’s
in a magazine. Lifestyle
address which speaks to
not only to entertain and
top, the background and
magazines therefore will
the reader personally as
inform, but also to persuade
some of the sell-lines
often blend the codes and
someone who wants and
and sell, as mobile phone
make clear the gender conventions of a feature needs product reviews and
manufacturers will have
of the target audience, article with those of an information on availability. negotiated with the editorial
as pink has female and advert, creating what is In fact,
www.ipcmedia.com deparment to have their
feminine connotations. known in the business as an claims 65% of readers use phone reviewed.
Sex is a popular sell line for advertorial. magazines for this purpose.
english and media centre | February 2008 | MediaMagazine 53
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