Magazines / Semiotic analysis - Historical

The front cover is vital in communicating a clear sense of the brand identity of the magazine to the target audience and in appealing to potential readers at the newsstand. In such a competitive print market, magazine front covers need to stand out and attract the attention of potential purchasers. It is important that the front cover maintains a clear sense of familiarity for regular readers but also attracts potential new readers.

Front covers have a clear set of expected codes and conventions. Mainstream magazines tend to conform quite closely to these conventions while magazines produced outside the commercial mainstream are more likely to challenge or subvert these conventions.

This is an interesting article about the continuing importance of magazine front covers

Layout: dominant central image, masthead positioned over model’s head, connotes importance of the brand, one main cover line and others in a cover line banner – follows typical conventions.

Masthead: sans-serif font, slanting, cursive - connotations of moving forward, informality.

Language: ‘Are you an A level beauty’ – connotations of an academic qualification but relating to female beauty, as though this is something that can be quantified, an ‘exam’ or something that must be attained.

‘Lingerie goes lively’ – subtle sexual connotations but euphemistically expressed with alliteration, not directly expressed, reflecting the social norms of the period Hitchcock quote – ‘British women have a special magic’ – reflects patriarchy, women being praised or affirmed by a male.

Elements of narrative: Enigmas – e.g. what is the ‘magic’ of British women, what makes an ‘A level Beauty’?

Cover lines: Reflect largely domestic female concerns (e.g. kitchen improvements) and a narrow range of ideas of what it means to be a woman.

Central image: Central female – not a celebrity (sense of the actual/desired self?)

Direct mode of address – open, smiling, looking out of the corner of her eyes

Mise-en-scene: Muted tones, beiges, yellow, patterned summer dress – relatable, not luxurious

Lighting highlights the model’s face, clearly wearing make-up, bright white teeth, sense of ‘wholesome’ beauty

How does this front cover reflect the social/cultural context?

Clear sense of gender roles – female in the domestic sphere, importance of image/beauty – stereotypical notions of gender, the need to gain approval of a male