DETAILED ANALYSIS OF VIBE

MASTHEAD – The masthead of this magazine is placed conventionally in the first vertical third of the page. ‘VIBE’ is written in a bold, serif font of all capital letters, all this contributes to the readers initial impression of the magazine. The use of the colour red grabs the readers attention, red connotes determination , power and strength. These connotations add to the possible psychographics of the target audience – to stand out and be in in charge and in stead of their own lives. The word ‘VIBE’ also can give an indication of the magazines genre of hip hop as it commonly seen as the genre the is most investing.

MAIN IMAGE/MODEL – The main image of any magazine cover is the focal point, what audiences first see and pay attention to. The image denotes Rap star Kendrick Lamar in the central hotspot areas of the page, this instantly attracts fans of his music and fans of Hip Hop and Rap. The use of a medium close up draws attention, it also connotes the status of the artist as important and admired. The stance the artist shows Kendrick with his hands together and using direct address looking straight at the camera, this as well as the cover line anchored “GOD MC” also indicates a form of status here. It represents Kendrick Lamar as a holy figure in amongst his craft, that he’s highly respected and admired by fans of the genre and fellow artists.

COVER LINES – the cover lines on this cover are placed in the first and third vertical third of the page and in a bold contrasting cover to the background, this allows individual focus on aspect of the cover. The cover lines allow the audience to get an insight of the cover and entice them to want to read on. One cover line in particular does conform to the general stereotypes of the Hip Hop music genre “ SEX, DRUGS AND R&B”. These few words are commonly used to represent this genre of music and those in this industry. The terms used are slightly controversial which many deem as a running theme throughout the genre. The use of this as a cover line subverts and almost mocks this perception of the genre.

MAIN COVER LINE – The main cover line is anchored to the main image and reads “THE NEW GOD MC, KENDRICK LAMAR”. Its placed in the first horizontal third of the page and the latter part of it., the name of the artist, is in a larger, bold , black font amongst a white background. Both of these things help instantly attract the audience to the magazine when placed on a shop shelf.

COLOUR SCHEME – The colour scheme of a magazine is used dependent on the audience targeted and their overall branding. In ‘VIBE’ red, grey and black are used consistently all across the cover. Not only do these colours compliment each other amongst the white background but together they can have quite strong connotations. Red connotes power, determination and strength, grey connotes depth, stability and dignity and black connotes authority and control. All these colours possess connotations that fans of the targeted genre Hip Hop seek. They want to be in control of their own lives and be reputable and dignified for their craft whilst maintaining a realistic outlook.

TARGET AUDIENCE – VIBE’s mass target audience consists of fans of the Hip Hop genres that are 55% males and 45% females majority between the ages of 18 – 34. With 62% in employment, the audience is financially stable and very much in control of their own lifestyles and I think would be amongst the social classes C1-D. Stereotypically those who are fans of the Hip Hop genre are mostly Black/African American, VIBE seems to conform to that stereotype with a 75% Black/African American audience. The magazine acts as a vehicle to new an upcoming talent whilst still honouring the Hip Hop legends that already exist. The audience is innovative, growing and trendsetting, and also enjoy hearing the voice of urban music and culture – as projected by VIBE. They’d have a realistic outlook on things and have their goals set in mind and are open to tackling problems as they develop and grow.

MISE-EN-SCENE – The mise-en-scene of a cover contributes to the selling of it. The font, colours imagery and sizes used adds to the audience it attracts. Everything on the cover is quite simplistic and structured regarding the colours used and the layout. It follows the approach that less is more and nothing much needs to be said in order for people to reach for it – it speaks for itself.

MASTHEAD/TITLE – The masthead for the contents page just uses the beginning initial ‘V’ in the same serif font and colour as is used on the cover. This shows uniform and gives the magazine brand identity as well as showing how established VIBE is as a brand. Being placed in the third vertical third is quite unconventional but it shows how reputable the magazine is by defying the norms of publication. MAIN IMAGE – The main image is also of cover model Kendrick Lamar. This is done to show importance of this article and how it is kind of a ‘must see’ article and also acts as a selling point. The medium long shot alongside his indirect address shows status and intrigue as well as the use of black and white effects. as its places in the central hotspot areas it’ll cause the audience to be drawn to it and spend a bit of extra time focusing on it.

HOUSE STYLE – The house style is consistent throughout both the cover and contents page using red, black and white. Again, this shows uniform and brand identity making the audience want to be apart of such an established thing. I’ve also noticed looking at other issues of VIBE that the house styles differ to each issue. In a way this give each issue individuality whilst being under the same roof of magazine.

CONTENTS – The contents/article section is places in the third vertical third, again this isn’t particularly conventional for a magazine but is a very effective way of showing the status of the brand. As the audience tends to view a page left to right this’ll be the last thing seen before the page is turned, meaning if anything is seen that is interesting to the audience it'll take little to no hesitation for them to turn the page and continue reading.

MISE EN SCENE – the overall mise en scene of the contents page is quite unconventional; the article titles on the rightmost of the page, the main article title on the leftmost, however this isn’t necessarily a bad thing – in a way it adds to the connotation of an alternate perspective on music, one of innovation and new culture. Everything on the page, similar to the cover, is quite simplistic and spaced out this also represents the magazines mission statement to provide a clear head space to readers through music.

LAYOUT – The layout of this contents page is quite unconventional however I do believe this was intentional as it shows the reputation the magazine upholds, they are so established they are able to subvert the norms of the standard contents page and show the different take on things they have, almost acting as a representation of the brand itself.ARTICLE TITLE – The article title “LEADERS OF THE

NEW COOL” and the page number is in the opposing third to the other article titles and is also in a larger font. As this is anchored to the main image and article it allows audiences to be drawn to that article first as the larger scale and separation shows the importance of the article.

TARGET AUDIENCE – The target audience are individuals interesting in new talent whilst honouring the old. They are innovative thinkers and enjoy clarity and clear head space. They’re realists, they believe in seeing things for what they are and dealing with the matters at hand. It think the contents does well to connote that in its layout and simplicity.

MAIN IMAGE – the main image of Kendrick denotes a side profile of the artist. The use of a close up shot here stands out to the audience as well and giving them a connection with the artist himself. Its central and separate location connotes individuality and status, which could very well appeal to the target audience and their want to be recognised and admired for their art. However, in Hip Hop those in the profession are commonly as represented as arrogant to those unfamiliar with the genre – the lack of direct address and eye contact here could conform to that stereotype and could affect the selling and branding.

ADDRESS/LANGUAGE – The language used throughout the publication is quite informal “KENDRICK LAMAR IS FLOATING” – this gives a certain level of intimacy between the magazine and reader causing them to want to read on as in no way are they being talked down to in the way the could possibly be in real life, acting as escapism.

LAYOUT – On the left page of the spread there is no visible conventional grid but it is conveniently laid out for the audiences viewing, i.e. the subheading/title at the uppermost of the page with the article placed below. On the left page there is more of a visible grid, the only thing on this page is the model anchored to the article in the central hotspot areas. This allows focus on each individual aspect of the spread. This all has been done, I think, for the appeal – audience members will visually enjoy this page furthering them to want to read on.

COLUMNS – The article is to a much smaller scale than the title. It is fairly unconventional as there is no clear use of columns – the main article is in paragraph form. Although it may not be the most aesthetically pleasing approach it certainly makes for easier reading, everything is compact in one area and can be read as easy as you’d read an extract from a book.

FONT – The font used throughout the publication is serif and structurally spaced. This shows uniform amongst the magazines branding as well as focus on the important sections. The larger more bold serif font used in the title stands out for the reader to see and become enthralled by. I think the use of large lettering for the artists name connotes status and importance.

COLOUR- The use of colour here is consistent throughout the magazine. The same scheme is used to show uniform and give the magazine brand identity. The colours used are quit muted which connotes the feel of simplicity and reputation.

OVERALL IMPRESSION – The overall impression given by the design of the spread is quite simplistic and clean, this connotes a clear head space and realistic outlook the audience so wish to inhabit. The lack on the page shows the establishment of the brand and portrays them to not need such an extravagant display to enthral its readers.

WHAT CONNECTIONS CAN BE IDENTIFIED BETWEEN

THE THREE?COLOUR SCHEME/HOUSE STYLE – The colour scheme used throughout the entire publication is red, black and white. This reoccurring use of colours gives the magazine brand identity and allows it to be easily recognised as one publication.

FONT – The font used throughout the three pages is of the same sort. The bold serif font used ties all three pages together giving them uniform and enhances branding. It makes the text stand out to the audience but also makes its recognisable when on the shop shelf.

LAYOUT – The layout across all three pages follows a theme of simplicity and cleanliness. This shows the magazine to be reputable enough to not have to go to extreme lengths to sell. It also connotes meaning that the target audience of the magazine would find very appealing.