Evaluation

1. Evaluation George Swain

2. Media Conventions - Introduction • Upon the creation of this media text, I explored different conventions that media magazines follow. My first attempt at a magazine cover followed similar conventions to NME and Kerrang, both of which are quite the stereotypical music magazine. I followed conventions such as stickers with drop shadow, bold uncomplicated fonts and catchy tag phrases. However, I came to the point where I got bored of reinventing the music magazines that already existed. I thought my magazine looked incredibly ‘try hard’ and unoriginal. As much as I was using conventions of traditional music magazines like the bold title, I felt that I wasn’t being original at all, and that I was just following trends set by other leading magazines.

3. Media Conventions • I did however, try to stick to some conventions. I felt that this would give a solid base for the rest of my magazine to sit upon. They would provide the structure for the rest. I didn’t want to completely alienate my magazine as I think it would customers off. People enjoy things that they are comfortable with and understand. These conventions included: • Large title – I thought this necessary as the name of the magazine should be visible. It’s placement (top left) is because in standard English we read in left to right. It’s at the top because it’s the only place where it will still be visible once shelved. • Large main story headline – This was to attract customers that find the particular story interesting. This helps draw in customers that may not be the direct target audience of the magazine, yet would still make a purchase due the cover story. • Quotes – Brings a more personal aspect to the magazine. Helps readers relate to the speaker. It also gives the reader some information about the article/interview within. • Stand out sub headings – This helps to give the reader an insight to what the main articles in the magazine contain. It will often be the decider when the customer is unsure of making a purchase. • Issue number date etc. – Personally I think this detail subconsciously says to the reader ‘this magazine pays attention to detail’ ‘this magazine clearly has high standards’. Also where they to look for a date and not find one, they would find it off putting. • Barcode – seeing as it is a magazine to be retailed, a barcode is necessary. • Price – showing the price is important. The reader knows what they have to pay, there are no uncertainties about making the purchase. If the price wasn’t shown, they would wonder whether it’s too expensive. This is especially the case on a more upmarket magazine like mine.

4. Media Conventions – Contents Page • I came to realise that if I were to use my new photos, I would have to update the style and genre of my magazine. However, I had planned to do some updating when I did the photoshoot anyway. I looked at all the photos together, and realised that they looked far more classy than the ones before. I actually quite enjoyed this change, and is it gave me a bit more leeway to explore and stretch conventions. • I think the contents page is the biggest ‘rule breaker’ in terms of conventions, as it isn’t particularly standard to have such an encapsulating photo on the contents page. Usually such photos are used in a special feature, or front cover. But seeing as I had the photo, I wanted to use it. My view on it was ‘asides from the other pages, why should I not make my contents just as eye catching?’ as long as I still provided the right function, I didn’t see a problem. I think this is unconventional, but not in a bad light, I think it’s quite refreshing to see something new, something fresh and a bit different to normal.

5. Photoshoot • Once I had decided my current work lacked originality, and editing it over and over again was getting me nowhere. I felt real change was necessary. I made the decision to get some new photography work done. I wanted something much more classy. I prepared at a far greater level compared to the previous time. Before I based my work around the photos that I had come up with. This time I had a better idea of what I wanted. • I used a Nikon D3100 with a standard 18-55mm lens. This captures at 14.2 Mega Pixels, and as much as this isn’t as important, it’s still necessary to produce decent quality photos. • I used my Girlfriend Zoey Groves for the photos as she is a model and is used to such things. This made my life easier and the shoot flowed really well. Fortunately we had a white wall to use as a backdrop, which was essential fro my plans. I wanted to use the photos as the bulk of the magazine page, with the negative space made up by the white background. The background does look grey in places due to the amount of contrast added, but this isn’t a bad thing. There were also plenty of shadows which added to the contrast. These shadows did add a lot of drama to the photos, especially on the contents page, but I liked how they came out, and it wasn’t an unnatural amount of contrast. I also took some of the photos using the cameras black and white setting. I was interested to see how they came out, as opposed to using Photoshop to lower the colour saturation. The photo I used for my contents page was one of the ones shot in the black and white setting.

6. Social Groups – Target Audience • My target audience was originally a more youth based audience, with a particularly wide range of people concerning musical taste. Similar to magazines like NME. However upon my magazines style change I also reinvented my audience, which is a much more ‘gentlemanly’ affair. It is aimed at people with self esteem, people with high standards and people that care what they look like when they leave the house. This isn’t to be mistaken for posh and preppy however, as I did not create this magazine for politicians. • The social groups that are represented do reflect this in some way. Bands like The Smiths, The Alarm and The Jam are mentioned with the magazine, who at the time often supported the youth of the generation, but now are followed by gentlemen that have grown from the same era as the music. I suppose this makes it a more reflective magazine for people that still enjoy the past. I like to think that it still attracts a younger audience that has tastes similar to those older than them. • Also style is a part of this magazine, and that’s something the youth would be attracted to, often more so than the adults. I wanted to include style as it’s so often associated and affected by music, that they go hand in hand. • I mentioned particular bands and things in relation to clothing and style to help attract the audience intended. To see their favourite band/artist/brand mentioned is enough to warrant at least a flick through a few pages.

7. Technologies • I had only a small amount of knowledge of Photoshop, and zero knowledge of Indesign at the beginning of the course. The preliminary task taught me a few basic editing skills, I learned the likes of Curves and levels of saturation. I also learned what editing meant to a picture besides the obvious. Like adding a higher level of contrast portrayed a much more dramatic feel. • I do now however, have a much greater level of knowledge of these programs. I produced my Double page spread in Indesign and the Contents page and Cover in Photoshop. All the photo editing went through Photoshop also. I do now use Photoshop at home for my own personal use, and find it very enjoyable. I’ve come to realise that learning every single tool in Photoshop isn’t necessary, but learning the effectiveness of the basic functions is more important. Also building an understanding of what effects do to the photo, and the views perspective of it.

8. Preliminary Task • My preliminary task was essentially ‘lets take nice photos and put text on them’. Which looking back was an incredibly naïve approach to producing a magazine cover. I did however learn some basic techniques behind (and in front) of the camera. Considering my preliminary tasks main photo was a self shot done from a window sill, that is something I am proud of. I didn’t however have any particular knowledge of magazines, and their conventions. Or at least I did, but only subconsciously. For example, I knew it was standard to have a large plain title always at the top, but I never really explored as to why. Whereas now I can’t look at a magazine without analysing its use of conventions.