Other taglines such as “WOW HIM … GO DISCO … PLUS” can be said to be ‘buzz words’, the fact that they’re in capital letters, a big font and in bright colours draw readers in naturally because they are big and bright but also because they can be linked to what teenagers get up to apart from education. The 19 year olds especially in which this magazine is aimed at are likely to be in university or in a gap year and perhaps travelling, so for words like ‘wow him’ for example will bring about curiosity. Most teenagers are not married and so are likely to be dating and since there only young as well, they are not well experienced thus tips will be very helpful. With ‘go disco ’as well at age 19, you are over the age 18 restrictions so partying ‘discoing’ is now on the agenda, new designs and styles will be of interest. These words therefore present a “powerful ideological force” (McRobbie 2000) the image and behavioural ideologies brought fourth in the magazine cover become the ‘stereotypical norm’ for a teenage girl.
Another tactic used by the magazine to attract its readers is the colours used. Especially the pink, the colours are very feminine and in placing them on a black background makes them stand out even more. They also seem to be used in a rainbow pattern, the words are pink, yellow and white alternately, and this may be to signify fun and fashion which for a teenage magazine attracts its readers well. Bignell states that the function of a magazine is “to provide readers with a sense of community, comfort, and pride in this mythic feminine identity” The warm colours help to promote this and so in using those colours the magazines becomes in some sense a familiar ‘friend’ to the reader, it advises, provides entertainment and escapism for the reader and speaks in a language they’ll understand.
When it comes to the language used in this magazine it uses some teenage slang, for example, “your astro pulling guide”, this can be said to relax the reader, put them into a conversation state. This in turn convinces the reader that it is not fictive, but a reflection in reality, a view into the real world. It is the same for the alliteration which is also used, an example is “Cat’s Cut, Kylie’s Curls, Kate’s Crop” This immediately pulls the reader as it provides emphasis, and is humorous yet serious as real information is still being given. Using alliteration sometimes aids in memory because it is catchy, if the reader remembers something they are more likely to put it into practice and when it is effective they are more likely to buy the magazine again hence becoming the reader’s friend.
In placing a female character in the centre of the cover shows another effort by 19 to attract their readers. The images of supposedly beautiful women on covers of female magazines are “iconic signs which represent the better self which every woman desires to become” (Bignell 1997). Therefore, the model represents self for the reader, a possible future image if she continues to read and learn from the magazine. However, this is particularly interesting as if we consider similar male magazines they too place central female models on the front cover. It could be disputed that models from magazines such as 19 can easily be placed on the front covers of male magazines such as FHM which has its own set of signs/codes and promotes very different interpretations. On a male magazine the same model will represent a sexual image, an object to be attained. With this, it becomes apparent that “men look at woman … women watch themselves being looked at … thus she turns herself into an object – and most particularly, an object of vision; a sight” (Berger in Vestergaard & Schroder 1992). Following that Bignell states “while the cover image is for a woman to look at, it is constructed with reference to a wider social code in which feminine means ‘taking pleasure in looking at oneself’, and taking pleasure in being looked at by men.” So instead of taking the negative interpretation that centrally placing a women on the front cover of magazine sees females as objects , a more positive way will be ‘objects’ of beauty, women simultaneously enjoy looking at and being looked at. The textual code is therefore fundamental to the created interpretation made by the reader, its safe to say that many teenagers would love to be considered as an ‘object’ of beauty so if in reading the magazine enable them to do so then they will.
As mentioned before, the model on the cover represents self; therefore they tend to reflect the characteristics of their targeted readers. The model on the cover of 19 is tall and slim with a flawless complexion and perfect features. The reader is led to believe that the girl on the front cover was an ordinary 19 reader and so not to feel envious of model (she is acknowledged as ‘Emily’ on the inside of the cover) but see her as the beautiful woman inside each and every one of us ready to be set free additionally reading 19 will unleash this beauty from within. The diamond necklace connotes extravagance and sophistication, the sequined boob tube connotes a fun, bubbly nature and endorses her slim body and sex appeal. The picture is taken at an angle where her long blond hair is flowing gently away from her face revealing her green eyes (green traditionally being the colour associated with envy). She also seems to be in the spotlight with flashes around her, like she is a star or celebrity surrounded by photographers. The way she is stood emphasizes this further; she has got smile on her face and is in a position as if ready to take a photo. Just like celebrities and stars she will be looked up to and seen as iconic to the reader (seductive maybe to male readers) and so illustrates to the reader, one of which could be interpreted as - look innocent and pretty and yet be in control of your own sexuality and relationships.
The front cover is always an important feature of a magazine as it primarily draws the reader and gives a taster to the contexts of the magazine. It is an “important advertisement” and “serves to label its possessor” (McLoughlin 2000). By simply looking at the front cover of a magazine, a potential reader will be able to decide how far it will fulfil their needs. So the cover definitely is a factor that influences purchasing behaviours of its readers. With 19, there are many defining elements on its cover that will attract a teenage girl, this demonstrate effectively the dominant ideology of teenage femininity in the media.
References
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Bell, Allan & Peter Garrett (eds) (1997) Approaches to Media Discourse. Oxford: Blackwell Publishers (Gunther Kress & Theo Van Leeuwen, Chapter 7 Front Pages: The (critical) analysis of newspaper layout)
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Bignell, Jonathan (1997), Media Semiotics, an introduction. Manchester: Manchester University Press
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McLoughlin, Linda (2000), The Language of Magazines. London: Routledge
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McRobbie, Angela (1995), Feminism and Youth Culture (2nd edition). London: Macmillan Press
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Vestergaard, Torben & Kim Schrøder (1992), The Language of Advertising. Oxford, Blackwell Publishers
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Williamson, Judith (1978), Decoding Advertisements; Ideology and Meaning in Advertising. London: Marion Boyars
