Music Videos: BLACKPINK - How You Like That CSP

Audience:

1) What are BLACKPINK fans known as - and what would the demographics / psychographics be for the BLACKPINK audience?

BLACKPINK fans are known as 'Blinks', and their demographics are mostly teenage girls, all across the world, but they are especially more popular in Western and Southeast Asian countries, such as the UK and USA, and the Philippines and Indonesia. This may be because of BLACKPINK's bold, strong style that gives Asian and female audiences powerful representation, hence, these audiences may consume their content as a form of empowerment. The psychographics would likely be the mainstreamer, considering BLACKPINK's widespread popularity, or the struggler, who would use their music as a distraction from real-life problems.

2) What audience pleasures are offered by the music video for How You Like That?

According to Blumler and Katz theory:

• Diversion: Fans use the music video as a form of escapism: colourful visuals, fast-paced editing, performance, costumes, etc. The settings are almost fictional and seem to travel across the world, providing a distraction from reality.
• Personal Relationships: Audiences watching the music video feel like they know the members personally as each member is given an individual identity: through their scenes, costumes, body language, etc.
• Personal Identity: Audiences can copy and see their own style represented in the music video, or may resonate with the music video due to being a dancer or singer themselves.
• Surveillance: Western audiences can learn of Korean culture and language, and vice versa. They could also learn the dance accompanying the song, or things about the members themselves.
  

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to BLACKPINK fans. Why did you choose those moments?

The opening shot would appeal to Blinks as it's somewhat of an enigma code: there's a wide, open arch with a model of a flying bird above it, stairs leading seemingly nowhere, with fire and torches surrounding the perimeter - almost as if BLACKPINK is welcoming the audience in. The flashing lights behind the set are also quite mysterious. As a result, audiences are likely to be interested in what's to happen next and continue the music video. The setting is also has connotations of royalty: due to the four supporting stone pillars (possibly representing the members) and stairs, perhaps illustrating these members as royalty themselves. Most significantly, the colour scheme is dramatically black and pink, reinforcing the brand identity that they have and targeting Blinks directly. This colour scheme is achieved through the shadows, which not only have enigmatic connotations themselves, but also point towards the stairs: the perspective is intentionally chosen in order to draw attention to the door in the background, creating intrigue and questions (What's behind the door? Is someone going to come out of it? If so, which member will it be?) that are answered in the next few cuts, as the BLACKPINK members sit on the stairs.

The shot at 1:35 in the music video, of the member called Jisoo, would appeal to Blinks through its high-budget feel, as they would have seen it in BLACKPINK's previous music videos, which they most likely enjoyed. This feel is created through Jisoo's costume and setting, both of which seem expensive: her dress is extremely detailed, long and put-together, the gold and red colour scheme makes her appear almost regal along with the crown-like headpiece; and the setting of burning umbrellas, with the embers falling onto a floor of water, is massively expensive and possibly references one of BLACKPINK's prior hits 'Playing With Fire', appealing to Blinks. There's no fleshed-out narrative attached to this shot, potentially appealing to Blinks who may want something easy to watch, where the members can still be seen. Her posture is also quite strong, empowering her and audiences of her demographic (female, Asian), and reflecting the message behind the music video, of "not being daunted by dark situations and [not losing] the confidence and strength to stand up again."

The ending shot would appeal to Blinks as well. The colour scheme is also black and pink, reinforcing their brand. Moreover, the set is quite luxurious, giving the music video a high-budget feel, which Blinks are likely to be used to and enjoy, as BLACKPINK's previous music videos have similarly high-budgets as well. This expensive feel is also created through the members' costumes, that are also black and pink. That, along with the fact that the members are all posing in the same way, helps the group feel more cohesive and connected; the members are made to feel closer together, appealing to audiences who enjoy seeing the interactions and relationships between members. Furthermore, the pose they have taken is quite strong and powerful, and the dancers around them are all wearing white (while they wear complicated, expensive costumes) and pointing towards them, making the members seem stronger once more. Perhaps, this would empower a similarly female and/or Asian audience, which would appeal to them.

4) How was the How You Like That music video marketed and promoted to the audience?

Before the video's release, a series of teasers were posted on social media, along with a reality show titled '24/365 with Blackpink' on YouTube (accessible to most audiences). Furthermore, a video of the members performing the choreography for the song was released in July 2020, and by March 2021 had achieved over 600 million views, leading to Billboard magazine placing it in the top 20 videos of the year.

5) Why is K-pop a global phenomenon and what has helped it to become so popular?

K-pop is a global phenomenon as it combines different cultures, so that multiple different audiences are able to consume a new kind of media previously unknown to them. In recent times, the amount of people present in fan communities has increased exponentially, encouraging more people to join. The atmosphere and culture surrounding these communities is also quite exciting - fans band up together and create a buzz around their favourite group's upcoming comeback, they obsess over the videos, interviews and reality TV shows that their favourite idols are in, etc. Being in a community of like-minded people who all like the same artists is what has helped K-pop spread globally (from personal experience).

Industry:

1) How were BLACKPINK formed and what records have they broken?

BLACKPINK were formed under YG Entertainment in 2016. The members had competed in worldwide tryouts, had trained for over 5 years and were revealed periodically before debuting as a whole group, with their first album 'Square One'. They have also broken numerous records: in March 2, 2019, BLACKPINK became the first female K-Pop artists on a Billboard Cover. in November 11, 2019, they became the first K-Pop group video with 1 billion views on youtube, and finally, in March 2024, they became the first K-Pop girl group to become part of the Spotify Billion's Club for reaching 1 billion streams on 'How You Like That'.

2) What other successful artists have YG Entertainment created? You may need to Google this.

Some artists under YG Entertainment include:

• TREASURE
• BabyMonster
• AKMU
• WINNER
• BIGBANG and G-Dragon
• IKON
• 2NE1
  

3) How has technology and the internet (known as technological convergence) changed the way audiences consume music videos?

Previously, audiences consumed music videos through music channels on television, such as MTV, and programs such as BBC's Top of the Pops. These were an opportunity for artists to promote their music and spread publicity. When YouTube was launched in 2005, music videos began to be primarily released and viewed there, instead of on specific channels. This made music videos accessible worldwide, and helped make many artists popular through the algorithm.

4) How do BLACKPINK and K-pop show that the media and music industries are now global?

BLACKPINK and K-pop show that these industries are now global as they combine multiple cultures. The styles of music within K-pop vary wildly: pop, R&B, and even afrobeats, highlighting how different cultures have influencced the music industry, making it global. Fans of K-pop come from all over the world to view content that they most likely wouldn't have watched or even been able to watch if they'd lived in the past. K-pop artists sell out arenas across the world because of their global popularity.

5) How are UK-based music videos regulated and what types of content require warnings? 

Some (not all as YouTube makes it difficult to regulate all music videos) UK-based music videos are regulated through the British Board of Film Classification (the BBFC) that also regulates movies. Content can be flagged and require warnings if it includes topics such as: dangerous behaviour, violence, drug abuse, sexual content, etc.

Will do extension tasks at a later time

Music Videos: Introduction

1) What are the key conventions of music video?

Some key conventions of music video include:

• Movement, often fast-paced (in terms of actors, camerawork, editing)
• Performance
• Narrative
• Visual effects
• Intertextuality 

2) What is intertextuality?

Intertextuality is when one media text references another media text - through genre, conventions, mise-en-scene or specific cultural references. For example, the Galaxy advert references Audrey Hepburn's "Roman Holiday."

3) When did music videos first become a major part of the music industry?

Music videos first became a major part of the music industry through MTV, which launched as a platform for music videos, and the first music channel on television, in 1981. Music videos were also distributed through programs, such as BBCs show Top of The Pops, that showed music videos alongside live stage performances.

In the 1980s and '90s, large budgets were spent on producing innovative and creative music videos such as Michael Jackson's 'Thriller'; it had a film narrative, intertextuality through horror movie references and featured a well-known director (John Landis).

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?

MTV launched in 1981 and was a way for artists to distribute their music through their music videos. Music videos were important in the music industry in the 1980s and 1990s as they were a useful promotional device for artists to sell their music, and had extremely large budgets that 

made the songs widely popular.

5) How are music videos distributed and watched in the digital age?

In the digital age, music videos are usually distributed and watched through YouTube and handheld devices: phones and tablets (convergence). Music videos have now evolved into a new media form instead of being used solely to promote the artist's music.

Extension tasks:

Read this Guardian feature asking whether YouTube is good or bad for the music industry. What is your opinion on this crucial question?

I think that YouTube is an overall positive aspect that the music industry should use to their advantage. The main issue that artists have is a lack of revenue from the platform, but when most of their money comes from live performances, tours and merchandise, they should be grateful for the attention and publicity they get from YouTube, which enables their main source of income as it creates a connection between the artist and their fans. It exposes them to global audience that likely wouldn't exist if the only form of marketing used was albums and CDs. Without YouTube, many artists that are popular now would not be where they are today. Despite this, I think YouTube's usefulness in publicising artists is less pronounced considering the exponential growth of TikTok.

Read this Guardian feature on how videogames are now more important than music videos for breaking new artists. Do you agree videogames are now more influential than music videos?

Magazines: Final Index

1) Magazines: Tatler CSP
2) Magazines: Heat CSP

3) Advertising Assessment: Learner Response

Advertising Assessment: Learner Response

1) Type up your WWW/EBI feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Excellent responses and subject terminology

EBI: Explicitly state what the key messages of the the Galaxy advert is (slogan) 

Mark: 28/32 // Grade: 8

2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question:

Q1: 2/2

Q2: 10/12

Q3: 5/6

Q4: 11/12

3) Look specifically at question 2 - the OMO 12-mark question. Pick out three points from the mark scheme that you didn't include in your answer.

• Encouraging women to have a competitive 'winning' approach to washing: "whiteness alone won't do".
• Very strong focus on whiteness and brightness conveys the idea that a woman should take pride in her appearance and her family and that they are a reflection of her ‘This’ll shake you, Mother!’
• Idea of cleanliness being next to godliness.

4) Now look at question 3 - on the NHS Represent advert. Use the mark scheme to identify one way the advert subverts stereotypes of race/ethnicity and one way it might reinforce stereotypes of race/ethnicity. Try and write points you didn't include in your original answer if you can.

• It subverts stereotypes of race/ethnicity through Kanya King, CEO of MOBO, who is represented as a powerful black woman in an office, with mise-en-scene (formal costume, office setting, laptop prop) emphasising her power and authority.
• Black female scientists shown towards end of advert subverts stereotypes of minorities being displayed as less educated/less able in academic areas, especially STEM.
• The advert itself reinforces stereotypes of race and ethnicity by the producers using an urban music video shot on the roof of a car park, starring rapper and MC Lady Leshurr to target a black and minority ethnic audience. This reinforces stereotypes of race and social class with regards to the black community and other minority groups.

5) Finally, look at question 4. Use the mark scheme to identify three points you could have made regarding the key messages in the Galaxy advert with regards to genre, narrative and intertextuality.

•  The narrative structure follows Todorov’s theory of equilibrium – the bus is stuck due to the fruit stall crash (disruption or disequilibrium). The arrival of the Gregory Peck character offers Audrey Hepburn a solution which she then turns into a new equilibrium by making Peck her Chauffeur and travelling on in luxury with her Galaxy chocolate. This reinforces the product’s key message regarding ‘silk’ and the audience rewarding themselves with a luxurious moment of pleasure.
• Galaxy’s key message is ‘why choose cotton when you can have silk’. The message is one of luxury, pleasure and the quality of Galaxy chocolate.
• This reference to classic Hollywood films is reinforced by the logo, slogan and pack shots: the Galaxy packaging uses light brown and gold to create connotations of luxury. The smooth, handwritten-style typography also offers connotations of class and luxurious quality. ‘Why choose cotton when you can have silk?’ encourages the audience to reward themselves with a treat and capture their own brief moment of Hollywood style.

Magazines: Heat CSP

Introduction - Heat Media pack:

1) Look at the Heat Media Pack. Go to page 2: the Heat mission. Write three things that Heat offers its readers under 'print'.

Heat states that they offer its readers a "unique, quality experience" - "A-list access shoots" that "no other magazine could pull off". They promise that their "all-inclusive approach" will result in "style for everybody": fashion and beauty recommendations.

2) Now go to page 3 of the Media Pack - celebrity focus. What does the page say that Heat offers readers?

The page says that Heat ensures readers are "always in the know", giving them "conversation starters" through the current information they provide. This suggests that Heat keeps up with trends and current events.

3) Now look at page 4 of the Heat Media Pack. What other content does Heat magazine offer its readers aside from celebrity news?

Aside from celebrity news, Heat states that it offers affordable fashion tips, tricks and products from the high street and also online. They tell audiences where to shop for the best look, providing tips for hairstyles and beauty expertise. Furthermore, they offer lifestyle guides that focus on "food, fitness, wellbeing, travel and homes, all with a unique heat twist", such as travel features or recipes.

4) Look at page 5. What is Heat magazine's audience profile? Write all the key details of their audience here.

Heat's audience profile:

• Female / Male: 90% / 10%
• Avg. Age: 37
• Age Profile: 52% aged 15 - 34; 14% aged 15 - 24; 37% aged 25 - 34
• Segment: 50% ABC1
• Marital Status: 57% married or living with partner / 43% single

Media Language:

1) How are the cover lines written to make the audience want to buy the magazine?

The cover lines continually reference celebrities: British post-celebrities; British reality TV stars; members of the royal family; etc. in order to attract a working-class audience who are interested in the private lives and drama of famous people. This audience is further narrowed through the use of slang, romance terms: "BABY DADDY"; "HEARTACHE"; "SECRETIVE"; etc., that may be targeting a less educated demographic by making it easier for them to understand. The use of rhetorical question in reference to the royal family attracts readers by leaving the question unanswered, making them want to buy it as it implies that the answers will be in the magazine itself. The exaggerated, hyperbolic nature of the main cover line - "ACCUSED OF LYING TO EVERYONE" attracts readers through its direct tone and shocking allegation. This is done again through the reference to Liam Payne's "double life", and "GIOVANNA'S SECRET HEARTACHE". The repetitive mentions of romance and love suggest a target audience interested in petty drama and relationships. At the bottom right, the magazine mentions bargains and deals for Christmas, attracting a working-class audience, without disposable income, in need of gifts for others. 

2) What are the connotations of the Heat colour scheme on this particular front cover?

The use of pink creates stereotypical connotations of femininity, reflecting the primarily female audience of Heat. Yellow is used in order for the main 'gossip' to stand out (e.g. "CAUGHT OUT" and "BEHIND CLOSED DOORS"). White is used to bring attention to the most significant areas of the cover, such as the masthead, the main cover line of Victoria Beckham and the outlines of images. Green is featured in the central background through a natural, 'unmanicured' bush, perhaps connoting that the magazine will be similarly unmanicured, and therefore not elitist, in order to appeal to the working-class target audience of Heat. Red is used only in the bottom right area of the cover to connote Christmas, as that is what that section advertises. It may also compliment the pink colours used elsewhere, or draw attention to the section as it is the only area of the cover that uses red.

3) How are images used to create interest in the magazine? Find three reasons for your answer. (E.g. paparazzi images or aspects of mise-en-scene such props, costume, make-up, body position, facial expression etc.)

 

Most of the images are tightly packed together, suggesting that the magazine will contain a lot of interesting information. These images are also quite grainy and unstaged, and are most likely taken by paparazzi in order to imply that the magazine contains real, truthful information and will have the 'inside scoop' on the private lives of these celebrities. Furthermore, a picture where Harry and Meghan's faces seem guilt-ridden and shameful have been deliberately chosen by the magazine to emphasise the cover line mention their "BIGGEST MISTAKE YET". This has been done throughout the rest of the magazine too: with Victoria Beckham's face seemingly worried to emphasise her being "CAUGHT OUT"; Dani Dyer's face seeming serious to emphasise her being "TERRIFIED"; an aesthetically appealing shot of Cheryl Tweedy compared to Liam Payne's candid, impromptu photo in order to paint her as the victim and Liam Payne as the villain, and Giovanna Fletcher's and Mariah Carey's smiles in order to entice readers. In the central image, Victoria Beckham's outfit is quite casual and informal to reinforce the fact it was taken by paparazzi, and to appeal to a working-class target audience in favour of less extravagance.

4) What differences can you find between the use of design and typography between Tatler and Heat? List at least three differences and explain the effect on audiences.

 

 

 

Tatler's cover is less cluttered, only having one image in comparison to Heat's seven. This gives it a minimalist, refined look that appeals to their target audience of the upper-class, whereas Heat's tightly-packed images maximise space to imply that the magazine will contain lots of information and celebrity gossip, appealing to a working-class audience with an interest in the private lives of famous figures. Perhaps, Tatler does this to suggest that their magazine is so iconic that they don't need clutter to attract an audience, as they already have a very specific one (the British aristocracy), while Heat is for a wider audience, the general public. Both magazines use serif fonts, but Tatler's masthead is completely capitalised, whereas Heat's is unconventionally lowercase. This suggests that Heat is quite an informal, down-to-earth magazine, while Tatler is more high-end and classy. Lastly, Tatler's cover uses less flashy, vibrant colours in comparison to Heat's, perhaps connoting that it's more manicured and rich in comparison to Heat's intentionally eye-catching, 'loud' colour scheme catered to a working-class audience.

Media Representations:

1) What type of celebrities appear on the front cover of Heat? List them here.

• Victoria Beckham - Posh Spice of the Spice Girls, fashion designer, wife of David Beckham
• Dani Dyer - television personality and actress, winner on Love Island
• Prince Harry - member of the Royal family, child of King Charles and Princess Diana
• Meghan Markle - wife of Prince Harry, former actress, media personality
• Giovanna Fletcher - actress, winner on I'm a Celebrity... Get Me Out of Here!
• Cheryl Tweedy - member of Girls Aloud,  singer and television personality
• Liam Payne - singer and songwriter, member of One Direction
• Mariah Carey - singer, most known for "All I Want For Christmas Is You"

2) How are celebrities represented in Heat? (Positively? Negatively? Reinforcing or challenging stereotypes?)

 

The magazine reinforces stereotypes of media centred around celebrity gossip, as it shows celebrities (Victoria Beckham, Harry and Meghan, Liam Payne) in a negative light, implying that they are part of a scandal in order to draw and attract attention. The controversies that the magazine displays mostly circle around love and relationships, reinforcing the stereotype that celebrities fall in and out of love very quickly, breaking up and finding someone new only to break up again (for example, how Taylor Swift and Ariana Grande are continually represented in the media). It challenges the stereotype that celebrities are 'superior to the general public' as it mentions them informally and features them in less elegant, dramatic clothing - bringing them down to 'our level'. However, it mentions Victoria Beckham using her alibi as Posh Spice (shortened to "Posh"), perhaps in order to counteract this and create more vitriol against her, by disconnecting her from the general, working-class public.

3) How are women represented on the cover of Heat? Think about both images and cover lines here.

 

The female celebrities mentioned in the magazine are mostly mentioned in reference to love and messy relationships, except for Victoria Beckham (her controversy was that she was caught travelling between her two houses during lockdown). This reinforces the stereotype that women are only interested in finding love and a 'man', and that women are more emotional when it comes to the topic of love itself. This is also done through Heat's target audience, as it is comprised of mainly women. Lastly, as there is a section dedicated to Christmas shopping in the bottom right, this cover reinforces the stereotype that women love shopping and bargains.

 

4) How do Heat and Tatler represent social class? What different social classes can you find in the features and celebrities on the cover? (E.g. middle/upper class / working class)

Tatler only uses Emma Weymouth, a member of the upper-class, representing her as elegant and graceful through her dramatic dress and posture. Through this, we see quite a glorified image of the upper-class, illustrating them as the epitome of beauty and grace. This is done further through the fact that no working-class or middle-class people are mentioned (only Emma Weymouth and Boris Johnson). Heat uses a variety of celebrities, from the middle class (Giovanna Fletcher) to the upper-class (Prince Harry), however, it brings these celebrities down to a level where they seem 'on par' with the general public by mentioning them quite casually ("CAUGHT OUT", "BIGGEST MISTAKE", "DOUBLE LIFE", etc.). Heat magazine refrains from idolising the upper-class, instead focusing solely on the drama that their private lives produce.

Grade 8/9 extension tasks:

1) How does the front cover engage audiences with possible narratives? Look for stories, cliffhangers, dramatic cover lines etc.

The front cover engages audiences with multiple cliffhangers (enigma codes), such as "CAUGHT OUT" (Why was she caught out? What for?), "BIGGEST MISTAKE YET" (What was their mistake?), "STANDS TRIAL" (For what?), "SECRET HEARTACHE", "double life", etc. These entice readers by dropping clues, but not giving the full story away immediately, compelling them to look in the magazine to find out the rest. These stories are deliberately catered towards a stereotypically female audience interested in love and messy relationships, as seen by the mentions of: "BABY DADDY", "HEARTACHE" and  "double life". Moreover, these are also more colloquial terms that would attract a less educated target audience, interested in a more informal magazine instead of something like Tatler, which would be seen as somewhat elitist. Most of these cover lines are also extremely hyperbolic - "LYING TO EVERYONE", "BIGGEST MISTAKE", "TERRIFIED" - in order to exaggerate the stories, enticing audiences by making these controversies seem more serious then they actually are.

2) What are paparazzi images and why are they crucial to the front cover of Heat?

Paparazzi images are photos taken of celebrities by the paparazzi, people who pursue celebrities when they go outside to capture often personal, private moments. These photographs are commonly sold to media companies, like Heat, to attract attention. This is because the candid, impromptu style of paparazzi images can make it seem like magazines and other forms of media have information on the private lives of celebrities. They are crucial to the front cover of Heat to emphasise the cover lines, such as "CAUGHT OUT", "BIGGEST MISTAKE", "TERRIFIED", etc. One interesting case is with Harry and Meghan's photo. A picture where there faces are shameful and guilty is deliberately chosen by Heat to emphasise their shame over their supposed "BIGGEST MISTAKE", however, the photo was taken from a funeral, where they are rightfully mournful, and is cropped to remove the gravestones in the background (although you can still see some). This example shows the extent media companies will go to in order to attract audiences and increase sales.

3) How does the front cover juxtapose text and images to create contrast and narrative on the front cover of Heat?

Some examples of juxtaposition in text and images include:

• Giovanna Fletcher: the cover lines mention her "SECRET HEARTACHE", yet the image of her shows her smiling brightly. Perhaps, this emphasises the "SECRET" factor of her controversy by making it seem as if Giovanna is attempting to hide her heartbreak, enticing audiences.
• Liam Payne and Cheryl Tweedy: these images are juxtaposed - Cheryl Tweedy's image is aesthetically pleasing while Liam Payne's is quite unflattering; these photos are deliberately chosen by Heat in order to paint Cheryl Tweedy as the victim, 'princess' and innocent person, and Liam Payne as the villain and cheater. This creates a narrative. where audiences become interested in what Liam Payne did to hurt Cheryl.

4) What do these two magazines suggest about representations of social class in the British media?

These magazines suggests that representations of social class are varied depending on the target audience of the company - Heat does not elevate and idolise the upper-class, they deliberately focus on controversies associated with them in order to entice their primarily working-class audience. On the other hand, Tatler emphasises their rich, manicured aesthetic (the hedge background, Emma Weymouth's ball-gown, dramatic dress, etc) in order to appease the upper-class, their target audience. They mostly refrain from including working and middle-class celebrities as it is not their target audience, and the lives of the aristocracy are centred around their own social class (so they have no need of knowing about the working-class). Heat mostly doesn't include these celebrities either, but not for the same reason - a working-class audience would not be interested in learning about their own lives in a magazine centred around celebrity gossip, they would want to know of the latest drama concerning the upper-class. This suggests that representations of social class in the British media hinge on target audiences, instead of one being underrepresented or overrepresented. The absence of working-class people on these magazines is clear, but it does not seem to offend anyone as most magazines are centred around celebrities anyway (most celebrities are upper or middle-class).

Magazines: Tatler CSP

Introduction - Tatler Media pack

1) Look at the Tatler Media Pack. Go to page 2: how does the editor introduce the magazine?

Kate Reardon, the editor, introduces the magazine as a "rifle shot" to the "very richest readers in the country", suggesting that Tatler knows its target audience as the upper / upper-middle class, and aims for it consistently. She implies that the lives of these people influence what the magazine chooses to represent.

2) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

Demographic details:

• Circulation: 80,035
• Readership: 163,000
• Average HHI (Household Income): £261,572
• Female: 73%
• ABC1: 83%, AB: 51%
• Average Age: 41
• London/SE: 70%

3) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

Tatler readers spend extreme amounts of their disposable income on fashion, with around £843 million spent on fashion in the past year. 96% of readers of the print magazine own designer fashion, and 81% own designer shoes and accessories. 62% agree that they often buy fashion products after seeing them in magazines.

4) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the Tatler audience? What about the psychographic audience group that best fits Tatler?

Special editions of Tatler include:

• January: Travel Guide
• March: Weddings Guide
• April: Beauty and Cosmetic Surgery Guide
• June: Spa Guide
• July: Watches and Jewellery Guide
• October: Schools Guide (including Totler - a guide to toddler etiquette) 

This suggests that the Tatler audience has a wide variety of hobbies and enough disposable income to be able to support all of them financially - this best fits the psychographic groups of the aspirer and the succeeder, who are both motivated by status, luxury, etc.

Media Language

1) What different examples of typography can you find on the cover of Tatler? What are the connotations of the serif and sans serif fonts?

For the title, Tatler uses a serif font, that has more traditional connotations of elegance, etiquette and formality. This suggests that Tatler is reliable and has a long history, appealing to older audiences and creating an air of superiority over other magazines. For the cover lines, Tatler uses a sans font, that has modern and sleek connotations, suggesting to readers that Tatler has the latest information.

2) How do the cover lines appeal to the Tatler target audience?

The cover lines appeal to the target audience of Tatler as they are in sans, suggesting that they are new information. They also use puns / wordplay, as shown by "SEE EU LATER", with "eu" meaning "you".  This, along with the mentions of the "BRITISH ESTABLISHMENT" and "BORIS", appeals to the nationalist, British audience; people interested in the intricacies of the "ROYAL" family; etc. Moreover, the mention of "BORIS" references a celebrity and former PM, further interesting the upper-class target audience that may be intertwined with the government. Lastly, the acknowledgement of "CORONA" and "LOCKDOWN" appeals to an audience affected by the effects of Covid-19, although not heavily, as the acknowledgement is more relaxed and doesn't mention the challenges and difficulties that came with the pandemic. Therefore, the target audience of Tatler may be the British aristocracy.

3) What are the connotations of the Tatler colour scheme on this particular front cover?

The main colour scheme is mostly green, white and black, although there is a use of pink and blue on the dress. The green, background of a hedge perhaps alludes to the large, manicured fields that the wealthy own, or the outdoor hobbies of the British upper-class, such as horseback riding. The black and white colours used for the text create connotations of superiority and elegance through their simplicity, as colourful and vibrant colour schemes can be seen as 'tacky' and 'cheap' due to their overwhelming look. Lastly, the use of pink and blue on the dress connote a sense of playfulness, and is somewhat unconventional, perhaps in order to give the impression that Tatler is different to other magazines, and alluding to Tatler's aim of appealing to a wider target audience.

 

4) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. the model, the mise-en-scene such as props, costume and make-up, body position, facial expression etc.)

 

The model, Emma Weymouth, creates interest by making Tatler seem more diverse and politically correct, as ethnic minorities are generally underrepresented in the British aristocracy that the magazine is targeting. This could also be a reflection of the cultural contexts of Britain, in that it is becoming more culturally diverse, suggesting that Tatler is keeping up with current events. Furthemore, the fact that she covers the title of the magazine implies that Tatler is immediately recognisable and iconic, as it can be understood even when being partially blocked.

 

The ball gown, princess-style dress that Emma Weymouth is wearing, made out of a delicate. airy material, suggests that she is part of the upper-class and create connotations of elegance, gracefulness and femininity, appealing to the wealthy target audience. The vibrant, multicoloured patterns on it make her seem unconventional, suggesting to readers that she is 'different' and will interest them.

 

Her posture and facial expression further create connotations of not only elegance, but also power and superiority as she directly addresses the audience by looking straight at the camera. Her posture is also somewhat 'open', and, along with the direct address, suggests that she is allowing readers to look into her private life, creating interest.

 

Representations:

1) What celebrities or famous people are mentioned on the cover? Why do you think Tatler put them on the cover?

Boris Johnson is referenced in the cover lines to target upper-class audiences interested in the government. Emma Weymouth is also used in the central image because of her marriage to Ceawlin Thynn, in which she became Marchioness of Bath, and also, as she is part of an ethnic minority, in order to make Tatler seem more diverse.

2) What do the cover lines suggest about the lifestyle of rich people in the UK?

 

The cover lines suggest that rich people in the UK are interested in the complications of the royal family and the British government, and want to feel like part of the royal family themselves ("FASHION FIT FOR A QUEEN"). Including political content suggests that the magazine is intended for intellectual readers, and they also mention "WHO TO STAY IN TOUCH WITH", suggesting that social connections are extremely important for the upper-class. Moreover, the "SEE EU LATER" cover line suggests that Tatler is a pro-Brexit magazine, perhaps implying that the rich people they target are politically conservative.

3) Looking at the image and cover lines together, what different groups of people are represented on the cover and how are they represented? (E.g. men/women/rich people/race & ethnicity etc.) 

 

• Women (Emma Weymouth)
• Men (Boris Johnson)
• Ethnic minorities (Emma Weymouth)
• White British (Boris Johnson)
• Royal family
• Government ("BRITISH ESTABLISHMENT")

4) Are there any stereotypes being reinforced or subverted? How? Why?

 

The representation of Emma Weymouth somewhat reinforces stereotypes of women as her posture is intentionally dainty and elegant and she looks quite uncomfortable, perhaps reinforcing the stereotype that women are forced to look atractive and act overtly feminine, but in this case it isn't clear if this is for the appeal of men. However, her ball gown dress is quite revealing, but is not used to portray her sexually, subverting stereotypes. On the other hand, men aren't clearly represented and only mentioned briefly in the cover lines with the mention of "BORIS" and his brother "MAX". Perhaps, this subverts stereotypes as they are pushed aside, while Emma Weymouth, a woman, overpowers the central image. Traditionally, their positions would realistically have been swapped, subveritng stereotypes. Through this fact, and along with her direct address, ethnic minorities are unconventionally presented as powerful and independent, and the same occurs with gender as does race / ethnicity, as "BORIS" and "MAX", who are presumably White British, are once again left to the cover lines while Emma Weymouth, who is of an ethnic minority, takes the central image. The fact that she has a larger title in the centre further solidifies this subversion of gender and racial stereotypes. The royal family and the government are not portrayed in a positive or negative light, instead being used for the purpose of coercing an upper-class target audience with an interest in royalty and parliament.

 

Social and cultural contexts:

1) What types of people are NOT featured in Tatler? (Watch the clip above again if you need help with this - the clue is in the title 'Posh People')

 

Working-class and middle-class people are not mentioned.

2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain? 

 

The use of multiple special issues suggests that the magazine represents life in Britain as 'bustling' / busy: full of activities to do, especially for the upper-class with a disposable income available in order to provide for these activities. It, somewhat unintentionally, ignores the reality that most in Britain do not have enough money or even free time to be able to indulge themselves in the plethora of special issues they create, suggesting that Tatler idealistically, or possibly ignorantly, represents life in Britain as carefree, free of worries of money, time, etc. This solidifies their upper-class target audience, as they ignore the difficulties that come with being working or middle-class.

 

3) What audience groups might be offended or insulted by the front cover of Tatler? 

 

As said before, working-class audiences may be offended by the overt elegance and clear 'air of superiority' that Tatler creates on their covers. To them, it may give the impression that they are quite idealistic and ignore the struggles that most in Britain face, while pandering to the aristocracy. The clear allusion to upper-class interests in fashion and the royal family, and particularly in the CSP - the mention of the pandemic without regards to the challenges that many face, may make it seem, to the working-class, that Tatler is choosing to pretend as if they don't exist. They may feel heavily underrepresented, despite the fact that they are the majority in Britain.

 

4) Find three other front covers for Tatler from different months. What issues, subjects or people are regularly featured in Tatler?

                            

 

From left to right: January 2024 Issue, December 2024 Issue, August 2024 Issue.

 

Tatler regularly features issues referencing the royal family and the government, as seen through the mention of Princess Diana,"ROYAL SECRETS" and the "ELECTION". They commonly feature high fashion ("FREE WATCHES & JEWELLERY" and the dresses worn by both Princess Diana and the figures in the August 2024 Issue), and celebrities, who are generally White.

Advertising & Marketing: Final Index

1) Advertising: Key Conventions

2) Advertising: Gender Representations

3) Advertising: OMO Advert CSP

4) Advertising: Galaxy Advert CSP

5) Media Assessment 2 Learner Response

6) Advertising: Represent NHS Blood Campaign