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.