Statement of Intent

 

How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words)

Product 1:

In order to create an appealing brand identity of style across a range of two front cover and context pages, I intend to manufacture a piece of media which appeals to a target demographic of up market, fans of street and casual dress, traditionally male 16-25 year olds of a variety of ethnicities and backgrounds, yet still appealing towards an up market audience of style-conscious people. Across both my contents and cover pages, I intend to include the same bold, eye catching, yet simplistic capitalised Imprint MT Shadow font which clearly connotes modern and street tone that the desired audience would want to similarly achieve within their personal style. While manufacturing my brand, I need to consider the ideologies and tones associated with Condé Nast and their already formulated set of principles. As younger readers of magazines, the target audience of my magazine will be informed with up-to-date information and pressing details surrounding the style industry. To present these ideas within my work, I plan to work alongside various uses of colour from bright reds to various light shades to display the diverse nature of modern style and modern style tastes. This will be clear through the 1^st January Edition, where the usage of matching colours and shades to complement the models clothing, will contrast with shots of bright focused colour and usage of bold and capitalised fonts. The basic yet bold scheme of colour is surrounded by clear usage of “Midnight Express” Dark Blue as well as being complemented by faint yet affective “Yacht Club” Gray. These shades and colours are present in texts conveying the more modern and bold aspects of style away from the bright colours, focusing on attractive tones and a basic yet intriguing palette. In the secondary Febuary Issue, I aim to focus on using eye catching bright colours such as “Pompeian Red” within my palette and covers. The red is used in pairing with a strong Navy to create a regal feeling and a colour scheme that directly targets the up market, style-conscious audience. The up market, young, style heavy target audience should recognise the intention behind the usage of reds and blue to create a feeling of royalty and a feeling of quality, similarly shown in various style outlets and magazine, even in other magazines under the Condé Nast umbrella. Furthermore, the usage of casual wear in the first cover and the casual yet also up market style, with the usage of a tie and high end colouring, in the second cover, highlights the debates between casual wear and the pricier up market outfits within the modern style landscape, outfits that target audience should be familiar with. Between the two front covers, the usage of different social groups is represented, displaying the importance to show a range of individuals, aiding in representing underrepresented groups while promoting the brand and the umbrella of Condé Nast to a vast variety of style focused audiences. The direct engaging eye contact of the models, is a technique heavily found in style magazine covers including those of Condé Nast, being used to attract the reader.

 

Product 2

In an attempt to follow the codes and conventions of style magazine websites, I intend to analyse a variety of the websites owned by Condé Nast. This will lead me to create a website that includes a title, that can be found also on the cover of my magazine, and various information tabs in order to point the viewer to the content that they desire. The menu will include a variety of links such as containing links to “Home”, “About” pages and exclusive behind the scenes images and interviews with the model on the months latest cover, linking to various social media sites. This increased level of interactivity allows for active audiences to engage on the website through the various links as well as on social media. It promotes the magazine and gives an alternative to the new modern digital age in how to engage with the brand. The website will also include a library of this months and previous month front covers and never seen before photos, allowing for further interaction. As well as this there will be a ”Review” tab allowing for fans to see reviews from experts their opinions to the magazine. The up market, young and technological intrigued target audience will enjoy the availability for exclusive content, the ability to directly engage with the brand and ability to access all of my magazine information online rather than in print, and gaining information not available in the print issues. The reviews tag again engages the idea that the opinion of the audience and experts is vital. There will also be the availability of an online subscription based newsletter, scratching the itch for younger audiences interested in the brand and style as a whole to get direct and constant digital information. This is in an attempt to satisfy the urge of the young digital target audience. Additionally, the colours will mirror that of the contents page and the front covers. The site will also provide links to the various social media pages of URBAN UNDERGROUND allowing them to interact on Twitter, Facebook, TikTok and Instagram allowing for the readers to access all of the content they desire, this is also an example of cross media convergence. These features will be included to attract the target audience and display URBAN UNDERGROUND to a digital audience. By following the codes and conventions of a magazine website, I can ensure that my target audience will be engaged with the product.

 

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (approx. 100 words)

It is extensively important for my covers, contents pages and website to display the brand images across all types of media. This displays to my target audience that all my products are linked under the same brand image and are attempting to reach the same audience. I will across all forms of media convey this through the same use of fonts, mastheads and even some colours. I also aim to include the same use of capitalised, bold and identical fonts with the covers, contents pages and web page. The bold fonts and colours aid to catch my audiences attention and also aids in identifying the brand across all types of media. I also intend to include exclusive digital content and exclusive interviews for both digital and print version of my magazine. By sharing the content between the print and online media texts, it encourages readers to read both, to purchase the physical magazine and to subscribe to the website and newsletter to gain exclusive information from both forms of media. Allowing my variety of audiences to access a range of both digital and print content it allows the URBAN UNDERGROUND brand to target wide audiences as well as benefit monetarily from the widespread content.