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									Marlon Pavanello                                                                    AS Media Evaluation

Question 1: In what ways does your media product use, develop or challenge forms and conventions of real
media products?

In the beginning of the project I gathered information by analyzing and reviewing different magazines that
linked to my genre, from that I gathered the different conventions that is needed in a magazine and revolved
my magazine around following these conventions and challenging them. I did this so my magazine could
imitate the professionalism of other magazines. One of the conventions that I used was making the masthead
large across the top of the front cover. I did this by firstly downloading a font off dafont.com then editing it to
make it my original font.

I did this so my magazine will stand out an\d have its individual denotation and connotation, and then drawing
the target audience for my genre. I used a san-serif font to give my magazine a modern look, also the genre hip
hop is modern therefore the target will also follow that pattern. Linking with the masthead another widely
used convention that I used is putting the model’s head in front of the masthead. I did this so my magazine
isn’t plain and it will catch the eye of the audience. In my case putting the models head in front of the
masthead was difficult as his hair was black and the pictures background was black, therefore is used a paint
brush tool to create as realistic hair as possible.

In order to make my magazine professional and fully attract my audience I needed to follow another
convention that is used in most magazines which is the cover lines which tell the audience features of the
magazine and snippets of what’s going to be in it. The cover lines were different sizes and different colours,
and short and sharp so it can be attention-grabbing , I did this so my audience will be attracted to reading each
cover line, but the design still goes with the design and arrangement of everything of the cover. Although in
most magazines most cover lines are placed in the left third of the cover but on my magazine the cover lines
are spaced out and very few so its ‘simple but sweet.

                                          Main Cover Line
Marlon Pavanello                                                                  AS Media Evaluation

On the other hand contrasting the popular convention of having a main cover line my front cover does not
have a main cover line it is replaced with featured images and design in a cut off section, which I felt was
better with the design of my magazine and will attract the eye of the audience as it its different. Main cover
lines are used to attract the reader and give them and idea about who the magazine is going to feature but, I
thought using this will do the same job through visual implements, e.g. the images instead of textual (The main
cover line).

Also following the conventions of magazines I included a barcode, and price following the accustomed
convention of putting the price on top of the barcode and I included the selling underneath the masthead but
differently I put the selling underneath my models head. Finally I placed the website at a slanted position with
the section to make it noticeable and work with the features on the cover even through it goes against the
norm of putting it in a corner.

My contents page also followed conventions of real magazines and again challenged them. A main convention
that I followed was putting images on my contents page I did this, as my contents page is a page that the
reader will keep going back to and will have to keep them interested and they illustrate the issues and features
that are going to be in the magazine. The colour scheme of blue, black, red and white gives my contents page
its own original look. The images and colour scheme is similar to the front cover to create a sense of continuity
between them.

Including a title and a small version of the masthead is a convention that is widely used in nearly every
magazine. This convention is used to brand the contents page but instead of using ‘contents’ as the main title
as most contents pages have I used ‘this week’. I used this as it is different catching the eye of my audience.
And i included my masthead as it’s part of the fame magazine.

Also another convention I included in my contents page is having different categories, for example features,
interviews etc. I did this so my contents page could look tidy and orderly. However unlike most contents pages
I have to bars arranging the images in the middle.

The final convention I abided by was having editors note on the contents page. The editors gives the editors
view about they thought how the magazine went and what the team went through to get the magazine ready
and showing either the front cover in small or showing who the editor is. My editors note is placed at the
bottom left of my contents page and it stays by the structure of the contents page but stands out as it is a
different colour from the rest of the contents.
Marlon Pavanello                                                                  AS Media Evaluation

Likewise, my double page spread also follows and develops/challenges conventions. I used simple but essential
conventions like having a small masthead on it, having a title and putting page numbers in the corner. I put a
title to give reason to the double page and so the reader knows briefly what the article is going to be about,
whilst attracting with the design and colours.

A popular convention that I followed was having my article in columns. I did this so my text can be structured
and neat, allowing the reader understand the start and end of each question easily. Also it goes with
composition of the rest of the double page spread.

A quote is another convention, as I included one on the right of my page. The quote gives the reader an idea
what type of person the article features. I made the quote stand out by putting stars around it and putting
important words in a different colour to make the quote be a main subject as it is an important part of the
double page spread.

Another small convention that I used was the drop capital, in my case (F). The drop capital is used so the
reader knows where the article starts and catches the eye of the reader originally so they want to start reading

Finally, the last convention I used was having images on the double page spread. I followed the convention by
having a big main image, to again attract the reader and illustrate what the double page is going to be about,
but contrasting the popular convention I added three small images to reiterate the idea of articles content and
so it can make it less plain and more interesting to look at.
Marlon Pavanello                                                                   AS Media Evaluation

Question 2: How does your media product represent particular social groups?

My music magazine is aimed at teenagers both male and female that enjoy the flow of Hip Hop/ R&B and
regularly listen to this type of music. My music magazine represents this social group through the denotations
and connotations through the mise en scène (generally the models clothes, props and their non-verbal
communication) of the images, as the model on my front cover represents this particular social group. But in
the mean time as this social group is very specific other social groups will be excluded from this audience, due
to them not fitting in. An exaggerated example is the elderly from ages sixty upwards my magazine would not
represent his type of social group as they wouldn’t read fame magazine.

Firstly, the model represents this social group is through his costume. The main model on my front cover is
wearing a hooded body warmer with a chequered shirt. This look is very modern and masculine mainly
associated with male hip hop/ R&B artists. Hip hop artists are stereotypically looked at to have the ‘swagger’ –
up to date fashion sense, for example Ne-yo and Chris brown have similar fashion. This type of clothing
represents the casual, cool, calm as well as hard and masculine at the same time. This is a representation of
this genre.

The non verbal communication of the model is serious as this is convention in hip hop music magazines, with
male artists. This is a convention; one nearly all hip hop/R&B artist are serious in the images; two as I
mentioned before the representation of this genre is casualness and masculinity and having a serious non
verbal communication is part of this representation.

Finally the model is wearing sunglasses even though it is a small accessory it plays a big part in capturing the
genre of the magazine. As this item covers the eyes of the model (part of his identity), also it adds style to the
model. Both referring to and reiterating the point I made this genre represents being casual and masculine as
this accessory brings both of these features.
Marlon Pavanello                                                                   AS Media Evaluation

Question 3: What kind of media institution might distribute your media product and why?

Referring back to the publishing house case study I conducted in my planning and research stage of this
coursework, I choose IPC media to be the most likely publisher house that would distribute my magazine. The
reasons for this are, firstly IPC media doesn’t publish music magazines, specifically they don’t publish the genre
of music magazine. Publishing my magazine will allowing IPC media to reach a greater audience, allowing them
to get in to this market, subsequently increasing their popularity.

IPC media has five main markets they revolve around which includes leisure brands, men’s lifestyle, women’s,
lifestyle, TV entertainment and Faison, examples of these magazines are ‘What’s on TV’, Marie Claire and Cycle
sport. All of these markets target a mature audience by publishing my magazine IPC media will be able to
interest teenagers and up to twenty-one year olds as my magazines target audience is aimed at people in
between these ages. Furthermore it not only interests different ages it interests different social classes
because usually higher social classes are interested in the magazines IPC Media publish, therefore by
publishing my magazine they can interest many social classes as well.

Also, if IPC Media distributes and publishes my magazine they will have a great financial benefit. As they gain
an extra market and a mass audience due my magazine being unique in their collection, their profits will
increase exponentially. In addition they will have no competition with any other companies, allowing their
popularity to increase. Advertisement Sponsorships will become more frequently available as IPC media will be
able to target a wider audience than the other magazines they have, this will be financially beneficial in the
long term. Overall they will make more profit and become recognisable if they publish and distribute my

I would distribute my magazine to superstores like Tesco, Wal-Mart and corner shops. I would distribute it to
superstores because it is a main location where everyone attends allowing a big audience to see my magazine,
and there are many superstores everywhere. I distributed it to Wal-Mart because its in America and the genre
hip hop/ R&B is a main genre in America as well as England. I would distribute it to corner shops as it is easily
accessible and distributing it into corner shops would be cheaper than in major stores and putting it in the
correct area the audience for the magazine will grow.
Marlon Pavanello                                                                   AS Media Evaluation

Question 4: Who would be the audience for you media product?

As I concluded from my audience research my target audience will be the ages from 13 to 21, mainly in the
London area, as hip hop/R&B is one of the main genres of music listened in these areas between these ages
compared other areas in the UK and worldwide.

I decided to make teenagers and just above my target audience as the main feature in my magazine is of a
teenager, allowing people of this age relate to this artist. Also in this genre the music portrays having fun and
partying and this is associated with teenagers as they are experiencing these ideas. Also the issues discussed in
the magazine are issues that surround this age group (the youth) which would appeal the target audience that
I have chosen.

The target audience will involve both male and female as the Hip hop/R&B scene involve, male and female.
Finally the target audience will target all different races, even though stereotypically this genre is associated
with black people. As an example the main featured artist’s race is Asian crossing the boundary of the
stereotype, but attracting my chosen target audience.

Marlon Pavanello                                                                    AS Media Evaluation

Question 5: How did you attract/address you audience

By evaluating my audience research I fell that to attract the suitable audience for my magazine I incorporate
many different features to perform this task. One of the ways I attracted my target audience is through my
front cover and the choice of my model, their age plays a role as they are the same age as the target audience
allowing them to connect with the model. In addition the model is fairly attractive this also plays a part in
attracting the audience. The clothing of the model is also very important, as the R&B/ Hip Hop artists set the
trends that the audiences follows and they are the first to wear a the big branded type of accessory that
everyone follows as the model on my front cover has a certain style of sunglasses and body warmer. This is
important because as I explained earlier this type of genre’s audience wants to have ‘swagger’ to be with the
new trend which the featured artists can set. Even having his top button open gives the audience a unique feel
about the artist. This is useful as the audience be attracted not only for the music side of the magazine but also
to keep up to date with the trends of Hip hop/ R&B. Finally his hair style plays a part as it is a main part of his
look and it gives the artist the individual identity as all Hip hop/ R&B artists have. In the models case he has
spiky hair and this connotes the serious/ hard side of this genre and ‘swagger’ which are two big parts in this

Secondly, another way that I used to attract my audience is keeping the magazine revolved around the genre
hip hop/ R&B. Through the magazines I made the cover lines and the issues revolving around it, including the
features, to do with the scene of Hip hop and R&B. For example one of my cover lines is ‘Behind the Scenes
BRUNO MARS Santiago Show’. I included this firstly because Bruno Mars is a well known artists in this genres
industry; secondly seeing the artist and shows are very important to fans/ the audience as they get to see the
artist perform, Finally the behind the scenes allows the audience to feel more intact with artist giving them
more reason to read as they want to know the back story of artists. A continuation of this idea my other cover
line quotes ‘ The Child is on the way BEYONCE’ and this links with the idea of getting to know the artist better
which is important to the audience, giving them security they are following the right people. Finally I also
specified I included a free download link inside on the front cover. This will also grab the attention of the
audience even knowing the backgrounds of the artists are important to the audience the main part is the
music, furthermore as the target audience is teenagers money might be a problem to access so supplying a
free download link will break that boundary and draw in this target audience.

In my magazine I used various different fonts but all of them staying on the basis of san serif. To give it a
modern/ up to date look as this genre is very modern. I decided to do it this way in order to attract my
audience. Especially for my masthead I downloaded a font and edited it, giving a new/ original, up to date, and
fashionable masthead. As this is the trademark of my magazine and the audience will feel more encouraged to
read it by the originality.
Marlon Pavanello                                                                    AS Media Evaluation

Also I used a font that I downloaded from DAFONT.com called ‘zombified’ that I used in the bubble to give a
unique look and stand out. Even though the font doesn’t fit in the genre of Hip/ hop and R&B it follows the
conventions of it as it stands out and is new/ different. Following on from this idea I changed the trend of
having a main cover line and instead I set a new one by putting a bar across the bottom of the page. I did this
as I thought it would attract my audience and address them through the uniqueness and new trend setting of
it, and the logo on the bar reiterates this fact.

The colour scheme was another way that I attracted my audience. The colour scheme was a blend of blue,
black and red and hints of white. I got these colours from my planning and research stage. The blend of colours
gives a casual, effortless feel which connotes the genre as artist act casual as I referred to earlier. This colour
scheme helps attract both male and female as the light blues are associated with femininity and white connote
purity and this is also linked to femininity, But mainly it keeps true to the genre as hip hop/ R&B is a very
masculine genre, which is why I included the strong reds and black.

I also addressed and attracted my audience through the language that I used. Hip/R&B is a very informal
genre, as why it is dominated by a young audience. This is my reason for abbreviating some terms for example
on my contents is used ‘O.T.M’ for of the month, furthermore I also used some colloquial terms like ‘xclusive’. I
used these as they exemplify the genre and the language that is used in it. Linking to the language the articles
that I specified are informal and address a younger audience, which is my target audience.

I attracted my audience through my contents page, as it is clear and structured, allowing them to understand
each part of the contents page easily and making it too harsh on their eye. Also the continuity of the colour
scheme from the front cover also plays a part in addressing the audience and attracting them as it’s the same
as the front cover. Finally the features are specified and easy to see this allows the audience to know what
they want to read without problem which will be a small factor in attracting the audience.
Marlon Pavanello                                                                   AS Media Evaluation

Question 6: What have you learnt about technologies from the process of constructing this product?

Throughout my project from the process of constructing my product allowed me to learn about the different
technologies that I used. The first piece of technology I used was the Canon EOS 400D to take the pictures.
Even though I used this camera in the preliminary stage I learned extra y using for my magazine. For example I
learned how to take picture to get the effect I wanted. When about to take the pictures I learned that I had to
think about the composition of the picture if it is going to landscape or portrait where the model is going to be,
if the picture is going to be a medium close up or long shot. For example the difference between the images on
my double page spread and front cover. Also I kept the location of the pictures all the same in a studio as I
wanted to have continuity between all my pieces and generate professionalism as most magazines have the
pictures done in a studio. While taking the pictures I had to be aware of the lighting as it would help create
better images to do this I learned to use a flash in specific the Bowens Gemini esprit with a 60cm soft box
around it so it doesn’t blind the model. To use it I had a radio sensor attached to the camera so when a picture
is taken the flash goes off. The only problem that occurred was the focusing of the images as I was taking the
pictures to quickly wobbling the camera around too much. To counter-act this problem I took my time with
each picture and made sure it was in focus.

Also, another piece of technology that I used and learned about through the process was Adobe Photoshop
CS3. Before the project I had okay skills in using this software but now I have developed my skills in using the
more complicated tools and this allowed me to edit and manipulate my images so I can get the effect I wanted
for my magazine.
In using this piece of technology I used the paintbrush tool and selected a certain type and settings then using
it to create my own artificial hair for my model. I did this as I wanted to put his head in front of the masthead
but want able to cut his hair so I created some.

I also used the spot healing brush tool to remove the bad lighting on the models sunglasses as it was a good
picture but the light destroyed the image, using this tool helped me allot as I haven’t used this tool properly so
it helped my understand how to use it and what situations to use it in.
Marlon Pavanello                                                                     AS Media Evaluation

In creating my masthead I used a vary of tools firstly I used the selection tool to select the area that I filled as
the edges was not as refined as I wanted them, then I used blending options and applied a stroke and a colour
overlay. These tools allowed me to learn how to edit original fonts as I showed I did in question one.

The gradient tool was another tool that I learned how to use very well as it is frequently used in all of my
pieces as it’s in the background of my front cover, and on the bars of my contents page. I especially learned
good colour combinations when using the gradient.

Finally a very important tool that I used throughout all of my pieces is the text tool and I learned how to use
this tool creating the text too be different sizes as the cover lines are (size) px and the features on the contents
are (size) px. Also I learned how to change the fonts and download fonts that is not a default font from
DAFONT.com. Furthermore changing the colour and adding strokes and different effects to give it a
professional look and have continuity throughout the piece and the other pieces as well.

Marlon Pavanello                                                                                  AS Media Evaluation

Question 7: Looking back at the preliminary task what do you feel you have learnt in the in the progression from it to a full product?


While, doing the preliminary task I have developed my skills that helped my skills that helped me create my
products. The factor that helped improve the quality of my products was learning and understanding the
conventions of a magazine and being able to output this understanding on a piece of paper. Comparing my
final products to my preliminary ones the lack of using the popular conventions and not executing the ones I
used made the products look amateur.

The progression of my skills of using Photoshop was another main device that I learnt from creating the main
products that I didn’t have in the preliminary task. Gaining these skills allowed me to improve the quality of my
final products where I was able to manipulate my photos and edit pieces of it for example the hair, which
made my products look professional.

Linking to this I learnt how to use Canon EOS 400D sufficiently to take pictures that are focused and are good
quality. Also I learned how to manipulate the features of mise scene to give an effect of a certain genre for
example the lighting which I didn’t have control of in the preliminary task; the non verbal communication for
example if they are smiling or being serious which I didn’t think about when taking my pictures for the
preliminary task and other factors like the costume.

Also in the preliminary task we wasn’t able to create a double page spread so in the main task I learned how to
work on a A3 canvas and learn how to incorporate an article with images. As well as spacing everything so the
composition is not too compacted or too spaced out, and linking with taking images, learning how to moving
the model around when taking images as the model has to be on one side of the spread.

Throughout the development from the preliminary task to the main task I have learned how to attract a target
audience and how to address them in the product. Also I learnt how to focus my magazine around a certain
social which I don’t I think I did in the preliminary task as my magazine was aimed at many different social
groups. As for the main task I put in research so I could present the magazine in a way which will attract my

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