General
1) Based on the trailer, what type of people produce and read Tatler? Consider demographics and psychographics.
Based on the trailer I think that the target audience and producers of Tatler are Upper/ Middle-class people, with a high income and money to waste. I think this because people of this demographic enjoy things like high fashion; shopping; hunting which is the key focus of Tatler magazine, allowing the magazine to be relatable to their target audience.
2) Look at the Tatler Media Pack 2018. Go to page 2: how does the editor introduce the magazine?
‘‘TATLER IS A FABULOUSLY
TARGETED, SENSATIONALLY
ACCURATE RIFLE SHOT TO THE
VERY RICHEST READERS IN THE
COUNTRY. THESE PEOPLE LIVE THE
LIFE REFLECTED ON OUR PAGES,
BOTH PHYSICAL AND VIRTUAL. AND
BOY, DO THEY LOVE TO SHOP”
BOY, DO THEY LOVE TO SHOP”
She introduces the magazine as if it is a rifle, which is something that the rich demographics of their audience relate to since they commonly enjoy hunting. She's also very open about the fact that their magazine is only for "The very richest readers", emphasising how niche this magazine is.
3) Now go to page 4 of the Media Pack. Focus on the print magazine. List the key demographic details: age, gender, ABC1, HHI, of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?
Circulation 80,035
Readership 163,000
Average HHI £261,572
Female 73%
ABC1 83%
ABC1 83%
AB 51%
Average Age 41
Average Age 41
London/SE 70%
These demographic details about the audience of Tatler possibly suggest that they have a lot of money to spend. The fact that a majority of the readers are found in London / The South East further emphasises how rich the audience of the is in comparison to the rest of the UK. The fact that Tatler's audience is mainly ABC1 class indicate that they are much more capable of affording more expensive things and leisure than people in lower classes, further accentuate how much higher their audience is in society. Finally, the audience is mainly comprised of women over the age of 41 with the annual household income that is far over the average in the UK, from this I can infer that the audience is women who have main interests in high fashion and expensive leisure.
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| Average Income Map of the UK |
4) Look at page 6. What do Tatler readers think about fashion? How much do they spend?
£843 MILLION SPENT ON
FASHION IN THE PAST YEAR
96% OF TATLER READERS OWN
DESIGNER FASHION
81% OF TATLER READERS OWN
DESIGNER SHOES &
ACCESSORIES
62% OF TATLER READERS AGREE:
‘I OFTEN BUY FASHION
PRODUCTS AFTER SEEING
THINGS ADVERTISED IN MAGAZINES’ (INDEX 126)
Tatler audiences feel very strongly about fashion and spend a lot of money on it. This is obvious because of the fact that almost all of Tatler's reader's own designer fashion and accessories. Since they have a lot of money to spend (on average £261,572) they spend a lot of it on fashion. In fact, £843 million has been spent on fashion in the past year, which is frankly quite a ridiculous amount of money.
5) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the psychographic groups who read Tatler?
Tatler runs many special additions throughout the year, many of which are based on usually expensive themes (Travel; Weddings; Cosmetic Surgery; High Education; Jewelry and Watches) and they have very expensive products marketed in them. These expensive themes evidently suggest that the psychographic groups that read Tatler are rich and spend a lot of their time on costly activities like travelling and cosmetic surgery.
Media Language
1) How many of the 12 magazine cover key conventions feature on this edition of Tatler?
Around 7 of the key magazine cover conventions can be found on this edition of Tatler. At the top of the magazine, the title of the publication can be found in quite a large serif font. This issue of Tatler does not have a slogan however, it does have a large central image (of Georgina Bevan). In addition to this, the cover of this magazine has many cover lines, talking about celebrities; parties; clothes and other things. This magazine has no free offers since it's audience are of a much richer demographic than the rest of the UK, so they don't need free offers. This Tatler magazine has the colour scheme of black, white and pink. These colours suggest a theme of elegance since black and white are colours that connote wealth and sophistication and pink implies a feminine and confident theme, together creating an elegant and empowering theme for this magazine. This cover also has name checks, with the likes of James Corden as the focus of one of the cover lines on the magazine, which draws in a larger audience (fans of James Corden).The language on this cover is short and easy to read quickly. The magazine makes it quick to read by abbreviating certain words and leaving out unnecessary information e.g. 'WITH HIS ARISTO (YES, REALLY) BUDDIES'. The word 'ARISTO' is an abbreviation of the word aristocratic. The magazine also only uses 2 different typefaces, making the magazine's overall appearance much neater. the magazine also uses rhetorical questions to make a more personal connection with the audience ('WHO IS AT THE TOP OF EVERYONE'S PARTY GUEST LIST').
2) What is the font choice used in the title and what does this choice connote?
The font used in the title is a serif font (my best guess is the Skyline Font). The serif font implies that the magazine is elegant. This is because serif fonts are usually seen as traditional and sophisticated since they were used in the past for important things (like gravestones).
3) What font is used for the cover lines? What does that choice connote?
The font used for the cover lines is a sans-serif font. A sans-serif font suggests that the magazines content are modern since sans-serif fonts are most commonly used in computers, a modern invention.
4) How do the cover lines appeal to the Tatler target audience?
They appeal to Tatler's audience because a majority of their target audience is raised in a generation that prefers modern times to tradition, so the sans-serif font shows them that the magazine has modern themes inside, thereby encouraging them to read the magazine.
5) What are the connotations of the Tatler colour scheme on this particular front cover?
This Tatler magazine has the colour scheme of black, white and pink. These colours suggest a theme of elegance since black and white are colours that connote wealth and sophistication and pink implies a feminine and confident theme, together creating an elegant and empowering theme for this magazine.
6) How is the central image designed to create interest in the magazine? Find three reasons for your answer.
The central image of this magazine is the model Georgina Bevan. She is pictured wearing golden clothing, which creates a sense of wealth since gold is expensive, making the magazine seem as if it is expensive and since its target audience is of a richer demographic, they feel more interested in the magazine. She is pictured looking directly at the camera, making it seem as she is looking at the reader, making the reader feel obliged to buy the magazine since she is looking at us. In addition to this, she is looking at us in with a very opulent expression, making us feel as if she is better than us, and that if you buy the magazine, you can feel like she is.
Representation
1) What different groups of people are represented on the cover?
On the cover, the groups of people who are represented are Celebrities; Millennials and Aristocrats.
2) What do the cover lines suggest about the lifestyle of rich people in the UK?
They suggest that rich people spend a lot of their time partying ("EVERYONE'S PARTY GUEST LIST") and spend lots of money on fashion ("NEW ACCESSORIES").
3) Are there any stereotypes being reinforced or subverted? How? Why?
The stereotype of the rich only spending their money on superficial things is being reinforced here since the cover only references partying and fashion, making it seem as if that is all that the rich do. This makes the richer demographic seem as if they care about nothing other than recreational things. It is being reinforced because Tatler magazines are used to market fashion and trips, by reinforcing this stereotype, it makes it seem as if you have to buy their products in order to be like the rest of the rich demographic.
4) Are there any misrepresentations or under-representation of groups? What might this suggest about the target audience?
As I mentioned in the answer to the previous question, the richer demographic is represented as being superficial. In contrast to this, however, there is no representation for the working / lower classes of the UK, thereby excluding them from the magazine, since nothing in them will apply to their lives. This suggests that the target audience is only the richer demographic since they are the only group being represented in this magazine.
5) What would be the preferred and oppositional readings to this cover of Tatler?
The preferred reading of this cover is that you should buy the magazine. This is because a majority of the cover lines talk about fashion and partying, which is what a lot of people enjoy doing. In addition to this, the magazine has a young woman in the centre, which is relatable for the target audience, making them think that the magazine is modern and could apply to their lives, additionally, the sans-serif font further enforces this point. The colour scheme of this cover could make the reader feel as if they are sophisticated since pink; black and white are colours that are associated with elegance; beauty and make the cover seem sleeker in design, thereby making it sophisticated.
On the other hand, the oppositional reading of this cover would be that Tatler is a very niche magazine, and could deter their audience from reading it. This is because only one group of people is targeted in this cover (richer people) and that may make people who aren't rich feel excluded, making them less likely to buy the magazine. In addition to this, the cover lines on the cover only talk about fashion and parties, making it seem as if the richer demographic is superficial and waste their money. This could be offensive to the richer demographic, deterring them from purchasing the magazine. Also, the central image is of a woman wearing makeup, with a sultry expression on her face. The cover line that refers to the image only talks about her appearance. This could make women feel objectified and superficial since they are good for nothing except looking good.
Social and cultural context
1) What aspects of British life are NOT reflected in Tatler?
Tatler does not reflect the struggles of work, money or lower class life. In a majority of British lives, money is not inherited and instead worked for, unlike Tatler's target audience. Also, Tatler never touches on public schools and similar public services.
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?
Tatler represents life in Britain as being very superficial and niche. Tatler shows Britain to be very rich and having money for everything, even though this isn't true for the majority of the UK's population.
3) What audience groups might be offended or insulted by the front cover of Tatler April 2017?
The audience groups that might be offended is the lower/working class; men; women; richer people; celebrities, for a range of reasons, from being under-represented(lower/working class; men), to being represented incorrectly(women; richer people; celebrities).
4) Find three other front covers for Tatler. What issues or problems are regularly featured in Tatler?
The issues that are usually touched on in Tatler are Beauty, Relationships, Money, Parties, Royalty, Fashion and a few other things.
5) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the psychographic groups who read Tatler?
Tatler runs many special additions throughout the year, many of which are based on usually expensive themes (Travel; Weddings; Cosmetic Surgery; High Education; Jewelry and Watches) and they have very expensive products marketed in them. These expensive themes evidently suggest that the psychographic groups that read Tatler are rich and spend a lot of their time on costly activities like travelling and cosmetic surgery.
Media Language
1) How many of the 12 magazine cover key conventions feature on this edition of Tatler?
Around 7 of the key magazine cover conventions can be found on this edition of Tatler. At the top of the magazine, the title of the publication can be found in quite a large serif font. This issue of Tatler does not have a slogan however, it does have a large central image (of Georgina Bevan). In addition to this, the cover of this magazine has many cover lines, talking about celebrities; parties; clothes and other things. This magazine has no free offers since it's audience are of a much richer demographic than the rest of the UK, so they don't need free offers. This Tatler magazine has the colour scheme of black, white and pink. These colours suggest a theme of elegance since black and white are colours that connote wealth and sophistication and pink implies a feminine and confident theme, together creating an elegant and empowering theme for this magazine. This cover also has name checks, with the likes of James Corden as the focus of one of the cover lines on the magazine, which draws in a larger audience (fans of James Corden).The language on this cover is short and easy to read quickly. The magazine makes it quick to read by abbreviating certain words and leaving out unnecessary information e.g. 'WITH HIS ARISTO (YES, REALLY) BUDDIES'. The word 'ARISTO' is an abbreviation of the word aristocratic. The magazine also only uses 2 different typefaces, making the magazine's overall appearance much neater. the magazine also uses rhetorical questions to make a more personal connection with the audience ('WHO IS AT THE TOP OF EVERYONE'S PARTY GUEST LIST').
2) What is the font choice used in the title and what does this choice connote?
The font used in the title is a serif font (my best guess is the Skyline Font). The serif font implies that the magazine is elegant. This is because serif fonts are usually seen as traditional and sophisticated since they were used in the past for important things (like gravestones).
3) What font is used for the cover lines? What does that choice connote?
The font used for the cover lines is a sans-serif font. A sans-serif font suggests that the magazines content are modern since sans-serif fonts are most commonly used in computers, a modern invention.
4) How do the cover lines appeal to the Tatler target audience?
They appeal to Tatler's audience because a majority of their target audience is raised in a generation that prefers modern times to tradition, so the sans-serif font shows them that the magazine has modern themes inside, thereby encouraging them to read the magazine.
5) What are the connotations of the Tatler colour scheme on this particular front cover?
This Tatler magazine has the colour scheme of black, white and pink. These colours suggest a theme of elegance since black and white are colours that connote wealth and sophistication and pink implies a feminine and confident theme, together creating an elegant and empowering theme for this magazine.
6) How is the central image designed to create interest in the magazine? Find three reasons for your answer.
The central image of this magazine is the model Georgina Bevan. She is pictured wearing golden clothing, which creates a sense of wealth since gold is expensive, making the magazine seem as if it is expensive and since its target audience is of a richer demographic, they feel more interested in the magazine. She is pictured looking directly at the camera, making it seem as she is looking at the reader, making the reader feel obliged to buy the magazine since she is looking at us. In addition to this, she is looking at us in with a very opulent expression, making us feel as if she is better than us, and that if you buy the magazine, you can feel like she is.
Representation
1) What different groups of people are represented on the cover?
On the cover, the groups of people who are represented are Celebrities; Millennials and Aristocrats.
2) What do the cover lines suggest about the lifestyle of rich people in the UK?
They suggest that rich people spend a lot of their time partying ("EVERYONE'S PARTY GUEST LIST") and spend lots of money on fashion ("NEW ACCESSORIES").
3) Are there any stereotypes being reinforced or subverted? How? Why?
The stereotype of the rich only spending their money on superficial things is being reinforced here since the cover only references partying and fashion, making it seem as if that is all that the rich do. This makes the richer demographic seem as if they care about nothing other than recreational things. It is being reinforced because Tatler magazines are used to market fashion and trips, by reinforcing this stereotype, it makes it seem as if you have to buy their products in order to be like the rest of the rich demographic.
4) Are there any misrepresentations or under-representation of groups? What might this suggest about the target audience?
As I mentioned in the answer to the previous question, the richer demographic is represented as being superficial. In contrast to this, however, there is no representation for the working / lower classes of the UK, thereby excluding them from the magazine, since nothing in them will apply to their lives. This suggests that the target audience is only the richer demographic since they are the only group being represented in this magazine.
5) What would be the preferred and oppositional readings to this cover of Tatler?
The preferred reading of this cover is that you should buy the magazine. This is because a majority of the cover lines talk about fashion and partying, which is what a lot of people enjoy doing. In addition to this, the magazine has a young woman in the centre, which is relatable for the target audience, making them think that the magazine is modern and could apply to their lives, additionally, the sans-serif font further enforces this point. The colour scheme of this cover could make the reader feel as if they are sophisticated since pink; black and white are colours that are associated with elegance; beauty and make the cover seem sleeker in design, thereby making it sophisticated.
On the other hand, the oppositional reading of this cover would be that Tatler is a very niche magazine, and could deter their audience from reading it. This is because only one group of people is targeted in this cover (richer people) and that may make people who aren't rich feel excluded, making them less likely to buy the magazine. In addition to this, the cover lines on the cover only talk about fashion and parties, making it seem as if the richer demographic is superficial and waste their money. This could be offensive to the richer demographic, deterring them from purchasing the magazine. Also, the central image is of a woman wearing makeup, with a sultry expression on her face. The cover line that refers to the image only talks about her appearance. This could make women feel objectified and superficial since they are good for nothing except looking good.
Social and cultural context
1) What aspects of British life are NOT reflected in Tatler?
Tatler does not reflect the struggles of work, money or lower class life. In a majority of British lives, money is not inherited and instead worked for, unlike Tatler's target audience. Also, Tatler never touches on public schools and similar public services.
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?
Tatler represents life in Britain as being very superficial and niche. Tatler shows Britain to be very rich and having money for everything, even though this isn't true for the majority of the UK's population.
3) What audience groups might be offended or insulted by the front cover of Tatler April 2017?
The audience groups that might be offended is the lower/working class; men; women; richer people; celebrities, for a range of reasons, from being under-represented(lower/working class; men), to being represented incorrectly(women; richer people; celebrities).
4) Find three other front covers for Tatler. What issues or problems are regularly featured in Tatler?
The issues that are usually touched on in Tatler are Beauty, Relationships, Money, Parties, Royalty, Fashion and a few other things.
Written By Aishwarya Odedra
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