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Evaluation. By George Parkin.
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Page 1: Evaluation    media

Evaluation.

By George Parkin.

Page 2: Evaluation    media

My product uses the traditional codes and conventions of real media products rather than challenging the conventions. When it conducted my questionnaire to the public the strongest response I got was in favour of a particular issue of ‘Vibe’ magazine, featuring ‘Hip-Hop’ artist and rapper Eminem on the cover - which you can see on the following slide – this issue itself was particularly conventional as you will see, therefore I chose to model my magazine after this issue of ‘Vibe’ as it got such positive feedback when I processed the data from my questionnaire, with a staggering 80% selecting the ‘Vibe’ title in response to the question: “Finally, which of these music magazines do you find the most appealing and if you had to purchase one with your own money which would it be?” – you can see the options they had to chose from on the following slide – I found this response conclusive enough and I therefore decided to model my product around this issue of ‘Vibe’, using an proven and successful product as the basis for mine proved a wise decision as I was able to create a unique and individual piece but at the same time obeying a format that has been shown to work in the ‘real world’ and subsequently I was able to use ‘Vibe’ to inspire my product as well as being able to tweak their design with my own personal touches to create something that obeyed and used the traditional forms and conventions but also in parts developed them.

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

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On the following slide you will see the issue of ‘Vibe’ magazine with famed artist Eminem

featuring on the cover, this is the issue decided to use for inspiration and as the basis for my

product: there are both similarities and differences to be noted.

Similarities and Differences.

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Similarities – Main Cover Line

As you can presumably see there are numerous conventions I have implemented on my product which are present on the ‘Vibe’ issue, for example: I chose to style the left hand side of my page much the same as the ‘Vibe’ front cover, I had already decided that my lead story was going to focus on a ‘coming clean’, ‘comeback’, ‘confession’-type which is why ‘Vibe’ was such a perfect model to

work from, I use the name of three drugs to really hook people in giving them each their individual line to really give impact, I included a pull quote much the same as ‘Vibe’ and to really create emphasis on the artist in question I used colour to my advantage making sure the name of my artist; ‘Q.T.’ stood out much the same as ‘Eminem’ does on the ‘Vibe’ front cover. Instead of copying

the ‘Vibe’ cover line word for word I tweaked it considerably instead of simply ‘comes clean’ as it says on the ‘Vibe’ magazine I decided to use the word ‘Talks…’ and then in a downwards fashion listed the words each on their own individual line (much the same as how the drugs are presented) and as they happened beginning with the negatives; meltdowns, addiction eventually leading to the

break up but finishing on the ‘comeback’ element, ‘New albums?’ I felt overall I had managed to rework an already success cover line into something unique to my product.

Similarities - Masthead

The Masthead’s of both magazines are very similar partly due to the fact I received a strong response in favour of bright colours hence the red and partly due to the fact I felt the drop

shadow which enabled me to create the black shadow across the top was

very effective when it came to creating the appropriate mood for my

magazine, acting almost as if there are storm clouds brewing overhead which I

felt could serve as a metaphor for some of the controversial stories I

planned to include (e.g. drugs, crime, feuds) stories which I am sure have

been featured both past and present in magazines such as ‘Vibe’ as well as

‘Hip-Hop’ magazines in general due to the fact artists associated with the

genre often find themselves mixed up in crime.

Similarities – Cover Lines

Another element that is present on the ‘Vibe’ magazine which I decided to work into my product was the cover lines and more specifically how they are presented for example I decided to work the smaller cover lines around the main image rather than overlapping them as I wanted people to be sure that the left hand cover line was the lead story and that was the one that related to the image. I felt working the smaller and less important cover lines around the image really gave emphasis to the main story as well as making the smaller cover lines easier to read as they flowed easily around the page. I also followed how ‘Vibe’ coloured its cover lines and used this on my product for example it would use different colours to make certain words stand out for example in the bottom left hand corner the words; ‘The Roots’ are in red making them stand out from the rest of the grey text, I did a similar thing; colouring ‘Dwayne DD’ in grey and making that name larger than ‘Eli Asher, Roth & Gotti’ due to the fact he was the most prominent and popular

artist out of the four.

Differences –

However, there may be many similarities between these two there are any number of differences, I will begin with some of the much smaller differences for example ‘Vibe’ has no barcode, whereas mine does and the fact ‘Vibe’ has no footer but my product does as I felt these were essential elements that were needed in order to create an

authentic looking finished product. Some of the more noticeable differences include the main image, on the ‘Vibe’ cover it’s a mid-shot that works well for showing the facial expressions of the artist but it also manages to show body language well too. While on my product the image itself may not qualify as a long-shot quite yet it is

clearly showing much more of the artists physique (as you can see his torso, legs and feet) creating a specific emphasis on his clothing, stance and demeanour rather than his facial expressions, also of significance is the fact my image is a high-angle shot differing further from its ‘Vibe’ counterpart, I decided to use a high-angle because I felt it gave my magazine a certain edge, rather than using a traditional generic image (such as the ‘Vibe’ image) which over time I feel have become overused and have

therefore lost impact, there was nothing I was specifically trying to connote through my high-angle shot I simply felt it worked, by placing his right leg further forward it gave the impression he was travelling or busy or perhaps climbing stairs, overall the readers are free to draw from the image what they please for example they could see it as the artist it looking up to greater things as he has recently experienced drug and alcohol problems and that is what I plan to focus my double page spread on, so he could therefore be lower down than the photographer because he’s been through a recent slump both in his personal and professional life, but now he is starting to pull

himself out of it and move onto greater things.

Similarities – Colour Scheme

The colour scheme was something else I felt worked well on the

‘Vibe’ front cover and I therefore carried it

across onto my product, although with

some slight inconsistencies but for the major part it is very similar for example, I

chose to have the masthead red with the overcast black shadow

and accompany this with a pale grey

background much the same as ‘Vibe’ and then have the cover

lines and other general text in various different

colours such as; blacks, greys and

whites. Much the same as ‘Vibe.’

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16) Finally, which of these magazines do you find the most appealing and if you had to purchase one with your own money

which would it be?

E80%

D0%

C5%

B0%

A15%

A

B

C

D

E

A B DC E

Here you can see the see the question and options the participants of my questionnaire had. You can also see the analysed data in pie-chart format, you can see clearly they were in favour of the ‘Vibe’ front cover with it unanimously being declared most appealing and therefore that should explain the reasoning behind me selecting it as a basis for my product and the reason why my product uses and develops codes and conventions rather than challenging them.

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2) How does your media product represent particular social groups?

With my magazine being primarily focused on the ‘Hip-Hop’ genre people are likely to stereotypically presume it will only focus on African-American males who bask themselves in the ‘gangster’ image, however you would be wrong to assume this, as early on in my research period I discovered this is not what the vast amount of my potential readership would want. It became apparent the stereotypical ‘Hip-Hop’ magazine with connotations of crime, drugs and misogyny would no longer satisfy the modern readership which is why I worked particularly hard to make sure I created something that both represented different social groups as well as appealing to different social groups.

However, I didn’t go into the production stage without an idea of who I was aiming my magazine at and who I was planning to represent (obviously one decided the other, because as soon as I decided who it was going to be aimed it naturally had to represent a certain type of people in order to appeal to this readership) I settled on the traditional target market of males aged from their mid-teens to their early twenties, specifically 15-25 years. I chose this specific readership because judging from my research they are the easiest to cater for, nevertheless as I have already said I didn’t want to ‘exclude’ people. There of course was a target market but I needed to be appealing on some level to a range of people from different classes, social groups and backgrounds.

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

The music industry is complex with hundreds of companies involved in different aspects of magazines; many individuals are involved at different stages in order to get the publications onto the shelves and into the hands of the readers.

I have conducted some research into potential publishers both before I created my products and now, during the evaluation period and of course there are many media institutions that maybe an appropriate publisher for my product, during the initial research period I found one particular potential publisher, that was of Quincy Jones/David Salzman Entertainment who I discovered early on in the planning stage and wrote about in task 7, I even went as far to name Quincy Jones and his production company as perfect publishers for a product such as mine and although I stand by that, I also feel have completing more in depth research I have found a better fitting media institution that I feel would be the best all around for distributing my media product.

The media institution I feel would be most appropriate distributor is Harris Publications; my reasoning behind coming to this conclusion is simple, Harris Publications is a well established American consumer-magazine publisher with over thirty five years experience in the publications industry has lead Harris Publications becoming one the most successful, experienced and accomplished publishers working in the industry today.

A brief history of Harris Publications only proves that this is the kind of media institution that might distribute a media product such as mine; Harris Publications has a long history, being founded in 1977 by Stanley R. Harris who was an accomplished man in his own right even before Harris Publications humble beginnings back in the 1970’s, having over twenty years experience prior to Harris Publications first starting out in the publications business as early as 1955 giving an incite as to why the company is as successful today as it was then as it was founded and backed by some influential publishers and expert industry insiders.

Over thirty years later and Harris Publications has emerged into a leading publishers (on slide 13 you can see a list and photographs of their titles both past and present) with several successful magazines currently being published including many music magazines, specifically ‘Hip-Hop’ related music magazines. I will go into further detail about these titles on subsequent slides.

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As you can see from this slide, these are just some of the popular and successful titles Harris Publications are proud to include in their portfolio.

Harris Publications has been involved with many different types of magazines over the years, some of which you can see on the following slide. From automotive magazines including; ‘0-60’, Celebrity & Lifestyle magazine; ‘King’, Firearms and weaponry; ‘Guns & Weapons for Law Enforcement’ and Sports and Health; ‘SLAM Magazine’, its fair to say over the years judging by that short list alone Harris’s previous and present works have been varied and they’ve been sure to cater for all the main markets, despite their adventurous subject matter they have never lost their interest in the music industry and at one time or another have always been publishing some kind of music magazine like: ‘Revolver’ and ‘Guitar World’ which was in publication for well over twenty years but more importantly in recent years they're increasing involvement with the ‘Hip-Hop’ genre is what first sparked my interest in them as potential publishers. Two notable examples include; ‘Scratch’ which was marketed under the tagline; ‘The Blueprint of Hip-Hop’ and then of course there is perhaps the most popular of all: ‘XXL’ which has proven a hit with the readers ever since its first publication by Harris in 1997.

Furthermore, its not Harris Publications past successes that lead me to believe they will make a suitable publisher for my product, nor is it the fact they are one of the leading publishers in North America. What assumed me Harris Publications would be the right people to distribute my product was something else entirely, of course their success and respect in the publishing field was undoubtedly a factor it was the fact they already had a strong relationship with African American community, and over the years had built up a large distribution network creating products that catered directly for the African American male, such as ‘King’ which is described as; ‘a monthly men’s magazine geared toward African American and urban audiences’ this clinched it for me, and that’s when I decided Harris Publications deep routed connection with African Americans (my target audience) coupled with their long history distributing ‘Hip-Hop’ magazines I realised they were ideal.

3) What kind of media institution might distribute your media product and why?Continued…

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Here you can see just some of the wide range of publications Harris are involved in, I have included various issues of ‘Hip-Hop’ magazine ‘XXL’ because it is undoubtedly their best known title, however other music related publications include: ‘Scratch’ and ‘Guitar World’ in addition to that I have included publications that are not music related for example you can see ‘Guns & Weaponry for Law Enforcement’, basketball magazine; ‘SLAM’ and of course male lifestyle magazine: ‘King.’

In recent years Harris Publications has expanded significantly and some of these titles have been sold off in order to make way for new titles for example magazines such as the automotive ‘0-60’ only came into publication in 2007, meaning Harris is an ever expanding company always looking for the next project, which could indeed be another ‘Hip-Hop’ magazine, such as mine, as there is already a proven formula to them that strikes a cord with the reader time after time, and a large reason Harris Publications has enjoyed such success is their wise decision to concentrate on ‘Hip-Hop’ publications more so than ever.

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4) Who would the audience be for your media product?

Of course as I have outlined in earlier questions my ideal target audience was males aged 15-25, this was my primary audience and I tried to cater towards them as much as possible without excluding other potential readers.

However, with target audiences, outlining mine as males in their teenage years was really only the tip of the iceberg, I decided on teenage males early on but later I had to consider several other elements such as; social class, ethnicity and psychographic profile.

Obviously ‘Hip-Hop’ is generically focused on the African American male, many of whom are from poor working-class backgrounds, deprived areas and have found themselves mixed up in crime and drugs, the artists lives mirror that of the listeners and that can often act as a form of escapism for working-class or unemployed people who hope to get out of the ghetto as the artist who they were inspired by did, this was a distinction I felt ‘Hip-Hop’ had from other genres of music something that made it unique, and the fact it plays a role in so many adolescent males lives on their way to adulthood I felt it was important my product identified itself with that unique bond between artist and listener or in this case artist and reader that ‘Hip-Hop’ music has built up over the years. So, as a result I primary target audience ended up as teenage and young adult male whilst my primary target audiences social class would most likely be working-class, and the ethnicity as I have already said already is African American males, mainly due to the fact black people, males especially have a long history and association with ‘Hip-Hop’ music that stems back to as early as 1970’s New York, however this does not exclude other ethnicities as several white people are featured or mentioned in the magazine, an attempt at trying to diversify the magazines appeal to a different type of males, some of whom have exactly the same backgrounds as the African Americans although their white heritage from leave them alienated from a magazine that only features black artists and vice versa so I was sure to include or mention a diverse range of people in my product in order create something that many could find satisfactory. In addition to that it is wise to acknowledge the fact that the magazine does not particularly lean towards the female demographic, the exclusion of women was not intention however I did not spend much time catering towards females as I always had the mindset that this would be a magazine predominantly purchased by males, however I did not actively seek to discourage females from purchasing or reading my magazine.

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4) Who would the audience be for your media product?Continued…

Originally ‘Hip-Hop’ was a niche audience when it first began during the 1970’s appealing predominantly to young male low economic status African American and to a lesser extent Hispanic American. However since late 1990’s ‘Hip-Hop’ has become significantly more mainstream to include a wider demographic, of a young, white, and more affluent people from various different cultures and backgrounds, especially with people across the Atlantic in the UK and other European countries.

Originally the audience demographic would be drawn from deprived areas of cities in the UK specifically Detroit, Michigan and Bronx, New York City where there were high levels of deprivation, unemployment, and a high crime rate and drug culture. Disposable income would be low and therefore money spent on expensive material goods would be minimal, however people were able to enjoy and express themselves through ‘Hip-Hop’ music specifically by the widespread availability of demo-tapes.

Since the late 1990’s the popularity of ‘Hip-Hop’ has gained momentum resulting in a shift of the audience psychographic profile including the ethnicity of those who listen to it. During the early years the audience for ‘Hip-Hop’ music was predominantly black, urban African American in the bands of C2 (skilled ‘blue collar’ workers such as electricians, plumbers and carpenters) D (semi and unskilled manual such as drivers, post sorters) and E (the unemployed). However in recent years the audience has broadened to include the band of C1 (‘white collar’, junior management, bank clerks and nurses). This group has more disposable income and as a result they are able to spent large amounts of money on the music and products associated with the music including clothing lines therefore it has become more commercialised and more mainstreamed which has lead to more and more companies cashing in on this lucrative market. The emergence of ‘stars’ such as Eminem, 50-Cent and Jay-Z during the last decade has opened up global markets leading them to become the figureheads of the genre and the personalities behind the music. The celebrity culture surrounding these artists has lead to them amassing a vast personal fortune which has influenced the audience’s aspirations, which links into the “Get rich or die tryin’” mentality.

The middle classes increasing association with ‘Hip-Hop’ can arguably be seen as both bad and good. When ‘Hip-Hop’ emerged it front itself at the forefront of controversial issues. In places like Detroit, Michigan during the decline of the automotive industry ‘Hip-Hop’ surfaced through the cracks at a difficult time when a revival of the area was yet to begin and racial tension, drugs, crime were climbing and ‘Hip-Hop’ was also a backdrop to problematic times in California, specifically Los Angeles during this time when African-American and Hispanic-American males image became tainted during racial and civil unrest, examples include the 1992 South Central Riots, The Rampart Scandal and the United States Crack Epidemic all hindered the birth of ‘Hip-Hop’ as the corruption and crime surrounding these events often lead back to deprived areas which were dominated by African-Americans who were normally avid listeners of ‘Hip-Hop’ music.

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4) Who would the audience be for your media product?Continued…

The result of this was for many years, decades even ‘Hip-Hop’ was largely ignored as a genre because of peoples prejudices and the assumption that those involved with it had criminal ties. The problems it encountered in the early years undoubtedly limited its commercial success, however as it has become more and more accepted by mainstream audience and a broader demographic case in point, the middle classes some of what it meant as a genre has been forgotten, originally these were disadvantaged and underprivileged people rapping about family problems, racial tensions and cultural deprivation but as the genre was exploited by corporate business that message was arguably loss in favour of financial gain leaving some listeners morally bankrupt.

So overall in the early years the advantage of ‘Hip-Hop’ not having to conform to industry standard meant it appealed to the urban working classes, however as it has come a worldwide phenomenon the inaccessibly nature of the genre especially by Caucasians is now gone and it truly is music for the masses, even if some of the original anti-authoritarian undertones and explicit lyrics are a thing of the past.

As of today to try and define the ‘Hip-Hop’ genres audiences as one particular group would be a understatement as it is something that can be enjoyed by all. However ‘Hip-Hop’ listeners can be characterized on some level, they are often seen as ‘Aspirers’. ‘Aspirers’ are seeking to improvement themselves. They tend to define themselves by high status brand names which they own and consume, absorbing the ideologies of the products as their own and believing that their status is established by this conspicuous consumption – the ‘Aspirer’ can be considered a modern day ‘Hip-Hop’ fan as the high status brand name they own and consume link into the commercialised side of the ‘Hip-Hip’ genre something that is a much more recent development only having happened in the last decade or so. Not only does being an ‘Aspirer’ link into the fact many ‘Hip-Hop’ fans chose it as a way of life not just as a music preference, draping themselves in clothes the artists wear and jewellery or ‘bling’ for the desired image but it also links into how some of the morals of ‘Hip-Hop’ have been lost by its commercialisation for example many of the people who are interested in the genre today in fact no nothing of the deprived upbringings, gang culture and loss many of the ‘Hip-Hop’ artists speak of in their lyrics, they have no way of buying into the cultural other than materially and aesthetically, through the purchase of expensive clothes and other memorabilia. Again, generally speaking ‘Hip-Hop’ fans of modern times can be considered ‘Tribe Wired’; digital, free-spirited, creative young singles. This is reasonably self explanatory and expected given the nature of the music and many of the listeners backgrounds.

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5) How did you attract/address your audience?

Attracting your audience and addressing them is difficult task, you need to have created a product that stands out on the shelf successfully, drawing and hooking the potential readership in, attracting the reader is the simple part, you can do this with bright bold colours and a ‘chaotic’ presentation style including large fonts, exclamation points and various eye-catching cover lines however, this may work well at hooking the reader in it does not always ensure that they will remain hooked as the ‘chaotic’ styling that first attracted them is likely to put them off when actually get down to the business of reading articles as the magazine may come across as very ‘in your face’. Indeed it is a complex task in order to create something that is both eye-catching in the beginning but soon becomes something that is subtle, easy on the eye and easy to pick up and read at a glance from there on out, fortunately early on in my planning and research period I chose to ask the right questions during the questionnaire and focus group tasks and therefore as a result I had the valuable feedback I needed in order to create something that attracted in as many readers as possible but after they were hooked treated them as human being and addressed them as if they were too.

Although I clearly asked the right questions the response I received was sometimes not entirely helpful, I referred back to the question I asked during my focus group for an impartial view; What type of language do you expect in a music magazine, formal or informal, direct or indirect? This question which I put to my focus group was the most similar to this question that I am answering now. Even though I did not get a conclusive response from those involved in the focus group on the whole the response was in favour of a magazine being informal but direct, basically it should address you directly singling you out as an individual but at the same time it should also use informal language, so it speaks to you calmly and pleasantly so you feel as if you are talking to a friend rather than reading a magazine that may often be speaking factually. Even if I hadn’t conducted this research I would of worked of this assumption all along as you can see above I felt it was important that a magazine caught your attention early on then spoke to you as an intelligent human being when you began reading in depth articles to avoid the reader feeling patronised and alienated.

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Once I was aware of how I needed to attract/address my audience I began modelling my product around this, I was quick to ensure that my front cover was bold and eye-catching hence the use of bold colour including the colour red which contrasted well against the pale backgrounds helping elements like the masthead stand out even further, however once I decided to use the bright and bold colours I was ensure to limit myself, I wanted to I created a product that was ‘friendly’ to look at and easy on the eye I didn’t want to go overboard and I felt the bold colours would be enough to ensure it would be a product that stood out on the shelf therefore there was no need to have a ‘chaotic’ front cover so I tried to keep it as clear and ordered as possible, sticking to this theory when I created my Double Page Spread I made sure it had a relaxed tone and addressed the reader directly, so on the first half of the double page I included various images so the double page didn’t seem to dominated by text and the reader was free to enjoy the images, I included small snippets of text around the image on the first of the double page, for example I featured a pull-quote this addressed the reader directly and began to get them intrigued and involved with the article gradually. On the second half of the double page is where I wrote the article, the article is reasonably long so in order to keep the reader focused I decided to present the article in a question and answer format, this involved the reader more so than a regular article with quotes as they were getting direct responses from the artist they were interested to find out about. The article was direct, as the artist was speaking directly to the reader however as it was straight from the artists mouth meant it was an extremely casual conversation between the interviewer and interviewee this fluid style that was created by the gentle back and forth banter between the two people in the article meant you could stop reading at the end of a question and pick it back up very easily, reading it in small segments rather than a traditional article were you either have to read it all in one go or keep marking the point you are up to, the question and answer format allows you to stop at the end of a question and come back later. The informal nature of the speech in the article teamed with the fact the article was speaking very directly meant I had met the winning criteria and managed to create something that was eye-catching at first glance (the front cover) but in depth and engaging where it mattered (the Double Page Spread and its article).

5) How did you attract/address your audience?Continued…

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

• For creating my products I used the college computers, that is where I completed all of design and construction of my cover, contents and double page spread. My products were constructed on Adobe Photoshop CS3 and Adobe InDesign CS3. I completed my front cover on Photoshop, whilst I did the latter two, the contents page and double page spread on InDesign. The various computers I used and these two primary programmes was the majority of the technology I used.

• However I did use various other programmes during the planning and research stage notably Microsoft Office Word 2003 and Microsoft Office PowerPoint 2003 and of course the Internet extensively for researching the magazine industry and completing other tasks in the planning and research booklet.

• In addition to that I used other technologies including two different types of digital camera and of course I used my memory stick which was essential in transporting work home and transferring work I’d done on college computers to my own computer at home to be completed or improved.

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Adobe Photoshop CS3

Adobe Photoshop is a graphics editing program developed and published by Adobe Systems Incorporated.

In the several slides following this you will see how I constructed my products and what I learnt about the technologies during the design process.

I learnt how to perform various different procedures during the long process of using my planning and research to construct a professionally looking magazine front cover, contents page and double page spread that were both aesthetically pleasing all well as successfully functioning products that obeyed the codes and conventions of music magazines.

In the various slide following I have given in depth and detailed explanations regarding how I performed numerous tasks. All of my explanations contain step by step instructions regarding how to perform certain tasks, all of these explanations contain screen prints as well as small snippets of text explaining what is happening in the various screen prints that are featured throughout this question.

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Creating a Background on Photoshop.

When you first open Adobe Photoshop you will go through some basic procedures which will include selecting what sized paper you would like,

obviously I have selected A4, and once I did this, this is the screen you will be greeted by…

The icon on the tool bar the arrow is pointing to is the button you need to use in order to create a background.

To the right you will be able to see a screen print of the toolbar that I mentioned when I was talking about the

previous screen shot, this is an enlarged version of the toolbar and you can clearly see I have pressed the Rectangle Tool down thus enabling me to create a

shape large enough to cover the entire background of the A4 page…

Once you have created the large rectangle across your page having the choice of whether you cover it partially or fully depending on your preference, in my

case I have decided to covered the entire background in one block colour, once you have drawn the outline

across your page you are able to change the colour. In my case I went for a pale grey as the background for

my front cover.

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Creating a Masthead on Photoshop.

To the left, you will be able to again see an enlarged Photoshop toolbar, this time a

button with a large ‘T’ on it has been selected, as it is clearly marked ‘T’ for Text,

as you select this tool for writing, in this case writing your Masthead.

Once you have selected the text tool you simple draw your text box and begin typing in my case I wrote my Masthead: ‘Example’ however text does not usually appear as you see here, I will go onto show you what I did in order to achieve my desired Masthead…

Above you can see a screen shot of a tool bar, this tool bar appears at the top of Photoshop and you can use it for generally adjusting the text, for example the size and

the font type.

However, the font and its size are only the tip of the iceberg when it comes to creating a Masthead. To

generate the effect I have here, with the large black shadow on top of my masthead and the piercing red at

the bottom you need to use the effects tool, this is a button labelled ‘fx’, it can be found in the bottom right corner of your page. You can see I have clicked on it

although it is mostly covered by the sub-menu that has appeared from clicking it…

The name of the effect I have on my Masthead is known as a ‘Gradient Overlay’ one you click it you will be

greeted by a new menu which you can see in the far right…

This menu is were you can tweak the ‘Gradient Overlay’ you achieve your desired effect, in my case I chose black and red by mixing them together it forms the shadow effect, however when using a ‘Gradient Overlay’ you are not limited to just creating a shadow. There are various other things you can do and various colours to chose from, furthermore the mixture between my two colours is between much fifty percent black and fifty percent red however this can be altered too so the mixture makes one colour

clearer and more dominant.

Once you are happy with the colours you have chosen and how you have blended them together clock ‘OK’ and it will apply your

effect to your writing and that is how I achieved my ‘Example’ Masthead.

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Creating a Header & Footer on Photoshop.

Using the same method to type the text that I described earlier I wrote the Header and Footer for my magazine front

cover, all I did was change the font size, type and colour apart from one fundamental difference I used a new kind of

effect which differed from the ‘Gradient Overlay’ I used when creating the Masthead.

Once you have written your desired text, changed the fonts, colours and got the text looking as you want it to you can add the effect you consider necessary, once again visit the bottom

right hand corner of the page and click on the ‘fx’, the procedure used for putting on a ‘Gradient Overlay’, but instead you click ‘Stroke’ you then will be met by a menu similar to the

one relating to the ‘Gradient Overlay…’

The ‘Stroke’ effect allows you create an outline around your text, as you can see on the Header and Footer, both of which have a small black outline. There an adjustable bar which you can move up and down in order to control the thickness, mine is of course only very

thin however you can make the outline particularly thick.

Once you are content with the thickness you may click ‘OK’ this will apply the ‘Stroke’ effect, and you will be able to visibly see a outline of your desired thickness around the specific piece of text in my case the Header and Footer. Once its done you can clearly

see how much it helps the text stand out off the page.

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Placing an image in Photoshop.

Bringing an image from the internet into Photoshop and then placing it onto your front page product is perhaps one of the easiest takes to perform in

Photoshop…

First of all you must click on ‘File’ and go to ‘Place’ once you clicked on that you will

see a menu which will look like the one below…

You will need to go into the folder which has the image you want to place into Photoshop. As you can clearly see I am in my folder where I keep my various images (in this case it is a image saved from the internet into my area on my computer)

all I have to do is click the one I want and click ‘Place.’

Once the image has been placed in Photoshop it will ask you to confirm it, in case you have chosen the wrong you can click; ‘Don’t Place’ however if you are happy with how it looks click ‘Place’ and

you will be able to resize it and move it around the page until you are happy with it.

Here you can clearly see the image I have placed into Photoshop and onto the front cover of my

magazine, it is a barcode, I resized the image and moved it to its designated location on the page.

This simple procedure is essential in being able to create a successful media product.

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Extracting an image in Photoshop.

Having just explained how to place an image into Photoshop in the previous slide its naturally expected that the image itself will come with itself background, whether you want it or not. In my

case I wanted to extract the image which meant cutting it out from its background…

Having placed the image in its normal form onto my front cover I then went to ‘Filter’ and clicked on ‘Extract’ this is the tool you use for extracting

the image from its background, it will change your screen entirely taking you away from your front cover and leading you onto a new window

still within Photoshop.

Once you click on ‘Extract’ this is the screen you will be met by, as you can see I have already cut around the image very intricately. To give an impression of what I had to do to achieve this you can see the beginning of yet another green outline on the left side of the image, I am doing this to improve edge of the image to give it an even and smooth finish to it, once you have done this and you are happy with the finish on the image you can click ‘OK’ and go back to the front page with the extracted image.

To the right you will now be able to see in full view the now extracted image back in its rightful place on the front page of my product.

This method of extracting the image from its background may be tiresome and time-consuming however I feel out of all the different methods of doing it both within Photoshop and in other programmes overall produces the cleanest and sharpest edges to the image. However it does depend on your level of intricacy and time spent.

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Creating Cover Lines in Photoshop.Part 1.

I felt the creating of Cover Lines on my front cover was particularly important therefore I decided to separate this into two different sections.

In part one I wanted to discuss how I created the word ‘Q.T.’ which was part of my main Cover Line to be identical to my Masthead, it was far more difficult than a simple copy and paste, I had to locate the identical colours, get the size and font type right as well as getting the ‘Gradient Overlay’ correct.

However I think I have successfully done this and as a result have created a consistency between the Masthead and Cover Lines.

I wanted to deal with this element of the Cover Lines separately because the rest of Cover Lines are ‘regular’ text so to speak, with just a ‘Stroke’ effect on them something which I have already talked about however I have not talked about this so I felt it needed to be acknowledged as another piece of intricate design that adds to the overall feel of my magazine.

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Creating Cover Lines in Photoshop.Part 2.

The Cover Lines are the last thing I am going to summarise about regarding what I learnt during this stage.

Looking at my product now you may think I have skipped ahead and added on many more features without explaining what I did or how I learnt to do it, however this is not true, simply all I have done is add in the Cover Lines and they are also one of the easiest elements of my magazine front cover to create.

There is little need to provide an in depth series of screen prints and explanations when everything creating the Cover Lines involves I have already talked about, for example the various sizes of text, the different colours used, mainly the mixture of white and grey. Overall the most difficult part of the Cover Lines (excluding the ‘Q.T.’ designed to look identical to the Masthead) was simply applying a ‘Stroke’ effect to much of the writing.

Having already spoke about effects, specifically ‘Gradient Overlay’ and ‘Stroke’ there is little to say however I did decide to include the screen shot explaining the ‘Stroke’ effect again in case anyone had forgotten the explanation I previously gave.

All in all the majority of things I am speaking about here I have already provided an explanation for earlier on in this question.

Finally, in addition to the Cover Lines there are several other small details which I added in along with them during this stage including: the price, the website, the date and the line: ‘Like us on facebook and follow us on twitter.’ These were much smaller insignificant details and involved doing little more than drawing a text box and writing a few words, they have no extravagant colours, fonts or effects on them.

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Abobe InDesign CS3

Adobe InDesign is a software application produced by Adobe Systems.

In the several slides following this you will see how I constructed my products and what I learnt about the technologies during the design process.

I learnt how to perform various different procedures during the long process of using my planning and research to construct a professionally looking magazine front cover, contents page and double page spread that were both aesthetically pleasing all well as successfully functioning products that obeyed the codes and conventions of music magazines.

In the various slide following I have given in depth and detailed explanations regarding how I performed numerous tasks. All of my explanations contain step by step instructions regarding how to perform certain tasks, all of these explanations contain screen prints as well as small snippets of text explaining what is happening in the various screen prints that are featured throughout this question.

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Placing an Image in InDesign.Part 1.

Placing an image in InDesign is a reasonably easy task however I have made numerous altercations to my image to attain my desired effect meaning the task itself become considerably more complicated…

As you can see when you first open up InDesign and select the type of page you want this is what you will see, in my case it is a blank double page spread.

The first stage of importing an image involves going up to the left hand corner of the InDesign document and selecting ‘File’ and then you scroll down to ‘Place’ once you click ‘Place’ you will be greeted by a new menu which I have screen printed and you can see it to the right.

From this menu is where you select the image you want to appear on InDesign and then click ‘Open’ which will place the image from your folder onto your document…

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As you can see I have now placed the image into InDesign and onto my Double Page Spread, however you may notice I have already edited the picture adding an effect and resizing the image so it fits half of my double page spread, acting as a background almost.

Placing an Image in InDesign.Part 2.

I will go onto explain how I achieve the effect on the image in the following slide however regarding resizing the image you simple click on the image which makes the transforming controls appear you then simply transform the size until you are happy with the size of the image and the portion of the page it covers.

Once the image has been resized you will need to make it correctly fit the frame so it does not appear distorted or any elements of it are cut off, the various button shown in the screen print to the left are the button you need to use to make sure the image fits and is not distorted or stretched.

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Placing an Image in InDesign.Part 3.

Smart Filters.

The final adjustment I made to my image was adding on the effect I spoke about earlier unlike the previous adjustments adding an effect of this nature can be complex procedure however if you understand how the tool works it becomes very simple.

In the screen print above you can see I have selected ‘Filter’ and I have been greeted by the menu you see above, you can see the list of the various different effects including: ‘Artistic’, ‘Blur’ and ‘Brush Strokes’ there is sub-menu that comes of these in the screen print you can see the sub-menu of ‘Artistic’ contains the effect ‘Fresco…’ this is the effect that I used on my image.

In this screen to the left, you can see the same menu, however I am using my cursor to hover over the ‘Filter Gallery…’ if you want to experiment with various different effects this is the tool you use as you can see in the screen print on the following slide.

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Once you have clicked on the filter gallery this is the screen you will be met with, in the top right hand corner there are various collapsible menus all of these can be opened up and you can preview various different effects here you can see the ‘Fresco’ effect is applied and if I like the look of it all I have to do is press ‘OK’ and the effect will be present on my image.

Placing an Image in InDesign.Part 4.

Smart Filters Continued.

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Placing an Image in InDesign.Part 5.

Smart Filters Continued.

I decided to include one final slide just to empathise the difference between the before and after images. Obviously to the left is the original image whilst the image to the right is the one with the ‘Fresco’ effect, as you can see there is a dramatic change, as you can more than likely see many things change once the effect is added, the colour becomes more grainy, the bars he is sitting on appear to be almost chrome and areas of the photograph that are in shadow become considerably darker, you will notice this especially in the top right hand corner of the photo where the dark window frames and lack of light from the overhanging roof gives the photo and eerie gothic like look whilst the areas that are in natural light are brought about more so by the effect for example some of the brickwork appears brighter and cleaner as does his face as it almost gives the impression he is looking off into the bright horizon and leaving the darkness behind him, this serves as a metaphor for “Q.T.” and his life as the subject of my double page spread is an artist overcoming his dark past (Drug and Alcohol abuse) and resurrecting his career…

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Creating a Background on InDesign.

To the left you can see a enlarged screen print of the InDesign toolbar. The arrow is pointing to the tool you will need to use in order to create a background, select this tool and in the following screen print you will see what you need to do with this tool in order to create a background…

Here you can see I have selected the tool and am using it to draw an outline I screen printed it as I was still using the tool therefore you can see I have only partially drawn the box, as I want to cover the whole right hand side of my page. When you are using this tool you are free to make whatever sized shape you please…

Although it may be difficult to see due to the light nature of the colour but I have in fact drawn the box across my entire right page and then coloured it in. you will notice now that it is a pale grey colour as opposed to the standard white it was before.

Naturally you will realise once I had drawn the box it didn’t naturally change to the colour I desired, to change the colour I selected the box itself and clicked on ‘Swatches’ which can be found on the right hand side of the page. Once you have accessed the ‘Swatches’ you will have various different colours available to chose from.

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Placing an Article in InDesign.

Placing an article, which I had already typed up in word is one of the far more easier tasks involved in constructing a double page spread. Even though I placed this article in InDesign rather than Photoshop the way in which you do it is very similar and also very simple.

To the left you can see I have selected ‘file’ and then gone down to place – as you can see it is very similar to placing items in Photoshop – you select what it is you want to place in this case the article for my Double Page Spread and then you simply place it onto the page and you are free to resize the text, change colours, fonts, make parts bold, italic and even more complicated procedures like text rapping which involves making the text flow around images.

In the screen print above you can see my article once it has been placed into InDesign

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Writing text in InDesign.

Writing text in InDesign is very simple and straightforward as it is in almost all

programmes, to the left you can clearly see an enlarged tool bar from InDesign which itself is very similar to that of Photoshop; they both have the same icon for text a

large ‘T’, this button needs to be selected in order to draw a text box and then begin

writing…

Here you can quite clearly see I have been able to write the date, website and the title for my article using the text tool, the title of article differs from the rest as the title was written in InDesign and the article itself was written

in Microsoft Word…

I have screen printed the tool bar, you can use the tool bar for various different things including changing the front size and changing the front itself, for example when it wrote the title of the article I wrote it in a standard format however whilst writing the date and website for the magazine I used the bold function.

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Creating a Rectangle in InDesign.

To the left you can see an enlarged version of Adobe InDesign tool, below you can see a button is selected this is the Rectangle Tool, you will need to use this tool in order to successfully create a coloured rectangle shape on InDesign.

Once you have selected the Rectangle tool all you need to do is click down and drag the box until it reaches the size you desire. In the screen print above you can see I have drawn the rectangle and its grid is visible the small squares in the corner can be clicked on and used to change the size of the rectangle. You can simply click on the box itself to adjust its place on the document, in my case I chose to have it in the top half of my double page. Furthermore you can change the colour of the rectangle by using the ‘Swatches’.

In addition to that you may notice that my rectangle is slanted, to achieve this effect you need to select the tool that you can see in the screen print below.

Once this tool is enabled you can click down on the rectangle and rotate it to various different angles, in my case I chose it to be partially slanted so part of the box disappears of the double page itself.

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I mentioned in the previous slide that you use ‘Swatches’ to change the colour of the rectangles, I will now elaborate upon this: above you can see I have created various other rectangles, one is black whilst the other two are white in colour, you can see I have selected the ‘Swatches’ in the top right hand corner of the screen print, below you can see a clearer screen print of what I am doing…

Colouring a Rectangle in InDesign.

You can clearly see an enlarged screen print of the ‘Swatches’, using the ‘Swatches’ you can change the colour of the Rectangles to almost any colour that may want.

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To the right you will be able to see a screen print of my finished product you will notice some elements of it may have changed which I have not directly explained however I have already explained them previously for example the much smaller image in the bottom right of the double page I did not explain how I brought that image into my double page specifically however I have already explained the procedures regarding placing an image extensively instead using the main image as the example. This is the same story with many of the rectangle shapes and text however nothing new is present on the double page that I haven't already explained in depth how to perform in InDesign, except for two fundamental elements: the large letters ‘Q.T.’ belonging to the title of the article and the masthead ‘example’ in fact there is little to explain here as I have already explained how to create these elements in Photoshop and they are simply transferred over into InDesign to make sure they were identical to those used on the front cover and contents page.

The Final Product in InDesign.

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To the left you can see a finished copy of my Music Magazine’s Contents Page.

Due to the fact that two of my products; the Double Page Spread and this, the Contents Page are created in the same programme. That of Abobe InDesign CS3.

As a result of this in response to question six of the evaluation: What have you learnt about the technologies from the process of constructing this product? I dealt with the three products separately, obviously the Front Cover of my Music Magazine was designed in Photoshop therefore I required a different type of evaluation with totally different screen prints from the ones that I took during the evaluation of my Double Page Spread which is on InDesign however because both the Double Page Spread and the Contents Page have been produced on the same page it renders almost everything I was going to say about what I learnt during the construction process of the Contents Page irrelevant. Due to the fact I would just be repeating myself as I have already provided an in depth explanation of what I learnt on InDesign and there would be no point me explaining how to for example place an image or draw a text box. Furthermore there is no piece of technology that I used within my contents page that I did not use in my Double Page Spread, in fact the Double Page Spread is in fact much more complex, using techniques I did not utilize in my contents page for example Smart Filters.

However upon viewing my contents page if you do have any queries into how a certain element of it was constructed please consult the InDesign construction of the Double Page Spread.

The Contents Page in InDesign.

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7) Looking back at your preliminary task, what do you feel you have learnt in theprogression from it to the full product?

Since my preliminary task I have learnt an enormous amount. I've have learnt any number of things at various staging, throughout the research period I learned many things, for one the research and planning was far more in depth and detailed than anything we had experienced during the preliminary task so I picked up many different skills throughout that period some of which build upon what I already knew. For example during the research and planning stage everything we did was as I have said far more in depth, even if we were repeating similar tasks to the what we had done during the preliminary stage it wasn’t repetitive as everything we had learnt then became vital during the planning, research and construction of these products.

To name a few things I learnt during the research and planning period is a simple task, I felt especially I gained a great incite into the magazine industry and during task four (IPC questions) in particular I picked up a lot of interesting information about publishers, what role they play and the history of many magazines that remain on our shelves today. I learnt to put together a professional looking questionnaire, participated in a focus group and analysed all my research and findings through a variety of different methods including pie-charts, percentages and simple writing a explanation.

Not only was there a steep learning curve during this task in comparison to the preliminary task but there was also a huge leap forward in terms of creating the product, what we created during this task far surpasses anything I would have been able to-do when the course first began, clearly indicating what I have learnt in the progression from preliminary to the full product has been vast.

On the following slide you can see how my finished preliminary products vary from the finished products relating to this task, and how and where I learned from my mistakes on the preliminary task eventually used these mistakes to my advantage thus being able to improve the final products on this task.

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The Preliminary Product. The Finished Product.

Of course the stark differences between the two front covers should highlight just how much I have learnt since completing the preliminary task and undertaking this piece subsequent piece of coursework, I will now go on to highlight some of the main similarities, differences and what I learnt, changed and improved between the two products.

One mistake I felt I made during the preliminary task was how I laid out the top half of my page, especially the masthead. I feel the area which is a large block of grey in hindsight is far to thick, it almost steals focus from the main image, there is not enough text on the grey background and therefore it appears far to blocked together with not enough text breaking up the very unforgiving colour scheme, this was an element I was sure not to recreate on subsequent front cover I created, instead of the block of colour I opted for a masthead and header that stood alone with no block of colour behind it, I steered away from dark colours, like the grey I used in the preliminary task and decided instead to favour much lighter and paler colours, this helped the masthead stand out and a simple black outline around the header was enough to make it clear and eye-catching without the need for dark colours.

Another mistake I learnt from and managed to improve once I brought this convention over onto the second set of products was how I used my cover lines, I felt there was some fundamental problems with the cover lines on the preliminary product, one major problem was the fact I designed them to be too long, which meant due to limited space I could only include a small number of them. In addition to that the detailed nature of them limited their impact as they were far to in depth and not nearly clear enough to read at a glance, I obviously needed to have cover lines on my second front cover so I totally changed how I used them, on my ‘Example’ front cover, for example I decided against formatting them as I did in the preliminary task, as they almost appeared in paragraph form, I decided to make them much smaller and just focus on a few key words, on the preliminary task all the words were the same font, size, colour etc. I decided against this also, introducing different front sizes and colours to really emphasis specific words, I even went as far as using the same colours and font for the words ‘Q.T.’ as the masthead, so it would really draw in the reader as I felt this was important to create focus on my main cover line, something which my preliminary task lacked as there was no lead cover line, so to speak they were all presented in the same manner and as a result of that some of the potential impact of having a main or most important cover line was lost, something I decided to rectify when it came to creating my ‘Example’ front cover.

After completing the preliminary task not only was a better experienced in grasping what a ‘real’ magazine looked like, but by the time I finished I had acquired many of the skills I needed to create something more altogether more realistic, for example on the preliminary task the original background of the image remains and this is not a particular problems as some magazines choose to remove the background of the image and others don’t however I felt to achieve the overall effect I wanted I needed to remove the original background and place the image of my artist on one of my choice this is an example of how skills I learnt during the preliminary task aided me once I progressed onto making my next product.

Despite the fact it seems I was only able to improve or rework elements from my preliminary products on my second set of products due to the extra experience and knowledge I had gained after completing the preliminary task, however this is not true and many of the basic ideas behind my preliminary task I carried over as they were all essential conventions needed to creating a successful magazine that had worked well on my preliminary task and as a result I was sure to include them in my next product. Which is why the basic layout and look is similar in many aspects, for example: the barcode and footer are just two elements that are almost identical and carried straight across between the two products and of course some of the less noticeable elements such as the fact I continued with an image of a single person rather than a master shot.

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The Preliminary Product The Finished Product.

Again, I will be providing an explanation as to what I feel I have learnt from the preliminary task and how I have implemented what I have learnt into the finished music magazine…

The similarities between the college magazine and the music magazine contents pages I feel are much stronger than that of the similarities between the two front covers I previously compared, despite the overall look being the same the ‘Example’ contents page is clearly just a refined and more polished improvement on the college magazine, for example the general layout of the ‘features’ is improved, in the college magazine it is separated into ‘sport’, ‘film and ‘education’ a well thought out way of dividing the page using the items in the footer on the front page as names to separate out the various features of this particular issue, however due to my inexperience in using the programmes I wasn’t able to clearly outline around each box for ‘sport’, ‘film’ and ‘education’ which means there was no strict definition of where they began or ended meaning they do not properly line up and run in a corresponding fashion down the page, this was something I was sure I was going to rectify with my new found skills, which is one of the reasons my ‘Example’ contents is clearly better thought out. I made sure to clearly define what fitted under which heading, by creating this corresponding layout I feel it has a much better overall look and feel to it, for one its much simpler to read and easier to understand at a glance. Secondly, the visual style makes it mirror a professional looking magazine far more than the college magazine, it meets my aim of appearing more polished and official than the preliminary task.

Continuing with the theme of creating something a more professional piece I improved upon the colour scheme early on during the design of my college magazine I thought it necessary to only using very sharp contrasting colours as I felt otherwise it would be too understated and people would not take note of it, but when it came to designing the music magazine I went against this theory as our research had been much more in depth on this piece of coursework than the preliminary task I discovered I was right in the fact people liked bold, bright and eye-catching colours however I also found out they like the understated nature and subtle colours used in many magazines as they felt if the magazine was to bold or ‘in your face’ they felt as if they were being shouted at instead of being talk to like a human being, taking this into account I moved away from the clashing and zany colours to more subtle and relaxed colours for the background but still retained some eye catching edge to the magazine through the bright red masthead and other similar features.

Overall however it must be noted despite the obvious improvements I was able to make once I became more familiar with the programmes we designed them on the general layout remained the same because I felt it was a successful well thought design. Almost every aspect of the college magazine has been carried over in some way or another. A few examples include: The word ‘contents’ in italics, the separating of the magazines content into different categories and the varied use of pull-quotes. The notable fact of this observation is no where nearly the same amount was changed with these two contents pages as there was with the equivalent front covers and I feel the fact I designed the college contents page after the college front cover is more than a coincidence moreover it can be said even in the short time I spent creating the front cover I had already picked up a lot of vital skills allowing me to develop and improve the contents page, even though the two products were constructed on two different programmes I feel what skills I learnt during the making of the front cover were still important when it came to creating the contents page as it was not specifically the skills I learnt when operating the programmes they of course only came useful when operating the same programme but it was rather the fact I had gained the experience and the know how to create something realistic, something that could be found on our shelves, and with each product I created it became more refined until I reached the ‘Example’ contents page the most effective, realistic and professional product I have produced as yet.

Another element I was able to work on from the preliminary task was the general use of images, on the preliminary task contents page I included three images one was a voucher for a free Costa Coffee whilst the other two were meant to create a contrast between the two main elements of college life, the socialising and the learning, however when it came to creating my ‘Example’ contents page I felt I could improve upon this, I decided against including multiple images and instead made the contents page focus on the features of the magazine in writing rather than using pictures to represent features in the magazine because I realised if people were interested enough to reach the contents page there's obviously something they are interested in therefore there is no need to bombard them with images, its better to give them the facts plain and clear, which is why I only included the one image so not to steal focus from the important features I have written about moreover I feel by including one single image especially one that appears to be part of a photo shoot which I have used throughout my product adds continuity and I also feel it gives an overall professional feel and look to the product, something I was going for.

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Comparison of conventions.

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Date.

Price.

Footer.

Header.

Barcode.

Main Image.

Main Coverline.

Website.

Coverline(s)

Online Links.

Header.

Main Coverline.

Date. Website.

Coverline(s)

Masthead.

Masthead.

Main Image.

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Contents Title.

Images/Illustrations.

Caption.

Date & Website.

Features.

Page References.

Features.

Page References.

Features.

Contents Title.

Date & Website.

Caption.

Images/Illustrations.

Features.

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Pull-Quote.

Double Page Spread Title.

Main Image.

Date & Website.

Images/Illustrations.

Main Story/Subject of the Double Page Spread.

Caption. Main Article.

Drop Cap.

Main Image.

Caption.

Main Article.

Images/Illustrations.

Main Story/Subject of the Double Page Spread.Pull-Quote.

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By George Parkin.


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