Consumerism and Lifestyle Magazines

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Consumerism and Lifestyle Magazines
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1.The Exam
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What do I have to know for the exam?

• The representation of consumerism in the
  editorial and advertising of lifestyle magazines.
  British National Magazines
• The representation of conspicuous consumption and
  materialism relationship between editorial and
  advertising audience profiling/constituency
• Audience pleasure/aspirations/desires the
  representation of the ideal (self, home, partner,
  family, lifestyle, job etc.) attained by material
  possession/consumption and associated values and
  beliefs
• Audience/critical interpretations.

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What form will the exam take?
A two-hour exam, during which you should take 45
minutes to answer a question like the one below

• 2 (a) Consumerism and Lifestyle Magazines
• Compare how the aspirations of the target
  readership are represented in images and words in
  your chosen two magazines.
• 45 marks
• The following areas may be covered
• Knowledge and understanding of how
  representation is constructed in the specified
  medium
• Detailed textual examples to illustrate points
  of comparison and address the question set.

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How will my answers be marked?

• Assessment Level Marks /45
• Level 1 0-12 - Irrelevant, Incoherent
• or Short
• Level 2 13-17 Minimal
• 18-23 Basic
• Level 3 24-29 - Competent
• 30-34 Proficient
• Level 4 35-40 - Highly Proficient
• 41-45 - Excellent

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The Mark Scheme

• Level 1 (0-12 marks) - Irrelevant, Incoherent or
  Short
• Shows no real understanding of the task and
  concepts related to chosen topic.
• Offers no textual evidence from two specific
  texts.
• No knowledge and understanding of the
  representation of social groups.
• No comparison of messages, values and social
  signification in two specific texts.
• No textual analysis - purely descriptive.
• Often mostly irrelevant to set question,
  incoherent or Short (under half of a side
  answer booklet).

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The Mark Scheme

• Level 2 (13-17 marks) - Minimal Section B
• Shows minimal understanding of the task and
  concepts related to chosen topic.
• Offers minimal textual evidence from two
  specific texts.
• Minimal knowledge and understanding of the
  representation of social groups - general
  knowledge
• level.
• Minimal comparison of messages, values and
  social signification in two specific texts.
• Minimal textual analysis - mostly descriptive
  with significant gaps.
• Of minimal relevance to set question or brief
  (under one and a half sides of answer booklet).

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The Mark Scheme

• Level 2 (18-23 marks) - Basic
• Shows basic understanding of the task and
  concepts related to chosen topic.
• Offers occasional textual evidence from two
  specific texts.
• Basic knowledge and understanding of the
  representation of social groups.
• Basic comparison of messages, values and social
  signification in two specific texts.
• Basic textual analysis - very descriptive.
• Some relevance to set question.

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The Mark Scheme

• Level 3 (24-29 marks) - Competent
• Shows competent understanding of the task and
  concepts related to chosen topic.
• Offers textual evidence from two specific texts
  - award marks for appropriate
• choice/number of eg.
• Competent knowledge and understanding of the
  representation of social groups.
• Competent comparison of messages, values and
  social signification in two specific texts.
• Attempts a competent textual analysis -
  descriptive in places with some gaps.
• Mostly relevant to set question.

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The Mark Scheme

• (30-34 marks) - Proficient
• Shows proficient understanding of the task and
  concepts related to chosen topic.
• Offers frequent textual evidence from two
  specific texts, occasionally detailed.
• Proficient knowledge and understanding of the
  representation of social groups.
• Proficient comparison of messages, values and
  social signification in two specific texts.
• A sustained and proficient textual analysis -
  mostly analytical, occasional gaps but award
• marks for degree of coverage/detail.
• Relevant to set question.

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The Mark Scheme

• Level 4 (35-40 marks) - Highly Proficient
• Shows highly proficient understanding of the
  tasks and concepts related to chosen topic.
• Offers frequent and detailed textual evidence
  from two specific texts.
• Highly proficient knowledge and understanding
  of the representation of social groups.
• Highly proficient comparison of messages,
  values and social signification in two specific
  texts.
• A fluent and highly proficient textual analysis
  - award marks for degree of coverage/detail, few
  gaps.
• Relevant to set question.

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The Mark Scheme

• (41-45 marks) - Excellent
• Up to full marks should be given according to
  the degree of sophistication of understanding of
  chosen topic and its related concepts.
• Excellent knowledge and understanding of the
  representation of social groups.
• Excellent comparison of messages, values and
  social signification in two specific texts.
• Candidate's textual analysis is presented with
  a high degree of confidence and skill as
  reasonable at AS level.

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2.Identifying the Target Audience
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Target Audience and Readership Profiling NRS
Social Grading

• Grade Social Status CIE's Occupation
• A Upper Middle Class Higher managerial,
  administrative or professional
• B Middle Class Intermediate managerial,
  administrative or professional
• C1 Lower Middle Class Supervisory or clerical
  and junior managerial, administrative or
  professional
• C2 Skilled Working Class Skilled manual workers
• D Working Class Semi and unskilled manual
  workers
• E Lowest levels of subsistence State pensioners
  or widows (no other earner), casual or
  lowest grade workers

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Readership Profiles

• Mens Health
• Total circulation 235,833
• Adult readership 966,000
• Female 13
• Male 87
• ABC1 Profile 69
• Median age 32

• Cosmopolitan
• Total circulation 455,649
• Adult Readership1,679,000
• Female 84.5
• Male 15.5
• ABC1 Profile 68
• Median age 31

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For fun, fearless females

• Cosmopolitan meets and tackles all of its
  readers concerns, passions and ever broadening
  interests. Advice on relationships and men
  continues to be at the very heart of the
  Cosmopolitan offer but is also backed by
  relevant, topical features, imaginative fashion
  and beauty and the very latest health and career
  news. Glamorous and gutsy as well as frank and
  intimate, Cosmopolitan celebrates being a woman
  by recognizing that women today are stronger,
  braver and more exceptional than ever.
  Cosmopolitan supports, encourages, congratulates,
  entertains, amuses, inspires and uplifts -
  helping its readers be the very best they can.
• The core Cosmopolitan buyer is ABC1 and in her
  mid to late twenties. Intelligent and
  independent, she is determined to succeed - in
  her career, her social life and her
  relationships. She wants to take full advantage
  of the many choices and opportunities open to her
  but understands that self-fulfilment comes from
  having fun, treating yourself and feeling good,
  as much as from work and material achievements.
  Sex, men and shopping are an essential part of
  her life. She is part of the post-feminist
  generation who assume they have equal rights. She
  has grown up in a world that has grown
  progressively smaller and more accessible, so is
  far less constrained by society's rules, physical
  boundaries or tradition than her predecessors.
  She will judge her success on her own terms.

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Everything you need to live a fuller life!

• Mens Health The Brand
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• The MarketMen's Health magazine is the fastest
  growing men's magazine in America for one reason
  relevance. Relevance to the lives and priorities
  of today's educated and active men. Dramatic
  lifestyle changes of the past two decades--two
  career households, later marriages, fatherhood,
  and the stress of greater economic
  pressures--have produced a strong need for
  information on personal health and overall
  quality of life.
•  
• Editorial MissionMen's Health helps men take
  control of their physical, mental, and emotional
  lives. It is the only men's magazine dedicated to
  showing men the practical and positive actions
  that make their lives better.
•  
• International PublicationsMen's Health is the
  largest men's brand in the world, with 31
  international editions in 39 countries.
•  

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Cover Analysis

• Traditional font suggests reliability wisdom
• Imperatives forceful informal
• 2nd person pronouns - informal
• Alliteration to add punch
• Image stands proud of text gives it importance
• Aspirational figure ideal male
• Male role models

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Cover Analysis

• Dark blue background luxury
• Celeb bright eyes swept hair excitement
  glamour
• Modern font for modern readership
• Focus on sex relationships idealized
  lifestyle
• Aspirational celeb lifestyle 1st name only. We
  know her!
• Womens health issues