Language: The masthead follows magazine conventions as it is placed across the top of the page. Although the main image is slightly covering it, the audience are still able to read it as it is large, bold, and contrasts against the blue and white background. The main image is a mid shot of all the band members of All Time Low. The way they are positioned shows their place in the band. For example- lead singer, Alex Gaskarth, is placed at the front while the drummer, Rian Dawson, is placed further towards the back- much like how they would be positioned on stage. As the main theme of the magazine is valentine's, the red, blood like substance, covering them relates to this theme- as red is usually associated with valentine's day. This creates a house style as the masthead, some text and background of the header are also red. Blue and white are also used to create a colour scheme. Most of the text is white which is mounted on these colours to make them easy to read and to emphasise the theme. Alex has his hand over his heart which is also in relation to valentine's day been associated with hearts and love. This hand placement can also be in relation to the teller as they 'open their hearts'. The plug, placed across the posters and main image, is used to tell the audience about a specific feature in the magazine which may interest them. As Fall out Boy are a well known pop punk band, the audience will be more willing to buy the magazine as they would want to read their interview. A page number is displayed which follows the conventions of a magazine. The plug is also made visible to the audience by using a bright coloured background which will make the audience look at it first. The bar code is conventional as it is placed at the bottom right hand of the page and includes the issue number, price and date underneath.
Ideology: Kerrang's ideology encourages people to be more unique as they oppose the mainstream look on music. This is shown through the choice of colour scheme and how they represent the theme. In a more mainstream magazine, a Valentine's day themed cover would be more associated with love rather than blood and guts.
Institution: Kerrang is a rock music magazine published in the UK by Bauer Media Group. As well as Kerrang, Bauer also publish Q which is another alternative music magazine.
Audience: The magazine appeals to the target audience because All Time Low are a well known pop punk band which many of the readers will listen to. There is also a plug which advertises a Fall Out Boy interview, another very popular band, therefore catering for the target audience's needs as Kerrang advertises bands that fit in with the rock music genre. 'Dating Tips' is used in the cover line which shows that the magazine is aimed at young teenagers.
Representation: The masthead looks cracked which portrays violence. This stereotypically represents the target audience as violence can be associated with the general look, attitude and lyrical aspects of a rock band/artist. However, it could also represent that it has been smashed with a guitar or has cracked because of music been played too loud, this ties in with the genre of music Kerrang focuses on. Alex is seen to be holding his fist in a ball as if he were punching something, this could also represent the fact that the masthead is cracked. All Time Low represent Kerrang as they a band which are often associated with the magazine and genre of music. This shows that they are passionate about their type of music which is reinforced by Alex covering his heart.
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