MOJO 345 - August 2022

Implications

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• The masthead is behind the dominant image to highlight Patti Smith
  • Empowers her image as an artist
  • Highlights her serious facial expression, showing that her music career is notable and to be taken seriously

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• Masthead is the biggest text on the page
  • Makes the brand more noticable
  • Increases customer’s likelihood to buy the magazine as it is branded (notable/reliable)

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• The strapline says ‘A LIFE ON THE FRONT LINE’
  • Could suggest that she is in a vulnerable position as an influential artist and is often criticised
  • This could be that she is an alternative, punk rock artist who was a very influential component of the punk rock movement
  • She was called the ‘punk poet laureate’ - showing her notability
  • Has connotations of the military, being unusual (stereotypically) because she is a woman
  • Presents her in a masculine way and shows that she is an atypical female artist that can be a role model for other alternative women
  • She is not a feminist activist but many women find her empowering as she has made space for women in what was a male-dominated industry

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• Patti Smith is portrayed as masculine through elements of mise en scene
  • Composition - she is in the middle of the frame taking up the majority of the page and is sat in a stereotypically masculine way
  • Costume:
  • Colours - green, grey, red, and white - all have connotations of the military and are all masculine colours
  • Masculine style

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• The pull quote ‘WE HAVE TO CELEBRATE BEING ALIVE’ gives an insight into what the interview is about
  • Shows what kind of artist Patti Smith is

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• High-key lighting
  • Implies openness
  • She is presented with no visual distraction
  • Dramatic

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• Many cell lines on the front cover
  • Creates a cluttered effect
  • Shows what is inside the magazine without having to open it

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• Other notable artists are mentioned in the cell lines e.g: Simple Minds
  • Usually are the same genre as the artist on the front cover - if you didn’t know who Patti Smith/Simple Minds were then it would give you an insight into what type of artist they are usually
  • Increases likelihood of customers buying the magazine
  • Increases notability of the magazine

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• Only sans serif font is used
  • Emphasises Patti Smith’s masculinity
  • Informal
  • Modern
  • Approachable

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• Blue background and white/yellow text
  • Makes Patti Smith stand out
  • Masculine colours

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• Advertisement of freebies entices the buyer

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• No text overlaps Patti Smith except her name and the strapline
  • Shows her dominance
  • Makes her the central focus

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Target Audience

MOJO

• Designed to appeal to people ages 30-45

  • Classic rock artists that they grew up with usually featured on the front cover - even today
  • First issue was released in 1993

• Male dominated

This Issue

• Female dominated
  • An atypical female is on the front cover
  • Respected by or inspires other women
• Older women
  • Patti Smith is an artist who was mostly famous in the 1970s
  • Teenagers might not know who Patti Smith is
• Teenage girls
  • If they know who Patti Smith is they may see her as an inspiration too - as she is presented as one
  • They might buy the magazine to read the section on Lana Del Rey who is also mentioned on the front cover
  • Modern artists are rarely seen on MOJO magazines and it is a notable brand so teenage girls may want to buy this issue because of this
• Music fans
  • Notable artists are featured on the front cover
  • Loyal to MOJO magazine
• Resigned audience
  • Attitudes have been built over time and they are loyal to their habits e.g buying MOJO
  • Into classic rock which was mainstream at the time
• Reformer audience
  • Patti Smith is presented alternative and is alternative
  • Usually an older people are fans of her

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