Tuesday, October 7, 2014

Analysing magazine covers- i-D

This is a cover for i-D magazine, iconic cutting-edge style magazine which has been around since the 1980's. The target audience for this is mixed, mostly being made up of cool, hip arty fashion students from class E but probably coming from A & B class families, A & B class designers, more alternative style socialites of any gender & those who want to be like them, & finally devotees of i-D who may buy it purely for the name.
I can tell this because i-D covers rarely have more than a couple of coverlines, & if they do, like this one, they are simply names of people & bands that the audience will have probably heard of (or will want to know about if they don't already) rather than any clue as to what the contributions made by these names are, which shows the power of the masthead, as the i-D brand will sell regardless of a forewarning of the content.
The main image is a close-up photo of Lily Cole, an actress, model & animal rights campaigner. Her expression is quite mysterious, as if she is about to say something. This would invite the reader to buy the magazine to find out what she was going to say. She is very beautiful, but not a regular style of beautiful, as are most of the i-D cover stars. This is why her face does not appeal to the vast majority of people under B class, as their aesthetic tastes will be less refined & more suited to the regular beauty of more mainstream celebrities.
The main coverline is simple, being in a smart, uniform font all in lowercase, but being an eye-catching bright green. The line itself, 'supernature' is a reference to a 1977 disco cult-classic song by Cerrone, imagining a future where industrial reliance & wastage of chemicals creates dangerous mutant creatures. This is relevant to Lily Cole as she is very anti-chemical, advertising cruelty-free & natural cosmetics. Regular readers of i-D would probably understand this reference & appreciate the connection.
The yellow roses which are partially obscuring her face also have connotations of raw, natural danger, as they are beautiful but still have thorns, like Lily herself, who is a model but will also vehemently defend her beliefs & fight for her causes. The yellow colour of the roses connotes summer & happiness, as does the bright green writing. In fact, all the colours are vibrant & alive, from Lily's ginger hair & red lips to bright green text & yellow roses, showing that the audience of i-D wants to feel vibrant & alive; they want to feel as if they are part of the stylish scene that i-D is a gateway to, & that they themselves are just as exciting as the people in the magazine. 

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