SMC219Y1 - Lecture Notes #9.docx

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St. Michael's College Courses
Steve Hoselton

SMC219Y1 – LECTURE NOTES October 16, 2013 Magazines:  Origin is closely linked to the newspaper's origins  Differences between magazines and newspapers is periodicity, masthead, audience (magazines target to a specific audience, newspapers aim for the general public), self-life (lasts longer than newspapers, designed to be read to more than one reader, spreads around) and more embedded (relationship between the advertiser and the magazine is more closely linked than magazine)  Targeted means aiming for a specific audience; could be based on age, interest, gender, ethnicity, occupation, health, geographic location, economic status and more  Magazines can combine these factors above  Targeting can create a sense of solidarity, belonging to a group with the same interests and characteristics as you  A negative aspect is that magazines cater to a specific characteristic and defines a readership based on that  To be embedded infers that the relationship is more than casual  Magazine editors are encouraged to get more advertising; there is no limit Problems with being too embedded with advertisers: Product Placement:  Promote a particular company; magazine employees get free products, a personal advantage  Contra = "I'll scratch your back if you scratch mine" Advertorial:  No editorial line purpose  Writing an article or story based on an advertisement and it's products  The line between editorials and advertisements begins to blur  Difficult to draw the line Tie-Ins:  Using advertisements that are associated to the articles  Some magazines cater their articles to match their major advertisement clienteles  Can be exploitive  More interested in getting something besides achieving their mandate Design Replication:  Some articles such as advertorials are made to look like an authentic article or story, can be very unethical  Some have their own specific design and font Issues with ownership:  Goods and products are promoted in the magazine, owned by the same company or person  Examples: Oprah Winfrey, Martha Stewart; are they promoting their magazine or are they really just promoting their products / television series Profit vs Integrity:  There is specific control over this  Magazines Canada establish rules of publishing and all magazines must abide by them  Is government funded  Some magazines even depend on government funding  Magazines don't necessarily need to become a member of Magazines Canada, but do so to look authentic to readers  They have a code, the code of reader and writer engagement  Layout and design of advertisements must be different from the usual layout and design  Must avoid product placement  There isn't an international association that create standards  Consumer Reports and Cooks Illustrated do not collect profits from advertising; some do not even use any advertisements  the charge of an advertisement depends not only on its size, but also due to readership  Magazines are distributed through the counter at cashier stations, much more numbers than actual subscriptions, and circulation where readers receive a free issue as a sample and then decide whether or not they want more October 23, 2013 Textual Analysis Introduction:  Textual analysis in the broadest sense refers to any text that has a message  Argues that the message is the message, its content as opposed to McLuhan who argued that the medium was the message  Even in a single medium, we choose certain messages over others  We often read and watch the same message over a
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