Consumerism and

Lifestyle Magazines

1.The Exam

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.

What form will the exam take?

2 (a) Consumerism and Lifestyle MagazinesCompare 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 mediumDetailed textual examples to illustrate points of comparison and address the question set.

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

How will my answers be marked?

Assessment Level Marks /45Level 1 0-12 - Irrelevant, Incoherent

or ‘Short’

Level 2 13-17 – Minimal 18-23 – Basic

Level 3 24-29 - Competent30-34 – Proficient

Level 4 35-40 - Highly Proficient41-45 - Excellent

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).

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 knowledgelevel’.

• 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).

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.

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 appropriatechoice/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.

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 awardmarks for degree of coverage/detail.• Relevant to set question.

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.

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.

2.Identifying the Target Audience

Target Audience and Readership Profiling: NRS Social Grading

Grade Social Status CIE's OccupationA Upper Middle Class Higher managerial, administrative or

professional

B Middle Class Intermediate managerial, administrative or professional

C1Lower Middle Class Supervisory or clerical and junior managerial, administrative or professional

C2Skilled 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

Readership Profiles

Men’s HealthTotal circulation: 235,833Adult readership: 966,000Female: 13%Male: 87%ABC1 Profile: 69%Median age: 32

CosmopolitanTotal circulation: 455,649Adult Readership:1,679,000Female: 84.5%Male: 15.5%ABC1 Profile: 68%Median age: 31

“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.

“Everything you need to live a fuller life!”

Men’s Health The Brand The Market

Men'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 Mission

Men'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 Publications

Men's Health is the largest men's brand in the world, with 31 international editions in 39 countries.

Cover AnalysisTraditional font suggests

reliability & wisdomImperatives – forceful &

informal2nd person pronouns -

informalAlliteration to add punchImage stands proud of

text – gives it importance

Aspirational figure – ideal male

Male role models

Cover AnalysisDark blue background –

luxuryCeleb – bright eyes & swept

hair: excitement & glamourModern font for modern

readershipFocus on sex & relationships:

“idealized” lifestyleAspirational celeb lifestyle: 1st

name only. We know her!Womens’ health issues