Magazine Cover Analysis 3

Magazine Cover Analysis 3: The New Statesman primary target audience are those of a middle/upper class, generally aged from 35-54 and are at the peak of their profession. The target audience are also left leaning voters. They also have a left-wing bias. The same masthead for the New Statesman is used for all their magazines. By doing this they are producing a brand identity which instantly recognised by the target audience. This is important as it allows the target audience to instantly know the magazine is about current affairs and they have a great interest on the subject. Throughout the cover the most dominant colours used are red, white and black. The colours red and white used together connotes the English flag. This is reinforced by the mask Boris is wearing which features the England flag. The colours also represent the NHS as these two colours are used commonly in the healthcare industry. This relates to the idea that the healthcare services are being overwhelmed and has been used emphasise the harm the virus is causing to people’s wellbeing. Furthermore, the colour black is used which connotes the idea of negativity, which relates to the current affair of coronavirus. The rule of thirds has been used in this magazine cover. The main image is placed in the final third which is an image of Boris wearing a mask. The redness in his face and the use of the facemask suggests that he is ill of the coronavirus. By emphasising the redness in his face, the reader will be given the perception that Boris is very weak. This creates a sense of irony due to the prime minister being a powerful public figure and getting the virus. This appeals to the target audience due to them being left leaning voters and they will buy into the idea that Boris is weak and powerless. The mask worn by Boris has an England flag which is made from flames. This metaphorically suggests that the Tories are ‘burning down’ the country. This suggests that Boris is ruining the well-being of people and will reinforce similar views from the target audience due to them being left leaning voters. The main cover line ‘Land of confusion’ reinforces the idea that the Tory government have not set out clear guidelines for the public, and that there is a lot of uncertainty regarding the topic. It is in a bold, large font which emphasises the idea of how confused people are. This portrays the Tory government in a negative way due to them being unclear and appeals to the target audience who are left-wing. In conclusion the magazine uses traditional codes and conventions such as the rule of three, a masthead, a main image etc. The codes and conventions are used to belittle the Tory government, due to the target audience being left leaning voters.