A2: Conflicting Theories

Accumulation Theory
The view that the impact of any one message on any specific person may be minimal, but consistent, persistent, and corroborated (between media) messages result in minor changes among audiences that gradually add up over time to produce significant changes in society or culture.
Propositions
1. The mass media begin to focus their attention on and transmit messages about a specific topic (some problem, situation, or issue).
2. Over an extended period, they continue to do so in a relatively consistent and persistent way and their presentations corroborate each other.
3. Individual members of the public increasingly become aware of these messages and, on a person-by-person basis, a growing comprehension develops of the interpretations of the topic presented by the media.
4. Increasing comprehension of the messages regarding the topic supplied by the media begins to form (or modify) the meanings, beliefs, and attitudes that serve as guides to behaviour for members of the audience.
5. Thus, minor individual-by-individual changes accumulate and new beliefs and attitudes slowly emerge to provide significant changes in forms of appropriate behaviour related to the topic.


Uses & Gratifications Theory


The concept that an individual chooses which media products that they consume based upon their preferences and how they use the media. This means that people will not be susceptible to the gradual implications of change because they can choose to ignore that piece of media or take information from other media products to challenge the consistent and persistent view.


Applying to the Topic
Originally disabilities were viewed as something socially wrong rather than a genetic product. It may be that the media has changed this view as over the years disability has been treated with significantly more respect and regard. The first theory argues this, stating that gradual exposure to those hwo are disabled has allowed for an overall shift in views. The latter, however, argues that people have the opportunity to choose which media they use and how they use it, thus media has not caused an overall shift in view.

Broadcast: Final Products

All the Broadcast products which I have created have the intention of promoting a new lifestyle programme, with the concept of all being homemade crafts, to my target audience. The Broadcast pieces are TV Spots which will be featured on Channel 4.

TV Spot 1:

TV Spot 2:


TV Spot 3:


TV Spot 4:

Broadcast: Before and After Screenshots of Production

Throughout the production and editing process I took screenshots of how I used the Software (iMovie on Apple Macbook).

This is a screenshot showing the clips before I edited them to form the final productions:

As it can be seen, the clips are not linked together or have any music, text or transitions. The larger screen is where I can view the progress of my broadcast product as I edit it, allowing for me to notice errors and make improvements. I created a new 'project' for each broadcast production.

I began the editing process by 'dragging' the material which I required to be in the first TV Spot in an orderly fashion to the 'timeline' below the imported clips. This screenshot shows the beginning of me ordering the clips for my first broadcast production. I simply just dragged the material from the 'clip bank' (seen above) to the bottom timeline.

After I had ordered the clips, I began to crop them in order to get rid of any unwanted dialogue or filming. To do this I positioned the yellow bar around the parts of the clip which I wanted to keep. The process is shown below for one of the clips:

The clip then trimmed down to the material which I wanted to be shown in the broadcast production (an example of how the media is a representation of life).

After I had done this for each clip, I began to add transitions. This is done by clicking on the transitions tab, and dragging the preferred transition in between two clips. The transition tab pops up on the left hand side, allowing for easy dragging to the timeline. i experimented with the different transitions for each clip. I found that 'Cross Zoom' suited clips which were transitioning into a Close Up/ Medium Close Up, for the further away shots or ones in the same setting, I decided upon 'Cross Blur' which was the nearest to merging the clips together.

Rather like the 'Trimming' of the clips, I could do the same for transitions and change the duration:

I was also able to change the precision of the clips and the transitions, using the 'Precision Editor'. This allowed me to alter the positioning of the transition alongside the clips:

After editing the clips together, I added the audio to the 'timeline'. This was simple as I was only required to select the audio which I wanted and then drag it from the audio tab (on the left) to the timeline itself (on the right). The screenshot shows how I applied the background music to the production (for background music I dragged the track over the whole of the timeline in order to apply it to all of the clips):

I changed the volume of the music in order for the clips to be heard. This window came up when I clicked on the edit button for the background music. I adjusted the slider to 10% volume from 100%.

For two of my productions, I had included non-diegetic audio: The process is shown below:

1. I first had to convert the .amr file to .mp3 because Itunes would not support the .amr format. I did this by downloading a converter which instantly converted the files. After, I dragged the media.mp3 file (on the right) from 'My Documents' to Itunes (on the left):

2. This then allowed me to access the audio through itunes on iMovie

3. I dragged the audio from the tab onto the clip which I wanted the audio to play over

4. However I needed to edit the audio clip by cropping the length, in order to extract the audio which I desired to be featured in the clip. The cropping is shown below. The audio now fits within the time of the clip.

 I applied the same method of adding audio to the sequence for each other non-diegetic audio which I had drafted in my storyboards.

In order to direct the audience to which institution the programme is broadcast by and when the new programme will start I created a short 'information clip' to put at the end of the sequence. The process is shown in the screenshots below:

1. I clicked on the 'Text' tab in order to choose from a selection of title positioning

2. I chose the 'Upper' option, which opened a window with colour options. However as I am using an image as the background, the colour did not matter.

3. The text and font change option was then displayed on the movie viewer, from which I could alter the text and font colour, style and size.

4. I entered the text and altered the fonts. I chose purple as the font colour because it is a colour often used by the Channel 4 institution, thus tying in with their house style. Also I chose a basic, but slightly 'funky' font in order for the information to be relayed simply but, at the same time, have a unique edge to it- fitting in with the craft hobby of the target audience.

5. After this, I clicked 'Done' and added the image from my files. This was done by dragging the image onto the clip

6. I was then presented with these options, and I selected 'Replace' in order to make the whole clip background the image.

7. This is the resulting timeline (I added a transition at the end of the last clip in order to gradually fade out the sequence, rather than being an abrupt finish)

8. This is the resulting 'information clip:

I decided to use the same ending transition and 'information clip' in all of the sequence productions in order to show that each separate TV Spot is part of one programme.

I used the same sequence of editing for each of my four productions. This allowed me to ensure that I had included all which I intended to, and address the editing in an orderly, precise manner.

Broadcast: Annotations of the Storyboards

Here I have uploaded the final storyboards for my four Broadcast productions. Along with the images I have explained the choices of location, camera shots and angles, costume, sound, lighting and props.

Costume: Throughout all of the storyboards, the presenter wears the same costume: blue jeans, darker blue top with a design on, black jacket (if outdoors)and white converses.This allows the TV Spot to look continual and in form with each other. I decided upon this costume by asking the 'presenter' what she wears on a day to day basis. This is because, in the Lifestyle programmes which I researched (Kirstie's Handmade Britain, Alan Titchmarsh's Garden Secrets and Paul Hollywood's Pies and Puds) the presenters all wore casual, slightly smart, clothing that looked as if it was there own. Therefore I asked the presenter of my show what she wore usually and decided for that to be her costume- in order to reflect how other presenters are dressed in Lifestyle programmes. The casual look may also attract the demographic categories from B and below because those in the B category are likely to see the casualness as a contrast to professional dress in the work life and thus use the programme as a means of escapism (Uses and Gratifications). Those is the lower categories may identify with the casual dress and so feel part of the programme community, thus playing on the desire to belong (Maslow's Hierarchy of Needs).

Lighting: Also throughout the storyboards, the lighting is natural. This is because the use of natural lighting accompanies the effort to make the programme appear to be as close to lifestyle as possible. Media productions are an intentional  representation of life, rather than real life, therefore as my programme is to be in the lifestyle genre I used natural lighting to enhance the reality of the programme. The lifestyle programme which I have researched also appear to use natural lighting, indicating that natural lighting is a typical convention of the lifestyle genre. I did ensure, however, that filing would be on bright days in order to create a desired light atmosphere to the TV spots. This is because bright lighting is likely to attract females, who stereotypiclly prefer happier and more laid back programmes to males (such as sci-fi or horror)- which the bright lighting gives a feel of.

Sound: In all of the storyboards, I have decided to use the same non-diegetic background music. The background music is to be upbeat, instrumental and cheery. This is to apply to the craft theme of the show and also attract the desired target audience. The target audience is to have an interest in craft and have the psychographic of explorers and aspirers. The upbeat and cheeriness of the music is likely to uplift the target audience, putting them in their innate mind set of exploration and aspiration and thus evoking the desire to participate in the programme. It may also be that the music gives desired connotatations of craft and uniqueness which will apply to the target audience. Furthermore the music is likely to be enjoyed more by the target age range of 26-30 because, stereotypically, at a maturer age instrumental music i more enjoyed than at a younger age. However the facts that the music still contains a 'funky' element places the appeal solely on this age range whereas anyone older may prefer something calmer. Therefore the music is designed to attract the target age range. The music is to be non-diegetic because in the lifestyle programmes which I have researched the background music has been applied after the filming rather than within the filming. Therefore I followed this convention in order to fit in with pre-existing lifestyle productions. In some of the scenes the music is to be louder (as I have noted on the storyboards). This is where the presenter stops talking and a closer shot it made. I decided to use this because, after looking at the other lifestyle programmes which I researched (links above), I noticed that often the music would be louder when the presenter stopped talking and focus was placed on a different object or scene. This allowed the producer to keep the audiences attention on the programme instead of drifting away as the presenter is not there to engage the audience by speaking to them. By using this my production is inkeeping with the generic conventions of other existing broadcast productions.

Camera Shots and Angles:
For the establishing shot I used a Very Long Shot in order to encompass and set the scene (this was used in programmes which I had researched), allowing perhaps for the audience to feel as if they are actually there. This may tie in with the audience using (Uses and Gratifications) the programme as a means of identification (those who enjoy craft). Medium Close Up's allowed me to create a personal view from the audience of the presenter, perhaps establishing a connection between the audience themselves and the presenter. I used MCU's at the end of the sequence in each storyboard in order to finish on that notion of a personal bond. This may urge the target audience to watch the programme, especially as they have a psychographic of 'apirers' and so may feel the desire to aspire to be like the presenter within the professional area of craft. This also applies to the lower demographic categories who are not a professional in any area and follows Maslow's Hierarchy of Needs in which people are believed to have a desire to belong. Furthermore I decided to ue of a combination of Close Up and Medium Close Up shots to convey the craft side of the programme. I used such shots on the scenes of craft products in order to entice the target audience who enjoys crafting, thus attracting them to the full programme. This was a technique which I noted from my research into Kirstie's Handmade Britain where these shots were used to convey the same purpose.  I chose to use Long Shots and Medium Long Shots after looking at Alan Titchmarsh's Garden Secrets in which both of these shots were used when the presenter (Alan Titchmarsh) was talking to the camera in a rural setting. This allows the audience to see the presenter from many angles, thus getting familiar with the presenter. This is important for those who gain gratification from identifying with the presenter, especially as the presenter of my production has not been in existing media productions. Also in terms of the camera, for some MCU and CU shots I chose from the camera to move slowly from the left to the right. This allows for focus on the detail of props whilst encompassing the whole prop as well.

Props:
In all of the storyboards I have used props which have connotations of crafting (candles, cakes, fabric, sewing boxes, needles, interior decor). I noticed that props were important in attracting the target audience in the broadcast pieces which I have researched, therefore I used these props in the same way. The props are likely to appeal to the target audience who enjoys crafting because of the obvious craft connotations. Also, the hand made props (such as the fabric cushion cover, cakes and Christmas stocking) are likely to appeal to the lower demographic categories of the target audience. This is because it suggests a cheaper alternative to otherwise expensive objects (and so in terms of 'Use and Gratifications' can be used for money saving ideas). The colours of the props hold a way in attracting the target audience too. I have chosen pink in some of the props (such as the pink icing) because pink has connotation of feminism, thus applying to the gender of the target audience. Also, the hand made props may provide a challenge for the psychographics of the target audience. Being aspirers and explorers, the target audience may feel as if hand crafting provides a new 'challenge' to themselves, therefore drawing them in to watch the programme. The use of props, i discovered from my research, accompanies what the presenter is saying. I chose to use an abundance of craft magazine pages in Storyboard 3 in order to convey the sense of irritance that the presenter has in not being able to find an affordable interior, I then went on to one of these pages being crumpled and thrown by the resenter to further display the annoyance. Here, the props accompany what the presenter is saying and may also resonate with those in the lower categories who feel the same irritation. Through the use of props, then, I am able to attract the target audience to the programme.

Further choices vary for each storyboard:

Location:
Storyboard 1
Initially, the location is in Chichester in front of an idyllic prestigious manor house. I decided the use this as the location for the establishing shot and further few scenes because it is likely to appeal to the demographic category of B- who may identify with the connotations of wealth. Similarly this may appeal to the lower demographic categories of my target audience who also have the psychographics of 'aspirers' and aspire to own such an idyllic place as this. This follows the establishing shot of other craft programmes which I have researched where idyllic places are used. Further into the storyboard, I changed the location to a rural setting. This is because it resonates with the connotations of uniqueness that craft gives, thus applying to the psychographics of 'explorers' who aim to discover different things. I also decided to use this transition from the home to the rural setting because it fits in with the idea of a journey of craft (as said in the presenters script). Some scenes are also shown inside the home. I chose this location because it allows for the feeling among the audience of being accepted by the presenter into their personal life, thus (in terms of Uses and Gratifications) the target audience of craft lovers is allowed to gain gratification from identifying with the presenter who shares in the same interests as themselves and allows for a  'personal' bond to be created. This may entice the target audience to watch the programme.


Storyboard 3
The location of this storyboard is in the home of the presenter. Initially the scene is of the presenter as her desk in a room. I chose this location because it may allow the target audiences age range and gender to identify with the presenter in the decor of the room. Furthermore the idea of your own home gives the sense of new independence which my have also just come into the lives of the age range who are younger adults (26-30), thus creating the notion of identification. It also allows for the laid back feel to the programme and applies to the bond between the presenter and the audience. The storyboard then moves location into the presenters garden. This again applies to the bond between the presenter and the audience which may convince the target audience to watch the programme as they identify with the craft theme. It also applies to the title 'Country Crafting' which gives connotations of the outdoors, thus showing a pattern of continuity.

Storyboard 2
For the same reasons as previously mentioned, the setting of the presenters home is used. More importantly I chose to transition from the busy, chaotic, urban setting of shops at the beginning of the storyboard to the calm and remoteness of the rural outdoors at the ending. For one this accompanies what the presenter says at the beginning of the storyboard, but it also follows the Narrative Theory. There is the disequilibrium in which the pressure of society (urban setting) distracts people from being who they want to be and then the new equilibrium where the presenter offers a retreat to be unique (rural setting). Through the manipulation of the setting to follow the Narrative Theory  my production may entice the target audiences psychographics of explorers, and the idea of problem solving may appeal to the lower demographics who may struggle with such problems with identity themselves.

Storyboard 4
I chose for this to be set in a larger room to give the idea of a craft fete or club, especially in the props of the tablecloth. This allows for my production to appeal to the target audience of craft lovers because it may gives the idea of a craft society which creates a sense of belonging (as previously mentioned, a factor in Maslow's Hierarchy of Needs). This is also true of the setting of the art rooms, which may evoke a sense of artistry within the passions of the target audience, thus inviting them to stay tuned and watch the full programme. I also incorporated the setting of the outdoors, again, to apply to the name of the programme and create that sense of uniqueness in the detachment from society which may be desired by the target audience who has a psychographic of 'explorers' and 'aspirers'- who aspire to be something different.

Print Media: Final Designs and Explanation of Choices

These are screenshots of the final designs of the Front Cover, Contents Page and Editor's Note. I have written why I chose to use these designs, how they apply to my target audience and how they use the design and conventions of Lifestyle Print Media.

Front Cover:

Design and Conventions
By using the initial research into existing print media products I was able to produce the front cover in correspondence with the typical codes and conventions used in the designs of the magazines. I altered the initial flat designs of the front cover, merging what I liked from both of the designs. By doing this, the front cover suited the conventions of lifestyle print better.
Adhering to the conventions my research noted, I used brief headings with description of the contents and situated them as a border around the focal point of the front cover image. I also incorporated the popular use of a colour scheme into the front cover by picking out the main colours of the images and using the same colour on the text and headings. This can be seen by the use of light pink (in text and text boxes) which corresponds with the light pink in the image and the use of light blue and white which also corresponds with the dominant colours of the image. The title of the magazine, however, flouts the colour scheme by taking on a darker red. I decided on making the title darker because, after looking at the magazine covers which I had researched, I noticed that the title was always the boldest colour on the page (another typical convention). It also appeared that the generic conventions for the title was for it to be enlarged and easily readable, thus I applied these conventions to my own print production. Further applying to the conventions of magazines which I have researched, I used capital letters and enlarged or different colour fonts to highlight text which is likely appeal to the target audience. I also created a theme to the magazine (Spring and Easter), after noticing the a few of the magazines used a theme as the basis of their issue.
Taking into account the further generic conventions I had noted from my research of any magazine, I also added the bar-code, price and month to the front cover. This is because the front cover holds key information about the magazine, therefore my production requires the inclusion of such material. I situated the bar-code at the bottom of the magazine and the price and month at the top, following the layout of two magazines which I had put a large focus on, as both applied to a similar target audience as my own.
Country Living and Good Housekeeping together formed a large basis for the design of my front cover. I noted from both that the word 'Plus' in a bold, different coloured font was used and incorporated the use of this into my design. This is because it appeared to be a convention used by lifestyle magazines, thus I thought it would be fitting to apply to my lifestyle print production. I also incorporated other elements of the magazines into the ideas for my own front cover. The use of the green label in Good Housekeeping inspired my idea to have a gold label on the front cover of my magazine which reads 'BRAND NEW MAGAZINE'. I used the idea of a slogan before the title and further subheadings ('Hello Spring' and 'Explore the world of Craft'), taking into account the design of 'Country Living's front cover. The image on the front of Country Living's issues (as I has noted in my research) is never of a person but of something applicable to the magazine's theme. I decided to incorporate this particular element of Country Living's house style, and used an image of items associated with the contents and theme of my magazine. This is down to the fact Country Living has a very similar target audience to mine.

Applying to the Target Audience
I noticed in my research of magazines that colours were manipulated to suit the target audience. In consideration of this I decided to use light pink as one of the theme colours on the front cover. This is because light pink connotes feminity, thus applying to my primary audience of females. The title is a darker pink, in order to attract females whilst also standing out, as it is bolder, from the rest of the front cover. This allows the audiences attention to be directed to the title of the magazine in competition of other magazines. The font style of the title and headings also holds importance in attracting the intended audience. For the title I chose to use a basic, but slightly unique, font in order to be easily readable (as something difficult to read is likely to deter the audience whereas something effortless is likely to attract) and apply to the target psychographics of 'explorers'. This is because the uniqueness of the title may suggest something other than a mainstream approach, thus enticing a psychographic of 'explorers'. The subheadings of 'Hello Spring!' and 'Explore the world of Craft' use a italicised font which looks handwritten. This connotes individuality, but also has a sense of regality to it, applying to the target audience demographic category of 'B' who may desire something more up-market. The connotation of individuality,too, applies to the psychographics.

The actual content of the text on the front cover is designed to attract the lower demographic categories and the age range. The use of 'Plus!' may intruige those in a lower category than 'B' who are likely to desire additional features for the price (being in lower paid occupations). This is the same for the used of '5 BRILLIANT MONEY SAVING IDEAS' which is in capitals to attract the attention to the money saving', attracting those in the lower categories. This also applies to the Uses and Gratifications in which the audience may use the magazine to spark ideas for a cheaper alternative to an expensive hobby. The use of 'Krafts with the Kids' plays on the word craft to add that sense of individuality to the magazine (attracting the desired psychographics) and also aims to attract the age range of 21-35 year olds who are likely to have younger children, thus harboring a desire to share their hobbies with their children. I decided to colour the label gold because gold connotes wealth and quality, which accompanies the text of 'brand new magazine', suggesting that the magazine offers both. This may attract the demographic categories who both desire quality and wealth, and want to show off that they have wealth. The text in this gold label is capitalised to stand out, 'brand new' connotes rejuvenation which people thrive for, thus attracting the audience.

The image holds a key part in attracting the audience. As already mentioned I decided to use an image of a scene rather than of a person because of the similarities in target audience with Country Living, so the use of such image may also attract my target audience. I used natural lighting for the image, however ensuring that the lighting was light rather than dark. This is because a lighter image is likely to attract an audience who enjoys crafts because it gives connotations of simplistic enjoyment. The actual content of the image has the sole purpose of revealing what the issue contains whilst attracting the targeted audience of craft lovers. This is because the images uses props involved with crafts: paintbrushes, flower arrangement, baking and sewing. The props also apply to 'Uses and Gratifications' as those who enjoy crafting may gain gratification from identifying with the connotations of the props (of crafts, hobbies etc), and may use the magazine for crafting ideas (applying to those in the B category who may be professionals in a craft area). I also ensured that the image had a dominant colour of pink (connoting feminism, and so attracting the female audience) and blue (the colour associated with Easter and so tying in with the Spring/Easter theme). For the image I used a Medium Shot in order to encompass the scene whilst also focusing on the props, and perhaps making the audience feel as if they are there due to the closeness and encompassing nature of the shot. This has the aim of showing the craft, attracting the target audience of those who enjoy crafts, and creating a sense of belonging, thus attracting the audience who desire to belong (Maslow's Hierarchy of Needs).

The language used, such as 'The ultimate craft magazine', has the purpose of attracting a audience of craft lovers by providing competition with already existing magazines. The conventions in which the magazine front cover follows (talked about previously) are used to attract a general audience who purchase print media.

Contents Page:

Design and Conventions
A typical convention of the content pages, which I discovered from research and annotations, is to have a basic, bold title for each contents description. I incorporated this convention into my own design in order to fit in with the original conventions of the print magazine industry. Differently, the descriptions (which are a few words, basic and short) are not bold, thus I adhered to this convention which I had noted, ensuring that the description for each of the contents title was simple, short and unbolded.  I also noticed that the text on the contents pages was structured in short columns. This was to take a systematic approach to the contents by grouping it into themes. However my magazine, being the first issue, does not yet have any traditional or expected contents to group it under. Therefore, I simply applied the convention on laying the text out in columns. One of the main conventions of the contents pages, which I gathered from my research, was to put the corresponding page number next to the text. I used this convention in order to direct the reader straight to the described contents. This also allows for the producer to glance over the scheduled layout for the contents, ensuring that all of the correct contents has been included in the magazine issue. Additionally, images appeared to be used on all contents pages which I researched, with a corresponding page number. This allows the reader to visually glance over the contents and immediately be directed to the corresponding page. After annotating contents pages, as well as looking at other magazines, I noticed that credit to the photographer was always given in a small, capitalised font down the side of the page of one of the images. Therefore I added credit down the side of the top right image, in order to fit in with the generic conventions of magazines which allow for recognition of other contributors. Adding to this, I put the magazine name, issue and month in the 'header' of the contents page which appeared to be another convention used by magazines. I also added the page number in the bottom left corner, which is a generic convention of all magazines to guide the reader. I started the magazine with the contents on page 5 to allow for advertisements on the previous pages which usually take up the first few pages of lifestyle magazines.
I decided to incorporate the layout of Country Living into my design for the contents page, again due to the similarities in contents and audience. I framed the contents with the images, adjusting the images so that they were positioned at an angle. Accompanied with the rose page border (which applies to the rose-inspired contents) and the borders of the images this gave an effect of a scrapbook. I decided to make the theme of this page almost like a scrapbook because it fits in with the topic of craft. I also used the idea of the page title in small, lowercase font because it creates a welcoming tone rather than I large title being emblazoned over the first page of the magazine. In terms of the font, I kept it basic for this page. This is because after looking at the font used on the contents pages of other magazines I noticed that the generic font was something basic with a slight twist. Therefore I added this to my design in order to adhere to the conventions of existing contents pages.
 I chose a light purple page background appeal to the female audience and in consideration of the fact a white background made the page look empty and unfinished, thus I chose a colour slightly of white. The paleness of the background also allows the text and images to stand out (one of the corrections I made from the feedback). The images I used relate to the contents, I used a variety of camera shots for different effects. For the image of the presenter I used a Medium Close Up to create a personal relationship between the reader and the presenter, inviting them to watch my broadcast piece, for the other images a combination of Close Up and Very Close Up shots were used to allow for sole focus on the craft productions. Each image as light in order to add to the cheery vibe of the magazine.

Applying to the Target Audience
I adhered to the convention of a colour scheme, which I chose to be pink and purple. This is because pink was the dominant colour in the images, and purple complimented the connotations of the pink. Pink connotes femininity, thus applying to my primary target audience of females. I ensured that a basic font was used in order for the audience to glance at the contents which may intrigue the audience in itself. This leads onto the choice of contents. The contents relates to the Spring/ Easter theme, to the psychographic and the demographics of the audience. By relating the contents to the theme, a sense of community is established in the fact that a seasonal change and festival is being celebrated together. Thus, this may attract the target audience in terms of Uses and Gratifications- the target audience (whose hobby is crafting) may gain gratification from identifying with other individuals who share in their passion. This also goes for the content such as 'Memoirs of Master Crafters' and 'Scrapbooking Frenzy!'. When considering the audience demographics, I chose contents which which apply to the range of categories from B to lower. 'Really Brilliant Money Saving Craft Ideas' and 'Treat Yourself' applies to the audience demographic category of C and below, who look to save money. Additionally, 'Blueberry & Lavender Muffins' has connotations of something more upper-class, with the unique twist on the traditional blueberry muffin a sense of individual style is created. In terms of psychographics, 'Unique Cookery Gifts' applies to those who want to 'explore' new things and 'Memoirs of Mater Crafters' applies to those who 'aspire' to go forward in the crafting industry. As mentioned before, 'Krafting with Kids' applies to the 21-35 age range who ar likely to have children and share their passion for crafting.
The images alone are also used to attract the desired audience. I chose to use images of crafts that look 'girly' and has feminine connotations, this is because the primary audience is females. The images along with the corresponding page numbers allow those who may have a busier work life (such as professionals in the B demographic category who are likely to have extra work, and the age range of 21-35 who may need to cater for the needs of children or complete university work) to take a quick glance at the contents and visually see what the magazine offers, and be immediately directed to the pages which draw their attention. The use of a scrapbook style layout (positioning and sizing of images and borders) relates to the main interest of the target audience- crafting. Thus, this may appeal to the audience who may notice the association of the layout and crafts. In addition to this, the page border adds to the idea of a scrapbook, but also contributes to the feminine look of the page with the pink flowers, aiming to attract  females.

Editor's Note:

Design and Conventions:
The design of the editor's note for each magazine differed, however I did find some generic conventions which were used among them. For one an image of the editor was always used. In the two which I annotated, the image of the editor was quite a focal point. For this reason I decided to make a collage of images, however positioning the image of the editor on top of the other images, so that it holds more importance. I also noticed signs of convergence on the editors page. In Good Housekeeping, the magazine's website was advertised at the bottom, similarly in Country Living all the magazines social networking sites were arranged in a row at the bottom of the page. I incorporated this convention into my magazine, considering the E-media platform (which I have not chosen to do for the brief). I created three social networks (Facebook, Twitter and Instagram) and a webpage for the magazine, positioning them with the network logo in the footer of the page. The layout of Country Living inspired my choice of layout for this.
I noticed on thee magazine editor notes which I had researched, that the editors signature was printed at the end of the editors' writing. I used this convention, and added the signature of the editor for my print production to the end of the editor's introduction. Along with the image of the editor, other images were always used, therefore I incorporated other images relating to the content of the editor's note. I also ensured that I had included the page number (in the footer), magazine name, month and issue (in the header) as I had done with other pages, following the conventions of other existing print products. I also noticed that some of the editor's writing was bold or italicised. I applied this convention to my on magazine in order to highlight key information or draw the reader'r attention to specific parts of the text. For the same reasons are enlarged some text, whilst keeping other parts at a basic font. Once again, I included credit to the photographer after seeing that it was an important convention used in recognising other people who had contributed to the magazine. Furthermore, I noticed that the language style of the editors note pages always had a personal tone and was welcoming, thus I applied this concept to the language style of my own piece. This can be seen in the enlarged page title: 'Welcome!'.
The layout of the page, however, varies between each magazine. I decided upon a simple 2 column layout. This is because it allows two topics which the editor's note addresses to be separated into two basic sections, thus being easier for the reader to glance at. The  columns also adhere to the generic style of print productions which most often use columns in order to collectively relay information over to the reader. To separate these two columns, I used a thick dot border. Together with the pink framing in the collage of images (I noted that uses image collages was a popular house style used by Country Living) and the transparent background of the roses, the border goes along with the scrapbook effect which I aim to achieve in the layout of my magazine. This applies to the theme and content of crafting. The background, I decided on using a pale green because I deemed that white made the page look unfinished. The pale green allows for the same light effect as white, whilst also complementing the green/pink colour scheme (another convention) of the page. The colour scheme also fits in with the editor's piece on roses which enhances what the editor is writing about.
Keeping in line with conventions of magazine pages, I used a short introduction under the title and two small headings in order to summarise the content of the page. The font varies throughout the page. I applied a basic font to the actual bulk of the contents in order for the reader to be able the clearly read it. However for the title and subheadings I used an italicised font. I used this for the subheadings because it looks as if it has been handwritten, applying to the personal tone of the page, and the fact that the pages is the editor's 'note'. For the title I used a large italicised font to emphasise on the welcoming nature of the magazine.

Applying to the Target Audience
Convergence from print to E-media is shown at the bottom of the page. The promotion of social networking sites may appeal to the target audience age range of 21-35 who are more technologically savvy. This is because it means that the magazine can be used (Uses and Gratifications) for social integration by talking about it through the capabilities of social networking sites and joining the communities on social networking sites. This follows the water cooler theory: that in the workplace, topics are discussed in breaks. I have used images which are likely to appeal to the female target and the interest of the target audience in craft. Again, pink is used, connoting feminism to apply to the primary audience of females. The use of one primary figure and the welcoming tone of this figure (the editor) creates a feeling of a personal relationship between the editor and the reader, who may gain gratification (Uses and Gratifications) from identifying (interest of craft) with the primary figurehead. 'Welcome!' also creates a sense of community and belonging, a common desire of any reader (according to Maslow's Hierarchy of Needs). The layout, as before, is designed to appeal to the target audience with the look of a scrapbook. In relation to the audience psychographics, I chose to use the heading 'Step into our spring-time offering...' because it may evoke a desire to explore the issue with the coaxing language of 'Step into' and the use of ellipses. The language choice also serves another purpose (to the one previously mentioned in terms of conventions). Being more of a simple language choice and using colloquial terms such as 'soo' and exaggeration on exclamation marks ('!!') this may apply to a lower demographic category (C and below) who prefer to read something with less complex terms, equally the easy reading may apply to the B demographic category who want to escape from the complexities of professional work (Uses and Gratifications: escapism).

The research which I had done prior to creating my print pieces formed an essential part of my ideas for each design. From this research I was able to apply the correct conventions and purposely use elements of the design to attract the target audience.

Print Media: Initial Designs & Feedback & Problems

I used Microsoft Word to create the Print draft designs which I had previously drawn out. I printed these initial designs out and gave them to a friend for feedback, as well as looking over them myself. My friend gave me comments on what I had done well and annotated what I could improve.
These are the Initial Designs with the feedback annotations and comments, from which I shall improve upon and reach my final Print designs.

Together, me and my friend noticed several changes which I could make to the front cover. The images was a main problem, as it was not clear and the reader could almost see the pixels. Additionally, the text at the bottom of the page printed in a different size and font from the printer than it had showed up on my screen.

Screenshot of original font and size

 I printed this page twice to check the error and found that the issue may be down to the fact I had opened this Microsoft Word document on a different computer, thus it may have altered some of the layout. I will test this by printing via a different computer. Also, the colour of the text often made the text hard to read, meaning that I should change the colour in some areas. My friend suggested that I make the gold sticker slightly smaller as it takes up focus of the page, rather than the contents and title accompanying the gold sticker to attract the desired target audience. Another thing she noticed was that a dash border separated the images and the title section: not fitting in with the layout of the magazine. Together we decided that the front cover would look better without the border.

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Each page that  printed, printed with a white border around the contents. This cut off some of the information which I had put onto the design (such as the barcode on the front cover). I looked into this and found that it was because the printer required room to grip onto the paper, however when I get the designs printed professionally the border is unlikely to (and should not) print. On this particular design the border cut off the page number and credit to the photographer, which my friend (who gave feedback) noticed. She also suggested to lighten the background colour which will allow more of a focus on the foreground text and images.

Design has a white background
 rather than light pink

When I first printed, the page colour did not print (the background to this was white although it was supposed to be a pale pink). I researched why this was and found that to do so, you can adjust the settings via 'Word Options' to print the page colour (shown in the screenshot). I then printed the page again, and the page colour also printed (which can be seen below).

 After getting the feedback, I noticed that my friend and seen some subtle errors which I need to correct. For one, I had cut off some of the text in the bold introduction. Also, the background of the editor's signature was white, rather than matching the page colour. She suggested that I centered the web-links more to the images as they appeared out of place.











By using this feedback I am able to test any issues which I have encountered and make changes to suit the audience better.