Semiotics - Q1

1. Magazines - Conventions
Mastheads

2. Function
• The masthead is a piece of branding, providing
instant recognition & gratification. Anchorage?
• As branding it also provides ‘factual’ & ‘emotional
promise’. What is this?
• The masthead (and cover) is the first point of
contact and represents a series of emotional
connections for the target audience.
• The masthead gives the magazine a personality
and an identity – it must stand for something (at
least in marketing terms). But how?

3. Codes & Conventions
• Font style: serif or san serif (connotations)
• Size: point and case (meanings)
• Kerning: space between letters/proxemics
• Visual codes: colour, shape, etc.
• Language: meanings of words – metaphor,
symbolism, polysemy. Nouns? Adjectives?
• In pairs/groups decode some of these
mastheads and feedback to class.(15mins)