Target Audience and genre

The target for Hammer magazine would be 20+, as it contains alcohol and game adverts. Mostly, it is aimed at males but the secondary audience would be females. The genre is variations of metal/ heavy metal/ industrial metal etc.

Main Image

The model credit is the extra information on the main artist, which is the Black Sabbath. The phrase underneath main cover line catches the reader’s attention; as we can see the iconographic image of a cross. This symbolises the anti-religious view that many metal artists associate with. The word ‘MAGICKAL’ is spelt wrongly on purpose to catch people’s attention, as it looks unusual which often fits into metal genres. Also the use of low key lighting makes it looks more exciting and dark for the readers.

Masthead

The masthead is in gloomy green colours which suits the black background and also the genre. The font of the title is rigid, also the first letter ‘H’ looks like a guitar which blends into a genre of this magazine. In addition the masthead also contains word ‘meta;’ which gives the final touch of making the magazine look hard which fits the purpose of the magazine as it will attract the reader.

The Gutenberg Design Principle

The Gutenberg principle shows how people look at a magazine. At the start the reader looks in the primary optical area which is the masthead and the picture of Black Sabbath, which attracts the reader as he is a famous figure. Then, the reader looks at the terminal optical area which is in the middle right, it shows the sub coverlines which attracts the reader as they can find the favourite artist. Next, the reader looks at the strong fallow area in the top right which contains characteristic make up of Ghost B.C in this edition which catches people’s attention and gives the magazine it genre. Lastly, the reader, looks at the weak fallow area, which is in the left bottom corner, it contains more detail about the magazine and any adverts, which makes people curious about the rest of the magazine.

Coverlines

The coverlines give the reader more insight into what is in the magazine; more details. ‘The Algorithm’ is a coverline, the font looks like it has been scribbled, it white so it in contrast with the background. However, it is also it is put in the shallow fallow field.

Model credit

The main image is of King Diamond, Black Sabbath and Ghost B.C. As this images are just below the mast head. These images symbolise importance of them and probably the main subject in this edition of Hammer. As we look at how the musician look we can associate this with metal, the use of black colours symbolise danger but also something deep and heavy. Also, the satanic make up of Ghost face makes this magazine look eerie and therefore this implies that the use of low key lighting makes the reader know that is a metal magazine. The atmosphere created makes the audience be interested in this kind of genre. Especially, as Black Sabbath is a known band.

Main Cover Line

The main cover line is the ‘BLACK SABBATH’ as this edition of Hammer focuses on this band, which is highly popular amongst metal fans, as this band is quite importance as in the pedestal f other metal bands. Therefore, Black Sabbath has the credit of being on the main cover line. Also, the font suits this kind of magazine as it stands out, and the eye in the middle makes it look bizarre; which is done on purpose to catch the reader’s attention as people who are into metal genre are also into demonic dark colours and unusual fonts.

Colours/Typefaces/House style

The type of house style of the Hammer magazine is consistent as the masthead is usually on the top, and the main cover line is in the middle. This gives the audience a sense of familiarisation as the readers are used to it. Also, the constant use of low key lighting suits the genre and style of the magazine. Lastly, the use of gruesome image and satanic sensations fits to the target audience.

Banners/Flashes/badges

The banners used in this magazine are this same colour masthead. The banner of a star in the circle creates a satanic atmosphere and therefore suits the metal genre. The advert of ‘Vip Tickets’ attracts the reader as the reader might gather ticket for the favourite band. At the end an iconic font of how Rammstein is spelt give a familiar look for the audience of that band; also the provocative quote to go with it attracts the readers as it context interest many people.