15 Toolkit for Analysis 3 - Modes of Address

• Learning Objectives: To create a new magazine cover and present it using media terminology.

Key words: Formal, direct, colloquial, hyperbole, imperative.

Modes of Address

It is important, when you are analysing a media text to consider how it 'speaks' to its audience.

This means looking at the language used and the style of presentation.

You must always use relevant media terminology when you are discussing aspects of media texts.

Some of the terms used for magazines are used for other media text analysis.

Here are some key terms you that you will need to keep in your 'toolkit':

Task 1: Write them in your orange books.

Formal mode of address.
Used by media texts for example the news media.
The language is complex and the expression serious.

Informal mode of address.
This is where the text adopts a chattier, colloquial (slang) style so the audience feels more involved.

Direct mode of address.
A news reader for example would look directly at the audience when addressing them but also the main subject of a magazine article.

Indirect mode of address.
Where there is no direct contact with the audience. The subject may speak indirectly through an interviewer.
Characters in tv dramas do not usually speak direct to the audience.

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For all media texts, the words used within them have been carefully selected to send the right messages to the audience in question, these include:

Lexis:

This term refers to the specific words that are used. Subject specific lexis will help to attract the right audience.
The language on this Playstation Magazine may only be understood by and be relevant to the specific target audience, in this case gamers.

Hyperbole:

This is over exaggerated language used to create an effect or to be persuasive, for example in advertisements.

Direct quotations: 

These make the story in the text more believable for the audience.

Slang or colloquial language:

In magazines, this helps to engage young people for example.
Conversational language which uses different words from those in written language.

The imperative:

This is a statement that gives an order, usually accompanied by an exclamation mark.
This encourages the audience to take action and suggests the importance of what is being said.

Marjorie Ferguson 1980

 Identified four types of facial expression in the cover of women’s magazines:

Chocolate Box: half or full-smile, lips together or slightly parted, teeth barely visible, full or three-quarter face to camera. Projected mood: blandly pleasing, warm bath warmth, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality.

Invitational: emphasis on the eyes, mouth shut or with only a hint of a smile, head to one side or looking back to camera. Projected mood: suggestive of mischief or mystery, the hint of contact potential rather than sexual promise, the cover equivalent of advertising’s soft sell.

Super-smiler: full face, wide open toothy smile, head thrust forward or chin thrown back, hair often wind-blown. Projected mood: aggressive, ‘look-at-me’ demanding, the hard sell, ‘big come-on’ approach.

Romantic or Sexual: a fourth and more general classification devised to include male and female ‘two-somes’; or the dreamy, heavy-lidded, unsmiling big-heads, or the overtly sensual or sexual. Projected moods: possible ‘available’ and definitely ‘available’.

Task 2: 

Label one given magazine cover using as many of the terms covered today.

Word doc with annotations. Email to Mr Ealey.

Mag_1

Mag_2

Mag_3

Mag_4

Mag_5

Mag_6

Mag_7

Mag_8

Trevor Millum

In a study of advertisements in women’s magazines, Trevor Millum offers these categories of female expressions:

• Soft/introverted: eyes often shut or half-closed, the mouth slightly open/pouting, rarely smiling; an inward-looking trance-like reverie, removed from earthly things.
• Cool/level: indifferent, self-sufficient, arrogant, slightly insolent, haughty, aloof, confident, reserved; wide eyes, full lips straight or slightly parted, and obtrusive hair, often blonde. The eyes usually look the reader in the eye, as perhaps the woman regards herself in the mirror.
• Seductive: similar to the cool/level look in many respects - the eyes are less wide, perhaps shaded, the expression is less reserved but still self-sufficient and confident; milder versions may include a slight smile.
• Narcissistic: similarities to the cool/level and soft/introverted looks, rather closer to the latter: a satisfied smile, closed or half-closed eyes, self-enclosed, oblivious, content - ‘activity directed inward’.
• Carefree: nymphlike, active, healthy, gay, vibrant, outdoor girl; long unrestrained outward-flowing hair, more outward-going than the above, often smiling or grinning.
• Kittenlike: coy, naïve (perhaps in a deliberate, studied way), a friendlier and more girlish version of the cool/level look, sometimes almost twee.
• Maternal: motherly, matronly, mature, wise, experienced and kind, carrying a sort of authority; shorter hair, slight smile and gentle eyes - mouth may sometimes be stern, but eyes twinkle.
• Practical: concentrating, engaged on the business in hand, mouth closed, eyes object-directed, sometimes a slight frown; hair often short or tied back.

• Comic: deliberately ridiculous, exaggerated, acting the fool, pulling faces for the benefit of a real or imaginary audience, sometimes close to a sort of archness.

Task 3: Homework:
Create a new magazine cover aimed at young people. Use as many of the above language devices as you can. Annotate it using appropriate terminology and consider what impact the language and mode of address would have on the target audience..