Analysis of Editorial and Advertising Content for Glamour Magazine

Topics: Condé Nast Publications, Glamour, Marketing Pages: 6 (2139 words) Published: May 5, 2010
This sheet must be completed in full and attached to the front of each item of assessment Before submission to the School Office.
Student Name: Maria Lynch
Registration No: B00351233
Module Code/Title: BMG378
Lecturer: Donald Mc Fetridge
Date Due: April 16th 2010
(NB: Latest hand-in time is on the due date unless otherwise advised) Submitted work is subject to the following assessment policies: 1 Coursework must be submitted by dates as specified by the Subject committee. 2 Students may seek prior consent from the [Course/Subject] Director to submit coursework after the official deadline; such requests must be accompanied by a satisfactory explanation and in the case of illness by a medical certificate. 3 Coursework submitted without consent after the deadline will not normally be accepted and will therefore receive a mark of zero. CONTENTS

Introduction 3
Analysis of advertising content 3
Analysis of editorial content 4
Magazines target market 5
Marketing and promotional content 6
Product strategy 7
The importance of consumer behaviour 7-8
Future trends 8-9
Conclusion 10
Bibliography 11
Appendix 12
I have been asked by my lecturer to analyse the editorial and advertising content of a lifestyle magazine of my choice. The magazine that I have chosen is Glamour; the reason that I chose this magazine, is because it is Britain’s number one women’s magazine and has been in circulation for over seventy years. Glamour is a prestigious fashion magazine first printed in 1939 by Conde Nast Publishing who are responsible for numerous fashions and lifestyle magazines including Vogue, Men’s Vogue, Allure, GQ and many more. Topics addressed by the magazine include: Love, Fashion, Sex, Beauty, Health and lifestyle and Celebrity gossip. Glamour is recognised as a world class fashion magazine and it is now published in the US, UK and numerous countries across Europe. Analysis of advertising content

The advertising director for Glamour is Grace Dawson, and the fashion Assistant is Kerryn Grady, the products advertised are all premium brands like Dior, Yves Saint Laurent, DKNY, D&G and many more. The number of pages used in the magazine to advertise products greatly exceeds the number of pages with editorial content. The front cover of the magazine is dominated by Danni Minogue, a highly influencing style icon for more than two decades and the main topics addressed in the March 2010 issue. The magazine is printed on high quality glossy paper sending out a message of being luxurious, some of the advertising companies have attached samples of the products they are advertising and there is also a free gift offer from Benefit make up with every subscription to the magazine. The back cover is a celebrity endorsed by Charlie Theron for J’adore Dior perfume, a high cost to any marketing department, and on the inside of the back page is Cheryl Cole endorsing L’Oreal Hair products, inside of the front cover is a double spread advertising Lancôme. These are the most expensive advertising spaces that a company can buy in a magazine as they are the first and last pages the reader looks at making them more memorable. There are a number of advertisements for men’s products such as aftershaves throughout, which are more likely a tactic by marketers to target women to buy these products as gifts as it is solely directed towards a male reader. There is a strong presence of sex in the advertising content; many of the images are provocative images to advertise the clothing ranges mostly, images that would not have been acceptable to print in the editions in the early 1940’s, people of today are becoming desensitised towards these images as they are more familiar with them. {draw:custom-shape} {draw:frame}...

Bibliography: Wright, Ray, 1942- Consumer behaviour / Ray Wright. - London : Thomson Learning, 2006
Antonides, Gerrit, 1951- Consumer behaviour: a European perspective / Gerrit Antonides and W
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