Exploring Ideologies

Exploring the Ideologies of Magazine Covers

Ideologies are ideals and concepts which form the basis for political or ethical theories. Within the magazine industry they are useful for expressing indirect themes which can contribute to the way that we interpret the pictures or messages. The reason I am exploring ideologies is that I hope to use the pictures that I have taken to express underlying connotations open to interpretation, with no fixed meaning.

Take the magazine cover above. The front cover of this particular issue of Vogue is a simple close up of Penelope Cruz. A closer evaluation could suggest that it idealises the significance of casual beauty. Although the photo has most likely been airbrushed, the illusion of the celebrity’s natural appearance suggests that readers should be confident with how they look, excluding the need to wear make-up or use artificial means to increase visual attractiveness. Additionally we can’t visualise her choice of fashion, drawing attention away from the common belief that beauty is determined by our choice of clothing. Not only does this inspire innocence and purity, but it evokes simplicity from the reader. The way in which the celebrity uses direct address through eye contact to connect with the audience acts almost as a beckoning to follow her lead. Her casual pose and slight smile could express that she is not that much different than the rest of us, and isn't self-centred enough to exaggerate her attractiveness. The use of bland white colours helps to imply the theme of purity since  the magazine isn't covered in vibrant colour in an attempt to stand out, which could also imply that people should be humble.

The significance of a cover shown by the Life magazine above is that the lack of colour makes it effective. Relating to the main cover line of 'Politics in Black and White' there is an underlying theme of truth and sincerity within. Politics continue to be associated with manipulation, corruption and controversy, whereas this 'Black and White' concept hints at how things should have clarity and not be shrouded in secrecy.  The way in which John.F.Kennedy is looking straight at the camera whilst holding his glasses implies that he is being honest and wants the cover to connect with audiences. Holding his spectacles is an act of symbolism that enhances the ideology of keeping the public aware of the truth because the glasses relate to how he needs to see clearly, but the fact that he is not wearing them relate to how he wants to promote his sincerity. Supporting this is Kennedy's facial expression, a plain but certain manner evoking trust and compassion. Furthermore the noir colours suggest the tone of the inside article; how the facts and statistics will be stated with authority and the formality of the writing will be maintained in order to to reflect on the authoritative figure being referred to.



The edition of Men's Health follows its recurring theme of male fitness and state of well-being. The ideologies indirectly referred to within the cover could revolve around social class, due to the clothes that Ryan Reynolds is modelling. The magazine might be hinting at how social class should not interfere with physical ability. However the main ideology refers to masculinity, and what being a 'man' should look like. The cover makes references to strength, sex and the idea of challenge, which all correlate to the traditional stereotypes that men should be dominative and physically strong. The magazine appeals to man's inner sexual desire by the cover line 'Make Good Sex Great' as if the magazine is telling them that there is more to learn. Adding to this, 'Your ultimate cardio workout' adheres to the theme of challenge and emerging as dominant, the use of the word 'ultimate' having connotations of supremacy in how men seek to have power and authority. Although stereotypical, this ideology is the most traditional and continues to be exploited.

Conclusion

Through examining the articles above, I realise that when designing my own product both the visual and written communication will be crucial in creating ideological clues. Not only this, but themes with less prominent hints tend to be more successful because the Men's Health cover is too imposing and could cause offence in degrading ways. The ideology should get the message across with neutrality or subtle implications without being too obvious. Although ideologies differ depending on the genre of the magazine, I intend to select my ideals once I have a clear outline of how my magazine covers will be presented.