NEA Pitch

 

Generic Research - Case Studies

 Condé Nast is a global mass media company, founded in 1909 by Condé Montrose Nast and owned by Advance Publications. Its headquarters are located at One World Trade Centre in the Financial District of Manhattan. Nast published multiple well known titles such as Vanity Fair and Vogue. 

When looking at work published by Condé Nast, it is clear that he took pride in all of his work, which always looks very high end. This matches my brief, meaning I can take inspiration from his work and replicate it in my own work.

Case Study 1: British Vogue, March 1993 cover, featuring Supermodel, Kate Moss

Genre Conventions:

• Masthead is dominant and easily recognisable “VOGUE”, branding in serif typeface
• Kate Moss (model-centred) medium close-up shot, typical of fashion magazines 
• Headlines include lifestyle and fashion:”MOVE INTO SPRING”, “LONDON STYLE…”
• Seasonal fashion advice: “The colours, the layers…”

Media Language:

• Colour scheme: clean, bright pastels - connoting freshness and spring, matching with this edition coming out in March
• Direct Address: Kate Moss staring directly at the camera, engaging the audience 
• Typography: mixture of serif and sans-serif fonts - modernity meets elegance 
• Use of buzzwords, including “freedom, and “new spirit” - evokes a carefree and youthful energy 

Intertextuality:

• The cover indirectly references 1960s fashion culture (“London girls”), linking to the Swinging 60s era, as well as icons like Twiggy 
• The minimalistic aesthetic reflects the ‘heroin chic’ trend that Moss became popular for 

Representation:

• Kate Moss - slim, white, stereotypically attractive model - reinforces narrow beauty standards dominant in 90s fashion, and to a certain extent, still existing nowadays 
• Women presented as passive, idealised and stylish - typical from fashion media 
• Topics like “Sex, drugs and science” and “Should women die for their country?” Hint at wider societal issues, suggesting a modern, intelligent reader audience 

Target Audience:

• Women between the ages of 18-35, interested in fashion, culture and lifestyle 
• Likely middle-upper class due to the price point (£2.50 in the 90s) 
• Modern, urban and culturally engaged women 

Case Study 2: Vogue US, November 1935 cover, featuring Film Actress, Adrienne Ames, illustrated by Eduardo Benito

Genre Conventions:

• Elegant, painted artwork style rather than photography - common in pre-1950s fashion magazines 
• Sophisticated, poised pose - high fashion rather than accessible street style 
• Very little text - focus is on the visual image and sophistication

Media Language:

• Art Deco influence - font and styling
• Muted colours and soft lighting convey glamour and timeless elegance
• Symbolism: Ames holding a theatrical mask suggests performance, duality of public vs private identity 

Intertextuality:

• Possible reference to classical theatre of European art, giving the cover a cultural prestige 
• The mask could allude to themes in literature and theatre (e.g. Shakespeare’s drama, Greek tragedy)

Representation:

• Women shown as sophisticated and graceful, refined and mysterious
• Reinforces 1930s gender norms: elegance, poise, silence
• Aspirational femininity - only accessible to the wealthy or elite 

Target Audience:

• Upper-class women during the interwar period 
• Interested in haute couture, art, and elite social circles
• Likely older than modern Vogue audiences - aged 25+

Case Study 3: Vogue China, December 2013 cover, featuring ex-ballet dancer and model, Du Juan (杜鹃), photographed by Mario Testino

Genre Conventions:

• Use of high-profile photographer (Mario Testino) for credibility and and prestige
• Bold masthead combined with Mandarin script - international and local appeal
• Celebrity mode, fashion styling and high-contrast studio shot 

Media Language:

• Model dressed in sleek, leather-like black outfit - modern, empowered, assertive 
• Use of gold background conveys luxury and power
• Veiled hat and strong pose - connote mystery and control 

Intertextuality:

• Links to Western haute couture aesthetics (Testino); however, it has been adapted for Chinese cultural aesthetics (e.g. symbolism of gold)
• Referencing Western fashion traditions but localised for Chinese readership 

Representation:

• Empowered, fashionable Asian woman - breaking away from traditional, passive representations 
• Reinforces aspirational lifestyle: wealth, glamour, global modernity
• Model looks serious and composed - sign of independence and control 

Target Audience:

• Wealthy, urban Chinese women aged between 20 and 40 
• Internationally aware, fashion-forward, career-focused 
• Most likely upper-middle class and above - readers who can afford luxury fashion brands 

Ultimately, the elements found in these 3 case studies are techniques which I would definitely want to replicate and adapt into my own front covers, since each of these individual techniques work together in order to create a very sleek and high-end look. 

 

Generic Research - Case Studies

 Condé Nast is a global mass media company founded in 1909 by Condé Montrose Nast and owned by Advance Publications. Its headquarters are located at One World Trade Centre in the Financial district of Manhattan. He publishes many well known titles such as Vanity Fair and Vogue.

When looking at work by Condé Nast, I realised every single piece log his work is extremely intricate and detailed, as well as being high end, which resonated with my brief and what I am looking to replicate myself. 

Generic Research and Inspiration

 When researching Condé Nast brands, including Vogue, I have gained valuable insight into high-end editorial design, as well as branding, and audience engagement. Vogue is known for its iconic, and striking brand image, and additionally its sophisticated layout and recognisable imagery. Vogue effectively uses typography, colour schemes and photography to create an aesthetically pleasing and iconic identity which ultimately appeals to its target audience. 

When creating my own magazine, it is vital that I take inspiration from Vogue magazines by incorporating dynamic layouts, as well as eye-catching and intricate photography. Moreover, I will learn how Condé Nast publications structure their content, using interesting headlines and high-end visuals to maintain and increase reader interest, whilst creating a sophisticated and clean look.

One of the pages which stood out to me on Vogue’s website is an article called:

20 Très Iconique Vintage Pictures of Juliette Binoche

What stood out to me the most on this article was the photograph of Juliette Binoche. She looks extremely elegant in all 20 photos which are featured in the article, particularly the cover photo of thr magazine, which was taken in 1986, where she was starring as Anna in Leox Caraz’s Mauvais Sang (or The Night is Young). I believe the elegance and sophistication of the article will resonate with my target audience, as this style - put together and timeless - is something I am looking to achieve when recreating in my own magazine front cover.

Furthermore, I looked at some other Vogue front covers which II would like to take inspiration from, ranging over an array of eras. Looking at how front covers have changed, whilst also noticing which key conventions Vogue has retained, has helped me learn how society has changed, but also see what to keep the same. 

Examples:

NOVEMBER 9 1899

OCTOBER 27 1930

DECEMBER 1 2000

Industrial Context

An overview of the history of magazines:

1731 - First magazine published

• The Gentleman’s Magazine, was published in London by Edward Cave
• It featured articles on a variety of topics, such as literature, current affairs and politics

1890 - Rise of mass circulation magazines

• Advancements in printing technology allowed for a mass production of magazines 
• This ultimately led to the rise of popular magazines, like The Strand Magazine and Harper’s Weekly, reaching a wider audience

1923 - Time Magazine was founded

• Founded by Henry Luce and Britton Hadden
• It quickly became for its in-depth reporting and analysis of current affairs
• Has remained a prominent publication in the industry 

1933 - First Issue of Newsweek 

• Provided with news and analysis on current affairs
• It quickly gained a reputation for its in-depth reporting and editorial content

1953 - Playboy Magazine launched

• Hugh Hefner launched Playboy which featured articles, interviews and the iconic centrefolds 
• It quickly became one of the most popular men’s magazines in the world 

1977 - First issue of People Magazine

• Focused on celebrity news, human interest stories, and popular culture
• It quickly became one of the most widely read magazines in the United States

2001 - Digital Revolution in the Magazine Industry 

• The rise of the internet in the early 2000s led to a shift in the magazine industry, with many publications moving towards digital formats
• This allowed for greater reach and accessibility for readers around the world

Information from https://historytimelines.co/timeline/magazine-industry

An overview of the history of Vogue:

1892 - First Issue of Vogue 

• First Issue published on December 17 1892 in the USA
• Founded by Arthur Baldwin Turnure as a weekly society publication

1909 - Acquisition by Condé Nast 

• Condé Montrose Nast acquired Vogue and transformed it into a high-fashion magazine 
• Under his ownership, Vogue became a leading publication in the fashion industry 

1916 - Vogue Covers

• Vogue featured illustrated covers until 1916 when the magazine introduced photographic covers
• From then on, Vogue covers became iconic in the fashion world 

1988 - Anna Wintour becomes Editor-in-Chief

• Anna Wintour was appointed as the Editor-in-Chief of American Vogue 
• Her leadership brought a fresh perspective to the magazine and solidified its reputation as a fashion authority 

2017 - First Transgender Cover Model 

• Vogue made history by featuring its first transgender cover model, actress Laverne Cox
• This milestone was celebrated as a step towards greater inclusivity in the fashion industry

Information from https://historytimelines.co/timeline/vogue

Audience Research - Focus Group

 Subject 1

My first subject is Gracie. She fits my demographic since she is a 16 year old Sixth Form student, and she is part of the ABC1 audience. Gracie has a very aesthetically pleasing lifestyle which she shares on her social media platforms. Gracie is a sociable individual who spends the majority of her time with friends. Moreover, Gracie is an avid reader of Condé Nast magazines such as Vogue and GQ, furthering that Gracie is a part of my target audience.

Subject 2

My second subject is Mia. Mia fits my target audience as she is an 18 year old Sixth Form student, who is also a part of the ABC1 audience. Mia lives a very grunge lifestyle and immerses herself in rock music from the 80s. She is the lead singer of the band ‘They Might Be After Us’ which consists of four female members - a drummer, two guitarists and a singer. The band describes themselves as “a bunch of cool people with instruments”. Furthermore, Mia works in Waitrose, where she often works down the magazine aisle, viewing many magazines, including Condé Nast magazines.

Subject 3 

My final subject is Jess. Jess is 25 years old, so is at the end of the age range. Jess is a professional dancer who leads a very interesting and fun lifestyle. She is part of the ABC1 audience, and is constantly touring around the country to perform, when she is not rehearsing in Southend. Moreover, Jess travels a lot and has engaged in many different cultures such as Italian culture, Danish, Dutch, Greek and French. 

Audience Research - Average Reader Profile

Target Audience - A primarily 16-25 year-old middle and up market audience of style conscious people.

• Usually a reader of Condé Nast magazines such as Vogue and GQ

Reader Profile: 

Candidate Name: Isabella Brigstock

 Candidate Number: 2025

Centre Number: 16607