TARGET AUDIENCE-MEN AGED 18+:The official XBOX magazine is a monthly release which explores games, product releases and the

latest news relating to this platform. It appeals to males aged 18+ as the content in the magazine is mostly appropriate for those conforming to this demographic. The reasons for this were explored within the questionnaire, with the answers stating that this was because ‘(the game on the cover) is an 18 game so the content should be aimed at them’, and also due to the fact ‘it is violent’. Furthermore, we are able to infer that it will be men who prefer this genre of game, hence making them the target audience.

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DOES THE CONTENT COR -RESPOND WITH/IS AP-PROPRIATE FOR THE

READER?YES NO

ADDRESSING THE AUDIENCE:

The wording of the article is imperative to the consumer’s interpretation and understanding of the piece. Although 63.64% of those questioned felt the magazine was targeted at over 18’s, the language is not unnecessarily verbose, or complex. Consequently, this makes it accessible to all gamers, not just those with expanded language skills, and degrees in computer programming. The lexis used relate to the subject matter, and the genre that the game conforms to. In the Star Wars: Battlefront article, for example, uses the word ‘hyperspace’. This attracts the target audience of a young adult, male as it is a term that they may be familiar with when we consider that they likely enjoy

the science fiction genre and be aware of the term. When we look at it in the context it is in, we see that it could be used to describe the monumental progress made by EA in regards to the concept and playability; it does not want to be compared to the Star Wars games of old, and considered to be blocky and unevolved. Instead, it wishes to portrayed as a futuristic and advanced product, light-years from its predecessors.

This is appropriate for the target audience as they will be continually looking for improvements in the graphics and control of games and will want to see what has changed so dramatically to make it noteworthy.

The notion of using appropriate jargon is corroborated through other articles in the same magazine. In a piece exploring Forge Mode in the Halo series, they utilise this by taking a more philosophical approach, albeit by still addressing points of interest for the reader, and forcing the audience to ponder for a moment before continuing

to search for answers in the article. In this case, we see this through the following statement 1: “A topic of much debate in the Forge community is striking the balance between the aesthetic appeal of a map and its functional elements’. This, like before, attracts an audience eager to see improvements emerge with each new release in a series (and through patches), as in Star Wars: Battlefront. Furthermore, it causes the reader who may be incredibly interested in the appearance of a game to consider whether this is the most important factor, or its functionality.

1 http://www.forgehub.com/threads/forged-for-greatness-oxm-article.149226/

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WHICH GENDER WOULD FIND THIS MOST APPEALING?

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The pressurised nature of the game is explored through some of the wording. For example, by introducing Metal Gear Solid with the sentence ’48 hours with…’ we feel the pressure associated with the games missions, in a real life context; we are made aware that the Official XBOX Magazine have only a very limited period with the game and must draw all of their findings from the product in this brief period. This may appeal to the TA as they will want to know what could be accomplished

with the game in such a short time, and what the first impressions are; they will have a desire to learn as much about it as possible so that they can hit the ground running on the release date. Furthermore, it serves as a means of exploring how it compares to the first part of the fifth Metal Gear Solid instalment, the acclaimed, Ground Zeroes. Additionally, OXM describes it as being XBOX One’s ‘most ambitious game to date’. The superlative ‘most’ tells us that this surpasses the grandeur of previous releases which have seemed spectacular to the fans. Equally, it suggests that the product will not only exceed our expectations (which are undoubtedly high, considering the awe-inspiring nature of other XBOX One games) but be truly optimised on the platform. It is appealing to the target audience as they will want to see how it will differ so greatly from a) past instalments, and b) competitors. Essentially, they

will be left asking just what is so ambitious about The Phantom Pain, and does it live up to these claims?

Images play a central role in creating an effective aesthetic and aiding the reader’s comprehension of an article. Survey results are indicative of the imagery on the cover being the most appealing element of this section of the print.

With the recipient able to choose more than one response, 90% felt that the greyscale still of Big Boss was the most striking aspect, with 40% also noting that that the picture overlapping the individual was the section which stood out the most. This suggests that whatever illustration, still or photograph graces the cover needs to be appealing.

With the largest proportion of the consumers of this magazine being over 18, a number may recall playing older Metal Gear Solid games. This, in turn, will intrigue them as they will wish to see how The Phantom Pain will differ from previous instalments. Furthermore, the weaponry that is featured could be recognisable from other higher age rated products such as Just Cause or Call Of Duty. This creates a relatable circumstance in how they will have a knowledge of what they shall be playing

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WHAT IS THE MOST STRIKING PART OF THE

COVER?THE BLACK AND WHITE IMAGE OF BIG BOSSTHE IMAGE IN FRONT OF BIG BOSSTHE MAGAZINE TITLETHE FEATURE TITLE (48 HOURS WITH METAL GEAR SOLID)THE GREEN CIRCLE (20 GAMES INSIDE...)

with, as well as provoking the interests of the reader who is a fan of the genre. Moreover, by placing such an iconic character in a position such as the front cover, gamers are drawn in by the promise of an exclusive review and evaluation of the product so far.

The pictorial on OXM demonstrates the ways in which the colouring can attract the target audience. The contrast between the dark, black and white tones of Big Boss against the vibrant reds and oranges causes us to look at the scene more closely to see who is involved, whilst also being attractive to look at. We are left to ponder why a character as strong as this is resigned to having no colour, and what is occurring in the brighter of the two images. Inferences suggest that he is in a vulnerable position, and cannot escape the past. In turn, this is affecting the present and the future in a detrimental manner, shown through the contrasts; he is but a faded, shadow of his former self, haunted by memories, as new events and characters dramatically surface.

One of the most prominent findings relating to colour was how the green is

synonymous with the XBOX brand. This is an inevitable advantage as the platform is instantaneously identifiable to the consumer; it is likely that they will be searching for a specific format as few will use an XBOX and a PlayStation, for example. When we partner this with how the Metal Gear Solid article is limited to this magazine, it makes it all the appealing in how the reader has a product that is specific to their console of choice, with an exclusive piece targeted towards the appropriate machine.

In addition, there was a trend of the recipients mentioning that the green ‘draws your attention to it’ and it ‘catches your eye’. These qualities enable it to separate itself from the others; the title is bold, bright and ‘vibrant’, causing it to appear more alive and quirky than its competitors. Moreover, the XBOX symbol suggests that it likely to be affiliated with the brand whilst reaffirming which console it is for. These factors are appealing for the target audience as the logo is an assurance of quality, and the corresponding colour scheme reinforces its relationship with Microsoft.

The colouring in the Star Wars: Battlefront article conforms to a blue theme, matching the tone of the sky behind carnage. This not only makes the article appear well thought out and considered, but assists in its flow; we are not being bombarded with unnecessary, fluorescent shades but a calm blue which reflects the most prominent area of negative space. This aids in attaining the Target Audience as they will be able to take the article at their own pace, and will not be distracted by unrelated colours. Additionally, it helps form a relaxed reading space, making the sole focus the article itself. Essentially, they do not feel overwhelmed with advertisements/imagery or the like, they just have an honest, attractive and comparatively simple look at one of 2015’s most exciting games.

HOW DO THE COLOURS MAKE THE MAGAZINE APPEALING? HOW ARE THEY APPROPRIATE FOR THE CONTENT? the FIRE

they are bright and look similar to an xbox game case

they are bright and stand out

green matches xbox

green is cool and the same colour as xbox

green is cool and the same colour as xbox

the green is bright and vibrant and draws your attention to it

the green is the same as on xbox and it makes it stand out and makes it really appealing because it catches your eye

they are masculine colours and not fancy-they are simple and effective

they are mostly green, the same colour as xbox are eyecatching

Yes, because they match the XBOX logo.

HOW DO THE COLOURS MAKE THE MAGAZINE APPEALING? HOW ARE THEY APPROPRIATE FOR THE CONTENT? the FIRE

they are bright and look similar to an xbox game case

they are bright and stand out

green matches xbox

green is cool and the same colour as xbox

green is cool and the same colour as xbox

the green is bright and vibrant and draws your attention to it

the green is the same as on xbox and it makes it stand out and makes it really appealing because it catches your eye

they are masculine colours and not fancy-they are simple and effective

they are mostly green, the same colour as xbox are eyecatching

Yes, because they match the XBOX logo.

The font of the text must not be

overlooked. A resounding theme in the questionnaire was how the style in OXM was ‘simple and clear’ and ‘easy to read’, as well as being ‘used by XBOX’. Like with the green colouring, this gives us confidence that this is a reputable and high quality publication, affiliated with the brand. On the front cover, one recipient commented on how they were ‘bold’. This, coupled with their colour, makes them stand apart from the images that they may overlap and, more importantly, the competitors magazines; if a consumer can see that the Official XBOX Magazine is offering an exclusive article on Metal Gear Solid V from several feet away, that makes them more likely to select it over the ones that they cannot read.

By not being overly fancy, but remaining strong, they directly appeal to the target audience; it is to the point, and corresponds with the article in the sense that it is unlikely that MGS would ever use a cursive font. Similarly, it provides the magazine producers with a text style that they can easily manipulate and design, as seen in the Star Wars: Battlefront heading. This means that should they wish to make it more attractive they can, without sacrificing clarity and readability. When we further look into the TA, we can infer that the relatively young, male audience (18 and over) would not choose a magazine with swirls and joined letters as it would appear too feminine and reminiscent of Vogue and the like.

CONSTRUCTION OF CONTENT:

OXM is largely presented in the 3rd person narrative, with articles being descriptions and reviews of upcoming products. This is appealing to the 18+ male demographic as men are not as interested in the thoughts and feelings of others, whereas a female would be, hence why they read agony aunt columns and blogs etc. It also helps limit bias in the articles as an individual’s preferences do not shroud the actuality of the product, i.e. a fan of Open-World role-playing games such as Skyrim will not inadvertently, or subtly criticise a FPS game such as Bulletstorm. This ensures that an objective and fact based review or the like, is written and is not clouded by personal preferences.

There are, however, sections written in the first person. These are not to be disregarded, though and do serve a purpose. The results of the survey indicated that the vast majority of readers were in Socio-Economic group C1 or C2. This means that whilst they do have a disposable income, they do not have such an amount that means that they have no concern as to how much they spend. Because of this, the first person articles can be of assistance in how they share a fellow gamer’s honest opinion, not only based on aesthetic and technical considerations, but enjoyment. Consequently, they know whether it is worth spending their money on the product; for a

HOW DO THE FONTS ON THE COVER APPEAL TO THE AUDIENCE AND MATCH THE CONTENT? THEY LOOK GOOD

esay to read and stand out. they make the magazine look unique.

it is the same style as what the games use

easy to read and the same font as what xbox use

it is easy to read and stylish

it is simple and clear, but also really easy to read

the font is really easy to read and it is like the actual xbox text

they are modern and to the point and clear

the font is officially used by xbox and is really easy to read

The fonts are bold and contrast with the dark images that they overlap. They also match the XBOX logo which makes them more eye-catching.

considerably young individual who does not have a limitless budget this helps confirm whether or not they truly want to make the purchase.

The first person narrative is also used in the subheadings and introductory statements of articles. This is not typically to the same extent as the previous example (there is no use of I, me, mine), but still effective. In the Star Wars: Battlefront article, they invite the reader to read the block of text by saying how ‘we make a hyperspace jump…’ The use of the word ‘we’ acts as a means of unifying the audience and the writing staff by suggesting that it is not just one party who will be making this journey to EA’s Los Angeles studio, but both will do so together. Writing in the present tense makes the piece seem relevant as if it is effecting the gaming world at this exact point in time. This works well

for the target audience in how they are still rather youthful and will want to live life as it comes, and are not necessarily at the stage of reflecting on past games, nor are they prepared to look to the future.

The layout is central to the impact of the magazine. Whilst there is a large focus on ensuring that the content is detailed appropriately (i.e. in a review what technically makes something good/bad, what is the general consensus as to whether it is fun, not personal feelings etc.) it must also convey the mood of the piece. This is dependent on the content of the article, and the length etc.

The Star Wars: Battlefront piece, for example, showcases an animation from the game, demonstrating the beauty of the graphics and its sheer magnitude. The writing forms a column down the right hand side. By placing the headings over the image, we are reminded that it is not yet perfect and that this article aims to address what has been done, and what is left to do. The overlaying of the titles on top of the imagery is appropriate for the target audience as it reminds them that, despite their youthful admiration of the scale of the game, this is not it. It tells them that there is still more to come, and that they cannot just judge it on its appearance, but the content as well.

Furthermore, the layout helps guide the reader’s eye to the text on the right, and prevents them from becoming too absorbed in a single section. The large image captures our interest initially, and it is when we are scanning the scene that we take note of the primary heading, before this leads to the introduction, to the block of text. This works for the target audience as it engages them with a

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WHAT IS THEIR SOCIO-ECONOMIC STATUS?

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breath-taking still, before exploring it in a way which maintains the interest; they continually build upon facts in a way which relates it to this product and others, all of which maintains the young man’s short attention span.

Other areas have different layouts. As can be seen in the example below, OXM have conglomerated a number of games which, although do not have the same prestige as most AAA releases, are still worth noting. The simple format of a game still followed by a passage of text condenses potentially ludicrously large amounts of information into a manageable segment. This makes it easily digestible and perfect for the target audience to read and judge, with the added advantage of them most likely falling within

their price range.

Whilst the Star Wars: Battlefront article may not have any captions, they are frequently found throughout the magazine, accompanying game stills and promotions for the product. They serve an integral purpose in working for the target audience.

The survey indicated that the reader is a rather busy individual, enjoying a number of hobbies such as playing video games (100%), watching movies and TV (80%) and reading (60%).

Therefore, the reader may not have the time to fully enjoy an entire article, especially if it is ‘feature’ or ‘exclusive’ nature and consequently longer than the

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WHAT ARE THEIR HOBBIES?

READING VIDEO GAMES SPORTS WATCHING TV/MOVIES

typical piece. This is where captions serve just one of their purposes; they help to briefly explain the features of a game so that the casual reader can have an initial comprehension of the gameplay, characters and the environments.

When we consider that the reader is most likely in the socio-economic group C1/C2 or potentially below, we can infer that they may not be as fond of sprawling articles which seem to explore a neverending number of avenues due to the fact that they may not have had as rich an education as group A/B and will not have jobs which require them to have such an in depth knowledge of any subject. As such, images can convey a point that is best explained in a visual form, and the caption can provide the minimal description required to most effectively describe this. It can limit the degree of rambling, and help the magazine be more appealing to the target audience as it will be consice, accurate and attractive to look at.

Anchorage is present throughout the newspaper. We see the grey image of Big Boss looking somewhat forlorn, and distant as though he is lost in thought and reflecting on an event, with the firey display over him. Without the title of Metal Gear Solid V being present, they may believe that he was suffering from regret and was in a position of vulnerabilty. When we introduce this heading, however, we are able to see that it is not sadness or the like, but perhaps, cunning or stealth and he has just caused the explosion placed in front of him, and the lack of colouring on him is reflective of his elusive presence. As many of the target audience will not have played the older MGS games, this use of anchorage is effective as it presents the protagonist as being strong and in control of the situation, as opposed to not. It also represents their interest in video games by using a character which they are familiar with.

It is also present in the Star Wars: Battlefront article. We see the large walker stood in the middle of the spread which, without any additional elaboration, would not appear out of place in a piece of this description; it is a familiar element of the Star Wars landscape. It is only when we see it seperating the phrase ‘fully armed and operational’ that we realise the sheer scale of the object; it is a large powerful item which should be feared, not viewed with awe. Was this partnered with a tagline from The Force Awakens, say, we would not be witnessing it with the same fear as we do when it is regarding the game; in a movie we do not have to fight it!

CODES AND CONVENTIONS:

Linguistically, OXM is not extremely complex. The wording is designed to be accessible for those in the target audience; not unnecessarily complex, and does not mention details that are unrelated to the topic. This is appropriate for the target audience as psychographics suggest that they will not wish to be inundated with the politics of the subject and extensively complicated facts.

It is centred around giving the reader the most relevant information in a way which is comprehensible for the TA. By referencing other games, such as Battlefield in the Star Wars: Battlefront article, they are able to make their own comparisons and assumptions in a guided manner; whilst they will want to be able to think freely, they do not have the same desire as those in group A, say, to be in complete control of their judgements and thinking.

Visually, the magazine is aesthetically pleasing to the target audience. Primarily, they balance the amount of images to words in order to create a balance; there is not an uneven proportion of one to another, which is beneficial when we consider that the TA will not want excessive amounts of text,

but also not just images. This means that they are not put off due to there being an overwhelming amount of one element or another; too much writing, and the magazine would become appropriate to an older reader in group A as they enjoy exploring every intricacy a subject could offer. On the other hand, were it too contain more pictures, it would become more suitable to those in the lower D and E groups. This is due to them likely having a lower rate of education and being more interested in seeing something than merely reading a long paragraph detailing every element.

Likewise, as mentioned previously, the colours are an essential element of making the magazine visually appealing. This is as it directly appeals to the target audience in how they are not only masculine, but correspond with the images and other content; i.e. an article describing Gears of War might feature dark red, brown and black colour which match the schematics and tones featured in the game. This, in turn, helps the magazine seem well planned and appealing to the eye; even the male aged 18+ will not find an article consisting of yellows, greens and browns attractive, and will turn to a page where it is gentle on the eye and in harmony with one another.

There is a degree of symbolism present throughout. On the cover, Big Boss conforms to our stereotypical perceptions of an action hero; he is rugged and strong, with obvious battle wounds. Additionally, there are suggestions that he may have once been rather handsome, which further conforms to our generalised preconceptions that a protagonist in the situations portrayed in MGS should be ‘tough’, and-moreover-male. This appeals to the TA in how it grants them an aspirational model, and a chance to live through the experiences that they will not; via this character, they are able to be the relatively good looking protagonist, saving the day-and his allies-from the evils of this world. Additionally, by using this conventional representation on the cover, the target audience is instantly exposed to a format they are familiar with; they are not put outside of their comfort zone by being forced to play as a 17 year girl, with no weapons, for example. As well as this, the characteristics he seemingly possess match the qualities that we associate with an individual of this pedigree. This is effective for the TA as it enables them to empathise with his missions to the extent that they understand that he is the ‘good guy’ and is doing what he does for the greater good.

This is also present in the Star Wars: Battlefront article. The imagery matches our impressions of a futuristic, science-fiction landscape through the use of the Walkers, what appear to be laser weapons, and flying vehicles. Much like with the Metal Gear Solid cover, this is appealing to the Target Audience in how it is a familiar concept, and contains the items that we would except from a game based on space and its inhabitants. It is also beneficial for the TA as it does not give away every detail regarding the story arcs and gameplay; whilst he will like a tried and tested concept, he will like more unique feature to be implemented into the plot and playability or, in other words, an inventive twist on a genre or product sequel.