'Girlfriend' Magazine Analysis

Cover Analysis:

The March 2012 issue of 'Girlfriend' magazine

Today I analysed the March issue of 'Girlfriend'- a popular magazine for teenage girls in New Zealand.
The name of the magazine has a few connotations behind it; the team behind the magazine, though older than the target audience, are trying to create a magazine which is almost like a 'girlfriend' (good friend) of the readers, ie. they can rely on it for advice, gossip and laughter, just as they can with a real 'girlfriend'.


The cover girl of this issue is Lea Michele. She is very well known for her role of Rachel on the hit TV show 'Glee'. On the show her character is high maintenance, bossy, very self-assured, and not very popular. But Lea Michele is thought of as sexy and has a lot of fans- both male and female.
She has tanned skin, dark brown eyes and dark brown hair. This shows her foreign roots- she is of Italian-Spanish-American heritage.


The cover has a white background, and about 50% of the text is black. The rest of the text and the title 'Girlfriend' are pinky purple; the same colour as Lea's shirt in the main cover image. This colour was used as it fits with the main photo but also because it symbolises femininity which will appeal to the target audience, as this magazine is aimed at teenage girls.


As well as the main photo of Lea Michele, there are 2 other smaller photos on the front cover: one of One Direction and one of Taylor Swift. They are there to advertise the posters that are included with the magazine, but also to attract the attention of One Direction and Taylor Swift fans especially those who aren't Lea Michele fans and might not otherwise be interested in buying the magazine.
This ensures a wide target audience- fans of Lea Michele, and Glee, fans of Taylor Swift and fans of One Direction.


The articles advertised on the front cover of the magazine are:


- Private pictures from Reece Mastin
- An article about the Hunger Games
- An article about Glee
- An article about having "the talk"
- An article on how to understand teenage boys
- A celebrity advice column (Annah Mac)
- Posters (One Direction, Taylor Swift, Big Time Rush)


These show that Girlfriend believes the main things teenage girls will be interested in reading about are:


- Guys
- Celebrities
- Sex

Adverts like this make the product
seem like a 'must-have'

- Advice
- Movies and other media

I counted the advertisements inside the magazine and came up with a total of over 90 advertisements!


This is made up from:


Makeup: 11 ads
Skin Care: 7 ads
Hair products: 4 ads
Clothing and jewellery: 19 ads
Technology: 1 ad
Other: 43 ads


Other things that were advertised included:

- Movies (DVDs to buy, movies to see in cinema)
- Books
- Perfume

Bags, such as this clutch, are
often advertised to teenage girls

- Stationery
- Bags
- Foods (eg. desserts, cake decorating items, healthy snacks)
- Campaigns (eg. Smoking: Not Our Future)
- Events (eg. Stage Challenge)
- NZ Magazine Company
- Websites and Facebook pages
- Deodorants
- Other appearance related objects (eg. makeup removal wipes, fake eyelashes)
- Radio stations
- CDs
- Video/PC games
- Groups (eg. Gay/Lesbian Youth Support Group)

The magazine uses popular celebrities, such as Justin Bieber, to advertise products.
This is an effective way to advertise as it attracts your attention and if it is a celebrity which you are a fan of, and look up to, you will be interested in the product because they are.

Inside the magazine a lot of the articles doubled as advertisements. The article might talk about a new TV show, what to do in the holidays, or what's in fashion but will then tell you to watch the program, go to a certain tourist attraction, or buy clothes, makeup and jewellery.


Examples of these include:

'Style Stalker' tells you what's 'hot' this season,
but includes prices and stockists on the same page.

- A competition to win a shopping spree sponsored by Benzac skincare which advertises their product on the same page


- 'Everything You Need for A Rad March' which is basically a list of makeup, nail polish, perfume, jewellery and books which you "need" to buy to have a good month


- 'Style Stalker' is an article about what's in fashion this season, complete with prices and where to buy the products


- A list of who has won last months competitions, and advertisements to attract those who didn't win into buying the items

This article gives tips on how to
become, as the title puts, it 'A Pretty
Girl', using the makeup and nail
varnishes which they then try to
sell to the reader.

- Makeup and hair tips including a list of prices and stockists


- Health article including advertisements of 'Nice & Natural' snacks


- Advice column advertises an online goal setting program


- Gaming, CD, movie and book reviews which also tell you where to buy the game, music, music or book


- Interview with an author who then tells you where to buy the book


- 'Beginner's Guide to The Hunger Games' that tells you to watch the movie in the cinema


- An interview with the stars of 'Austin & Ally' which tells you when the program premieres on television

Main Focuses of Articles Within The Magazine:

'Real Life Reads' are stories written by
'Girlfriend' readers about an important,
unusual or interesting event in their life.
These are a good way to inform readers of
issues, as they are relatable to.

Within the magazine the main focuses of the articles are beauty, fashion, relationships, guys, friends, advice, sex and health/diets. Sometimes there will be a small article concerning world affairs, news, and politics but most of these involves a celebrity, or a teenager who the reader can relate to. Often these are in the form of a 'Real Life Read', an article written by a 'Girlfriend' reader about an event in their life, as these are often more relatable to.

This is because the creators of 'Girlfriend' know what the readers of the magazine will most enjoy, as this is what will make the magazine sell. 

I believe that it is important for this magazine to include articles which the readers will enjoy, but will also advise and teach them.


Some articles inside this issue of 'Girlfriend' which are quite educating, or provide good advice, while still being entertaining are:

This article talks about the benefits of cycling
and why 'Girlfriend' readers should start
using their bike.

- 'Slow & Steady' which gives readers advice on times in their life which they should slow down, such as while brushing your teeth or eating. This might not sound like a terribly exciting topic, but the layout of the page (such as the color and images used) draws your eye in and the subheading 'You might think you're blazing the trail, but your speedy pace could mean you're missing out on health benefits' makes you wonder what these benefits are, and your curiosity makes you keep reading.


- 'Meet The (Friend's) parents' is an article talking about how to behave when meeting a friend's parents for the first time. It uses teenage slang to make it an easier read, which 'Girlfriend' readers are more likely to understand.


- 'Angry Birds' talks about youth violence, especially among teenage girls. It provides readers with information and statistics, as well as help and advice.
The title 'Angry Birds' draws you in to the article, as it is a well-known term because of the popular iPod/iPhone app of the same name. This is one way you can appeal to the audience, and attract their attention.


What stereotypes of girls are represented in the magazine? Are there any omissions (for example, certain ethnicities, disability, sexual preference etc.)


'Girlfriend' magazine tries hard to be inclusive of everybody, regardless of race, age, ethnicity, sexual preference and ability.
An example of this in this issue is the article which interviews 6 homosexual girls and boys on how they came out to their family and peers.
This article would not only help teenagers in the same situation and give them guidance on how to do the same; but would also be a help to people with gay friends, and give them tips on how to help their friend/s through the coming out and accepting themselves process.

Other examples include real life articles sent in by readers talking about overcoming challenges despite disability, and the mix of ethnicity in the models used.

Despite this, 'Girlfriend' magazine hasn't fully grasped the concept of complete inclusion. They have special sections where the models used are of realistic size, but these pages are marked with 'Photoshop free zone' or 'Reader models only' logos. The main photo shoot in the magazine always depicts stereotypical stick-thin, long legged girls hired from modelling agencies, and these girls never have disabilities (although they do include girls of various ethnicity).


Which celebrities are offered as role models?

Annah Mac is portrayed as a
role model in this magazine.

One celebrity who is offered as a role model in this magazine is Annah Mac, as there is a celebrity advice column where readers write in with problems and a celebrity- in this issue this is Annah Mac- answers the questions.
She is a suitable role model for 'Girlfriend' readers as she is a young female with a clean image, who was born and raised on a small farm in New Zealand, but because of her high hopes and dreams has managed to reach national fame.

What does the magazine portray as being normal?

The magazine tries very hard to include a mixture of girl's in the images used, but despite this the "normal" girl is a thin, Caucasian with either blonde or brown hair; this is the type of girl depicted in a majority of the photographs used throughout the magazine (such as in the photo shoots, and the accompanying images for articles).


Does it portray a positive message about what it is to be a teenage girl today?


I believe that this magazine gives quite a mixed message about what it is to be a teenage girl today. While they talk about being comfortable in your own body,  and being a confident woman, and not letting yourself be objectified etc. the magazine is also filled with advertisements for hair removal, tanning, makeup, hair and other 'beautifying' products which put the message to readers that they should look and act a certain way.
Despite this, 'Girlfriend' magazine does give a more positive message about what it is to be a teenage girl than other magazines on offer.


How does this affect people?


'Girlfriend' magazine is a big influence in teenage girl's lives, as it is a good source of entertainment and people enjoy reading it, meaning they are taking in information and advice from it. Because of this, the content of the magazine is very important.


Media as a whole is a heavy influence in people's lives, especially teenagers who are more likely to succumb to pressure and do things if they are pressured to. One reason that it is such a big influence is people's exposure to it- magazines are popular with many people. They are good for a fun and quick read and people read them while relaxing, or waiting in doctor's offices, to name a few.
Being exposed to something more often increases a teenagers chance of being influenced by it.
The other reason that magazine's are so popular is the idolization of celebrities. Celebrities are looked up to by many people, and at some stage most people will have read an article for advice, bought something after seeing an advertisement for it, or followed the guidance of a fashion column.


Because of this, everything inside magazines (such as 'Girlfriend') can really influence it's readers, and because of this it is important that the content is empowering, helpful and appropriate, rather than degrading and objectifying.