One magazine is entertainment with the latest celeb news, the other news with occasional inserts on entertainment. One is Heat magazine, the other is Time. One is cheeky, ironic, punchy, fun. the other is serious, driven, dramatic, and dry.Much money soaks the magazine publishing market. And much is poured into increasing the pounds and dollars—with research, analysis, and aggressive sales efforts. Of the latter, with investments on the part of magazine publishers, a predominant sum goes to studying readership demographics. Such studies, which include reader usage measure (RUM), reveal determinations of attitudinal and behavioral characteristics of public place readers (, means through which readers obtain such a magazine, degree of involvement with the magazine, and levels of satisfaction with specific magazine elements.These studies, then, determine—among many factors—who and what the target audience is. A composite readership profile exists for every such periodical. Given these facts, and based on semiotic analysis of two specific issues—both special editions—of Heat and Time, this paper will profile the targeted reader, the signifé (signifier)Adopting the theories of semiotics, this paper will additionally work with the approaches that hold that categories within the two periodicals (as phenomena) are indispensable to the analysis of the way literature can produce feeling (Pierce)—and in the case of advertising (textual and pictorial) can instill or appeal to desire (to sell magazines and material goods). This will be accomplished in two contexts, the images and the texts—in the same regard as semioticist Roland Barthes addresses the concerns of language not as representing reality but signifying it (1957, 1970), making the job of the critic that of analysing the

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