CSP: Tatler Case Study

Introduction - Tatler Media pack

1) Look at the Tatler Media Pack. Go to page 2: how does the editor introduce the magazine?

The editor introduces the magazine as 'targeted and sensationally accurate' to the richest people in the country - referencing the upper class. 

2) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

Average age - 41

Gender - 73% female

ABCI % - 83%

HHI - £261, 573

These demographic details suggest the average Tatler are wealthy middle-aged women.

3) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

Tatler spend £843 million pounds on fashion a year as more than half of readers buy fashion products advertised in the magazine. 

4) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the Tatler audience? What about the pyschographic audience group that best fits Tatler?

Tatler run special editions of their magazine throughout the year consisting of a travel guide, wedding guide, beauty & cosmetic guide, spa guide, watches & jewellery guide and a school guide. This suggests Tatler audience enjoy reading magazines about the ideal lifestyle. The pyschographic audience group that best fits Tatler consists of materialistic individuals. The group that suggests this is the aspirers.

Media language

1) What different examples of typography can you find on the cover of Tatler? What are the connotations of the serif and sans serif fonts?

On the Tatler cover, the title is in serif which is known to show class and luxury as it is targeted towards the upper class. There are many connotations surrounding this font, mainly that it is elegant and established and it stands out on the cover amongst the sans serif font. Both sans serif and serif are featured on the cover: sans serif is seen as minimal yet modern considering the lack of strokes that is present on the serif font.

2) How do the cover lines appeal to the Tatler target audience?

Cover lines on a magazine give the audience an insight on what to expect while reading the magazine. Tatler uses star power to reference celebrities and their families. An example of this is 'Meet Boris's Brother Max'. This appeals to Tatler's wealthy target audience as they are interested in the elitists in Britain.

3) What are the connotations of the Tatler colour scheme on this particular front cover?

Tatler's colour scheme consists of many different colours such as; white, baby blue, light pink and dark green. The dark green background symbolises money and prosperity, the hedge behind the model also indicates affluence as many wealthy people have clean hedges on their property. The white, baby blue and light pink on Emma Waymouth's dress suggests femininity and also reinforces the stereotype that those colours demonstrate the attributes of a woman.

4) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. the model, the mise-en-scene such as props, costume and make-up, body position, facial expression etc.)

The model, Emma Waymouth, is the central image of the magazine. Her light yet captivating makeup highlighting her facial features demonstrates her elegance. This is another example of star power as Emma Waymouth is the Marchioness of Bath which may attract the socialites reading the magazine. The over the shoulder, ball-gown like dress she is wearing also displays her luxuriousness. Her body position (leaning on the hedge) represents her simplicity and her nonchalance. The Marchioness is also wearing a large diamond ring on her left finger, prompting the audience to remember her marriage to Ceawlin Thynn, 8th Marquess of Bath.

Representations

1) What celebrities or famous people are mentioned on the cover? Why do you think Tatler put them on the cover?

The model featuring the central image of the magazine, Emma Weymouth, the Marchioness of Bath, is a British billionaire, socialite as well as a fashion model. Her presence on the magazine emphasises Tatler's audience enjoys reading about the lifestyle of other elitists. Other famous people are mentioned on the cover line such as: Boris Johnson, previous prime minister of the UK and his brother Max. Both referenced by first name which again reinforces the thought that the audience must know already who they are referring to.

2) What do the cover lines suggest about the lifestyle of rich people in the UK?

The cover lines suggest the belief that wealthy people like to read about politics, romance, beauty, the ideal lifestyle and fashion. 'Lockdown fashion fit for a queen' suggests the wealthy are perceived similar to royalty. 'Who to stay in touch with on the continent' implies that wealthy people are associated with other elitists from the world and their relationship depends on their countries' allies.

3) Looking at the image and cover lines together, what different groups of people are represented on the cover and how are they represented? (E.g. men/women/rich people/race & ethnicity etc.) 

4) Are there any stereotypes being reinforced or subverted? How? Why?

Social and cultural contexts

1) What types of people are NOT featured in Tatler? (Watch the clip above again if you need help with this - the clue is in the title 'Posh People')

2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain? 

3) What audience groups might be offended or insulted by the front cover of Tatler? 

4) Find three other front covers for Tatler from different months. What issues, subjects or people are regularly featured in Tatler?


Grade 8/9 extension tasks

As an extension, you may want to watch the documentary about Tatler linked above to find out more on the social and cultural contexts for the magazine. Then, think about or write answers to these questions:

1) What would be the preferred and oppositional readings to this cover of Tatler?

2) Are there any misrepresentations or under-representations of certain groups? What might this suggest about the target audience?

3) How does the front cover engage audiences with possible narratives? Look for stories, cliffhangers, dramatic cover lines etc.

4) Read this Guardian article on the BBC documentary about Tatler called Posh People. What does the article suggest about the people who produce and read Tatler?