Adbusters: Front Cover Analysis

Adbusters is...

• unconventional
• political
• anti-capitalist
• lacks brand identity (masthead changes every time)
• no paid for advertising

How does media language combine to create meaning on the front cover of Adbusters?

Media Language Theories

• semiotics - codes
• proairetic and hermaneutic codes
• symbolic codes
• myths
• referential codes
• binary oppositions

The lexis of the cover line 'post-west' anchors the image and suggests what would happen if western society dominated the world. The theme of conflict reinforces the radical ideology of the magazine.

The masthead is rundown, grubby and unpleasant. It resembles something from a warzone. It can be argued that it is a referential code, making reference to the ongoing conflict in the middle east.

The MES of what appears to be 'mud' covering the masthead is deliberate attempt to obscure the brand identity of the magazine. From a symbolic perspective, this identifies Adbusters as an anti-capitalist magazine, as this symbolic gesture clearly informs the audience that the producers of this magazine do not care for profit.

The damaged ink effect on the front resembles a poorly printed page. It has deliberately low production value, and therefore presents an anti-capitalist ideology, which challenges the audience to buy it anyway.

The faded, distorted picture may be symbolic of a life fading away, and the fading dominance of western capitalist ideologies. For Adbusters, the world is going to end, and it's up to us to stop it?

The cover also resembles analogue film that has been exposed to radiation. and connotes a post-apocalyptic vision of the world.

The unconventional model on the front cover is by himself. There is no representation of anybody but him, including women, queer people, or white people. This  is a highly unconventional representation for a western magazine. In many ways, a stereotypical representation of a 'terrorist' is constructed through the model's ethnicity (middle eastern?), the MES of his camo jacket, the MES of his screaming face and his beard. The construction of this stereotype that is deliberately designed to make the target audience uneasy and upset. This constructs a nihilistic mode of address that suggests that nothing matters, and we are all doomed!

There is a complete lack of a visible bar code, which may suggest an independent ideology that sets Adbusters apart from other media sources. It is an explicit declaration of their anticapitalistic ideology.

The lexis ' the year of living dangerously' refers to a range of different horrible situations that exist around the world, including war, conflict, terrorism and environmental catastrophe. This constructs a terrifying and upsetting mode of address for the target audience, and challenges the audience to change the world by buying the magazine.

The MES of the model's costume anchors themes of war, conflict and hatred. This unconventional and challenging mode of address reinforces the anti-capitalist ideology of the magazine.

The models clenched fist functions as a proairetic code, and is symbolic of violence and aggression. The models fist is situated near the word 'west', which anchors themes of aggression again in the western world.

The MES of the dark colour choice creates a depressing mode of address, and indicates to the target audience the depressing adult themes of the magazine.

The model's facial expression is determined and aggressive, and reflects a desire to win a conflict. The model's fist reinforces and anchors these themes of aggression.

The binary opposition between dark and black setting and the bone white masthead creates an exciting and interesting mode of address. It also constricts a binary opposition between hope and despair. It could also symbolise a clash between two opposing forces, for example, east and west.

A highly polysemic front cover with no clear interpretations positions the audience in a confused and bewildering mode of address. This approach is highly unconventional, as this is generally not an acceptable way to sell a magazine.

The magazine is clearly encouraging the audience to come up with their own interpretation rather than simply consuming information. This cover encourages a variety of different receptions and negotiated readings for the audience.

Lack of cover price may be intimidating to the target audience

Is the front cover racist? It features a frankly stereotypical representation of an angry bearded middle eastern man. The audience must come to their own conclusions. Is it a criticism of stereotypes? We don't know! There is no anchorage!

The preferred reading is to be confused, angry and upset!