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In the current American society, we have become a very visual culture. In the magazine world, we are beginning to see less and less written content and more and more pictures and advertisements. In the latest issue of Rolling Stone, out of 116 pages, 41 page were full-page advertisements and an additional 15 pages were full page pictures to go along with an article or funny caption. While skimming through the magazine, I began to notice that every other page was either a full-page advertisement or at least every other page contained some form of advertising.
A large majority of the advertisements in the Rolling Stone are for album releases, musical instruments, headphones and other music based products. Because so many of the advertisements are selling music related products, it makes it hard to decipher the difference between what’s an advertisement and what’s actual content. For example, in the album review section of the Rolling Stone, there are photos of album covers and musicians that are being reviewed and on the same page is an advertisement for The Pretty Reckless’ latest album. In the advertisement for The Pretty Reckless, a photo of the lead singer and the album cover is included. At first glance, I didn’t even realize that it was an advertisement.
When comparing photos that the magazine provides and photos that are used as advertisements, there isn’t much difference. In the Rolling Stone, many of the articles and a majority of the content focus on artists who are considered to be “hipster.” Visually, hipsters are often in skinny jeans, floral print, wearing black-rimmed glasses and often look borderline homeless. The advertisers placing ads in the Rolling Stone use individuals who fit the “hipster” mold. Lens Crafters used a man with facial hair and black-rimmed glasses and Starbucks had individuals wearing flannel, carrying messenger bags, reading and drinking coffee. (When these are combined, that fit the “hipster” stereotype perfectly.)
When looking at all of the images presented, it’s obvious that the Rolling Stone is attempting to target individuals who are indie and hipster and they seem to be doing a great job at doing so.
