gq

• GQ


  A multi-platform brand that began as a quarterly publication called Gentleman's Quarterly, aimed at fashion industry insiders. It was rebranded to GQ in 1967.
• GQ is produced by Condé Nast and published monthly
• GQ


  The men's magazine with an IQ, covering fashion, sport, health, humour, politics and music with intelligence and imagination
• GQ's audience


  • ABC1 men aged between 20 and 44
  • 212,000 monthly print readership
  • Over 2 million monthly unique online users
  • More than 2 million social media followers
  • 88% have bought or plan to buy products they've seen in GQ
  • 93% own designer fashion
• Masthead


  The branded logo placed in the top left-hand corner of the magazine cover
• GQ cover design


  • Limited colour palette of black, white, gold and orange
  • Creates a sense of cohesion and reinforces messages of luxury, sophistication and masculinity
• Footballer and celebrity on the cover

  • Raheem Sterling
• Raheem Sterling's representation on the cover


  • Looking directly at the audience, suggesting he should be admired and looked up to
  • His leather combat trousers and boots connote luxury and masculinity
  • His role as a footballer is anchored in the main cover line "Guardian Angel. How Raheem Sterling saved football from itself"
  • The black angel wings and cross tattoo frame him as a Proppian Hero
• Cover lines


  • "How to wear a broken suit"
  • "Why it's finally OK to own a belt bag"
  • Suggest the magazine is a 'how to' guide for being a fashionable man
• Cover line "Speak no evil. Inside the most brutal dictatorship you've never heard of"

  Teases people to want to read certain stories within the magazine (could be linked to Roland Barthes' enigma codes)
• Historically, British black men have been under-represented on magazine front covers due to systemic racism within the industry
• In 2017, only 9.3% of covers from 19 bestselling glossy magazines featured a person of colour, whereas 13.7% of the UK population are BAME
• Vogue appointed editor Edward Enninful in 2017, who has turned the magazine into a celebration of all beauty, championing blackness
• Metrosexual


  A term coined in 1994 to describe men who openly care about their looks, clothing and skincare
• Spornosexual


  A term introduced in 2014 to describe men who are extremely body focused
• In 2018, Raheem Sterling took to social media to highlight racism in the British press, using his platform to call out racial inequality
• Since his social media post, Sterling has become a sought-after spokesperson for charities, activists and other social causes
• GQ Heroes


  An annual event aimed at "luxury business and creative minds" with a programme of speakers "who are shaping society and culture around us"
• Representation of Raheem Sterling on the cover


  • As a role model for readers, someone to aspire to be like
  • His topless, muscular physique reinforces stereotypes of men as hyper masculine, strong and muscular
  • His tattoos represent different aspects of his identity
  • The black wings, "Guardian Angel" cover line and low angle shot construct him as a protective, dominant figure fighting for justice
  • His wealth and modern masculinity are represented by his thick silver jewellery and watch
• Representation of other men on the cover

  • Andy Burnham is framed as having a "masterplan" for Manchester, representing men as clever, powerful and forward-thinking
  • Machine Gun Kelly's life is described as "insane, wild and totally nuts", conforming to preconceived ideas about rappers
• There is a societal expectation that modern men must 'have it all' - health, wealth and strength - and the image of Sterling supports this
• The very essence of men's lifestyle magazines is consumerism, informing men of what they supposedly need and what to covet
• Branded masthead


  • Conventionally placed in the top left-hand corner (Z-rule)
  • Stands out with the choice of gold font, connoting luxury and exclusivity
• Limited colour palette


  • Black, white, gold and orange
  • Creates a sense of cohesion to the design
  • Reinforces the magazine's messages of luxury, sophistication and masculinity
• Long shot of footballer and celebrity Raheem Sterling


  • Ensures the magazine has star appeal for the audience
• Cover price


  Reinforces this is a print magazine aimed at an ABC1 audience with disposable income
• There was a conscious decision to aim the magazine at men who are interested in fashion, celebrity, politics, music and sport
• Raheem Sterling


  • Looking directly at the audience, seemingly making eye contact
  • Cool, relaxed gaze and slight smile looks down at the reader, suggesting he should be admired, looked up to
• Raheem Sterling's appearance


  • Leather combat trousers and boots are more high fashion than practical
  • Connote luxury and masculinity
  • Indicate to readers that GQ is a lifestyle magazine
• Raheem Sterling as a "Guardian Angel"


  • Sense of guidance and protection
  • Suggests he is looking after players and the values of the game by rooting out racism
  • Frames him as a Proppian Hero, which is conventional for magazine cover stars
• Cover lines "How to wear a broken suit" and "Why it's finally OK to own a belt bag"

  Suggest the magazine is a casual 'how to' guide when it comes to being a fashionable man
• Cover line "All the sizzle"


  Implies gossip and celebrity intrigue
• Cover line "exclusive"


  Suggests the reader won't be able to find it anywhere else and they need to purchase the magazine to be in on the secrets
• Cover line "Westminster has become a living nightmare. Andy Burnham's Manchester masterplan."


  Hyperbolic language is a reference to the elected Mayor of Manchester, Andy Burnham, who is calling for more devolved power to be given to cities rather than held by the government in London
• By including some serious journalism, as well as entertainment and fashion advice, the magazine is broadening its offering for its audience members