Identity Task

The combination of the Lynx advert and the "Contents" page of the NME creates an ideal fantasy, where a gentleman's sex appeal is somewhat boosted by applying the deodorant to his body, boosting his reputation to rock star status. The theme of reckless fame is routinely explored within the pages of the NME, but emphasis is applied most wherever adverts appear. This is also evident through various adverts in just this week's issue (5 February 2011 "Screamadelica"). Take the "Mr Nice" film promotion for instance, it compliments the opposite page of the DPS by glamorising the use of casual drug abuse, adding to the ever present rock star appeal that the NME is famous for.

It is also the inclusion of adverts such as Jack Daniel's Whiskey that elevates the rock'n'roll facade, implying that this is actually a vital object to achieve the edgy and fashionable identity that so many of NME's young (male) readers may desire.

The adverts that are carefully chosen to be included in the music-culture magazine emphasise the shallow desire to be perceived as alternative, different and original. On reflection, this could be seen as a cheap ploy of the "smoke and mirror" effect, where in this day and age any form of originality is notoriously difficult to stumble upon. It could be argued that NME only adds to an already disillusioned culture of uniformity and standard, where everybody is self-conscious and self-aware of themselves and everyone around them. The NME exists as a space to believe you differentiate from the "other", but in fact there is no "other" as all originality is lost.

Mr Nice's rock star image isn't too remote from that sported by the various musicians in the NME, adding to the desirability with the product. His image is therefore wanted and through reading the magazine there are subtle hints that the NME will guide us in to Mr Nice's mould.

This double page spread displays just a few artists behind the "50 Druggiest Albums". They are described by the writers and editors as heroes and legends, but do all these musicians have real talent and substance as creatives, or are they hailed upon their colossal intake of illegal substances. They are seen as cool, we want to be just like them, so we're willing to buy the clothes, it's just a shame we can't buy the mile high egos.

The NME as a whole magazine is as much concerned and conscious of self image and how one is seen, just as much as the most dictating fashion magazines. Therefore, it could be said that the NME's foundations are of insecurity and anxiety, emotions that the target audience can most closely relate to. This is the main focus throughout, the ideal of social acceptance by adding to your own identity with the fantasy of "sex, drugs and rock'n'roll".