The masthead is in the signature dark blue of the Guardian, which creates brand identity, it also contains a main image that draws attention to the headline story. There is a low image-to-copy ratio as the Guardian is aimed towards a more educated demographic within the ABC1 group; therefore, they aim to maximise the information output in the newspaper. Furthermore, the headline is written using a serif font, which is more formal and regularly used in conventional broadsheets, and the copy is laid out in columns to reflect the standard layout of the Guardian. There is also links to Barthes’ semiotics as underneath the quote in the masthead, and throughout the ‘Inside’ section, there are hermeneutic codes such as ‘see page 2’ that encourage the audience to purchase the newspaper in order to satisfy their curiosity and be fully informed on why the quotes have been said, or get informed about the briefly mentioned articles in the ‘Inside’ section. Symbolic codes can also be found in the image, as it is in black and white, which could suggest a more serious tone, and the face of the man behind Gein shows he is unsettled, which reflect the disturbing nature of Gein’s crimes, and the concern surrounding Gein’s mental state. In addition, Levi Strauss’ structuralism theory is also referred to through using binary opposition throughout the text, and specifically the headline, by utilising the idea of “innocents” vs “killers” to reflect good vs evil.
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