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Advert Analysis


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Advert Analysis

  1. 1. Album Advert Analysis 1. Bombay Bicycle Club 2. Peace 3. The Vaccines 4. Two Door Cinema Club Additional Analysis 1. What to include in our magazine ad according to this research? 2. Are there any themes among other promotional features?
  2. 2. The band title enclosed in the square feature is shown at the top of the poster in order to identify the artists name. This is consistent from both previous albums and the singles that have been released from this particular album all of which make this feature essential in the iconography and branding of their music. The title itself represents a circuit which is linked to the connotations of the name and cycling despite their music having no literal link to the topic. This whole idea is confirmed through the use of the letter B connecting the circuit because this image could represent the bike wheels. All of this contributes towards the successful branding of the band through the use of indie images. This theme is continued throughout the single releases from the album. The album title is located central on the poster which coincides with the arrangement on the hard copy of the CD. The use of capitals is a common theme in ¾ of their albums and is therefore a convention of the band. This then allows for the band title to become clearer as it is the only text on the poster that features none capitalised letters. This suggests that all the information is in relation to the album rather than additional information. The album is stated as ‘Out now’ emphasised in bold font among normal text which emphasises the idea that it is highly accessible. This is further replicated through the placement on an individual line central to the poster. The other information is referring to the singles which are on the album and the release dates for them. This suggests that the advert is informing an existing, well established audience - die to the fact that the singles are already on the album following their development from 2007 stemming from an NME article. 2 of the songs mentioned on the cover made it into the UK charts which is also targeting an alternative audience who may be familiar with a few of their songs. The identification of technological convergence through linking the album to their website suggests where to buy the album but it also allows for those unfamiliar with the band to look at their music – particularly with the growth in technology and social media. The image used on this particular advertisement is a cropped version of the one that appears on the album cover. The black and white images suggests that the album has a retro or slightly classic giving a 1950’s appearance. This replicates their placement in the indie genre and provides that element of ‘grunge’ associated with the image of most artists. The image used shows children looking up to the sky which on the album cover actually features a crowd in the air. The use of cropping this out provides the illusion that the children seem highly interested in the band. This could replicate the audience in a sense that at a live event the band are the central attention. The colour scheme is directly linked to the title of the album through the use of the colour blue and the word ‘blues’. The record label is also shown on this advert which all includes branding of the band. This shows that the band are independent from the label as a result of it being a minimal feature on the ad.
  3. 3. The album advertisement uses the image from the front of the album which features all 4 band members. This album uses colour conventions in order to provide a reinforcing name and image eg through the use of red and the album name being ‘In Love’. Harrison, the lead singer is the only who has eye contact with the camera – which shows that the has the connection with the audience through the lyrics. He also has the majority of the light on him which replicates the formulation of the band in that the lead singer holds the attention. The advert features a quote from NME – a magazine which covers a mixture of artists within the genre and therefore will have a significance on the specific audience. This along with the use of emotive language eg ‘jaw- droppingly’ entices the audience into buying the album. The positive review is then confirmed through the use of 2 more reviews both of which give high ratings. All reviews are from well established music magazines meaning it is all the more persuasive. Not only do they solidify quality for an existing audience but they also intrigue a new audience due to them being high ratings. The band name is all in caps as referred to by most other promotional pieces for them. This continuity provides a visual connection to their other music for the audience which suggests that existing fans will also enjoy the new album and so automatically it creates the attraction to buy it. The use of white compared to the predominately red image emphasises the band name and therefore it is clear who the advert is for. However the use of this is part of the bands branding and is therefore supportive of the record label. The name of the band in itself has specific connotations of almost soothing/relaxing music which to some degree follows the album expectations – further represented through the image which shows the band lying down snuggled up. The album name, like the band name is shown in white text to link the two together. This encourages the representation of the branding – through the use of capitals. At the bottom of the poster is the website for the band – using the name of the band and the concept of peace to make peaceforever. This also suggests that once you are a peace fan you always will be which is why it made as a street poster rather than for specific magazines/venues. The information about debut album and the release date are shown in yellow. This suggests that the divide in colour signifies the importance of the chosen text. The date needs to stand out because it is the whole purpose of the advertisement and without it there would be little relevance. The release date being a Monday also provides the accessibility as a time out from working and education.
  4. 4. The background image for this particular advertisement is the feature image from the album shown in a red tone which is a continuous from the colour scheme of most other albums which also feature black and white. However the use of the full image provides a clearer link to the specific album and what to expect from the cover as well as digipak art. The enlargement of the image could simply represent the idea that the advert is limited in production unlike the album or is the use of the full media piece, making the most of the sizing. The image of the boy itself focusing on the arm is a idiom on the band name. For example the literal meaning of ‘vaccine’ is an injection usually done on the arm and this image shows a child's arm. This also links to the title of the album which is an interrogative that is context dependent based on what is expected from the band. This suggests that the album is for an audience that is already established. This all links to the image of the band which is progressing more focused on 80’s rock line the Rolling Stones and The stone roses. Both of which the band has also toured with. The link to 80’s retro rock could also suggest the link this has to the band name in that vaccines were more increasingly developed in that era. This also links to the choice of magazines used for the reviews. The font used is the same as for all existing albums and promotional materials. This provides a recognisable image for the band simply through the text. All the text is capitalised which is also a convention of the band. The use of the record label subsidises the branding of the band and their connection to a successful label which could suggest certain elements of what is expected from the band. This also provides a link for those have a particular interest in the label and the other music produced by them which essentially could lead to more sales. The use of the social media links at the bottom also refers to both the generation in which their music is produced and the target audience. The link to Facebook educes the online profile of the band all of which increases branding through the ability to be shown to masses of people in one go. Additionally the use of Play advertisement also provides a place to go to buy the album which is ultimately the aim of the ad. Featured as part of this advertisement is the actual album cover – this shows consumers what the album looks like as oppose to any other promotional products they have seen for the album. It makes it more identifiable for the audience which is all based on ease of the customer. Having the date centralised and in a box feature highlights it because it provides a contrast from the rest of the adverts main points. Essentially this is the main importance for the advert because it’s all based around when the album is released. Without the date this specific advert wouldn’t have a significant importance because there isn’t much persuasive technique which further implies the idea that the audience is already established. Furthermore, the use of a quote from NME, which appears to be a convention of indie/rock artists because it is well established and highly valued within this music genre. The use of the 4 star ratings from Q, Uncut and Mojo all solidify the quality of the album as well as the branding of the band in itself.
  5. 5. The title of the band is featured in both bold and normal used to enhance the circular shapes, as seen on the album cover for the cats eyes. This follows the conventions of the band through the abstract way of presenting letters. On this advertisement the band name is the largest text in reference to the album. The album name is centralised in order for the text to flow but also single out the title. All text appears in capitals which again is a convention of music advertisements due to the sole purpose of persuasion. The use of ‘out now’ is then linked to the website link which is a direct place for the audience to buy or sample the album as well as looking at the band and what they are involved in. This links to inclusion of a sold out tour – which entices the audience by showing them that this band are well liked and that if you want the album you have to be quick in purchasing it. The advert also lists songs that have made it into the charts which make the band recognisable for people who may have heard of them through the radio or just browsing on Youtube. This advert also lists additional releases like the singles as well as accessible footage of the band. The choice to use ‘+’ and ‘-’ signs to split the text up also creates a more colloquial relationship with the audience, often a persuasive skill used to make people spend money. Saying the album is released is an indirect imperative because the ultimate aim is to sell the album. The image used is the same as the one on the album cover which allows for people to identify the image without knowing any other information about the band. This also helps because it is a strange and memorable image. The effect on the eyes isn’t as vibrant as on the digipak however it is still apparent. The poster also includes the record label it was produced under. For some people this will be an attraction either to the band because of the label or the label due to the enjoyment of TDCC’s music.