2. ‘Lungs’ is the official Florence and the Machine print advert
which was released in 2009. Her music focuses on English
indie rock and her target audience aims at young adults.
This print advert relies heavily on the main image of the artist.
It’s main feature is the necklace that the artist is wearing
around her neck. It visualises the name of the album, but is
also used for showing another picture of Florence so she
becomes more recognisable with the audience, this is
supported by Goodwin's theory, as the record label requires a
close up of the artist/. The necklace itself is very entropic as it
is something visually striking an not what the audience would
expect to see. The way they have shown it being warn around
the artists neck transforms it into an iconic piece associated
with the artist and her music.
The representation of the lungs symbolises her unique and
quirky personality. As the lungs are a bright red, it could
suggest that they are allowing her not only to breathe but to
expand as an artist. The soft mellow colours surrounding the
artist within the image resemble and mirror her feelings she
emits throughout her music. Delicate flowers and green
scenery seen surrounding the artist could be resembling the
natural and organic feel that the artist wanted has been shown
and not manufactured by the record label.
An entropic feature seen within this print advert is how the
artists eyes are closed and her face is turned to the side. The
lack of eye contact suggests the relaxed attitude the artist has
towards her music and doesn’t want to come across as serious
and emotionless.
3. An redundant element is the font the artist uses as it a
constant font that is commonly seen on her albums,
adverts and products. By using the same font it creates a
visual brand motif and allows to become a recognisable
font for her target audience, relating to Goodwin’s
theory. His theory indicates that record labels use visual
motifs as a part of creating a brand image for the artist.
The style of the font consists of a decorative flare which
suggests the artists individual and unique personality.
The other texted used within the advert consist of a basic
and simple font therefore resembling the simplicity of
her music. ‘Lungs’ the title of the album has been
displayed under the illustration of the lungs which again
relates back to Goodwin’s theory. His theory indicates
that there are links between the visuals and the text. I
feel by including the word ‘Lungs’ I feel it emphasises
the illustration.
To appeal to her indie target audience different formats
the album is available on have been listed such as vinyl.
By allowing vinyl to be a format her audience can
purchase it on allows a vintage theme to be seen within
her music. An advantage of having a variety of formats
to buy the album doesn’t limit people to just a CD and
can appeal to a wider audience.
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4. The print advert doesn’t include music reviews which could
suggest the artist doesn’t want opinions from branded
magazines instead she rather have the opinions from her fans.
This could also be suggesting the artist wants to become
recognised for her sense of individuality and guiding her own
journey to fame.
An redundant feature is the website included at the bottom on
the advert. By including the website it allows her audience to
found out more about the release of the album and allows
them to discover information about her gigs, blogs, videos
and news.
Another redundant feature is the release date included in the
print advert. This is a common element seen within print
adverts as it allows her fans to be excited and aware of the
release of her album.
