Evaluation Question 2:How effective is the combination of your main product and ancillary texts? (Digipak and Magazine advert)
What is the Purpose of Ancillary texts?• Ancillary texts help to promote the product further, and reach the target audience and secondary audiences• The ancillary texts should compliment the product, there usually will be a theme which is then promoted alongside the album/single. The theme will suggest the style/genre of the music and what the song or album might focus on. Different themes attract different audiences, for example Justin Timberlake’s new album ‘The 20/20 Experience’ will attract his usual fan base as well as: urban music fans and people who enjoy easy listening music due to his new sophisticated look (see example to the right)
What is the Purpose of Ancillary texts?Magazine Adverts• Magazine adverts are a useful as they can reach out to the target audience and further audiences. Magazine adverts are normally eye catching and bold, in order to catch the reader’s attention.• Colours and images used in a magazine advert will hint towards the genre/style of music. For example a magazine advert, targeted at pop listeners, will use bright colours such as blue, pink, red and yellow. In contrast a magazine advert targeted at urban music lovers, will have a mixture of bright colours, gold and even black and white colours.• Reviews are also an important part of the advert. Readers will always read reviews if they are interested in a product, a good review will influence the reader to go and listen or download the single. Where the review came from is also another important factor as the reviewer will have their own established audience, for example ‘The Guardian’ will have an established middle-class readers aged from 30 and upwards.
What is the Purpose of Ancillary texts?Digipaks• Digipaks should reflect the genre of the music, as well as the theme of the song/album• Digipaks are a great way to further promote the artist and the album sales• Digipaks are used not only to sell the album, but to create a connection with the artist and the audience as digipaks normally have a ‘personal touch’ to them as they can include photos, the song lyrics and personal thanks from the artist themselves. That’s what makes digipaks seem so exclusive and unique, therefore more desirable to the buyer.
Analysis of Magazine Advert The Artist: The image of the artist is very strong as they are photographed behind a plain, black back-drop. The artist is looking down in reflection, that plus the guitar prop, suggests the genre is acoustic/ easy listening. The artist is positioned slightly off-centre in the image which is unusual as normally the artist is the centre of attention. However it draws our attention to the artist’s hands on the guitar. The artist’s costume is very plain which adds to the laid-back, easy listening feel Colours: The black background effectively makes the artist stand out and draws attention to the big, bold, white song title. Other colours in the advert have blue and pink hues are soft, suggesting the music is easy listening and sombre. The Font: The fonts used in the magazine advert are clear, bold and curved which adds softness to the dark elements of the background. The straighter and sharp font at the bottom of the poster contrasts the rest of the poster as it is more serious, suggesting perhaps a tone of urgency as if ‘you have to download this song now.’ Logos: recognised company logos that everyone will know
How does the Magazine Advert compliment the Music Video?• The magazine advert effectively represents the music genre and what the song’s focus could be about.• The magazine advert appeals to the target audience as it looks meditative and sombre; which is the type of music that our young, acoustic-loving, target audience like to listen to. There is also a familiarity about it as it looks similar to other established artists, of the same genre, e.g. Ed Sheeran and Katie Melua• The advert looks as if the artist could be based in popular and alternative music genres as it is slightly ambiguous, making it open to other audiences as well.• A reason why the advert may attract a secondary, and possibly older, audience could be because of the reviewers, as they are both based in popular and higher culture.• From the advert the reader can determine that the style of music is easy listening as there is a ‘laid back’ feel to it. This could also attract a wider audience as easy listening music has had a growing amount of interest over recent years due to the popularity of bands such as ‘Mumford and Sons’. This style of music is listened to and bought by a range of different individualsCriticisms:• A criticism of the poster is that there are only two reviews; which may not be enough to determine an opinion about the product.
Analysis of Digipak• Images of artist: Images of the artist show the artist bowing her head down in a reflective pose, looking away from the camera. This hints at the acoustic genre as the artist can looks shy/ moody.• Colours: The colours used on the digipak are generally dark, with the exception of the bright blue guitar and the light blue panel and text used. The dark colours reflect on the sombre song of the song and music video; as well as the slight contrast between dark and lighter colours represents conflict – feelings which the protagonist experiences in the video as they are searching for an answer.• Lyric Panel: A panel with lyrics written on is a very common characteristic to include on a digipak. On the top-left there is a panel illustrating a blue guitar standing against a wall white, and there are lyrics written on the wall to the left of the guitar. The lyrics are extracted from the chorus, which uncover the main message of the song.
How does the Digipak compliment the Music Video?• The digipak keeps within the same theme as the music video and the magazine advert, this consistency helps to emphasise the song’s theme and helps to market the product to the target audience as there is no confusion on the consumers part, to what the genre is.• The dark tone of the digipak reflects the contents, and one of the themes, within the music video; thus further complimenting the music video.
So, how effective is the combination of the Music Promo video, and the magazine advert and digipak?• The magazine advert and digipak are suitable to the genre of the music and they successfully reflect the music video and the sombre feel of the song and video.• Both ancillary texts effectively promote the video and the artist as they appeal to the intended target audience, in addition, it appeals to a wider audience, making the product accessible for everyone.