Media Studies A2 Music Videos

1. Magazine Adverts and
Digipak analysis’…

2. What is the purpose of a magazine advert
for a new album?
 Magazine adverts are useful because they cause promotion. This is towards both
the album advertised but also the artist in general – a direction towards their other
platforms. Visual adverts allow people to see aspects such as a logo or face which
helps people remember the advert to. Another benefit of magazine adverts is that
it can act as a persuasion method towards audiences meaning they may well buy
the album. The adverts also build hype and buzz because people note there is a
new album coming out which they may be interested in, this may be particularly
relevant to existing audiences. But more over, adverts can attract new audiences
too.

3. What are
conventions of a
magazine advert in
the music industry?
• Name of artist – to create a distinguish of the particular artist easily and
quickly
• Name of album – allows a direct search to be easier
• Main Image - Catches the audiences attention
• Logo – easily recognisable to audiences
• Release Date- informs and creates anticipation
• “Includes the single…” – well known single to broaden audience
• Record Label Logo – informs the audience (Blumler & Katz, Uses and
gratification theory is fulfilled)
• Artist and Label Websites – gives the audience a place to buy the artists
work
• Social Media Links – provides the audience with a place to find out more
and to talk about albums thus creating a wider potential audience
• QR Code – windows of exhibition for the audience to use
• Reviews – creates a heavier persuasion for one to buy an album

4. Broods – Digipak analysis:
Broods’ digipak is fairly simple. It
features the duo’s portraits as a
side portrait in black and white
against a plain white background.
There is also a reflection effect used
to reflect the top of his head below.
Rhodes’ digipak gives me the idea
to use a portrait image and maybe
experiment editing with it in
simplistic ways as this would mean I
was following the conventions of
the genre too.
This digipak follows some
normal traits – social norms. For
example, the cover features an
image of the artist along with
their name and the album name
too. This suggests that the artist
will probably follow a typical
indie pop style throughout his
music, like he has followed a
conventional digipak.
There is no parental
advisory stamp which
suggests the music is not
explicit. This is true to the
genre which tends to
avoid explicit language in
the majority of songs.
The use of black on grey creates a
feeling of calmness because the
contrast sharpness isn’t as strong
as it would be if the text was on
white. This is an accurate
representation of the music
Rhodes has presented on this
album.
The lighting on the digipak is
quite low brightness and the
contrast on the face is very low
too which reduces the feature
differentiation. This makes him
seem like his music will be more
to himself and deep. The location
is also not shown on this cover.
Rhodes digipak features his name and his album
name in the top corners. They are both in the same
font and have the same font size. Therefore this
could suggest that Rhodes is not particularly well
known because his name is not the “attraction” or
focus point of the album.
The genre – alternative, suggests that the audience
would fit in a more alternative audience group
based on the four C’s theory – by Young and
Rubicam. Therefore the audience may be reformers
or aspirers but it is lot more unlikely for the
audience to be mainstreamers.

5. “Broods” - Advert Analysis:
Typography: Broods’ advert
features their name very clearly at
the top. The artist name is in their
signatory font with the linked “O’s”.
It is in white to show up against the
grey background and is the largest
word on the advert. The
connotative effect, link to audience
The advert does not feature an
album name. This is not common
within music adverts, however, I
believe it is quite common within
the alternative genre, therefore
making the advert conventional. As
a result the advert advertises the
duo as a whole as opposed to
advertising individual and specific
albums. Furthermore this expands
the potential audience because the
name of the duo is what stands out
which would make the artist name
more memorable.
Visual: The main image is
a glass version of the
duo. It keeps the theme
very secretive and
therefore follows a
typical alternative indie
pop convention.
Written: This advert doesn’t feature a
release date because it is advertising
for ‘now’. This suggests that the duo
are not well enough known to create
a ‘hype and buzz’ and instead need
to be available to an audience there
and then.
Written: This advert
doesn’t use the typical
phrase “includes the
single…”. I think this is
again because the songs
and artist isn’t well known
enough.
Written: Broods’ advert provides
information to tell one where to follow
them. Despite this being quite
conventional there is no web link which
prevents a clear link to an audience to
purchase their music. This is not
conventional.
Design: This advert has been interestingly
structured. This is because the advert
design challenges the rule of thirds. This is
shown because the text is in the left hand
side whilst the right hand side is filled with
an image of the duo. The use of
composition makes Broods appear as a star
in reach because the glass structure of
them is created at eye level. However the
glass makes them seem more angelic and
special meaning they are out of reach from
the audience. This is relevant to Richard
Dyers theory about Stars where he says that
a star should be both achievable and
inspirable. Also in this advert there is use of
a gradient fading into white around the
duo. This creates a halo feeling around
them which in turn connotes them to be
angelic figures. The advert also considers
the text design, where by the text is
informal because it is in the format of sans
serif. However, the text is also in capitals.
This is a formal text design. Therefore there
is an element of binary oppositions which is
a theory by Levi Strauss.

6. Oh Wonder – Digipak analysis:
Oh Wonder’s digipak is extremely simple. It
features a simple black border slightly
indented from the digipak rim. The centre is
filled with the duo identification stamp of
‘OW’ with ‘Oh Wonder’ written underneath in
sequence (lines up with the initials) in block
black font. The rear of the digipak features
the same border as the front, along with the
same font and colour used for the text which
says ‘Oh Wonder’ written in block at the top
centre; along with the album song list is
completely centred (centre alignment as well
as centred in position of the digipak). There is
the producer’s name “Caroline” and the logo
centred below the album list. There is credits
featured at the bottom in a small font, which
is also grey to ensure it doesn’t distract from
the duo’s song list and name. There is a
barcode in the bottom left hand corner and a
identification sticker too.
This digipak is quite unique and therefore doesn’t follow ‘normal’ traits –
social norms. For example, the cover features initials and the duo’s name
which is unusual from other alternative artists digipaks. Furthermore the
album doesn’t have a name either. The digipak doesn’t display any
information which causes a feeling of mystery and makes the feeling of the
album feel entirely individual.
There is no parental
advisory stamp which
suggests the music is not
explicit. This is true to the
genre which tends to
avoid explicit language in
the majority of songs.
The use of black on white
creates a feeling of
boldness because the
contrast is quite strong
and very bold which makes
an impact.
The lighting on the digipak
is bright through the white
background editing (no
images used).
The genre – alternative, suggests that the audience would fit in a more
alternative audience group based on the four C’s theory – by Young and
Rubicam. Therefore the audience may be reformers or aspirers but it is lot
more unlikely for the audience to be mainstreamers. This is relevant to the
Album where there is no bold mainstream features in which pop artists
may follow.
Interestingly, the inside of the digipak is extremely bold and bright with lots
of colours and block shapes used. This creates a feeling of opening out
within a safe and known environment. The contrast is so great that it makes
me feel as though the duo feel the security of their audience being
individual.

7. Oh Wonder Adverts
Design – This advert has been well structured. This is because the advert design considers the rule of thirds. This
is shown because the text is in the top third and the image fills the middle vertical third. This emphasis’ the image
of Oh Wonder which makes them seem like a bigger “star”. Richard Dyer’s theory suggests a star should be both
achievable and out of reach. The camera angle, which is eye level, makes them appear as a star one can reach and
therefore aspire to be. Also in this advert there is use of rectangular shapes which create quite a stable vibe which
would make the duo quite inspirational. The advert also considers the text design, where by the text is informal
because it is in the format of sans serif. However, the text is also in capitals. This is a formal text design. Therefore
there is an element of binary oppositions which is a theory by Levi Strauss.
Visual –The advert contains an image of Oh Wonder. This image has quite bright and therefore high key
lighting. The expression is very relaxed and happy on both the individuals faces and the proxemics of the
two are very close which makes the atmosphere less formal. The expressions and proxemics them to be less
threatening towards the audience. This is a benefit because based on Young and Rubicam’s theory of the
audience groups, the likely audience of Oh Wonder’s work would be aspirers or reformers and these would
benefit from Oh Wonder being less intimidating because the two groups are less dominating social groups.
The setting is on a so
Mise en scene lighting setting expressions costumes hair and make up posture
Connotations – implied meanings
Link to audience
Written – The copy in this advert address the audience in quite a precise and therefore formal manner. This
is because the advert states facts as single words/short strings. This form of address therefore has no
expressive language or adjectives. This is good within an advert because it is easy to read quickly and
furthermore allows one to pick out the key facts and details such as location and date. The text contains no
personal identity or entertainment. This is relevant to Blumler and Katz theory where by they talk about the
uses and gratifications within media products (involving information, personal identification, integration and
entertainment).

8. RHODES – Digipak analysis:
Rhodes’ digipak for wishes is very
simple. It features his head as a side
portrait in black and white against a
plain white background. There is
also a reflection effect used to
reflect the top of his head below.
Rhodes’ digipak gives me the idea
to use a portrait image and maybe
experiment editing with it in
simplistic ways as this would mean I
was following the conventions of
the genre too.
This digipak follows some
normal traits – social norms. For
example, the cover features an
image of the artist along with
their name and the album name
too. This suggests that the artist
will probably follow a typical
indie pop style throughout his
music, like he has followed a
conventional digipak.
There is no parental
advisory stamp which
suggests the music is not
explicit. This is true to the
genre which tends to
avoid explicit language in
the majority of songs.
The use of black on grey creates a
feeling of calmness because the
contrast sharpness isn’t as strong
as it would be if the text was on
white. This is an accurate
representation of the music
Rhodes has presented on this
album.
The lighting on the digipak is
quite low brightness and the
contrast on the face is very low
too which reduces the feature
differentiation. This makes him
seem like his music will be more
to himself and deep. The location
is also not shown on this cover.
Rhodes digipak features his name and his album
name in the top corners. They are both in the same
font and have the same font size. Therefore this
could suggest that Rhodes is not particularly well
known because his name is not the “attraction” or
focus point of the album.
The genre – alternative, suggests that the audience
would fit in a more alternative audience group
based on the four C’s theory – by Young and
Rubicam. Therefore the audience may be reformers
or aspirers but it is lot more unlikely for the
audience to be mainstreamers.

9. Design – This advert has been well structured. This is because the advert design considers the rule of thirds.
This is shown because the text is in the top third and the image fills the middle vertical third. This emphasis’ the
image of Rhodes which makes him seem like a bigger “star”. Richard Dyer’s theory suggests a star should be
achievable and out of reach. The use of composition and the camera angle, which is slightly worm eye view,
makes Rhodes appear as a star out of reach that one can aspire to be. Also in this advert there is use of a semi
circle. This is above Rhodes head. This creates a halo feeling around him which in turn connotes him as an
figure. The advert also considers the text design, where by the text is informal because it is in the format of
serif. However, the text is also in capitals. This is a formal text design. Therefore there is an element of binary
oppositions which is a theory by Levi Strauss.
Visual – image and colours
The advert contains an image of Rhodes. This image has strong lighting from the right hand side. The
expression is quite content but Rhodes’ eyes are closed. This allows him to be less threatening towards the
audience. This is a benefit because based on Young and Rubicam’s theory of the audience groups, the
likely audience of Rhodes’ work would be aspirers or reformers and these would benefit from Rhodes
being less intimidating because they are a less dominating social group. This advert uses a plain and
simple background behind Rhodes. This reduces the distractions aside from Rhodes himself.
Written – The copy in this advert address the audience in quite a precise and therefore formal manner.
This is because there are no adjectives used to describe the relevant information and nor is there any
expressive language throughout. This advert presents information as opposed to entertainment or
personal identity or integration. Blumler and Katz suggest media products will contain either of these four
topics within the media text. An advert specifically would be thought to contain information because this
allows it to serve its purpose.
RHODES – Advert analysis: