2. The clothing
in which
Emerald is
dressed
heavily
connotes the
1920s era in
which her
music is
styled on.
The second
pane is in
black and
white, which
helps
visualise the
aesthetic of
the 1920s
and connotes
the retro
style of her
music and
genre.
The colouring of the digipak heavily emphasises the three block colours that are
generic conventions to this genre – which are, red, black and white. This supports
Emerald’s reoccurring style of her 1920s genre.
Images of Emerald are on all three panes, however she only
takes up 1-2 thirds of each pane – this suggests makes her a
more dominative part of her music, suggesting that her
content is equally about her image and style, as much as it is
the production and genre.
The overall mise-en-scene used highly
exaggerates and explains to the
audience that her music is 1920s
stylised. This gives the buyer context
to her music before they purchase,
therefore helping them to decide
whether to buy it or not. It could be
suggested that her unique brand and
style could draw customers in and
persuade them to buy something new
and unseen.
Emerald’s statement hat and positioning portrays her as a
confident artist. Her strong posture and eye contact with
the camera shows her in a positive and gripping manner.
This creates a sense of enigma around her; drawing the
audience in and making them want to understand more
about her.
Her first person mode of address in the front pane, yet distant gaze past the camera in the other
two panes, shows her as being both absent and present, as proposed by Dyer. This again, creates a
sense of enigma surrounding her, making her feel more difficult to understand, therefore leading
audiences to consume more of her products in an attempt to complete the enigma.
The use of the word ‘shocking’ in the album title
immediately grabs the audience’s attentions,
causing them to question which aspect of ‘Miss
Emerald’ or ‘Miss Emerald’s’ music is shocking?
This provokes an enigmatic nature to the album,
immediately asking questions and drawing the
reader in.
The text alternates between black and red
colouring, which sticks to the 1920s theme, as well
as standing out to the reader. The red immediately
grabs the audience’s eyes, and then the contrasting
colour of the black juxtaposes the red and draws
the audience’s eyes to the black text.
The front pane’s reading path leads from the bold title,
down the Caro Emerald herself – the simplistic nature of
the pane puts full emphasis on the title of the album, and
then on to Emerald herself, fully and simply summarising
her and her music, as an artist.
3. The actual image continues the
black and red theme, which
supports her 1920s stylistic
presentation.
The same image, which is used on
Emerald’s album cover, is used on this
advert too – this creates a reoccurring
theme and aids the reader to relate
her content together.
The overall presentation of the advert
is largely simplified, with only one
image, and then text stating only the
essential details. This ensures the
audience isn’t distracted, and receive
all the important information, which
can then lead to larger consumption of
her products.
Emerald’s genre of music is clearly
shown through her use of colour,
simplistic style, font choice and
clothing. All clearly represent a
retro, 1920s style, which is
continued throughout all of her
marketing and brand.
The colour scheme is quite bland,
focusing largely on red, black and
cream. This supports the digipak
theme, and emphasises the idea
of Emerald’s 1920s influence
(since black, red and white are the
generic conventions within
recreated 1920s media texts).
At the bottom of the page the admin is in smaller texts. The white text used for her social
media handles stands out because no other text is white, this draws the audiences eyes to
it, and therefore increases the chance of them following her online, and thereby increasing
her online popularity.
The reading path follows from the
bold, large title which reads her
name, down to the image of
Emerald herself, and then across
right to the tour dates and locations.
This prioritises the important
information, ensuring the audience
understands all the essential text.
A shadow is cast over Emerald’s
face by a large, statement hat,
along with her strong jaw line
and posture; this presents her as
a very confident and strong
woman. Which immediately
casts a positive, yet alluring
image about her, drawing her
audience in.
