Adele's album cover and magazine advert feature an image of her looking down rather than at the camera, showing vulnerability and making the audience feel like unseen observers of private moments. This links to the emotional, relatable love songs on her album. The advert and album packaging share a black-and-white aesthetic and similar images of Adele, helping audiences connect them. The advert also promotes Adele's past success with two Grammys and one of her popular songs to entice audiences.