Coldplay's album advertisement uses bright colors and large letters to attract attention. The ad features the album name "Mylo Xyloto" in colorful letters against a background of graffiti-covered walls splashed with random paint. This imagery is meant to portray the album's music protruding from regular life. The ad also prominently displays the band name, album release date, and information on pre-ordering to clearly inform consumers. It establishes a distinctive brand identity through consistent colors and fonts that will be used to promote the album and band. The target audience appears to be younger city dwellers through the urban imagery, though this deviates from Coldplay's usual audience.

1. Coldplay Magazine
Advert Analysis
Elleah Stanton

3. The Writing
-The font used looks extremely modern, simple and bright.
At a first glance, the writing does not make sense, it looks
more like an assortment of white lines that it does words.
This is due to the large letters in the centre of the page,
which spell out the name of the album ‘Mylo Xyloto’. The
empty spaces inside the letters makes the colourful
background very prominent and the main focus of the
advert. The consumers eyes are then attracted to the
name of the artist at the top of the page which can be
considered to be one of the most important pieces of
information to put on an album advert. The artists name is
the same size font as the date for which the album is
available ‘OCTOBER 24’. The simplistic use of 24 makes
it extremely bold and eye catching, ensuring that the date
it set into the consumers mind so they know when they
can buy the album.
-Then in smaller writing, in a different more readable font,
it explains the other pieces of information about pre-
ordering, where to order from and a special offer.
-The writing overall is very informative once the consumer
has reached past the stage of awe at all the colours and
white lines. It explains to the consumer everything they
need to know about the album to ensure they buy it.

4. The Graphics and The Story
-There is only one image used in this advert, and that is the background, made up
of an array of random colours at first glance. But when you look more closely, you
see it is a wall with lots of graffiti over it, then in the middles there is a large splash
of random colour, as if the painted has got all the cans of paint and sprayed it all
together in the middle of the wall.
-The words in the graffiti are mostly unrecognisable which could symbolise the
constant flow of life through cities and towns. The graffiti gives the advert an urban
look to it, like it is set within the inner city that is constantly hustling and bustling
with people and life.
-The large splash of colour in the middle could therefore symbolise Coldplay
themselves, saying that this album and its music will protrude out from all the
regular music and aspects of life, creating something that has not necessarily been
seen before, as the splash of colour does seem to be the norm on this wall.

5. The Branding
O The image used as the background is the
same image used for the actual album
cover, which creates a brand identity for this
era of Coldplay. So technically, there is a
picture of the product for sale. The
consumer will see the album in the shops of
in iTunes and link it back to the advert they
saw, thus they now associate these colours
and fonts with Coldplay. This works in their
favour as they can now release other
pieces of advertisement like posters or
adverts on TV with the same design and
promote the band. They can even introduce
the design to their shows, by following the
colour scheme with lighting effects.

6. The Logo
O The artists logo is present on the
magazine advert. It has been altered to
match the rest of the colour scheme fort
he other text on the page. This links to
brand identity as it gives consumers a
image to link all of the pieces of
advertisement together. This Coldplay
logo is also good for the band as it can be
put on other advertisements that my be
about a range of bands, yet still be
recognisable.

7. The Target Audience
O By looking at the use of graffiti, I can make the assumption
that the band are aiming to appeal to the younger audience,
that may be involved with street culture. Their use of colour
and glamorisation of vandalism may appeal to the younger
generations involved with crime, which tend to be inner city
youngsters. From this I would say that the artist is trying to
target ‘city kids’, which is slightly strange as one would not
necessarily associate Coldplay with the younger rebellious
generation as their songs tend to be slow and ballad-like.
However, they may be appealing to this age group in order
to give them something else to think about than crime. The
album itself may carry a message promoting happiness,
which may deter the youngsters from crime.
O Due to Coldplay’s already large older fan base, it seems
they are trying to connect to the younger age range in order
to maximise their overall fan base.

8. What?
Coldplay are considered a rock band, and generally, rock
music and its advertisement is dark and more lustful.
Coldplay have converted the conventions of rock music
and gone with an array of bright colours. The advert looks
like this is the aim the producers had when making it. The
advert is so bold and ‘in your face’ it is basically
screaming, ‘Look we are different!’ which again targets an
audience of youngsters who thrive of new and inventive
things.