This document analyzes the advertising for Kings of Leon's album "Only by the Night". It summarizes that the advertising features a stern image merging the band members' faces with an eagle to symbolize power and strength for their rock music. It uses dark tones and mentions song titles to promote the album's powerful sound and entice existing rock fans to purchase it. The advertising creates a consistent brand identity for Kings of Leon featuring eagles and military-inspired designs and fonts to match the album's themes.

1. Elleah Stanton
KINGS OF LEON ADVERT ANALYSIS

3. THE WRITING
• The artists name is the biggest and most obvious piece of text on
the page. It is in a white font against a dark brown background, so
it is contrasted with the background making it jump out at the
reader.
• The release date is then the second most obvious piece of text on
the page. It is in an orange font, a colour which is not used
anywhere else on the page, making it really stand out against the
other colours of yellow, green and brown. Even though the album
name is bigger than the release date, the album name does not
jump out at the reader at first glance due to the fact that it is the
same colour as the image in the middle of the page. This makes it
get swamped by the image, so it less obvious to see. This of
course was done intentionally so that the consumers eyes were
directly pointed to the date in which they can pay the band
money.
• Again, like YMAS and MIKA, the text writes ‘THE NEW ALBUM’,
talking as if it is the biggest and most important album release.
• Again, it includes some of the tracks that the consumer may
recognise from the radio, that will feature on the album, making
them want to invest in the album and the rest of the songs.
• In the smallest writing it includes the website for the band
‘www.kingsofleaon.com’ and the website for the record company
‘www.columbia.co.uk’. This is the smallest piece of writing
because it is the least relevant to the promotion of the album.

4. THE GRAPHICS AND
GENRE
• This image consists of a quarter of each of the band members
faces to make one big loose face, which are then merged with the
image of an eagle. An eagle is usually symbolic of greatness,
stealth and power. The faces of the band all seem to be stern and
strong, so when these two images of power are superimposed
together, it forms a type of allegiance between man and bird. The
photos have been edited so that they consist of two colours: dark
brown and yellow/green. These natural tones create a ‘force of
nature’ type atmosphere when accompanied by the stern face of
the eagle. This then gives the image a very powerful tone, and
hints at the type of music that can be found on the album. From
looking at the graphics, one would then assume that the music will
be loud, dark and powerful, typical of the rock music genre.
• The crosses that appear at the edges of the images give the page
a military look as they look like the markings on a sniper scope.
From this, it looks like the beast of man and bird created in the
middle of the page is being targeted by a sniper/army. The creature
looks directly at the shooter with unsmiling eyes, symbolic of how
the band may be combating the music industry and its
expectations, head on.

5. THE BRAND
• The image used in the advert is the same as the image used for the album cover. However,
there seem to be two different album covers depending on the time of production. The other
image used for the album cover follows on from the themes of the other cover. This is
because of their formed brand identity. The other cover consists of red black and white, and
the image seems to be of birds (eagles) fighting. The same font is also used for the name of
the artist and the album name.
• Kings of Leon have created a brand identity that means that people will associate eagles and
military like fonts and colours with the band.

6. THE LOGO
• The is no use of the bands logo on this
advert.
• Their logo does not fit in with the brand
identity that is created with the adverts and
album cover, so it is understandable why
they didn’t use it. The curved lettering
seems too soft for the harsh tones and
themes of the ONLY BY THE NIGHT
album.

7. TARGET AUDIENCE
• The targeted audience is definitely existing fans of rock music and the band. If a
rock music fan does not listen to them already, the dark and powerful themes
that the advert exudes will tempt them to listen.
• The advert does not appeal to the younger generations due to the severe lack
of bright colours and the fact is contains themes that they wouldn’t understand
so the age range will be around 15 to 45.