2. This Digipak for Lana Del Ray’s “Born to Die” is
constructed in such a way that it promotes the
artist highly effectively. The first thing that a
consumer would see is the front cover, a the top
of which the artist’s name is written in a
large, bold, capitalised font the white of which
forms a strong contrast with the blue background.
This draws the viewer’s eye to the image of the
performer below, who is framed in the centre of
the image by a camera by a slightly low angle mid
shot, which has the effect of placing the performer
in a position of power over the viewer. This
presentation of Lana Del Ray as being in a
position of power and confidence which is
juxtaposed with a sense of voyeurism in that she
is presented as being conventionally attractive;
with perfect hair, flawless skin and pouting lips.
The juxtaposition of these two factors acts as a
major selling point for the artist and reoccurs often
within her advertisement- thus, we can identify
these as being part of Del Ray’s star persona. As
such, the use of such elements to construct this
particular star persona seeks to create a
consistent and memorable visual style which will
be easily recognised by the audience , who are
thus enticed to purchase Del Ray’s album.
Furthermore, setting is used on the front
cover to indicate the tone of the album:
while Del Ray dominates the image, the
outdoor setting subtly indicates that she is
confident and in charge of the world around
her.
Digipak-front

3. Six fold digipak-
allows room for
extra content- in
this case, lyrics-
which promotes
the artist. By
purchasing a six
fold digipak and
receiving the
extra
content, consum
ers not only feel
that they have
received a good
deal, but also
feel that they
have gained a
little more insight
into the content
of the CD. It’s a
bonus that
consumers are
willing to pay a
little extra for;
and that
performers are
willing to receive
more money
from.
Inner insert
contains song
lyrics- this helps
the audience
to better
recognise
each song and
increases
repeatability.
This should
help better
establish artist
recognition.
CD design is simplistic, but
the bold red of the
roses, which connote
passion and love, but also
danger, form a bold
contrast with the white
background.
Track list on back identifies content of CD- title track is at the top of
the list, and is the first thing a potential consumer would see.
Conventionally, the title track is the best known and/ or most
successful- so by having this at the top, the consumer would be more
likely to recognise the track and thus more likely to purchase it.

4. In terms of synergy and
recognisability; the basic
image and layout of the
magazine advert is exactly
the same as that of the
digipak. Although I
personally feel that the
necessary synergy
between the two could
have been constructed in
a more interesting manner,
this is an effective means of
constructing a consistent
and recognisable brand
identity.
It is not so much the
design of the magazine
advert which is of interest
here as it is the type at
the bottom of the image.
Web address given- giving a website not
only supports synergy and accessibility but
also helps to construct brand identity by
providing another platform through which
the access the performer’s material.
Release date-
informs consumers
when product will
be available.
Encourages
purchase.
Production company- conforms to demands of the
label; which also needs to be promoted as being
responsible for a performer such as Lana Del Rey.
Could potentially encourage consumer to purchase
products from other artists signed to this label.
There is something about the
use of imagery in the magazine
advert which becomes much
more apparent: this is the fact
that in terms of
typeface, composition and
mise en scene, this advert is
reminiscent of a 50s magazine
cover. The plain high collar
button blouse, the softly curled
hair, and solid, bold
typography and simplistic
composition are all features
which might be seen on
magazine covers from the
50s, such as the one to the
right. This has the effect of
subtly presenting Del Rey as not
only having vintage aspects to
her work, but also as having a
star persona which is similar to
that of a classical 50s celebrity
such as Grace Kelly.