2. Although the picture of Machel Montano is relatively
small in comparison to the advertisement the light rays
coming from behind his silhouette emphasises that he is
a solo artist. Along with this, the rays around the image
being white separates the image from the background.
This is also seen as the image has been changed from
colour to black and white. Nevertheless, this also
connotes the album title being ‘the return’ as it shows
that he has risen above everyone else. The images are
also in the shape of a triangle and he is at the top,
denoting that he is back at the top of his game. The
composition of the picture also shows his breakthrough
and what he has achieved as his arms are in the position
which shows ‘this is who I am, this is me, take me as I
am’.
The surrounding images around Machel of people at
carnival and sound systems is a denotation of the Soca
genre as these are aspects that are affiliated with the
genre. As well as this, these images also being in black
and white could connote that he wants his music to
allow you to have a good time when listening to it. This
can also be seen by the coloured silhouettes of people
partying and enjoying themselves in front of the black
and white images.
3. The teal, white and black colour scheme
throughout the poster are contrasting and
powerful colours which stand out to the
audience. The teal colour used in the advert
can also represent the genre of Soca and
carnival as it is very bright and vibrant.
The artist name is in the shape of a triangle
showing that he is at the top of the hierarchy
upon his ‘return’. Along with this, the ‘M’ in the
middle is a denotation of his name as people
know him as ‘Double M’. The name of the artist
being bigger than the rest of the writing is also
an emphasis on him being a solo artist.
Although the name of the album is small the
font that has been used for it denotes the
name of the album. By the letter ‘U’ having
an upwards arrow it shows that he has
made a progression and is on the rise.
Likewise to this, the arrow point right after
the word ‘return’ also shows that he is
moving forward. Furthering from this, by
including ‘the album’ seems very forceful
presenting that it ‘the’ one to purchase as it
4. They have included a picture of the album
cover in order to show the audience what it is
going to look like when they purchase it – they
have used the same image which is on all the
advertisements so people recognise the album
and know what to look for.
They have used language techniques in
order to attract the audience – the use of
the words ‘smash hits’ usually insinuates
that the song is a well-known blockbuster.
The song list is present on the poster to show what
comes on the album. It also demonstrates the songs
that have been most popular throughout the carnival
season. The song list being on the album is also a
selling point as not everyone may know who sings
the song however, the will know the title of the song.
Along with this, the spelling of the songs fits the
genre as people from the Caribbean often shorten
their words so ‘D’ is ‘the’ and ‘guh’ is ‘go’. Furthering
from this, the composition of the grammar can also
be linked to the target audience as people who listen
to the genre will be familiar with the shortened
words.
5. They have shown his website on the bottom of
the poster as well as his store and world
exclusive of the website, as well as information
about getting the music on MP3. This is to gain
a larger audience – as well as this, through the
years people have stopped buying CD’s more
frequently and changed to purchasing music
digitally through sites such as iTunes and
amazon.
His DVD which consisted of his music
videos, tour clips and exclusive videos
was also promoted on the same poster to
tell his audience that there is more coming
from him in relation to his return.
By including that Machel Montano was Soca
monarch and road march king on the year of
‘the return’ it denotes the level of success
that he has achieved on returning to the
industry. This also coincides with the genre
as every year a Soca monarch is run for
carnival and by winning it shows that you are
the best Soca artist for that particular year.
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