The document discusses representations used in advertising Adele's tour. It examines how Adele is represented in a promotional video for the tour. Specifically, it analyzes how her appearance and behavior appeal to stereotypes like the "male gaze." It also discusses how elements like her clothing, makeup, and body language help attract male viewers. The document considers this representation in the context of theories like Laura Mulvey's "male gaze" and John Berger's idea of "women appear." However, it notes the video avoids objectification and potential offense through Adele's comedic portrayal. The video's message simply promotes Adele's website for tour details without an official slogan. It aims to entertain and inform viewers about the tour through A

1. What kinds of stereotypes are being
used?
Within the poster the use of colour
helps to appeal to the stereotypical
age range of the audience. This is
because it is a more grown up
looking poster to advertise the tour.
By using the three colours black,
white and red, it help to keep the
poster looking neat and professional.
This would help appeal to the target
audience because having a
professional look can help make the
tour seem more official to the public
and help want them to go out and
buy the tickets.

2. Consider why representations are used in advertising and the
appeal that they have in conveying meaning to the audience
All of these different types of advertising
are used to help keep audiences and fans
excited for new music that will be coming
as Adele had never done an official tour
before around the globe.
Not only having the tour, but the ways of
advertisements by appearing as a guest,
photos and videos all help appeal to fans
because Adele had not made many
appearances officially since 2013.
By having Adele come back, it helps to keep
fans entertained for millions of people
loved Adele in 2012 due to her fantastic
music. Adele has won 10 Grammys, 5 Brit
awards, 1 academy award, 12 Billboard
music awards, 1 MTV award, 1 Juno Award,
1 Kids Choice Award and a Golden Globe.

3. Campaign Message
Is there a slogan?
For the tour, there is no official slogan. This
is probably because not many tours do
actually use a slogan for their tour.
However, there is a unique selling point in
the poster. For example the use of colour
helps grab the attention of viewers.
For the hard-core fans, they will more
alerted because Adele’s picture is on the
poster.
The use of colour is very eye-catching.
Having black, , red as the main
colours helps to keep the poster looking
professional. For example, the red is very
eye-catching to get the attention of many
different people. The red can also was used
to convey where the locations are to
separate it from the dates.
https://www.google.co.uk/search?q=adele's+tour

4. Logo
The tour has not got an official tour
logo. Instead, it seems that the logo
for Adele’s album ‘25’ has been used.
‘Adele 25’ was most likely picked as a
logo because this was her most latest
album which concludes the end to
her trilogy of ‘19’ (2008), ‘21’ (2011)
and ‘25’ (2015) which are going to be
included in the tour as well as Adele
has officially said “I believe in
trilogies”.
http://adele.com/

5. Print-based Advertisements used in the campaign
Adele did many other forms of advertising, not just
below the line marketing, but also above the line.
Adele has a Facebook and Twitter page in order for
other users to follow or like her pages. This manages
to give the users the most recent message or ‘tweet’
from Adele so everyone can learn about her tour.
Facebook was one of the major ways in how people
found out Adele was going on tour as she had made
a video and posted it on her website and Facebook
page.
Adele also had adverts made in order to keep people
excited. For example there was a snippet advert
where the first few lines of her hit song ‘Hello’ was
put up with no information. This seemed confusing
at first due to how Adele had already released her
album but then rumors had started over social sites
of what the advert was about until finally Adele
announced what she was doing.
https://www.youtube.com/watch?v=DzTG4AXGmqo
https://www.youtube.com/watch?v=BArSjJY42nk
http://adele.com

6. Print-based Advertisements used in the
campaign and copyright
What were the main types of
advertisements for the tour?
The tour had been advertised mostly
through below the line marketing. This
means that the tour has been advertised
over on the internet.
For example, there has been an Adele
Facebook account set up for people to
like, share and get tickets.
The tour also includes T-shirt marketing.
The t-shirts have been made for the tour
for people who want to prove they are a
fan of Adele and keep it as a memory
that they went on Adele’s tour.
Is there any legal information on
the advert?
From looking at the poster itself as one
of the main ways of advertisement, there
is no clear legal information sited.
On Adele’s website, there is a privacy
policy link noted. The policy explains the
laws of England and Wales that are
adapted to the site and most likely the
tour within the site. The users of the site
who wish to sign up must make sure they
must abide by the laws, otherwise the
user is unable to sign up due to the
hazard that the laws may be broken.
https://www.facebook.com/adele/
https://www.sk-static.com/html/privacy-policy.html

7. Target Audience
Hartley’s 7 Subjectives
• Age: This video most likely is to appeal more to people of 15 years of age and
older. This is due to the language Adele uses in her video. This may come down to
ages of 12 because the swear words have been censored so viewers don’t hear
what she has said
• Gender: There is no restriction of gender for the tour as Adele writes her songs for
anyone.
• Class: There is no class required at the concert due to the fact that Adele has not
written any of her songs for a particular class. However, this video may appeal
more lower/middle class due to the type of language Adele uses and pronounces.
• Nationality: The concert does not expect a nationality for specific people as Adele
has her songs written for the world. The nationalities the video will consider is
Europeans and Americans as these are in the regions of where Adele will be
travelling.

8. Target Audience
Pass along audience
Pass along audiences are viewers which will purchase items that
are second hand.
The video will easily appeal to this range of viewers because they
will not have to purchase the video, but acknowledge the
existence of the tour in order for viewers to get involved with the
live showing.
For example the viewers may have just been on Facebook when
the announcement was made.

9. Representation
Adele is represented as a funny,
silly and clumsy person in the
video. This was helpful to add
humour to the video and keep
audiences relaxed when
watching.
However, the video may be
offensive at times due to Adele’s
language. To resolve this, the
video has censored out the words
that people may find offensive
and allow viewers of a younger
age able to watch the video as
well – as well as this adding in
additional humour.
#@?!
https://www.youtube.com/watch?v=BArSjJY42nk

10. Representation
Laura Mulvey
The video considered Laura Mulvey’s
‘male gaze’ ideology. For this, the
video had Adele present her tour.
This is because Adele is seen as a
particularly attractive person for
male viewers and this can help get
more and more tickets.
Male may gaze at Adele because she
looks attractive because of her eye-
liner and blusher to make her
cheekbones stand out as well as the
type of clothing she wears.
The fact that Adele is looking at the
camera, directs the video to viewers.

11. Representation
John Berger
This video can be seen to the idea of
‘women appear’ because within the
video, Adele is presenting for the video.
As also seen in the presentation, Adele is
wearing make up for the video to help
her keep up her appearance.
This means that stereotypically this video
will attract the attention of the male
gender because of how Adele has
represented herself in the image she
chose to pick, without causing offense.

12. Campaign Message
There is no official slogan for tour in
the video. However, there is a message
at the end of the video to advertise
Adele’s website if the viewers are more
interested about the tour and would
like to purchase some tickets or get
more information about dates,
locations etc.
There was also some information in
the description (for people watching
the video on YouTube) for information
on dates if people had trouble
accessing the website.
In this video the unique selling point is
seen when she announces she is going
on tour as she has not been on a tour
since 2011, as Adele is known for
having stage-fright.
https://www.youtube.com/watch?v=BArSjJY42nk

13. Legal & Ethical
Firstly, model release is considered
important through print-based media
products. This is where a company will
create a form for a model to sign in order
for a photographer to take their picture.
The form manages to make sure that
both the model will know what he/she
will be doing, as well as the
photographer knowing exactly that the
model is completely comfortable with
what they are doing, and taking through
no legal issues.
Copyright is one of the most important
example that has to be considered.
Copyright arises automatically when a
work that qualifies for protection is
created.
The work must be original. This means it
needs to originate with the author who
will have used some judgment or skill to
create the work. There is no need in the
UK to register copyright. When an idea is
committed to paper or another fixed
form, it can be protected by copyright.
For copyright to be allowed, the person
must be give the full permission to use
inspiring ideas from the certain
reference.
http://www.cla.co.uk/copyright_information/copyright_information/

14. Intellectual Property is having the right
to protect and stop people stealing or
copying the product. This links to the
poster because the poster therefore
must have been given the rights to make
sure their the poster can not be copied
unless permission is given.
Libel is where defamation is expressed
through print, writing, pictures, signs etc.
This will link to defamation of print
because the poster is a printed product
to promote the tour. This has to be
considered in advertising. The tour has
taken this into consideration by
advertising over different platforms of
advertising (for example a website, a
social site account etc.) to make sure no
one can cause any defamation to the
advertisement – and get even more
popularity by putting advertisements
around many different places.
A royalties payment is made to the legal
owner of the poster if another person
would like to use it for generating
revenue. This would be relevant to the
owner of this poster in case somebody
else would like to have legal ownership
of this poster for their own purposes.
Legal & Ethical - Continued
https://www.gov.uk/intellectual-property-an-overview/what-ip-is