This advert has several key aspects to it that both
effectively inform the viewer of the album as well as promoting it well:
Ø The
band’s name being the predominant font (text) within the advert means it stands
as one of the main visual aspects of the advert-effectively grabbing the
viewers’ attention. The style of the ‘and’ sign gives off a sense of the
eccentric/country feel of the album (band) straight away, meaning both the band
name and style (genre etc) are straight away given off
Ø The
album name being positioned centrally at the top of the advert below the band name means it becomes the second main text within the advert, linking
with the title through the same use of font, colour and also its predominant
size on the advert. This means that when looking at the advert, the viewer
straight away knows the name of the band’s new album name and that it exists.
Ø ‘A
band who now they’re onto something not just good, but spectacular’, being a
new and up and coming band, this advert’s use of an NME quote means very
effective promotion for the band’s first album. NME being a very well
established music magazine means that featuring this quote will be sure to grab
a wide range of viewers’ attention-suggesting the album will be ‘spectacular’ meaning
potential fans will be persuaded further to purchase/listen to the album
Ø The
use of a border around the ‘including’ aspect of the advert means
visually highlighting specific tracks from the album persuades people to either
listen to these tracks before purchasing the album (the most popular tracks
within the album)-leading to the high chance of them purchasing the album (if
being within the target audience of the band).
Ø Including
that the band belongs to ‘island records’ at the bottom of the advert (the logo
being clearly visible) allows the viewer to get a sense of what the content of
the album will be like/the band themselves (being new to the country
scene)-island records being a well-established record label giving off a sense
of almost ‘trust’ that the band is worth listening too etc.
Ø Including
individual images of the band members centrally to the advert means each stands
as important (the lead singer isn’t the main focus). This gives off a sense of
equal importance, whether this is because they’re a new band or because they
all serve as key parts to the album. The images having a faded/vintage effect
(partnered with the vintage style text font and ‘worn’ background of the
advert) gives off a sense of the ‘country’ genre of the album/the band. The
almost modernised feel coming through (from both costume, photo-editing)
reflecting how they differ from different country bands
How the advert appeals to the brand’s target audience-
How the advert appeals to the brand’s target audience-
Ø The main target audience for the band being aged from
early twenties to early thirties is clearly target well within this advert due
to the elements of formality in the structure/layout (colour scheme) paired
with the ‘younger’ feel given off by the photo editing/positioning and almost ‘flamboyant’
(vintage) styled text.
Ø The country feel given off in the advert presents the
band well-the mise-en-scene of the images of the band members and colour scheme
giving off a country feel to the album (the band), however the bands body
language, appearance and aspects of their costume give off the sense that they
are ‘now’ and modern, straying from the typical conventions of country groups.
Ø Wanting to attract country fans (as a genre), the poster
succeeds this well, the vintage colours used throughout as the main colour
scheme gives off a strong sense of country and
the band’s ‘take’ on the country genre.
Ø NME attracting a large range of individuals interested in
a large range of music genres of a similar age range the band targets means
that the quote used on the advert will be sure to attract a very large amount
of people within the age being targeted
Ø By including three tracks that are on the album on the
advert, the advert promotes single tracks that people are likely to listen to
before purchasing the album-selecting the three most popular tracks meaning
they are likely to be interested/enjoy the tracks (album)-get a sense of
Mumford And Sons ‘take’ on the country genre
How the advert synergises
with the album digipak:
Ø The representation of the band is similar within the
front cover of the album and the advert, having a strong country ‘look’
(through costume, props and mise-en-scene)
as well as a sense of being a quirky, ‘now’ band (individuals) within
this music genre. This can be seen through the body language of the band and
how they are ‘interacting’ within the album cover-almost becoming ‘comical’ as
if they are ‘inviting’ the viewer/purchaser of the album to ‘join in’ (gives a
personal feel to the viewer)
Ø The country styled design featured on the inside of the
album and on the CD is similar to the one featured on the advert, below and
above the images of the band members means that they synergise in this way-both
giving off a sense of their individuality as a country band, something that
makes them stand out as a band in the current music industry (what their fans
most idolise them for)
Ø The album artwork being predominantly white (light pastel
colours) with the block colour of black for the CD allows the CD itself to
stand out from the artwork, whereas in the advert the images stand out visually
against the black background (almost reversing the colour schemes and therefore
allowing them to synergise)
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