GD: Advert Analysis

Florence and the Machine - 'Lungs'

I chose to analyse this advert for Florence and the Machine's debut album 'Lungs' because she is another artist similar like Ellie Goulding but put hers own unique slant on the indie music genre

Genre
How is the genre of the track/artist evident? The genre of the artist is Indie, which is shortened from independent. This album cover has typical indie feel because it is not overly styled and it does not rely on the artists body or face to sell the album.

Costume – Florence is known for her loose fitting peachy/cream vintage dresses and her signature red hair this advert shows both of the artists star motifs.

Setting – The artist is standing in front of a woodland ares with pink flowers entwined, the advert has a Gothic feel to the setting.

Colour – The colours on the advert contrast in order the make the artist stand out, by having a Gothic and dark background makes the artist stand out because of her porcelain skins tones and pale dress.

Typography – There is a variety of font used. The artists name is written in natural and 'handwritten' font which reinforces the indie and unique aspect of the album whereas the albums title is in stronger bold font which makes it stand out and it becomes obvious that it focal point of the poster.

Media language
What visual techniques are used?
The rule of thirds is again evident in this advert as although the artist is positioned in the centre of the poster her body position varies between the 1st third and the last third. the Kate Nash album cover. The advert features a strong visual pathway as the audience first looks at the white artists name, then the artists pale skin draws you down to the name of the album and then the release date.

What linguistic devices have been used?
The title 'lungs' is reinforced by the image of lungs super-imposed on the artists. This gives the impression that the artists music is wholesome and really sings from the 'lungs' which would conjure up a style of music in the audiences mind.

Is there any intertextuality/references to popular culture?
Postmodernism is evident in this advert as there is a small aspect of borrowing from another music genre for example the Gothic background could be expected in rock or metal band advert.

Representation How are the band/artist represented?
The artist could be represented as unusual and unique manner because of the visual body parts. The artist is represented in a positive way in which does not alienate any consumer group.

Institution and Audience
How might this print text be consumed?
This text may be consumed in an ambient way at first, because of the uniqueness of the style of music, through hearing the song on the radio or through award shows or through music television however this may then lead the audience to focused viewing to encourage them to buy the whole album.