Analysis OF Existing Adverts
1. Arctic Monkeys - ‘Favourite Worst Nightmare'
The same font is used on the advert as was used on the digipak. The bands name occupies 25% of the advert to draw attention and hook the reader’s attention.
There is a picture of a raven in the advert symbolizing darkness which relates to the nightmare theme. Perhaps the checkered belt round the bird is an associated with the police. This might symbolize trouble. The raven is shown on the inside cover of the digipak so the advert has picked up on this feature creating a common thread. The advert communicates that the music is ‘new’ and available to buy ‘now’. The digipak and advert incorporate the same colours thus creating another important link.
2. The Kooks -‘Inside in Inside Out’
The Kooks advert is almost identical to the front cover of their digipack incorporating a black and white image of the quartet playing their musical instruments. The same shot is used for the advert and digipak thereby establishing continuity. The major difference is that the band’s name is given greater prominence on the advert taking up about 25% of the poster. The same colour scheme is used in both cases though the title of the CD is positioned differently shown directly underneath the name of the band on the advert as opposed to framing the name of the band on the digipack. The advert informs the readers when the CD is due for release and feature tracks.
Flatplans
I have drawn up three possible ideas which I might to use for my advert to promote the 'Arctic Monkey's single 'Bigger boys and Stolen Sweethearts'.
Poster one
This option depicts a picture of beach huts shot at an unusual angle. The beach huts are linked with the seafront scene. I discounted this option because the link with song was not strong enough.
Poster two
My second idea was to concentrate on the a band member playing in the studio replicating the Kooks approach. I discarded this though as I wanted the image to connect with the mood and sentiment of the song. I wanted to convey the loneliness and hurt of being rejected.
Poster 3
My third idea was similar to the second relating to the band playing their instruments. I used the colour red in the flat plan design to covey the notion of love, romance and danger. The danger stems from the fact that bigger boy mocks and possibly bully’s the younger boy into giving up his girlfriend. The girl enjoys being the centre of attention and delights in the anguish of the younger boys situation. She shows little compassion for him demonstrating her shallow nature. The song lyrics state that she is "pretty fu+++++ far from nice"
Completed Advert
Ultimately I chose another design for my completed advert. I decided to base my advert on an image from my digipak in order to achieve the strongest connection between the two texts. I noticed The Kooks adopted this style. I wanted the image to evoke a feeling of smallness against an open landscape. I also wanted to portray the idea of solitude and reflection, as these are the sorts of emotions the young boy will be dealing with after losing his girlfriend to the bigger boy. The background is also reminds the younger boy of the good times he shared with his girlfriend. Essentially, he is coming to terms with lost love, which is a normal part of growing up. It is a passage of rites - a tough life experience. The colour scheme is grey depicting his melancholy mood and the sea choppy highlighting his inner turmoil. I learnt from my research the importance of showing the bands name in bold, so it is eye catching and grabs the attention of the viewer. I printed the name of the track in red to make the link with romance and danger. I added the website address so the viewer can go online and find out more about the band and their influences. Finally the purpose of the advert is to raise awareness of the band and their music together with communicating the release date of the CD to the public.
Evaluation
I asked friends for feedback through Facebook:
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