Research and planning – advert: Drafts of adverts

PLANNING: DRAFTS OF ADVERT

DRAFT 1 FEEDBACK

POSITIVES:

- image of the diamonds is good
- colours compliment each other well

NEGATIVES:

- album/artist name?

key information missing

artist image?

does not compliment the digipak

DRAFT 2 FEEDBACK

POSITIVES:

- typography more consistent and relevant to artist/genre

- colour scheme works & compliments digipak

key information present

NEGATIVES:

- not enough gold in typography

- song outlines are too faint

- all space has not been used

From the drafting process we have received critical opinions from a person experienced in media which fine-tuned our connotations to genre characteristics, mise en scene and theory.

Research and planning – advert: Advert information

Advert information

It is extremely important that we plan the information that we will be including on our magazine advert, this enables the buyer to be aware of the information that would be on the advert. It also makes us appear very professional as we are organised with the information that we want to put on our advert. 

Artist name: Frankie Felone

Costume: suited & booted / all black

Hair and make-up: slicked back hair; neat and tidy

Album name:  "Felone Season"

Key Singles: 

-Felone Season

- Oh Well

Album release date: 

- Friday 15th September 2016

OUR TARGET AUDIENCE:

• Age: 16-21

Hip-Hop is an upbeat genre full of themes such as youth, passion and recreation. This reflects the youth, so we expect them to relate to the genre.

• Gender: both males and females

There are a vast amount of male and female audiences, so already within the genre exists a balance of consumption between the two genders.

• Race: black, white

Our primary research showed us that consumers of Hip-Hop include people of both black and white ethnicity, therefore we are targeting those groups as it seems likely for them to continue to buy Hip-Hop related media products.

• Audience category: E-C2

Themes such as 'the struggle', 'rags to riches' and youth are consistently explored in the genre of Hip-Hop. When applied to real life, these themes are mostly associated with social classes E-C2 due to the circumstances that many working-class people experience.

Themes:
- majority of advert will be hand-drawn (such as the typography); an idea taken from existing Hip-Hop products.

Lighting & Colour:
- colour scheme of black, red and cold. This is a typical characteristic of Hip-Hop. Red is known to represent danger, and some Hip-Hop has very violent connotations. Gold represents royalty, and our artist is an egotistical, wealthy businessman. Black is simple and could perhaps portray the urban elements to Hip-Hop as many people face problems living in urban areas. 

Cinematography:
- long shot of the artist possibly standing in an urban street
- neutral angle; the artist is neither superior nor inferior 

Other info:

- parental advisory sign

Available for download:

-Spotify

-iTunes

Research and planning – advert: Identifying conventions and analysing existing adverts

GENERIC CONVENTIONS & ANALYSING ADVERTS

It is important to identify the codes and conventions of example adverts to make direct links with our own ideas. The examples act as secondary modules of what we hope to recreate in certain aspects and elements. The purpose of an advert is for key information, such as tour dates, where the album or single can be purchased (e.g. Spotify), and to show off the artists creativity. Adverts can be on billboards and at bus stops but also digitally such as on the TV. This synergy created a stronger tool of promotion. All adverts needs to include star image, a title, the artists' name, download apps, the release date and any key singles. 

KANYE WEST - YEEZUS

• The obvious information "new album from Kanye West" on the actual poster makes it clear that there is a new album. This is star image, as it puts extra focus on HIS album. 
• The typography is a slightly faded font which looks like the 'war' fonts in computer programmes. This could be insinuating the angry tone to this album.
• Colour spectrum on the CD encourages that life is fulfilled with music. Also, the transparent CD cover draws attention to the product immediately. 
• Language on it such as "no pre order" is very professional like an instruction manual, indicating that the artist knows exactly what he is doing. Whereas "please" is very direct and builds a connection with the artist and the audience. 
• The biggest word besides the date is "YEEZUS" in capitals, Kanye West's stage name. This is reinforcing his pseudonym to be used by his fans. It's repeated on the red sticker, but this time hand-written, showing he has taken the time to create his image for the fans. The name itself is a play on Jesus, which reflects Kanye's well-known ego.
• More star image is shown through reverse psychology. Instead of a picture of the artist himself, it shows physical proof of the music - by completely skipping the act of showing the star, it shows him in a symbolic sense, with authenticity of his work.
• The main image is the CD, as previously mentioned. This is a technique in graphic design, inspired by the Japanese flag. Posters have a central, circle image which is manipulated into any object, face, etc. This makes it harder for the eye to pull itself away from what is being shown.
• The poster doesn't have mise en scene, setting, popular culture or sub-images. This is out of arrogance; 'Yeezus' knows he is a star, therefore only half the conventions are necessary to be successful. 

 ____________________________________________