JD: De-constructing a Digi Pack and Magazine Advert

The Digi pack which I am analysing is that of Mumford and Sons [sigh no more] I have decided to investigate this as it has a similar package to that which we are hoping to achieve. the six pane design allows a large enough space for a flow of ideas, however it it not so large that the package becomes more important than the music that it holds.

It will also allow me to investigate how the package affects dyers star image, as well as the effect the ad will have on the artist in the long term as it contributes to the stars meta-narrative. the advertising space will also be useful as it can teach us about the dominant reading path. something which will be vital in the production of our subsidiary media.

Front Panel

The first, noticeable attribute of the album is that the album cover shows the band's instruments. not only are these instruments associated with the artists, thus promoting them, but they are also representations of iconography. As they are musical instruments which are associated with the folk genre.
 
Looking at Dyers star image theory, we can see that the present/absent paradox has been created, this has been done through the positioning of the artists, and reading path. the bright white building is the dominant feature in the image, immediately drawing our eyes to the building and then down to the window where the band are stood, making the band the first thing we really notice. however the band members are not breaking the 4th wall. meaning that, although they are clearly present, they are also absent in the fact that they are not engaging with the audience. as the reading path is followed all the way down to the bottom of the Digi-Pack it then presents the name of the band, and the name of the album.

Mise-en-scene in also used in the cover to promote the album through further use of iconography, this being the clothing which the band are wearing. the old-fashioned clothing is a common feature of the folk genre, similarly the serif font used on the cover promotes a 'vintage' look, another common feature of the folk genre.

Back Panel

The back of the Digi-Pack has maintained the simple colouring which has been visible from the front panel. the colour scheme gives the package the look of being a professional production, this look is created through minimalism, as overcrowding can create an inappropriate, 'too much to say' look. The colour could also be said to be conventional of the folk genre as it is not vibrant, and is almost a 'rural' colour. The conventional serif font is also carried through to the back.

The image of a window that is used is a similar window to those on the front panel of the package, giving the impression of the back of the pack, being the back of the building the artists are in. a clever design, almost representing the fact that having the album allows you to have the artists in the package.

The layout of the track list is conventional, and can be found on many albums, it is arranged in a manor that allows all the tracks to be listed without the need for a font size that is too small, which is what you might find in an album that has listed the tracks one after the other in a more 'list like' format. The bar code is also located on the back, a vital part of the package. there is also a very small proportion of the package back dedicated to the copyright information, however due to its minimal size, it does not detract from the other information. 

Inside the Package.

The package consists of 6 panels, the far right panel has a plastic casing which is used to secure the CD, the centre is an image of the band, creating continuity throughout the package, and the far Left panel is a sleeve containing information on the band and the songs contained on the disk.

The disk has been coloured in contrast to the rest of the case, making it stand out, as it is the most important part of the package. the writing on the disk in the opposite colour to the disk making it really stand out. the font is also the same as it has been on all of the panel, showing continuity of the package.

The artists are shown on the centre panel, with a window for each of them, they are all in relaxed positions, and breaking the fourth wall, thus promoting activity with the audience, drawing the audience in, the relaxed body language connotes the 'chill' vibe which is a common in the folk genre. it also identifies the individual artists as individual people, with their own personalities, thus adding to the meta-narrative of the band, this is an important tool to the band to get their message across. 

Magazine Advert for 'Sigh No More'

There is a clear reading path for this advert, as the white writing is heavily contrasted on the solid black background. thus meaning as soon as we look at the advert, our eyes are immediately drawn to the largest white writing, which is the artist being represented, 'Mumford and Sons' our eyes then head down to the name of the album in question. then down to the image of the artist. and finally down to the review of the album. this means the advert has a very simple straight down reading path, making the ad appealing due to its simplicity. At the very bottom, the most popular songs which are on the album are listed, thus increasing the likelihood that someone looking at the ad has heard to song(s) and are increasing the likelihood of an album being purchased.

Dyers paradox of presence and absence is also utilised on the advert, as all the artists are shown in full on the print, giving them the air of being present, but the fourth wall is un-interrupted, meaning they do not interact with the audience giving them the air of being absent. thus drawing the audience to purchase the album as they want to know more about the album. the star image effecting paradox of ordinary, extraordinary paradox is also explored, as the artist are shown in ordinary clothes, however, the location and fact they are carrying their instruments makes them seem extraordinary. again adding to the mystery of the artists, adding to sales of the album.