The advertisement which i am deconstructing is an advertisement for Passion Pit, who are advertising their upcoming Album, Chunk Of Change, which was released on the 12th of Februrary 2009, it was advertised in a February NME taking up the bottom left hand corner of the page. The genre was slightly evident from the way it was minimalistic and with an abstract picture connoting there artistic flair and awkwardness.
The dominant reading path for this advertisement directly leads the consumer to the band name typography is very basic, this however makes it eyecatching, it is also the largest font on the advert and then leads us onto the album name, which is in a smaller font, then there is the release date in the larger font then the album title, this connotes the ranking of importance that they want you to know about. The rule of thirds applies here, especially to the picture of the abstract, psychedelic drawing in the bottom right of the thirds, this will confuse the audience as they will not know what this drawing is about and it is drawing them in so they will understand more about it. The colour of the advertisement is very bland, the background is a grayish colour and the writing is just a plain white, however this leads to its effectiveness as the drawing is extremely colourful and has a variety of colours which will make this stand out on the background even more and will be more likely to attract the viewers attention. It also follows one of Dyers Paradoxes as there is not a band member present on the advertisement page which connotes there star status already, even though it is there debut album as they do not need to be on the advert.
A linguistic device which they have used is a quotation from the NME magazine on supporting there album on a very good review which says,"Passion Pit make the bad go away," which could mean more to it then there music, possibly bad moods and emotions and also decided to use this in there advertisement as a neutral judge. The Artist title 'Passion Pit' can connote that there meaning is that they have a passion for music in there area and would like to display this passion, also the album title, 'chunk of change,' will interest the consumer as they will believe that there has been a change to there music and they will be interested to listen to the difference which they have made.
As this is a newly formed band they have not built up a meta-narrative, however I do believe that the meta-narrative could be formed from this advertisement as meaningful and stand out. They are represented in this advertisement as a very minimalistic group of people which can stand out from other bands due to there artistic flair by building up meaning to the abstract drawing.
This print text maybe consumed in different ways, it can be used in magazines, billboards or Internet sites as side banners or rollovers. They consume it simply by being drawn in by the pictures and the large font of the band name, and then the dominant reading path will take effect, then eventually they would have read all the writing.
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