Florence and the Machine - Advert

Florence and the Machine – Lungs

Image

Mise en Scene

Props – The main prop are the flowers surrounding the artist. The pink has connotations of love and beauty, which could be how the artist feels towards her music. Furthermore flowers are something of beauty and the quirky way that they grow around her is perhaps significant because she is surrounded by beauty and flourishes like the flowers because of her music and love for the music.

Colour – The majority of the image is surrounded by dark navy blue. This is significant because it creates a mysterious and full feel to the advert. It doesn’t feel empty and lifeless and the flowers flourishing around her anchor this idea. The green from the leaves of the flowers also has connotations of hope, which indicate the way the artist may feel about her album.

Positioning – The artist is central in the screen so that the audience know who she is and recognise her. However she doesn’t dominate the screen in a forceful way as her gesture is very relaxed which means that even though she fills most of the screen she still isn’t in your face. This is significant because the genre of indie music is very fulfilling but it is a genre that is not in your face.

Copy

Font – The font used in the advert is very curly and looped. This gives it a feminine feel and reflects the beauty within the advert. This is significant because the beauty of the advert perhaps reflects that the artist sees beauty within the music and she wants the audience to recognise that and see it for themselves.

Colour – All of the text in the advert is white. The meaning of this is that it stands out pure against the dark background. It suggests that the artist and the album is something clean and fresh in the music industry. And that perhaps the music is pure in the sense that its pure talent.

Genre

The elements communicate the genre indie mainly through the artist herself. This is because her attitude is laid back and very relaxed like the genre and it is not too in your face yet at the same time when you pay it attention it captivates your interest. Also the floaty outfit that the artist is wearing suggests that the music is free and flows beautifully.

Target Audience

The target audience does not seem specific; the advert is left very open to people of any age. It’s more focused upon whether people appreciate the music and the artist. The fact that it doesn’t aim for a specific age group suggests that the artist welcomes and appreciates people of all ages supporting her. Also indie music is very wide and can appeal and be aimed at anyone or everyone.

Mode of Address

The way that the advert captures the audience’s attention is by using some quirky elements that are eye catching within the image, for example the flowers growing around her. The mood/tone of the advert seems to be that its very relaxed and laid back which is shown by the artist’s gesture and body language in the image. She even has her eyes closed and looks peaceful.

Tagline/Title

The title of the album is “Lungs”. Lungs are straight away associated with breathing. This is something crucial to us and is naturally part of us, which may represent how the artist approaches music. It comes from within her and she needs it in her life, the lungs idea could represent the extent of her passion for music. This is anchored by the fact that the woman’s lungs are on show in the image. This links in well with the genre of indie because a lot of the emphasis is upon the passion that people have for music.

Representation

Gender – The woman is shown as a countertype of the usual image of women. Perhaps this is because she is the sole artist and she has the dominance. For example she is not shown as sexy but more shown as beautiful in a quirky way – she does not fit the general stereotype of a beautiful woman e.g. blonde, good cleavage, blue eyes. This suggests that the artists attitude towards women is to not promote this sexualised image of women and that she has some self respect.

Enigma

An enigma is created by the fact that we do not fully see the woman’s face and her eyes being closed cuts off this personal way of getting to know a person. Therefore people are going to be much more curious as to finding out more about the artist and getting to know her more. Also the date of the release makes people think about when that will be and brings buying it to the forefront of their mind.