[DF] Print Ad Deconstruction

Print Ad for Placebo's single 'Meds'

 

Genre

How is the genre of the track/artist evident?

The band and album are generally placed in the alternative rock genre. This album in particular saw an increased use of synthesisers and keyboards and focused on a much more 'back-to-basics' approach. This is evident in the print ad through the simplistic use of negative space, clear, simple font and an enigmatic image.

Media Language

What visual techniques are used?

The image in the centre right is most prominent and makes use of layering and rotating/flipping as well as negative colour and transparency to portray an enigmatic depiction. The surrounding black negative space helps to emphasise the image and perhaps add to a sinister feeling.

The font is bold and simple, and is sized according to a hierarchy of importance and intended impact. The band name and album name are the largest, with information about the single in smaller font below, a review below that and finally a selection of tour dates. The band name is also coloured green to further emphasise it in the otherwise black and white content.

How is meaning generated through these techniques?

The meaning behind these images is purposely obscured  by the use of colour, negative space and indescript font. However, there is a certain sinister feel generated by the dark colours and negative, layered, transparent image. The image also fits in with the album thematically. The lead singer and guitarist has said: 'I think there's a lot of songs...about the dangers and effects of drinking' and the layered image appears to show sad, potentially damaged people and this could link in with the dangers of drinking.

The green colour of the font spelling 'Placebo' is used to emphasise the band and anchor the image around them.

What linguistic devices have been used?

The word 'meds' implies a deterioration of health and this paints a bleak picture as the backdrop of the album and print. Similar associations are formed with the band name 'placebo'. A review is also used on the print ad to shape the consumer's opinion by using the comments of a highly well-known music magazine - NME. The review itself says 'the masterpiece they've always promised to make' and this creates a sense of anticipation and a sense of 'this is what you've been waiting for' in its language.

Is there any intertextuality or references to popular culture?

The only intertextuality which appears to be present is the mention of NME to validate the positive review and make the consumer more inclined to side with the opinion presented.

Representation

How is the artist represented?

The artist is represented as dark, serious and enigmatic. This is done partly through the use of colour, but also in no small way through Dyer's paradoxes. The artist is seen as present through the inclusion and emphasis of their name, and yet absent in their actual photographic absence in the image. The damaged and sad state of the layer people make it somewhat relatable and ordinary, however the negative colour distances it, making it simultaneously extraordinary. It is through this that an incoherent and incomplete image is formed.

Institution and Audience

How might this print text be consumed?

This print ad was featured in a music magazine. This means that its consumers are likely to be interested and more likely to be active consumers. It is also featured alongside other advertisements, meaning it is in competition for audience attention. This may be the reason for the enigmatic style of the image, as it raises questions in the consumer's mind demanding that they buy the product and find their answers. The black negative space is also fairly atypical and plentiful, making the black eye-catching on the page itself.