[MP] Evaluation (2)

• The brief was to create a promotional campaign of ancillary media to help sell the existing track that features in our music video. The campaign included a tour poster, advertisement for the single, and a digipak that would contain the CD.
• We have set out to create a cohesive band image to promote the single through the use of consistent costume. The T-shirts that are the main visual motifs of the music video are used throughout our print campaign to reinforce the association of the T-shirts with the band, making the band more easily recognisable to the consumer.
• The advertisement was designed to run in NME and EMI magazines, and as such is of A4 print size. Printing the tour poster in one of these magazines would ensure that those who viewed the advertising are likely to be interested in the product (the star) therefore not wasting advertising space.

The finished tour poster

• The text anchors the image of the band by being set across their middles, effectively tying the band to the page. This focusses the consumers’ attention on the centre of the page, continuing to reinforce the association of the T-shirts with the band.

• All of the texts link to the video through the T-shirts. These are the consistency throughout the entire campaign and the main link to the band. The font is also used throughout the promotional campaign, acting as a secondary method of tying the campaign together under a cohesive image.

Digipak 

• By using Dyer’s critical framework (Stars, 1998) on the construct of the star image, it is evident that the band conforms to his two essential paradoxes of being a star. Initially, the band is present, by featuring on all of the prints. However, they are also absent in the way that they are only shown in one pose each, meaning that they are only presented to the consumer as they are on the print – the consumer can only learn a small amount about them. The band is also shown to be ordinary in their costume being effectively ‘plain-clothes’, although their costume is a pivotal feature of this campaign. Also, their hair and expressions are not overly extravagant. The band is shown to be extra-ordinary simply by being on a poster. This honour is given to a very small proportion of the population, and the position is highly idolised by the general public.