CR- Advert deconstruction

Genre

The artist is standing wearing sunglasses, which are often associated with artists in the rap and R&B genre. The chequered shirt is favoured by artists like Bruno Mars who also belongs to the same genre as Taio Cruz. With the use of location it is fairly exotic associated with rap and R&B artists and their videos.

Media Language

The advert shows the artist standing breaking the fourth wall, addressing the audience. The use of the ‘rule of the thirds’ has the top third of the poster used for the titles introducing the artist. The lower third of the poster lists some of the artist’s finer achievements, listing his top hits. The bottom right third shows the front cover of the artist’s previous album from which most of the songs on the album I’m studying come from with some new additions. The artist himself is pictured in the middle third, as with the album cover this can connote the artists independent approach his music. The text in the top third states “Introducing” suggesting that the artist is fairly unknown and needs to be introduced. The font in which the artist’s name is written in a text that is conventional with the artist. This album is very postmodern as it uses the artists previous work to advertise his new pieces creating a pastiche around the audience.

Representation

This poster conforms with Dyer’s paradox’s as the artist is standing alone on a contrasting background making the artist present but at the same time he can be seen as absent as most of his recognisable features are obscured by his sunglasses conforming to the first paradox. The poster also conforms to the second paradox, as the artist is extra-ordinary as he is seen in an exotic location often associated with the genre the artist belongs to. However he is also seen wearing a chequered shirt associated with regular costume thus conforming to Dyers second paradox thus conforming to the ‘star image’. The artist also creates a meta-narrative through the use of shades and exotic locations where he is featured in most of his videos. This ensures that the audience recognises the artist and are loyal to their idol as he is just as similar to himself as he was before the advertisement.

Institution and audience

The text is designed to be consumed as a paper advertisement as it is not designed to be interactive as a live advert would be nor does it single out the audience as a television advert would be. As the artist is seen as breaking the 'forth wall' as if he is addressing his target audience. He is also wearing costume that  is conventional for him allowing the audience to associate themselves with the artist, thus creating a target audience.