Group - Today's work

Today we learnt how to deconstruct an advertisement. I learnt that we need to make a reading path in our digipak and advertisement in order to make it successful. It was evident in the advert is used and others that I saw that the reading path is key in viewing the advert. It allows the creator get across their message knowing how it is be read. This gives them the ability to get the main message across successfully.

This is the advert I was deconstructing in the lesson. It is obvious what the reading line is. Jarvis has put an arrow from his name to him. This is very post modern as it goes against the norms of advertising structures.

1. Identification of signifies/elements/connotations/iconic signs.

Jarvis is written in a very stylised font. This font represents fun, bubbly and creative. This is typical of the genre. Jarvis is demonstrating his personality by walking with an open-ended posture showing he is easy to talk and listen to. In terms of mise-en-scene his clothes are quite old fashion looking. This would demonstrate a certain sense of individualism about Jarvis. This is also represented in his music as well.

2.Juxtaposition of signs = band/artist image

The juxtaposition of these signs means that the artist's image is constructed as dominant and creative. This is constructed by the clothes and posture of the artist. He looks to be very confident about what he is doing and where he is going.

3. Social myths that the advert conforms to or challenges

The advert shows confidence and Individuality. Jarvis seems to challenge the social myth of trying to fit in. It is common in the music industry for a band or artist to try and start a trend of clothing. Jarvis is wearing something quite different to how the mainstream music is going in recent times. I feel he is going for a "hippy" kind of look. This signifies love and freedom. His posture conforms with his image also.

4) Indexical signs

These signs how the consumer is view for reading this advert or listening to Jarvis's music. For this advert is would suggest that this person was not conforming to mainstream images and ideals. It would suggest a certain individual aspect to this person. Jarvis is seen to be a relaxed and confident man. I believe the consumers of Jarvis's music would be in a similar category to him. The advert has a certain rock and roll feel about it. The consumers of the artist and music I believe would conform as music to the mainstream social norms and beliefs