JP - Deconstruction of an Advert

Genre
How is the genre of the track/artist evident?
The genre of this band and album is indie/alternative rock. This is evident through the mise en scene of the advert, firstly their costume consists of jeans, t-shirt and cardigans or jumpers, they are dressed very casually, if not 'scruffy'. By them being 'dressed down' it challenges the conventions of the glamorous popular culture, thus evidence of them being in the more niche indie genre. Also the lack of colour in the advert, with only the album name in red, all the rest being in black and white, conforms to the conventions of this genre.

Media Language
What visual techniques are used?
A mirror shot is used in this advert to show the fourth member of the band where he is not seen in the main shot, this allows a closer shot of the band member and shows a more realistic formation of a band practicing as they would normally practice in a circle, it gives a sense of realism. It is an interesting technique that is aestheicaslly pleasing for the viewer. Another visual technique used is that it is in black and white, which gives it a stylized look that conforms to the genre they are targeting.

What linguistic devices have been used?
The only writing on the advert written with colour is the album name, this is a clear technique that is creating a reading path for the viewer, it attracts you first to the album title and will stand out from the page. By doing this they have distinguished the important information straight away and will help it to be consumed by a more passive audience.

Is there any intertextuality/reference to popular culture?
As this target audience of this advertisement is not the mainstream audience, it is not necessary to have references to the popular culture and this advert could be described as being postmodern.

Representation
How are the band/artist represented?
This advert shows that the band are not conforming to the traditional conventions of the popular culture, meaning that they are represented against the mainstream beliefs of society. They could be said to be 'rebellious' as they are not complying to traditional conventions, by their costume and their messy hair styles.

Institution and audience
How might this print text be consumed?
I think that this advert will be consumed through posters and in magazines such as NME, and as it is not a elaborate advert it is most likely to be consumed in a focused way.