Predominantly the layouts follow the visual hierarchy and have a conventional format. The main text is placed anywhere between the centre and the top of the page, therefore being the first feature people see. Additionally any imagery or photographs are placed in the same area to give this feature a similar visual status. This leaves the space between the centre and the bottom of the page free and therefore the information is commonly located in this area of the page.
The use of this familiar layout gives the product a recognisable image which is key to creating a product which is easily consumed by the viewer. Time equals money. Therefore by speeding up the consumption process you maximise sales and therefore maximise the profit margin.
Additionally I have identified that within my chosen genre due to the huge amount of different fonts used to identify different artists the product as a completed item has to be simplistic to avoid overwhelming the viewer. This links to my previous point of easing consumption.
Colour in EDM is a vital aspect. therefore from my products I plan to do some research upon colour theory which will allow me to select specific colours due to their theoretical meaning. As seen in these two products dark blue and a plum/purple colour is used and according to http://www.color-wheel-pro.com/color-meaning.html this is what these colours represent..
Advertisement 1
"Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity."
"Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy."
Advertisement 2
"Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic."
"White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection."
Conventionally females are used to advertise and attract the audience this is due to just over half the listeners being males as evident below from research from 2014 this links with Laura Mulveys "Male Gaze Theory" - 1975 which suggests media products force the perspective of a heterosexual male to be used by any viewer. This would maximise sales by focusing their marketing plans upon their majority target audience.
Additionally the use of female models links with the age group which makes up the majority of their target audience which is 18-24years for both males and females. For the 55% of males 20% of them lie in the age bracket of 18-24 and for the 45% of females 13% of them lie in this same margin. The 55% of male listeners are the receivers of the male gaze concept coined by feminist film critic Laura Mulvey. It refers to the way visual arts are structured around a masculine viewer. It describes the tendency in visual culture to depict the world and women from a masculine point of view and in terms of men's attitudes.
However I intent to defy this technique by using a male character in my advert, the protagonist of the production piece. I have made this decision as I believe the whole idea is to in turn boost the artists recognition in the industry. Therefore by using his identity across all the products the advertisement is magnified in all areas of consumption by my target audience.
http://www.dancingastronaut.com/2014/07/study-reveals-demographic-breakdown-edm-fanbase/
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