Basement Jaxx - Rooty

Electronic Dance
2001
Content:
This digipaks advert content is appealing to its target audience of aspirers of both
sexes between the ages of 20 & 40. For the example the main image on the advert is of
Snowflake the world's only known albino gorilla and the background is of stars with a pink
and blue spatter on the side. This element is likely to be appealing to its target audience as
aspirers tend to value attractive packaging more important than quality of contents so the
inclusion of bright colours, a background which doesn't match the main image of a unique
creature fits this as the image is very eye catching but doesn't necessarily make sense when
combined.

Style:
The advert is full of contrasting colours which is likely to be appealing to its target
audience for the same reason as the content. For example the use of a varied and vivid
colour scheme and the minimal empty space left not covered by the image. These elements
are likely to appeal to its target audience due to the aspirers tendency to value style over
substance when it comes to their media consumption habits so the inclusion of bright
colours and the high volume of visual stimulus is likely to appeal to them.
Language:
There is not a vast amount of language used on the advert which makes it likely to
be appealing to the target audience as aspirers care for extrinsic features so it makes sense
to limited words and language to the intrinsic elements like the album title, release date and
band name. For example there are only six pieces of text three of which are three elements
named above with the other three being a website, type of disk and cross promotion to
their live gigs. This element is likely to appeal to its target audience as the low level of

language used allows more focus to be spent on the image of the advert which will appeal
to an aspirer.

Layout:
The digi-pak advertisement is appealing to the target audience through its layout as
it features an image heavy style and uses the text to frame the part of the image which is
the album cover. For example the artists name at the top and the title of the album are in
the same place as they are on the album, above the apes head and below the apes chin
respectively. These elements are likely to appeal to its target audience as the layout of the
advert directs focus to image of the albino ape which will appeal to the target audience due
to the image and style heavy focus on an aspirers media preferences.

Plan B - The Defamation of Strickland Banks

Soul & Hip-Hop
2010
Content:
This digipaks advert content is appealing to its target audience of young explorers of
both sexes between the ages of 15 & 35. For the example the reviews on the side of advert
appeals to the explorers wish of indulgence, as it says that the album has been widely
praised by well known sources such as mixmag, and also their desire to highlight difference
as this album is in contrast to both the substance, style and image of Plan B's previous
album " Who Needs Actions When You Got Words" (shown below). These elements are
likely to appeal to its target audience as the inclusion of rave reviews appeals to the
explorers indulgent, sensation seeking and instant effect wishing side by showing the

audience that the album is widely viewed as successful and appealing to its audience as the
reviewers that are listed have all praised the album.

Style:
The majority of the album cover is monochromatic which is appealing to the target
audience of explorers and soul music enthusiasts due to the style of the advert being
conventional and sharing many similarities with other soul artists such as Otis Redding
(shown below). For example the minimal use of colour and image of the artist with a
microphone is a common feature in soul albums. These elements are likely to appeal to its
target audience as by making the advert conventional to the genre of the music it allows its
target audience to associate the conventions with the style of music allowing them to
identify themselves as the target audience.

Language:
There is not a vast amount of language used on the advert however the language in
the title is not fully successful in appealing to its target audience of young explorers. For

example the word defamation, meaning the action of damaging reputation, although is
successful in describing the concept of the album is an uncommon word which may be more
successful in attracting a succeeder rather than a explorer as an explorer tends to be
younger and lower on the socioeconomic scale. However The low quantity of text is likely to
be appealing to its target audience as the "instant effect" of images is greater and therefore
more appealing than that of a block of words.
Layout:
The digi-pak advertisement is appealing to the target audience through its layout as
it favours a simplistic and leisured approach which embodies Plan B paradigm shift from
hardcore hip-hop in "Who Needs Actions When You Got Words" to soul in "The Defamation
of Strickland Banks". For example in the former there was a lot more going on and featured
a busy image whereas in the latter the image of the artist is on its own with nothing else to
attract the audience's attention reflecting the much slower and more relaxed format of soul
in comparison to hip-hop. This element is likely to be appealing to its target audience as by
having a layout style which has similarities to the music's genre it will appeal to the audience
in the same way that the musical style does.