LS - Advert Mock up

Above is my advert mock up (sorry about the quality, I had to take a photo of it as I don't have a scanner). The photo in the centre of the advert will be a crane shot of Florence wearing the dress, whilst spinning so the dress goes out like the photograph. In the end I did not include music reviews as there was no room underneath the photo but if I was to enlarge the advert to a half page or full page advert I would include reviews. I imagine this advert appearing in NME as this is the magazine that Florence features in.

Semiotic Analysis of Advert Mock Up

1. Identify the signifiers. What do they connote?
The photograph in the centre of the advert is of Florence spinning. The colours of the dress she is wearing connotes the circus making Florence appear to be fun and quirky. The circle shape of the photograph relates to her single cover for 'Dog Days are Over' as this too features a photograph in the centre in the shape of a circle. In the top left hand corner is Florence's logo. This is an important part of Florence's star image as it is featured on all of her album and single covers and therefore makes the advert recognisable as being hers. In the right hand corner of the advert is the record label Florence belongs to. This not only tells the fans which label Florence belongs to but also enables them to recognise artists who are part of the same label.

2. Juxtaposition
This advert constructs the image that Florence is an artist who is quirky and creates fun music. This is constructed through the use of the image of her spinning as the dress is reminiscent of the type of patterns used on circus tents.

3. What social myth is this advert conforming to/challenging?
The advert is reinforcing the social myth that women should wear dresses or skirts as they are seen is more female. This is because Florence is wearing a dress in the photograph. In reality, she is a wearing a dress because it creates a 'floaty' feel that coincides with the sound of her music and also Florence never wears trousers in any of her performances. In addition, trousers would not work in the same way as a dress in regards splaying out when she spins.

4. Indexical signs - what does the product become?
The product creates the impression that the person looking at this advert is unconventional. This is because many people associate the circus with being strange and featuring people who aren't part of mainstream society.