MACHEL MONTANOMAGAZINE ADVERT ANALYSIS

Although the picture of Machel Montano is relatively

small in comparison to the advertisement the light rays

coming from behind his silhouette emphasises that he is

a solo artist. Along with this, the rays around the image

being white separates the image from the background.

This is also seen as the image has been changed from

colour to black and white. Nevertheless, this also

connotes the album title being ‘the return’ as it shows

that he has risen above everyone else. The images are

also in the shape of a triangle and he is at the top,

denoting that he is back at the top of his game. The

composition of the picture also shows his breakthrough

and what he has achieved as his arms are in the position

which shows ‘this is who I am, this is me, take me as I

am’.The surrounding images around Machel of people at

carnival and sound systems is a denotation of the Soca

genre as these are aspects that are affiliated with the

genre. As well as this, these images also being in black

and white could connote that he wants his music to

allow you to have a good time when listening to it. This

can also be seen by the coloured silhouettes of people

partying and enjoying themselves in front of the black

and white images.

The teal, white and black colour scheme

throughout the poster are contrasting and

powerful colours which stand out to the

audience. The teal colour used in the advert

can also represent the genre of Soca and

carnival as it is very bright and vibrant.

The artist name is in the shape of a triangle

showing that he is at the top of the hierarchy

upon his ‘return’. Along with this, the ‘M’ in the

middle is a denotation of his name as people

know him as ‘Double M’. The name of the artist

being bigger than the rest of the writing is also

an emphasis on him being a solo artist.

Although the name of the album is small the

font that has been used for it denotes the

name of the album. By the letter ‘U’ having

an upwards arrow it shows that he has

made a progression and is on the rise.

Likewise to this, the arrow point right after

the word ‘return’ also shows that he is

moving forward. Furthering from this, by

including ‘the album’ seems very forceful

presenting that it ‘the’ one to purchase as it

is the best.

They have included a picture of the album

cover in order to show the audience what it is

going to look like when they purchase it – they

have used the same image which is on all the

advertisements so people recognise the album

and know what to look for.

They have used language techniques in

order to attract the audience – the use of

the words ‘smash hits’ usually insinuates

that the song is a well-known blockbuster.

The song list is present on the poster to show what

comes on the album. It also demonstrates the songs

that have been most popular throughout the carnival

season. The song list being on the album is also a

selling point as not everyone may know who sings

the song however, the will know the title of the song.

Along with this, the spelling of the songs fits the

genre as people from the Caribbean often shorten

their words so ‘D’ is ‘the’ and ‘guh’ is ‘go’. Furthering

from this, the composition of the grammar can also

be linked to the target audience as people who listen

to the genre will be familiar with the shortened

words.

They have shown his website on the bottom of

the poster as well as his store and world

exclusive of the website, as well as information

about getting the music on MP3. This is to gain

a larger audience – as well as this, through the

years people have stopped buying CD’s more

frequently and changed to purchasing music

digitally through sites such as iTunes and

amazon.

His DVD which consisted of his music

videos, tour clips and exclusive videos

was also promoted on the same poster to

tell his audience that there is more coming

from him in relation to his return.

By including that Machel Montano was Soca

monarch and road march king on the year of

‘the return’ it denotes the level of success

that he has achieved on returning to the

industry. This also coincides with the genre

as every year a Soca monarch is run for

carnival and by winning it shows that you are

the best Soca artist for that particular year.

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