Advert and Digipak Analysis
How is the target
audience being
attracted and
what codes and
conventions are
used?
The sheer white top and her hair down is a
very simplistic outfit, which could insinuate
the simplicity of her music. Her image
does not need sexualising or changing to
make the target audience interested as
she has a clean and pure imagine. This
also fits the alternative music genre, as it is
very plain and simplistic. In pop music
videos, stereotypically the women are
sexualised to improve the image and
appearance of themselves and also give
themself a different appearance to distract
from the music.
Image- The colour scheme is
natural colours as she is wearing a
white shirt with a blue sky in the
background. This attracts people as it
is visually appealing as it seems
natural and calm. Also, the target
audience is from ages 18-27 who
could be looking for relaxed and
chilled music. The medium close up in
the centre of the image draws
attention to her serious face, with a
red coloured lipstick which can
insinuate danger, which some teens
and young adults are searching for in
early life.
Typography- There are two
fonts used meaning it is quite
consistent, with the large and bold
writing highlighting the album
name and artists name, suggesting
a bold and loud approach following
on from the connotations of danger.
This is also the recognised font of
the artist This is contrasted at the
bottom with curly writing giving
more of an innocent and feminine
look.
 The images are portraying sexual desires
Rihanna Digipak which could go against Rihannas
What meanings are being created by the stereotypical image and personality. This
use of codes and conventions? juxtaposes the rose on the cover, and also
supports Mulveys Male gaze theory. The
In the digipak, we see the
red lipstick and cheeks are all aspects
artist Rihanna as the main
included in the theory.
focus. This firstly shows who
the album is by and is a clear
message for anyone who
picks up the album to look at
the cover. Red is the main and
frequent colour throughout
the colour scheme, due to her
red hair and lips, as well as a
red tint over the top. Red can The rose used in the image is natural, This follows Goodwins theory
often connote danger, which contrasting the rest of the image. The as close up images create a
suits the album's name of bright red hair is not natural and neither is relationship between the artist
Loud. Red is seen as a loud the lipstick as well as the overall filter of features and the
colour which makes people the image. This connotes how she is viewer/audience.
aware of things, hence its use natural and innocent, however she can The typography is quite
on road signs. also be loud. Roses are also often related plain and spaced out. This
to love which can suggest that the album means the focus is again
is love related. on the artist.
Who is being represented?
In the digipak, Rihanna is being represented as Loud, as shown by her album title. The red theme
carries the dangerous connotations as previously mentioned which goes against the stereotypes of
women who are thought to be innocent and more of a calm authoritative figure. This comes from
traditional feminism that women have more of an active role in the home, caring for the children. In
this, we see independence as she is the main focus on all of the images. She is also heavily
sexualised, which represents that women are now more assertive, known as assertive femininity,
breaking out of the traditional gender roles. The word Loud is promoting positivity for women,
insinuating they can be loud and speak outside of their traditional role, which could be inspiring for
many young people. This could be representative of females who are unsure as to what being a
female is or what they should be.