Basement jaxx
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Amelia Cranstoun A2 Media Music Advertisement analysis Basement Jaxx – Rooty This advertisement from the Electronic Dance group of ‘Basement jaxx’ features elements in which I can use for my product research. This is because I can relate the work to lacey’s repertoire of elements. First of all the Narrative of the Advertisement is shown through album title. This is due to the way the word play links to the image of the gorilla eating a root. However the advertisement image of an albino gorilla in space shows no reference to a story or liable sense. Therefore the narrative of this work has to be seen as conceptual. This could also be seen as seen as iconic of an electro/ dance genre, as it creates a sense of ridiculousness and disorientation. This could be said similarly to the setting. The use of the stars and space background actually highlights to another album the group have done. This shows intertextuality and indicates an ego for the band. This could be likable for the audience as they may be amused or entertained by the arrogance. The splash of pink suggests excitement and wild chaotic fun. This A Large silver back gorilla infers dominance or predatory intimidation. Therefore the artists could be inferring their placement of power in the music scene, showing confidence in their work and success. The all-white ape as a Character shows the bands originality as it’s a one of kind image as there obviously aren’t any albino gorillas in real life. The idea that the image takes away reality and sends the audience into an imaginary world may say a lot about the music the image represents, inferring it may send you into a dreamlike state.
Transcript of Basement jaxx
Amelia Cranstoun A2 Media Music Advertisement analysis
Basement Jaxx – Rooty
This advertisement from the Electronic Dance group of ‘Basement jaxx’ features elements in which I can use for my product research. This is because I can relate the work to lacey’s repertoire of elements.
First of all the Narrative of the Advertisement is shown through album title. This is due to the way the word play links to the image of the gorilla eating a root. However the advertisement image of an albino gorilla in space shows no reference to a story or liable sense. Therefore the narrative of this work has to be seen as conceptual. This could also be seen as seen as iconic of an electro/ dance genre, as it creates a sense of ridiculousness and disorientation.
This could be said similarly to the setting. The use of the stars and space background actually highlights to another album the group have done. This shows intertextuality and indicates an ego for the band. This could be likable for the audience as they may be amused or entertained by the arrogance. The splash of pink suggests excitement and wild chaotic fun. This
A Large silver back gorilla infers dominance or predatory intimidation. Therefore the artists could be inferring their placement of power in the music scene, showing confidence in their work and success. The all-white ape as a Character shows the bands originality as it’s a one of kind image as there obviously aren’t any albino gorillas in real life. The idea that the image takes away reality and sends the audience into an imaginary world may say a lot about the music the image represents, inferring it may send you into a dreamlike state.
The advertisement uses Technical and audio codes such as high key lighting. The high key lighting creates a sense of electricity and excitement, in contrast to the starry background which connotes night-time. This binary opposite comparison indicates a sense of nightlife and partying, which is when Basement Jaxx’s music is popular to be played. Secondly the advertisement image of the gorilla uses direct address as it faces us front camera. This creates a connection and intrigue for the audience.
The title font of the band’s name on the advertisement is iconic due to the band using this same font for everything they do, whether it is Digi Packs’, Advertisements or even on TV adverts and Billboards. It helps the audience create an attachment and a sense of familiarity within the artist. Confiding that as much of a loud and creative electric sound their music brings, that they are reliable to continue creating the same type of music they always have.
Amelia Cranstoun A2 Media Music Advertisement analysis
Lighting colours – genre
