Deconstruction of Advertisment
Arctic Monkeys meet Zane Lowe
Jack Clark
The advert shows the Arctic Monkeys sitting on a sofa being interviewed by Zane Lowe. By allowing us to see the artist we are able to distinguish a vague genre which appears to be indie rock. We can establish this by simply looking the clothing being worn by the artists. They are wearing very simple clothing with dark jeans which have connotations of rebellion as two of the band members are wearing white t-shirts.
The rule of thirds is used very well in this as it captures the artists sitting down on the sofa which allows us to see who is being interviewed. Also just above the artists heads is the MTV icon which instantly lets us know where this interview will be being showed. On the other side however the rule of thirds captures the word Gonzo, which is the name of Zane Lowes show. This allows the audience to see that the interview will be being shown on this particular show. Just below this there is some text which lets us know who will be being interviewed. The dominant reading path from this leads to a small speaker icon on the bottom right area in the rule of thirds. This then leads towards MTV2 icon which allows us to see the channel. This then leads to the bottom left of the advert which shows which website you should go on if you would like to see the pod cast of the interview. The colours used are fairly bright. Some of the text is in white because this is the information about the interview and the rest is in green as the less important information is shown. Also they have chosen green as white stands out much more than the green used. The text is quite sketchy and gives us the idea that the band are from an indie rock background. The linguistics shown suggest a relaxed interview but at the same time it gives us all the information we need to be able to watch it.
The band are represented as very calm and relaxed as they are only seen to be sitting on a sofa. Using Dyers critical framework on stars it is evident that the Arctic Monkeys are seen to be ordinary in the sense that they are sitting down having a talk with somebody but extraordinary in the sense that they are on television and that they have information that the audience doesn’t know. However with this linking to parasocial relationships the audience want to find out this information and so will watch the interview so that they can find out as much as they can about the artist in order to feel closer to them. They are represented as creative and talented and youthful.
The preferred meaning of this text is that the band the Arctic Monkeys are being interviewed on Gonzo by Zane Lowe on MTV2. It would most likely be consumed by a reader flicking through the pages of a magazine. This make the consumption of the advert passive. There is only a small chance that the consumption of this advert would be focussed. This would only occur if the reader has a strong parasocial relationship with the band and want to find anything about them to gather more information. Or if they had heard about an interview and want to find out more details.