A digipak is a style of CD or DVD packaging which usually is card or paper on the outside and then has plastic on the inside in the form of a plastic tray which holds the CD or DVD. Typical features of a digipak; Like a book, they normally have a gatefold. Made from either card or paper Normally used for albums or special edition CDs or DVDs More likely to wear quicker than normal plastic cases. Typical features of a digipak; Like a book, they normally have a gatefold. Made from either card or paper Normally used for albums or special edition CDs or DVDs More likely to wear quicker than normal plastic cases. In the early 2000s, Digipak’s became popular with artists and record labels. Format of Digipak’s FOLDS Digipaks are designed to fold into a square case, however, there can be many different ways in which they can have different panels and then result into the square digipak. FRONT Main promoter of the Digipak; draws customers in. Tends to have an eye catching picture on them The song or album title is also usually found on the front panel BACK Is also another main promoter of the CD INSIDE You will find the plastic holder for the actual CD. Typically more information.

Image of the artist, Katy Perry, on the front of the digipak. Main promoter of the album is the artist; Katy is classed as a ‘sex symbol’ which is played upon via the photo which shows her lying naked but covered up with candyfloss. This heightens her label as a sex symbol, and allows her to play this to her advantage by using her femininity and status she will appeal to not only her target audience of teenage girls, but also to the male section of the target audience because it is played upon how attractive she is, which ultimately appeals to young men. The middle section of the digipack shows the credits to the producers and writers who have helped Katy with this album. This is so that the contributors to the album have been accredited and therefore, no legal implications will apply. There is also the album track listing so that the consumer knows what songs are on the album, and therefore whether or not they want to buy it by being influenced by seeing what songs are included. The candy floss theme has been continued throughout as the dominant background, which suggests a sense of continuity. Information about Katy’s social media and record label is also included, which will promote the record label and social media so that more people become aware of how to follow Katy and also the record label that she is associated with, therefore allowing both the record label and Katy to obtain a larger following. Parental advisory for explicit content warning has been included on the bottom right of the front of the Digipak. As it is on the front it means that anyone buying the album will immediately know that strong language is included in this album. This has to be done by the RIAA, which is a company that labels albums with the parental guidance logo and warning if the album is categorised as being an album which should require parental guidance to listen to because of the content involved with it. The back of the digipak is again a main promoter of the song and the artist, and consequently an image of Katy has been used on the back cover. The image is of Katy lying on this candyfloss and it is very obvious that she is naked, however, the candyfloss and close up of her face stops too much exposure for a CD cover, which wouldn’t be appropriate for mainstream selling. However, the implicit suggestion of her being naked is still there, and this still contributes to the idea that one of Katy’s selling points, besides her talents, is her looks and her body. Therefore she evidentially uses this to her advantage to maximise sales. Inside the actual case is a plastic casing which contains two CDS. The CD casing follows the theme of sweets/candy which is what the style of the digipack is, and so the idea of continuity comes across through this, and really establishes the theme for Katy as an artist and promotes her album because it is memorable. There is also an image of Katy which is included within the insert of the Digipak, which again, is encouraging artist promotion because it makes it very clear which artist this album and song are for.

Katy Perry, the artist, is on the front of the advert using the same picture as the front of the album cover. Main promoter of the album is the artist; Katy is classed as a ‘sex symbol’ which is played upon via the photo which shows her lying naked but covered up with candyfloss. This is a direct link between the digipak and the advert for the album. The image on the front would’ve been taken specifically for this advert, and consequently will not breach any copyright issues with the original owner of the image. The image itself is playing upon the fact that Katy is an attractive lady to maximise the sales as it opens up the potential audience because it appeals to males as she has this ‘desirable’ sex symbol look about her. The fonts on the front of the advertisement are the same fonts as the fonts on the digipak which indicates some continuity between them. Furthermore, the colours relate to the theme of the advert and album, candy, and this immediately creates the theme for the whole advert. The fonts, in particular ‘Teenage Dream’ are very successful in continuing the candy theme as they are trying to represent a swirly lolly sweet. Furthermore, the chosen colours for the other text continues with the colour themes and therefore also indicates the candy theme. As this sense of continuity has been established it allows people to easily make links between the advertisement, artist and digipak, which therefore increases awareness. I particularly like the fonts used as I feel that they are eye catching and draw your attention straight away to the advertisement. There is information about Katy’s website which is located at the bottom left of the poster. This promotes her website allowing people to go and visit her website, and therefore gain more awareness of her as an artist. Information about the album is also displayed on the poster. Underneath the album title ‘Teenage Dream’ there is text which states how this is Katy’s new album. This is important because it shows how Katy has released a new album, ultimately what the poster is advertising, and gives people that information about the release of music from Katy. Below the information about the new album the text goes on to state that it includes the hit singles and then lists 4 songs. As the advertisement is for the album which comes out after these 4 particular songs have already been established, this is important because, having the established songs advertised allows the audience to see what songs, if they didn’t already know, that Katy has on this album, and as they are already hit songs, they may be persuaded to purchase the album. Central of the advertisement is Katy Perry’s name which is large enough to notice on the advert when just glancing. The central positioning of Katy’s name is important because it means that this is the first thing, along with the picture of Katy herself, that the audience see, and therefore enables instant recognition for Katy as an artist.

The name of the album is ‘Red’ which is on the front left of the digipak is actually in the colour red which sets the scene for the album and the theme of the digipak. The colour red is also a dominant colour within the digipak, with the red being the dominant colour for the lipstick on the artist Taylor Swift and on the CD where the album name is mentioned and the colour red is on there in the forms of stripes. The main picture on the front of the digipak is of Taylor Swift, who is the artist of the song. The image of Taylor is a close up of her face which is positioned so that her lips with the read lipstick on are the main focus and central positioning of the image. This links with the theme of red which is the album cover and the dominant colour used throughout the digipak. The image will have no copyright implications as it would’ve been taken with the sole purpose being for the promotion of Taylor Swift and therefore will be suitable for use on the digipak and any other promotional advertisement that has the purpose of promoting Taylor and her album. Below the picture of Taylor is her name, which is positioned to the bottom left of the digipak and is in white. White and Red are the two main colours throughout the digipak and therefore creates a theme based upon these to colours. Inside the digipak on the left hand side is a booklet containing all the contributors details towards the album; anyone who has helped write or produce a song- this has been included to make sure that there are no legal implications regarding songs because all copyright measures have been avoided so that no song can be categorised as copyrighted and all the contributors have been accredited for their work. The main image on the front of this booklet is Taylor Swift, which although is promoting her as an artist also continues with the theme of red and white which was crated on the front of the digipak. Taylor is wearing a white top and red lipstick, which continues with the theme of red and white, therefore creating this sense of continuity and with that making a lasting impression upon those who have purchased the album. Details about Taylor Swifts management and record label are here which not only allows people to understand what record label she belongs to but it means that they are also gaining some promotion from the sales of Taylors album because people will ultimately become more aware of them. The actual CD for the album is in the right hand side of the plastic casing and continues the theme of white and red which was established on the front of the digipak. The title of the album is Red and is also included in the colour red, as is the name of the artist, Taylor Swift, which is included in the colour red. There is then red stripes down one of the sides of the white CD case. As this continues with the colour theme it emphasises the sense of continuity and artist awareness and therefore makes a lasting impression upon the audience.

This advert is particularly different to quite a few of the other adverts which are advertising album, but I really like the way in which this advert has been created to promote the album, and I find it extremely effective it promoting the album, Red, and the artist, Taylor Swift. It is very simple, however is still effective in promoting the album, artist and release date. The phrasing of this sentence “The World will turn…” suggests that this album that Taylor is releasing is something which everyone universally can enjoy and will enjoy. By doing this makes the audience believe that this album is something which is special and therefore makes them believe that they will like the album because it is already indicating that the world will like it, which is a very effective type of promotion. The release date for the album is included in the top left hand corner, but it is done in a way that only implies the release date and doesn’t explicitly state that it will be released on this date. However, for the whole concept of this advertisement, this implicit message fully fits and is appropriate to the advertisement. The album name Red is central positioning of the advertisement and continues the theme of the red and white which was established in the digipak. The album name is bold red and the background is white. This has the continuation of the colour themes which are established within the digipak, which not only suggests a sense of professionalism but also allows people to easily recognise and associate the album with the advert and the artist. The image on the advertisement is of Taylor swift herself, however, the image has had all colours removed apart from the colour red which is the colour of her dress and her lipstick. This links in nicely and successfully continues the theme of red and white that was established in the digipak. Furthermore, the colours red link in which the actual album name which is ‘Red’ and therefore becomes sort of Taylor Swift’s thing to have some sort of red on when she is doing things in relation to this album. The above statement says that the world will turn and then it links with the picture and title of the album which is red. As the person, Taylor, is dressed fully in red it suggests that she has turned red, like the rest of the world will do. At the bottom of the advertisement a rhetorical question has been used; “Are you ready?” which makes the audience feel more involved and like they are directly being asked whether or not they are ready for this album. It also suggests that this album is something which is going to be very successful because people need to prepare for it.