ANCILLARY RESEARCH: Analysis of 3 REAL Digi Paks and Advertisements

Rihanna's Digi Pak for the 'LOUD' album was perfect. Reason being the use of colour and the costumes she used on the album cover were perfect. At the time, Rihanna had red hair, and this was her synergy product as everyone knew her for having red hair. She uses that in her favour on the digi pak to once again get her fans attention and brings the use of red out even more with her lipstick. It also uses the same font throughout the digi pak which is excellent because it means the fans do not get confused and the digi pak does not end up looking trashy and confusing. They then introduced a lighter version of pink to contrast with such a strong colour that is the red. the CD's themselves are covered with a light pink rose that matches the colour of the dress that she wears on the inside of the digi pak. The use of roses is also another synergy product as it is both on the CD and in the inside of the album. It is also appropriate as it links in with the song 'we found love' which is a featured song in the album where the video goes perfectly with the album. It also uses roses and follows this colour scheme.

Katy Perry's digi pak is a very colourful one. Once again it matches one of her music videos and therefore is promoting not only the whole album, but particularly this song. The use of the colour pink and the images of the cotton candy make her much more relatable to the female gender. However, the fact that she is naked in these pictures attracts male attention and therefore follows Laura Mulvey's theory of the male gaze. The fact that both of the CD's in the digipak resemble sweets allows the fans to connect the entire digipak to the 'California Girls' video and also gives her an innocent look with the slightly more grown up side to her, appealing to a much wider range of audience. 

The final digipak I decided to look at was Ellie Goulding's digipak. She is the artist I focused on because the song we done belongs to her. Ellie Goulding is a very simple artist and her digipak reflects just that. The use of pastel colours and images that are quite simple and not forced upon make the digipak very relatable for young ladies and perhaps young boys. The same font is used throughout the digipak making it again very simplistic. The choice of the locations where the pictures were taken for the digipak were very appropriate again as it reflects the type of artist she is. It is establishing her brand image and will allow her to also establish a firm fan base due-to the images and the way the digipak is designed. 

This is a small advertisement poster made by Ellie Goulding's fans for the song 'The Writer'. The fact that it was quite easy for the fans to relate enough in order to make their own type of advertisement for Ellie Goulding shows how relatable her digipak was as she has gained a solid fan base.