The Doves have scored a corker with this magazine advert insert. It has D&G written all over it with it’s simplistic and minimal style; lack of colour (variety), straight forward text (straight to the point), and a flattering quote to top it off. This shows from my judgement that Doves possibly have an older target audience than that of The Used of Panic at the Disco whose adverts I have already looked at. Doves are targeting an older more sophisticated reader.
To reiterate, the advert consists of three main colours, black (dark shade) as the background, a tainted rusty yellow for the main logo/image and white for the text.
The main logo reading ‘Doves Kingdom Of Rust’ is situated in the centre of the page. Each word is on it’s own line and has been adjusted so that each word takes up the same amount of space (length ways). For instance ‘Of’ consists of two letters so to take up the same amount of space as say ‘kingdom’ a seven letter word there is a large space between the two letters – ‘O F’.
The font used for this main image/writing is thick, it’s chunky. It is sharp and razor like at the edges. This creates a solid like image, as if made from Iron or Steel. This is definitely a deliberate affect as the name ‘Kingdom of Rust’ has connotations of metals.
Inside the letters is an array of images displaying gorges joined by large steel bridges, birds-eye (high angle) shots of steel works and industries, rail bridges and city bridges which at a glance could easily be confused for construction cranes or electricity pylons. These images create a great eye catching pattern behind the title which draws you in as a reader/observer. In an amongst this collage of steel and bridge-like frames, on another layer if you like, is another eye-grabbing element. There appear to be street lights and/or car lights scattered around the image. They could also be sparks which could relate to a steel works/industries. These lights/sparks are similar colours to that of the main image tainted yellows and oranges forming a nice blend.
‘The new album out now CD/LP/Download’ is the only information given about the album. This is positioned below the image, centralised in a classy, sophisticated font like that of Verdana or Century Gothic. Below this information regarding what/where/when? Is a quote saying nothing but praise about the album from Q magazine. Again Q is aimed at more of an up market older society thus relating to the idea Doves are targeting a specific older generation. At the foot of the page is a reference to the Doves web address.
To conclude, the advert for Kingdom of Rust, The Doves latest release is presented with sophistication and class through it’s simple layout and minimal yet striking colour scheme, attracting older readers/listeners.
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