Digipak Research Digipak Magazine Ad Conventions
Digipaks started to be introduced into the media industry around the year 2000. With their popularity growing more with music producers as it was less vulnerable to cracking then the industry standard jewel cases and had less of an environmental impact. Due to the rising popularity of Digipaks more advertising was needed in order to get people to buy them so many adverts for Digipaks were placed in media outlets such as magazines. In order to learn more about the conventions of a Digipak magazine advert I decided to look at one in depth. This Advert for Gwen Stefani’s new album, which was placed in an American music magazine contains some of the conventions seen in other music advertisements seen in magazines, for example the main focus of the advert is of the star herself which helps to attract potential customers as they would recognise her face. In the advert they also have a photo of the album itself so that it becomes more recognisable in the shops. Probably the most used convention in all music magazine advertisement is including the places in which you can buy the Digipak. For example in the advert to the right the clearly have it shown that it is sold in HMV and also the fact that the background is black while the text for HMV is purple helps it to stand out and catch the readers attention.
I also carried out some primary research into albums magazine advertising. This advert, which I scanned from a copy of ‘XXI’, also shares a lot of the conventions of a typical advert. Firstly the name of the artist appears at the top of the page with the name of the album right underneath it, the advertisement also features an image of the rapper, which helps fans recognise the advert quick.
However unlike the other adverts I analysed this one includes the date in which it is released, which is December 20th, this maybe because it’s so close to Christmas it tries to enforce that it could be a good gift for someone.
I also carried out some primary research into albums magazine advertising. This advert, which I scanned from a copy of ‘XXI’, also shares a lot of the conventions of a typical advert. Firstly the name of the artist appears at the top of the page with the name of the album right underneath it, the advertisement also features an image of the rapper, which helps fans recognise the advert quick. However unlike the other adverts I analysed this one includes the date in which it is released, which is December 20th, this maybe because it’s so close to Christmas it tries to enforce that it could be a good gift for someone.I also scanned another album magazine advert, however this one was from ‘Q’ like the advertisements before this also follows a similar layout however this one includes a convention not used by the others. This advert contains reviews of the song, which also include the names of the people who gave the reviews in big capital yellow letters, 
which stand out from the blue background. This is done in order to catch your attention as all the reviewers are all well known music reviewers with credibility, telling the viewer that this album must be good if these people say they are.
which stand out from the blue background. This is done in order to catch your attention as all the reviewers are all well known music reviewers with credibility, telling the viewer that this album must be good if these people say they are.