KATY PERRY TEENAGE DREAM ALBUM

Deconstruction of Digipak and poster

TEENAGE DREAM

• The Digipak on the slide before was for Katy Perry’s third studio album, released on the 24th of August 2010, “Teenage Dream”.

• On the front cover we see the artist lying on a pink cloud naked, with explicit parts covered up with the cloud. By her having a revealing picture on the front, deemed as inappropriate for youngers, as well as having the parental advisory sticker on the bottom, it indicates to the audience immediately that explicit words and actions will be displayed within her song lyrics and videos. This being demonstrated on the front cover makes the artist conform to often expected features of pop stars, they can often dress revealingly and say things only suitable for the older ear, with sexual references and swear words being used in songs and videos.

• Conventions consistent to the pop genre is to use bright colours and for it to be fun. With the eye friendly, noticeable bubbly font it attracts to the typical buyer of pop music to the digipak.

• Katy Perry’s name is at the top of the front cover, where as the album name is at the bottom in smaller font. Although it is in smaller font, I feel it is more eye catching with the stripped, candy cane affect included in the writing. Its exciting and appealing, drawing the audiences attention to it. It also stands out because of the white included contrasting to Katy’s name. The pink and blue in the font of the artists name merges in nicely with the themes of the colours in the digipak, where as “teenage dream” is made to stand out more, therefore highlighting the importance of it.

• The writing on the back is all brightly coloured and curvy which is pretty and fun, conforming to genre expectations.

TEENAGE DREAM

• On the front cover, back, middle spread and disks of the digipak there is a theme to the colours with mainly using pink and blue.

• On the front cover, the cloud is candyfloss coloured pink, sky is blue and then Katy Perry’s name is in both pink and blue font. By keeping the front limited with the colour pallet it makes it less complicated and makes the artist lying in the middle be easily noticed. This is a convention of the pop genre to have an image of the artist on the front as it allows the audience to easily recognise who it is. Also having Katy Perry on the front cover is conforms to one of Goodwin’s theory of the expectation of artist familiarisation.

• The colour theme then follows on through to the middle spread…

TEENAGE DREAM

• In the middle spread of the Teenage Dream digipak there are 3 separate images on the middle, yet all seem to flow well because of the pink cloud which is in the background subtly merging them together.

• On the back cover of the digipak, the colour theme continues with the pink cloud, blue sky and then a darker pink as the track list. By keeping all folds of the digipak similar colours it is appealing to the eye as it doesn’t seem confusing and is nice to look at. The theme conforms to pop genre features, especially as they are nice, eye catching colours rather than darks.

TEENAGE DREAM

• The digipak conforms pop genre conventions because the CD’s are colourful, fun and attractive for the genres target audience. One has candy spiral covering it, whilst the other is made to look like a doughnut with the whole in the cd looking like a ring doughnut. By the CD’s having these unique designs, it appeals to the younger target, which from my audience research is the age that pop music is consumed by.

TEENAGE DREAM

• On the front cover and the middle spread of the digipak, we see two photo’s of the artist meeting two of Goodwin’s theory's.

• In both the pictures the notion of looking takes place as they look directly at the camera, which is the same as looking to the audience.

• Also the pictures of Katy Perry also meet Goodwin’s idea of familiarisation taking place of the artist.

TEENAGE DREAM

• In the previous slide we saw the poster for Katy Perry’s album teenage dream.

• The poster continues to stick to the same theme as the digipak. We see the identical image used on the front cover of the digipak, being used for the whole spread of the poster.

• Also the same font type is used and in the same colours as on the front of the digipak.

• By the marketing team deciding to do this it makes the audience be able to easily relate the poster and digipak together, making it extremely recognisable. This conforms to expectations of pop genre by keeping the two the same as it makes it become more widely known and that is the aim for pop stars, as they want to gain a wide audience.

TEENAGE DREAM

• On the poster, we see some added detail in comparison to the digipak.

• Underneath “Teenage Dream”, we see “THE NEW ALBUM”, written all in capitals, a bright shade of pink and in larger font than the writing below it. By doing this, we can see that the marketers have tried to make it stand out and noticeable so that people are aware that it is new, rather than perhaps her first or second album.

• Also, the poster informs viewers what singles are included. The ones mentioned were very popular in the charts when released in 2010 as individual tracks. By mentioning it on the poster the aim is to gain more buyers as it is known that a lot of people like those songs.

TEENAGE DREAM

• In the bottom corner, a URL is seen which is for the artists official website. By adding his on to the front of the poster, it is also advertising the singer and not just the album. This is common for a pop star to do as now success is now not based on just the music, it includes largest fan bases, high social networking presence and other factors like appearance.