I have analysed the digi pack of Katy Perry's 'Teenage Dream' I chose this artist because she is a dance pop artist and this matches our genre. I already researched into Katy Perry whilst researching into the Genre dance pop, and just like her the digi pack for Katy Perry is very creative, fun, and cleverly made. Katy Perry is represented as a fun, young celebrity who is known to be an idol for young girls; her digi pack is made very much to stand out, and reflects the artist through the different elements of mis en scene and the chosen theme, primarily, colours the use of props, the camera andles and the choise of costume and makeup.
Her digi pack consists of 2 CDs, which are purposely designed to show the theme of candy. This theme is carried out throughout the digi pack in many clever ways. One way this is done is through how the CD’s are designed. One of them to look like a donut, and the other one has effectively used the colours red and white in a pattern, which represents candy canes. The CDs are designed using very bright colours pink and blue used for the donut, and red and white to create the candy cane look; this not only attracts the consumer, but also refers to the niche audience that Katy Perry directs her style and music towards. Pink and blue are also used on the back and the front of the digi pack, in the background to create the clouds and sky look, I think this is also used to connect with the target audience and relate with genre of music, especially pink is related with girls and the sky blue colour could suggest happiness, I think the use of colour had been used to reflect the music which is happy and quite peaceful, whereas for instance if the cover was black and green or brown dull colours, you would assume that the music wasn’t peaceful. The colours used are also very girly, and the digi pack candy theme is defiantly targeted at teenage females. The use of the target audience has been influenced very much, not only by the colours but the chosen digi pack name ‘Teenage Dream’- this immediately grasps Katy Perry’s target audience and relates to one of Katy Perry’s music tracks which is also called teenage dream and featured in the digi pack. The digi pack candy theme is portrayed to also fit in with another one of Katy Perry’s well known music tracks – ‘California girls’ which is also featured in the digi pack and purposely used in relation music video for that particular track, which is candy themed and again uses bright bold girly colours, and sweets and candy canes feature throughout the music video. Another aspect of the digi pack that is interlinked with the artist and the genre is the use of text; which is very bubbly, again uses pink and blue, and stands out. 
The CD’s have been designed and intirpritated in a very creative way, but the way Katy Perry is shown on the digi pack is also done effectively. You can see from the pictures that Katy Perry is displayed on both sides of the digi pack, the back, the front, and also inside the digi pack, she has been displayed in different ways each following the candy theme but also adding a twist. On the inside of the digi pack Katy Perry is presented with a crown on, this makes her seem very important, but the as the crown is made of sweets, it adds a twist, and contradicts the importance so much, I think this is done to show Katy Perry’s personality through the use of the props. I think it shows that she is a creative person, and is serious about her music but has a kind of silly not so serious approach, this is very clever and I think it would also give the target audience a sense of humour, and add to an individual’s personality. This technique has been used again in a similar way on the front cover and with the way the track list is displayed. Some of the letters have been replaced with sweets, to continue to display the candy theme, and add to the creative appearance of the digipack. 
Katy Perry is also shown holding onto huge cakes that are prettily iced, this represents Katy and suggests that she a very sweet, pretty, innocent person, and again makes the digi pack very feminine and effective. It sort of suggests the guilty pleasure, which also possibly reflects Katy Perry’s personality. In general the idea of having pretty looking cakes, making a person attracted to them, but then the idea of the cakes being very fatty and high in sugar reflects temptation. Which I think is done also to tempt the target audience to buy the CD this is very cleverly made and is a great way to attract the audience. The way Katy Perry is portrayed is also cleverly done by not only the props used, but also the costume. Katy Perry is shown wearing a dress, again this is very girly, and would relate to the target audience-teenager girls although on the front cover she is publicized naked, this also contradicts the seriousness, and completely disagrees with the innocent side of Katy Perry. It is a bit misleading and the fact that she is shown naked, lying on a cloud, suggests that she isn’t so innocent, and interlinks with the candy theme of the idea that she is a bit sugary; it could also actually attract males as it is slightly provocative, Katy Perry being displayed in this way could symbolize her as a sex icon, and the use of the colour red could not only tie in with the theme, but also represent seductiveness and passion. The makeup used is very bold and the use of red has been enhanced again by the red lipstick, again this is very much related with a ‘sexy’ look and creates that sugary side to Katy Perry, Like wise with other dance pop artists for example Kesha, the makeup used is very bold, and that is something I think is quite important to consider when designing our own digi pack. 
By looking at the digi pack another important aspect is the way the artist has been displayed in relation to the different camera angles, the camera angles are pretty much very central on the artist, and she is shown in either close up’s mid shots, and wide shots, showing expression, emotion and the main important icon on the digi pack. This is also something to be aware of and take into consideration when designing our own digi pack.
No comments:
Post a Comment