Research Planning: Advert in relation to Branding

Looking at the advert for Rihanna 'The Wait is Over'

The advert is distinctive. The R is all part of Rihannas rebranding as the good girl gone edgy. Its continuity with the website and album cover are clear cut and this has created her new brand image.

As you can see the 'R' plays a large part in the branding of rihanna. Its continuously used to enable the audience to identify her.

Back to the advert in relation to branding, the font is sharp and simple, edgy but clear; much like Rihannas music. The bold letters and uppercase letters emphisise the great contrast betweem the black and white and the play on words 'the wait is ova' stands out more. Ironically the wait is over for 'the wait is ova'. This simple irony plays great effect next to the release date. There is a sense of excitement for the audience. the wait is over. 'you can buy it/download it then and there' is what creates the excitement.

The layout is simple yet effective. the 'R' being central grabs your attention and sharpness of the text and the sharp contrast in colour just adds to the effect. Rihanna has rebranded herself, with the sharpness of design leading her away from the girly pop music she once was known for. The edgy design of the whole advert, joined with the album cover, and website (although rather girly) puts forward the idea that rihanna is not this girly pop star, and has changed her whole star image. The idea that if you saw the advert in a magazine and were not a regular listener to pop, you may think it was slightly alternative or rock/metal genre based. Its also a sign that she is trying to change her audience as her music has changed, or progressed. The design intices people to look, to investigate and to enjoy. It also has male connotations, as shes has tried to change her audience, i think the advert appeals more to the masculine audience than it does to the feminine, in contrast to some of her previous adverts.

Again being such a simple design, the 'R' has sexy connotations. With everything else within the design being simple the 'R' is the main focus. Knowing that it is an advert for Rihanna, the 'R' becomes much more than a letter. Her whole persona and star image has grown to be quite sexy. She likes to use her femininity to add a point to her music. Again the 'R' brings excitement to the audience because in relation to the whole promotional package, (website, album cover, single covers and adverts), the 'R' represents how she as an artist has grown and how her audience as fans have grown. almost symbolic.

as an addition, the only industry information availible from this advert is the release date. simple yet effective. thats all you need.