Florence + the Machine is a female artist with a powerful and euphoric voice, and has a more feminine brand identity. This advert for her album lungs, continues the house style set out in the digipak cover and continues the presentation of her as a strong yet feminine artist. The font used for "Florene + the machine" is used to present her in a feminine way, as it is neat and curved. The fonts used for the title "LUNGS" is bold to make it stand out and appear in a powerful way, while putting more focus on the central photograph. The central focus is put on the photo of Florence Welch, as it is of main importance in this magazine advert. It catches the readers eye, and then they read downwards to see the main details of the album. The text saying "includes the singles Rabbit heart (raise it up), Dog Days are Over & Kiss with a Fist" is so the audience will see that songs they recognise and enjoy are featured on the album, and it'll associate the artist with the songs that they know and make them want to buy the album. The paleness of Florence in the photograph and the white colour of the text, has connotations of purity as her music has an almost angelic sound to it. Florence and the Machine come under the more indie or alternative genre, so the imagery here is more quirky and different. It focuses less on the glamorous presentation of the artist, and more on the meaning behind the music that she writes.
Unlike Florence + the Machine, Ellie Goulding comes under the popular music genre. This advertisement focuses more on the attractive appearance of the artist. Her brand identity, focuses around sparkles and bright lights that look pretty ad relates to the writing of the music. Like Florence, the house style portrayed by the album cover is continued in the magazine advert as the same fonts are used and a similar use of sparkles around Ellie's head. The same font as used on the album cover is also included in the magazine advert, as it will be something audiences will easily recognise when going to buy the album. The colour of gold gives of suggestions of something magical or mystical, that Ellie Goulding's music has a general theme of.
