Sirius vs. XM
The two examples I selected for my final project are ads from Sirius and XM satellite radio. I chose these ads because I am a broadcast major and I am highly interested in Satellite Radio.
The first image I chose is from an XM ad that was taken from the world famous online hip hop store, hiphopsite.com. The reason why I chose this ad is because most XM ads that I have came across try to target the older audience by using Oprah Winfrey name/image. I wanted to exploit a different side of XM and show that XM offers more than just Oprah even though she is their highest paid employee. This XM Ad features two African American men, one a DJ and one is an emcee trying to promote XM Channel 65 The Rhyme; an all hip hop channel.
The next image that I selected was from the satellite radio provider that I am currently subscribed to, Sirius. Satellite radio has never been so big until this one man took the throne. That one man is the King of All Media, Mr. Howard Stern. This image was an ad found in a January edition of Maxim and can also be found on Sirius.com and/or howardstern.com. In this photo it has Howard with a Sirius microphone ready to probe the next victim was his wild antics and mature/immature humor. The reason why I chose this image is because Howard Stern is the most dominant man in Satellite Radio and possibly in radio history.
In the XM ad featuring the two young African American men, Ali Shaheed Muhammad and Rasta Root, both are posing for their hip hop channel, The Rhyme in order to give promotion to the diverse music offered on XM. When I first viewed this image my personal reaction was that this is an obvious hip hop channel for XM. With the two young black men, one with a bandana and the other with his arms cross it makes the two seem a bit reserved but at the same time it seems that they really want to speak out. There is also another black male in the lower right corner with just a head shot exposing his New York Yankees ball cap. This mans name is Jay Force and he is the host of this channel. When I first saw him it also reinforced the whole hip hop design because of the way his hat is resting. The cap is worn correctly in front however it is worn too low; nearly covering his eyes which makes me aware that this man is involved with the hip hop lifestyle. I know what to expect personally from the radio channel just after viewing this single image.
Historically this image brings out the fact that these people were once under-spoken and even repressed because that’s what history brought forth. The whole hip hop community consists of mainly African Americans and slavery along with oppression is apart of black history. Both of these men look as if they are to be taken seriously about what they have to say. Instead of flashy hip hop clothes and bling these two are simply wearing black shirts, possibly just to resemble their pride in black culture.
The technicality of this image consists of a directional light coming in from the right side causing some hard shadows of the characters body. These shadows are attached bringing out the form and texture of the object being lit. There is a hard beam of light on both of the characters left side of their face. This is complete high key lighting coming from the right side of the picture. This picture also contains slow and minimal fall off because the light intensity is in uniform with a gradual change from light to dark and this slow fall off also hides the wrinkles. The light used would be an incident light because you do not see the source of the light and the eyes do appear to be a bit glossy so I do see some reflection of light from their eyes. The depth of field in this image is at good average eye level shot distance from camera to object leaving plenty of space and head room. The photo is also shot at a horizontal angle which leaves the viewer to see more tranquility and peace rather than excitement and energetic. The use of colors in this image is almost black and less black. It seems as if they did not want any vibrant colors to throw the viewer off and they wanted to stick to what they know best, black.
In terms of this picture being ethical I believe that it fits precisely with its target market audience. The station is called, “The Rhyme” and it is an all hip hop channel. Everybody knows that hip hop is predominantly black music with predominantly black artist. However there are plenty of different ethnicities that enjoy rap/hip hop, but the ad would not be nearly as effective if there were an Asian and or white guys in image. The message would not be clear nor understood however by placing to black men into the image the message is clear, direct and straightforward that this is an all hip hop channel.
Culturally this picture fits in well. Hip hop is not just known domestically here in the states; it is now international music being heard in countries all over the world. Yet for our culture it does fit somewhat well. Even though I don’t listen to much rap/hip hop at all I believe that most people my age do listen to that music, especially the black culture. The critical terms of this photo is that it is trying to address the average hip hop junkie to tune in and listen to XM Channel 65, The Rhyme.
In the Sirius Satellite Radio ad Howard Stern is shown with a Sirius microphone and his iconic long black hair. This ad was originally released shortly after Howard Stern first joined the Sirius family and has continued to be one of their most frequently used and popular ads to this day. When I first saw this ad my personal reaction was that Howard wants to probe his next victim with his microphone and by using his savvy interviewing skills along with his adult/childish behavior. To be honest when I first saw it I actually laughed because they are making Howard Stern to appear as if he was some radio Zeus which he really is. Howard Stern is the King of All Media and in my opinion the best broadcaster/interviewer of all time. I also couldn’t help to notice the Sirius microphone which makes this ad brilliant in my opinion. With Howard’s eyes demanding attention and the Sirius microphone in his hand, the man looks like a ruler of his own world.
Historically this image represents Howard Stern’s reign as Radio Emperor and what he will bring to Sirius Satellite Radio. Howard Stern has ruled the radio game for the past 30 years with his innovating, creative and man-style technique and now Sirius wants to be apart of history as well. The photo features a legendary man holding the future of sound from the sky. Howard Stern is already historic and legendary, Sirius is the future and together they are history in the making. Howard also looks like a matador holding his sword (in this case it’s the mic) and it even seems as if he is about to thrust the sword in order to put on a show for his audience. With his sharp and bold looking eyes, serious-mannered expression and his Sirius microphone Howard looks like he means business.
The technical features of this picture consist of a hard precise directional light with a flood/scoop light and a white background. With the light illuminating his face you can see his jaw line and complete outline of his face. They did a well job hiding the wrinkles on his neck and it is obvious that there is no falloff at all here because the lighting is perfectly even and the intensity of light is in correct uniform. There was possibly an umbrella used as well by the photographer to be used as a fill light. I don’t see many shadows except for minor cast shadow caused by the Sirius microphone. The depth of field is at close eye level with the camera near the object. There is no space between the top of the head and the top of the frame leaving no headroom in the photo as well. Howard is also pointing his microphone at the viewer which leaves a very energetic index vector however in this case it is not a negative energy being inflicted. This photo also has vertical lines leaving excitement and energy to be viewed. The color that is most visible in this image is blue which makes the viewer relaxed and somewhat tranquil and not spastic.
Ethically this picture fits because he is a radio legend/god and this Zeus-like of a pose represents his dominant and powerful legacy. The picture imposes his iconic and legendary career will be the best thing to ever hit satellite radio and Sirius will never regret the decision to broadcast him from the sky. The man is responsible for increasing the number of subscriptions to Sirius from 200,000 to over 6 million plus in a matter of two months of his first Satellite broadcast launch. For him to pose with such superiority is completely and totally acceptable.
Culturally the ad addresses his fan base which by all means can be its own subculture. It is relative to our culture because Howard Stern, along with Sirius Satellite Radio, represents freedom of speech which is what America is all about. Howard Stern and Sirius allow for liberation of the tongue and being able to express yourself as you so desire is something that we value as a culture.
The critical aspect of the image of Howard and the Sirius microphone represents uncensored sound from the sky. The ad represents what Howard Stern and Sirius is all about being straightforward, entertaining and enjoyable.
After analyzing both of these images I have come to the conclusion that both are effective and aim towards a particular and distinctive audience. However the more interesting ad with a more intriguing approach is the Howard Stern ad with the matador/Zeus like pose. There is a lot more too examine and look into with this image versus the XM Hip Hop ad. Although both images can be construed deeply, I feel that the Sirius ad is more interesting to me because it is more applicable to my enjoyment.
