In this advert, they are quoted to be the 'the band of the summer' by the observer. This relates to their light indie rock music. The fact they are giving the illusion they are sat on a beach makes use of visual imagery. relating to their single from this album 'Hawaiian Air'. The text is kept simple with no other information than the band name, a quote from a review, and the date. To promote the album further, the mercury prize award nomination is mentioned to show people that is a successful album. All three band members are featured on the advert and are all sat in a relaxed way which reflects the relaxing nature of the music, a positive image is being put across to give the impression that their music is fun. 
This advert also features a medium close up of the artist. The lungs are presented on the outside of her body to relate to the title of the album, which is placed boldly under the image so it does not blend in with the colourful portrait - contrasting with black background. The typography used at the bottom of the advertisement differs to the iconic writing at the top which is used on any production of Florence and the Machine. The white writing stands out particularly well on the black background. 'LUNGS' and 'CD. DELUXE CD. VINYL. DIGITAL' are presented in capitals as well as minor sentences and an asyndectic list - emphasising the text and making the advert more visually interesting. The stance and the position of the subject reflects the Pop genre and the light style of her music. Using just the singer of a band is common when advertising a band for they are who the public are most interested in. There is usually a title-track on the album, the emotion of this song in particular can be expressed through the artwork.
As most common for album titles, different fonts are used to help distinguish between the title and band name, this is particularly helpful for people who are not familiar with their music. 'Ignore the Ignorant' is written in white, like the other text, but like it has been scribbled down which links to the way 'cheat on me' is presented which is one of the singles from this album. Using lower-case to make a statement prominent is an unusual technique but effective for the phrase 'new album out now' - the titles are in capitals which creates a contrast; this phrase is usually found in capitals but there is an obvious subtlety to it here which feels more appealing and less forceful. It is close to the centre of the page just under the main image which attracts attention to it.
There is additional information included about various forms and the DVD feature available which is appealing to strong fans. It is easy to bypass this information if you are not interested so smaller formatting is used so the reader is not distracted from the essential material.
The iconic HMV logo is displayed to show where the album is available to purchase. The record label is also advertised subtly in the opposite corner.
Some of the ratings the album has received from well-known institutions are featured in a gold font to contrast with the album information above and could relate to the idea of extreme quality.
