Wednesday 19 October 2011

Advanced portfolio- Chocolate bar adverts-textual analysis and research

1.       with the music, and this is the focal point of the advertisement so music seems like an important feature within the advert, Sound however isn’t used that much within the advert just the digetic sound of the little girl making noises with the balloon for humour purposes and to just change the advert up a bit but other than that it isn’t used which could be in order to keep people guessing as to what the product is and to keep them entertained. Another feature is repetition as viewers want to watch this advert over and over again and because of the humour element to it which is good for Cadbury’s as it allows the advertisement to be spread to a wider audience which is what its suppose to do.
2.       It’s hard to describe what kind of advertisement this is, as it doesn’t fit clearly into a category due to how controversial it is, I would however class it as a demonstrative advert as to me it represents that the children have eaten the chocolate and this is the effect in which it’s had on them, which is also symbolic to the fact that their slogan pop’s up at the end of the advert and it is “A glass half full of joy” which also links to their logo which is half a glass of milk, and links therefore represents the light hearted humour in the advertisement.
3.       The target audience for the product itself is everyone as everyone eats plain dairy milk chocolate however the target audience for the advert seems to be children because of the humour element to it.
4.       The image that is constructed for the product is that if you use it (eat it) you will then experience the same thing that happened to these actors. Although it’s highly unlikely that, that is what would happen if you ate it, that’s what the advert is trying to portray. From the use of close ups we can see that their eyebrows are uncontrollable and this is what creates the humour. We see a range of medium shots that show the audience the girls costume which is purple and white and grey which represent the Cadbury logo, so we can see that the advert has little areas of symbolism
5.       Social groups represented within the advert are children as they are portrayed within the advert due to the use of child actors, and that they are working-middle class as they are wearing smart clothes and address are having a professional photograph taken.
6.       The mode of address used within the advertisement is informal due to the humour of it all, because of how unserious it is, it can only be classed as informal no matter what the children are wearing.





1.       Features within the advert are Dramatic action, speech, music and sound and this is used in a way to try and attract all generation’s attention. The song featured within the advert is ABC by the Jackson 5 which is used to attract the older generation due to their familiarity with the song when it was release back in the 70’s however what’s actually happening on screen attract the younger generation as its dramatic, as it’s a man on skateboard ramps skating through loads of green balloons that represent the bubbles so therefore shows elements of fun and youth.

2.       The type of TV advert in which it is, is to me symbolic as it we know it Areo chocolate before its shown on screen due to the green balloons symbolising the green bubbles within the chocolate itself. Additionally it’s also demonstration as we feel that if we eat an Areo chocolate we will be able to do all the things in which the actors do so in this sense being extremely athletic and be able to do all the skateboard tricks presented on screen.

3.       The target audience for the product based on the advert, are the more athletic generation who are into street sport, as it shows relevance to them through the use of familiar sport, meaning it draws them to the product because what going on in the advert interests them. Boys in particular as shown through the actor it’s a male whom features rather than female. And additionally steers towards teenagers as they are the ones more likely to be participating in such extreme sport.

4.       The image that is constructed for the product is that it will in the long term enhance you if you go into detail as, if this chocolate enables you to participate in such an extreme sport it will make you look cooler to everyone else. However from the outset the advert doesn’t really enhance you in any way it just plays on its slogan “feel the bubbles” and the fact the skateboarder is “feeling” the bubbles as he skates through them.
5.       The social groups represented are the younger active generation whom are working-lower class as we don’t class this type of sport with higher classes as we would imagine them taking part in other sport such as Polo.

6.       The mode of address is casual, as it seems like an informal unstructured advert due to the product that it is advertising, we would expect a chocolate advert to have a formal mode of address but also, because it seems like it’s main aim is for teenagers who wouldn’t take an advert too seriously anyway.

1.       The features in which the advert contain are music &sound and speech, as it features a middle aged women speaking about eating  Galaxy chocolate and how she fits it into her schedule, accompanied by a soothing and relaxing backing track. By doing this it relaxes the audience and makes them listen to what she actually has to say about the chocolate with the soothing voice over.
2.       The type of TV advert in which it is, is Testimonial as the women is talking about how much she likes the chocolate and that it is all she needs so she would have needed to try product before hand before speaking about how much she adores the product therefore its testimonial as she has used the product before and is speaking about her experiences with the Galaxy chocolate.
3.       The target audience for the product, from the advert we gather is middle aged women as its shown as being quite a luxurious product , by the actress herself being middle aged and dressed in a classy manner, but also from the backing music as its soft and relaxing and the voice over which sounds more intellectual and posh.
4.       The image constructed for the product is a calm one and it could be to help you relax and wind down after hard day at work. From the use of digetic sound the soundtrack helps create a luxurious settles atmosphere which is also back up by Mise-en-scene and the actress’s costume.  From the range of close ups to long shots it allows the audience to see her face when eating the chocolate and her body spread out on the chair which gives us the impression that this chocolate is or the older generation when they just want to indulge and treat themselves.

 5.       The social groups represented within the advert are middle-aged, middle-class women, as due to the tone of the advert it wouldn’t represent children or teenagers and because of how the woman acts towards the chocolate it wouldn’t really represent males either.

6.       The tone of address seems formal due to the whole setting and the way the voice over is speaking to the audience it’s not pushy or blatantly persuasive, it gives subtle hints to as why you should be purchasing the product, if you want to live in luxury like the actress.

1.       Features in which the Snicker advert contains are dramatic action and also repetition. As the whole action of MR T from the A team crashing through the gates in an Army Tank to get to this football player seems over dramatic which is where humour is created within the ad. Also because the ad is short and snappy it shows elements of repetition as it can be watched over and over and you learn something new every time you watch it with hidden symbols.
2.       The type of advertisement in which it is, is Famous Faces as we can see it features the famous Mr T who will be remembered by his distinct persona on the 80’s drama “The A Team”. By doing this it makes the advert relate to more people possibly the diehard fans of the old drama and people from the same era. And by using the celebrity within the advert, the company doesn’t have to think so hard about what their adverts going to be about because they already have the main focal point to the advert which is going to be gaining the audience’s attention.
3.       The target audience for the product in particular from the advert are young-middle aged men as we can see that is the age group of the actors playing football, and because of the whole “macho man” theme of not acting like a women or younger than they are in such words.
4.       The image constructed for the product is that if you use it, it will make your more brave and strong. We see this from the whole meaning of the advert, as the slogan is “get some nuts” and this links in with the ad as the man has been injured on the football pitch and is acting like a baby. It also is a mind teaser as its gets some nuts, which has a double meaning and links in with the chocolate itself. 
5.       Social groups represented within the advert are ain –young-middle aged men of working-lower class who play sporting activities, and need to “man up” when playing, instead of cheating or acting up as we can see this is portrayed within the ad.
6.        The mode of address used is a very casual, informal mode of address as the advert is very funny and this is what attracts people’s attention, it’s not serious in the slightest and this is why I would say it’s particularly casual.

1.    The features in which this advert contains are Music & sound, and demonstrative Action. Music is used by there being a popular song playing to gain the audience attention as it was in the charts at that current time. Sound is used to put empathises on the demonstrative action of the chocolate egg being un-rapped to show how it works and what you will expect if you were to purchase  this item of confectionary.
2.      The advert in which this is, is a demonstration advert as it demonstrates how the chocolate would work/ how you would use it by the use of actually showing on screen without anyone talking it through as its a fairly obvious process.
3.      The target audience for this product are children of any gender as the theme to the chocolate is childish, and we can see from the use of medium shots within the advert that the little boy’s mother is accompanying him using the product rather than him being old enough to do it himself. Also we see a toy come out of the chocolate so we see the product is aimed at children and is suppose to persuade them and entice them to buy the product due to its added product.
4.      We presume from the advert that the product is supposed to make you have more fun and therefore happy as we can see from the range of close up’s upon the child’s face. And we could possibly say that the product enforces traditional values meaning, the child is spending quality time with his mother which we can see from medium shots, rather than spending it doing his own thing on video games etc, which today’s society tend to do.
5.      The social groups represented within the advert are the older and younger generation as it targets mothers to actually buy this product for their child but also children eating/playing with this product, so it tries to entice both potential customers and consumer.
6.      The mode of address is informal as we can see from Mise-en-scene costume that they’re wear fairly casual clothes and just relaxing which the chocolate egg.


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