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Advert Analysis - EE Conga

The advert I analyzed was the EE Mobile Network Company where all the people who are on the EE mobile network, come together in the conga line to celebrate the new networking features as celebrity Kevin Bacon explains them. This advert was broadcasted in the summer month of July. Therefore the publicity will be high, which means the EE advert has to be memorable and relate to the summer. The product is easily noticeable and is known worldwide, so it is a key factor to have a catchy advert that is easy to remember.

The EE network sells itself to the audience by promising them brand new features when joining their network. This was shown throughout the advert when Hollywood actor Kevin Bacon explains all the new features whilst in the conga line. With this said, the product uses celebrity endorsement to draw the audience in with a familiar face. Also by using the conga line in their advert to sell to the viewers, it uses the persuasive technique Bandwagon to make the viewers feel happy and excited about the product. Everything Everywhere Limited, trading as EE, is a mobile network operator and Internet service provider company headquartered in Hatfield United Kingdom. It is the largest mobile network operator in the UK, with around 28 million customers. It operates under the EE, Orange and T-Mobile brands and currently only offers its services within the UK. The name EE stands for ‘Everything Everywhere’, which uses alliteration to make their product name catchy and by the abbreviation being EE, it makes it unforgettable to the audience.

Some celebrity endorsement is used in the EE conga line. However most of the people who were chose for the roll, are actors/extras from all around the world from different acting agencies…One of them was me! (At the end) the persuasive technique used to grab the target audience’s attention was the use of Bandwagon. This was shown when everyone on scene was apart of the conga line and having fun, whilst all being on the same mobile network. There is also a use of the Plain Folk technique, as the advert is an ordinary setting with ordinary people socializing and having fun. The complexity in the advert lies in the fact that a Hollywood celebrity Kevin Bacon is represented in this advert as Plain ordinary Folk. This comes through the use of costume, and his mode of address. Therefore although Ethos is being employed through the use of the credible Kevin Bacon, the further technique of Plain Folks suggests that this is a practical product for ordinary people. With this said, the use of Extras made an impact on the outcome of the advert.

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The facial expressions that are used in this advert, demonstrate the happiness and fun you can have with people you don’t know. Ethos was one of the techniques used in this ad as it shows credibility and status for the people who are in the same conga line as the celebrities. This further supports Bandwagon as it’s shown throughout the advert. The body language shown in this advert demonstrates that strangers can still come together and have a good time ‘if we are all on the same mobile network’. Persuasive techniques are used to show this, such as Plain Folks, Bribery and Bandwagon. This is shown throughout the advert when the conga line is going through different sceneries and the celebrity Kevin Bacon is talking about how much free data you can have when joining the EE network.

There are all different colours shown in this advert to catch the target audiences’ attention. Also to use mise-en-sene to make the scene more pretty and eye catching. A persuasive technique used to catch the audiences’ attention is Ethos as it uses celebrity endorsement. The lighting used is natural as they were shooting the advert outside in broad daylight of London city. Therefore the Transfer technique is used because of the product, which is getting sold, i.e. Mobile Networking. The only font that is used is at the end where the EE logo is shown. Apart from that, the whole advert uses dialogue throughout the advert. The costumes the protagonists are wearing are all bright colours and different stereotypical costumes. For example; the screenshot below shows apparent ‘builders’ in the conga line, which can be seen as Plain Folks because a builder is an ordinary popular job. Stating the point that all builders can still have fun at work, also showing the Bandwagon technique.

Soundtrack used is a backing track that would most likely be played at a beach shack, inferring to the summer month and weather. This also lights the advert up, making it more exciting to watch when everyone is jumping around in the conga line together. This suggests Bandwagon because if the advert did not have this soundtrack it would not be as exciting or jolly to watch, which makes the soundtrack have a great impact on the advert.