Advertisement Research

Advertisement Production for Television

Structures and Techniques of Television Advertisements – Part 1

INTRODUCTION•Give a brief history of the product and its place in the market. Cadbury Dairy Milk is a brand of milk chocolate currently

manufactured by Cadbury. It was introduced in the United Kingdom in 1905.

In 2014, Dairy Milk was ranked the best selling chocolate bar in the UK.

In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1914.

CODES & CONVENTIONS•What locations are used in your adverts?

•What characters do we see and how do they behave?

•What costumes are worn by the characters?

The location in the advert that I am analysing is a studio room.

A gorilla is sat at a drum kit in the centre of the room with various speakers, tables and microphones around the edges of the room. In the advert the gorilla is seen playing the drums along to the song “In the air” by Phil Collins.

Costumes consist of a gorilla costume for the actor who is playing the drum set.

•What props have been used in the adverts?

• How are lighting and colour employed in the adverts?

• What camera angles have been used?

•Do they use special effects, animation or computer graphics?

•What music has been used?

Props simply consist of a drum kit and sticks that the gorilla plays throughout the ad.

The colour purple has been widely used in this advert as purple is associated with the product (Cadbury’s Dairy Milk) Throughout the whole video the colour purple is displayed on the wall behind the gorilla. As well as this colour being associated with the product, purple could have also been used as it is seen as quite a luxurious colour and can appeal to both genders not just men or just women. Bright lighting has been used throughout the advert.

The camera shots in the advert begin close up on the face of the gorilla. We only actually begin to see the setting after 30 seconds of the advert have passed as until this point we focus on close ups of the gorilla. Once the character in the advert has been established we move into a series of medium shots for the next 45 seconds of the advert. For the final 10-15 seconds of the advert we zoom out into a wide shot of the gorilla as he continues to play the drums. All camera angles are kept on eye level, no high or low angle shots are used. This creates a sense of directness as it engages the audience with the character in the advert.

No special effects or animation have been used in this advert. A computer graphic has been used at the end, as the chocolate bar appears on screen in graphic form. This is useful for reinforcing the product clearly at the end if the ad.

Music plays a huge part in this advert. The song “In the air” by Phil Collins has been used as the soundtrack that the gorilla drums along to.

TECHNIQUES•What message is the advert trying to convey to the audience?

•What is the tagline for the advert?

•Is their a voiceover and what language does it use?

•Is the message hidden or overt?

• How would the audience respond to this message and would they associate with it (solution to a problem, fear, concern, compassion, self perception, social position)

•Is their any celebrity endorsement?

The message being presented in this advert is the idea of “Joy”, that people can be as happy as a gorilla playing the drums just by eating Dairy Milk chocolate.

The tagline displayed at the end of the advertisement says “A glass and a half full of joy”

No voice over is used at all throughout the ad; English text is used to display the tagline at the end of the advert.

The message in this advert has been very clearly presented.

The response from the audience to this advert is that by buying and eating Cadbury’s Dairy Milk you can become a happier more joyful person.

No celebrity endorsement has been used in the advert.

CHARACTERISTICS OF THE PRODUCT•What benefits does the product offer the audience?

•What advantages does the product have over other similar products?

•Does the product have a U.S.P? (Unique Selling Proposition)

This product isn’t just offering the audience a tasty snack, but is also offering a lifestyle. A happier and more joyful life just by eating chocolate.

Cadbury’s has the advantage that it is a British made product and that it contains more milk than in other similar products on the market.

The USP of Cadbury’s Dairy Milk Chocolate is that there is a higher proportion of milk used in their chocolate than in previous chocolate

•Does the product have a lifestyle appeal it is offering the audience?

bars and bars from other companies.

The product is offering a happier more joyful lifestyle to the audience.

WEBSITES USED https://youtu.be/TnzFRV1LwIo