Cadbury Advert Eye Brow

Cadburys Chocolate Advert

Watch Cadbury Chocolate Advert

The target audience is ranged from people aged between 12-24.

Mise en scene-

Characters

• There are three people in this advert.
• Middle aged man (about 30)
• Young girl (about 12)
• Young boy (about 13

Costume-

The girl is wearing a purple dress. This is the exactly same colour as the Diary milk chocolate bar, this represents the brand image. Because whenever someone sees’s that purple colour it reminds them of Cadbury’s Dairy milk. So even though there is only an image reference of the chocolate bar at the end of the advert, the colour makes people think of Cadbury’s.

The boy is wearing a grey outfit. It looks as if he has just come from school. However he has a green tie which contrasts him from the background because that is grey.

Props

Camera, grey backdrop and the standing camera.
The little girl also uses a balloon. She tugs on the knot as she is moving her eyebrows at the same time.
The young boy uses a watch that is on his wrist. This is the trigger to start the whole adventure. Because this
Sound

Diegetic sound- this is sound that can be heard by the audience and the actors. This is reflected in their actions, the two children and sitting and moving their eyebrows to the beat of the music.

Camera Angles

There is a mid shot of the two of them sitting on a stool. They are both sitting up straight and both of their eyes looking directly down the camera. The audience can tell that is something important. However when they start twitching their eyebrows, this now tells the audience that there is something different about the advert.

There is also a low angle shot of them both twitching their eye brows and looking down. They also do the same thing looking up at the ceiling and this is shown through a high angle shot.

Audiences
This advert is stereotypical to some extent, because chocolate adverts are either aimed to children or to people that love chocolate. However chocolate adverts are full of chocolate are bright colours, but Cadburys have used a different approach. Using a wired but simple theme, so this targets a wide range of people because even though there are children in the advert, therefore children will think the advert is funny, however adults would question it and ask why?

Marks and Spencer 2006 Christmas (primary research)

Marks and Spencer 2006 Christmas


Marks and Spencer is a shop that is targeted about the older generation. However now they have seen the opportunity to expand in the food industry. By spending that little more to get better quality food.

Mise en scene

Set-

On tables with different plates of food. This sets the calm atmosphere because, the audiences attention is not on a physical person and more on the food.

Props-

All different types of Christmas festive food

Sound

Diegetic sound of very clam and slow tempo music. This is so that the audience can get a feel of the atmosphere. This is related to the panning shot of the food.

Camera shots

Panning shot of the food, attract the audience into the


Every shot of food has is a zoom. There is a zoom in and out of each food product this makes the audience feel that they want to eat the food. Even though that is expense because there is something happening to the food as you zoom in to it. For example the Christmas pudding is being lit, and the stuffed turkey is being cut slowing. This makes the audience think about the food and want to eat it.


Special Effects

There is a fade in and out of the different scene. This has given the advert a slow motion effect, which ties in with the whole advert because they are advertising posh food. This is about elegance and ‘posh food’. So they want people to feel that the food is good.

Audiences

This would especially entice their audience in the first since when the salmon in being dipped into sauce. Because this is zoomed in it makes the audience feel that the fork is going to go into their mouth.
Marks and Spencer has a reputation for Quality, Value, Service, Innovation and Trust . This has been done through their New press release in 2004 about 'Your M&S'. This way have made their audiences feel that they are doing everything they can do to give them the best service.

What are TV, Radio Adverts and Sponsorships?

TV Advertising.

After reading an article from ‘TV advertising’, said that TV adverting is a way of enhancing brands and lets different audiences aware of their products etc.

‘I told them that TV and search are highly compatible and that money should be taken from below the line and pushed back into TV alongside (obviously) massive growth in


search.’

This was a quote from the website, which I think is true because a lot people watch TV all the time. While they are eating, at the gym, before they go to sleep and at other times, so a lot of money should be spent on advertising because this is a way on engaging people into different organisations. Also it is a much more interesting way then leaflets etc, because you can see things acutely moving compared to static images etc that may bore the audience. You would normally see a TV advert more than twice in a week, however compared to the method before you may not see it that often, therefore the awareness of the organisation will not expand as much.



Sponsorships

Through sponsorship, this ‘TV advertising’ explain that is maximises you visibility to reach out to your target audience. Therefore sponsoring a programme that could be well connected to a product or service will help they re-energise their brand. Because this way of advertising allows you to place you logo or have short credit sequences in and around or programme or before or after.

‘Placed in between TV spot advertising and the programme itself, sponsorship guarantees a prime position and maximum visibility to your chosen target audience. It can be used effectively to launch or re-energise brands, to gain retail listings in highly competitive market sectors and to drive sales.’

This connects the sponsorship together because you have to pay good money to get prime position in between programmes in order to make a success.

Radio Advertising

With over 300 commercial radio stations in the UK, radio advertising offers enormous flexibility - it’s ideal for everything from a local direct response ad to a nationwide brand building campaign. You can use it to target specific demographic profiles, and you can switch it on and off as and when you need it.

Adverting through radio is an effortless way in order to get sales. This is because your audiences do not have to click or read anything therefore it is made easier for them just to listen and take in the information. And radio listeners don’t switch channels when an ad comes on, so you have a more captive audience than TV.

‘Successful radio advertising requires great creative. The airways are very crowded with marketing messages so it’s important to achieve real stand-out, and there are many ways to do that depending on your product or service and your target audience. A distinctive voice, music or sound effects can all be used to create impact and drive your message home. ‘

These are the ways in which to bring audiences more interested into the advert, through listening for example wired but unusual sounds that people may not have heard before may want people to listen to it. But you cannot bore you audience because if you bombard them with a lot of information they will not take it in and therefore not remember the advert for the positives.


How do all these types of advertising attract audiences?




Radio- attract their audiences in different way, the most common trend is using physiology, when people listen to the same name or slogan more then once they tend to remember it more then hearing the phrase once. as the young teenager audience is the audience we are focusing on, I think we will need to attract through using up beat music and sounds that are unusual that will engaged them the next time the audience listen to the advert they will not get bored.

Sponsorship- for example using carphone warehouse, they use to sponsor Big brother, which is a reality TV show that is aimed at the young generation. so they have picked carefully who they want to sponsor, because the young generation (teenagers) tend to use mobiles etc more often then older people. therefore they have targeted the right audience.

What is Primary and Secondary Research?

• Primary research is data that is being collected first hand. For example questionnaires, focus groups.
• Secondary research is data that has already been collected. For example analysing tv adverts, radio adverts and sponsorships.

What Can You Advertise? (Primary Research)

Cross Media Advertising

Cross-Media Advertising




The definition of Cross-Media Advertising is using several different types of media to advertise one product in different formats.


Cross media explains there are different ways in which things can be advertised. Advertising in all media including radio, TV, direct mail, magazines, newspapers and the Web inorder to reach a pacific target audience.


For example, Car phone ware house use to sponsor Big Brother, however know they sponsor the x factor. In their sponsorship adverts, their use alot of different ways to try and get their audiences attention. For example even though they are know for selling phones, their recent sponsorship clip has different characters being drawn but instead of using phones are their main product they have use laptops.

They also use print media, to advertise phone deals etc, and through the web. Using sites like facebook to have little ads on the side showing their new offers etc.


So using a wide range of cross media advertising, can help companies boost their profit margins and even though they have the same products, using Ansoff's Matrix of market development, can help they target new markets but keep existing products.


Anonymous 'Definition of Cross-Media Advertising' In: PC Mag Encyclopedia (http://www.pcmag.com/encyclopedia_term/0,2542,t=cross+media&i=40493,00.asp) Accessed on: 15th January 2010.

My Own Schedule