Cadburys gorilla adverthttp://www.youtube.com/watch?v=TnzFRV1LwIoElement Denotation Connotation NotesCamerawork, Starts off with This mixed with theShot type, a close up then slow build up songAngle, slowly zooms adds tension to theMovement, out the show the advert. gorilla then the drums.Editing, It is a linear The slow start is toLinear / Non- structure. Slow help with the buildlinear, paced to start up to the song.Pace, then faster paced Then the fast pacedTechniques when the song section helps to addused, kicks in. impact.Sound, The main They used this songSFX, soundtrack is: because it is a highSoundtrack, Phil Collins – In impact song with anDialogue, the air tonight. intense build up. ItNarration, is also very popular so people will enjoy it.Iconography, The iconography They used purple used is the as the backdrop purple backdrop, to help people throughout the associate the advert entire advert and with Cadburys. then the logo, Then the logo at the which is shown at end was to promote the end. their new “glass half full” logo.Form / structure The advert uses They do this to get a very anti-realist a very humorous idea. advert that people find extremely entertaining and remember able.
Everything you The advert is They use the singlesee on screen, fairly basic. It is camera with theFraming, just one camera gorilla and drumsComposition, with the gorilla filling the frame toLighting, and the drums keep the audienceColour, filling the frame. focused on theGraphics, The lighting was most entertaining specific to make part of the advert. sure the purple They use an backdrop was animation to lead the right shade. into the logo to also Then the logo help the audience at the end is a focus on what it short animation is. The graphics/ leading into the special effects static logo. The used in the advert graphics are help the gorilla used to make look more realistic, the gorilla more instead of a man in realistic. a suit.Techniques The main things The song used inused, used to attract the advert is veryOvert the audience intentional. It is amessages, are, an emotional very popular songEmotional response and is used toresponse / and brand help bring out anassociation, identification. emotional responseCelebrity from the audience.Endorsement, It is used to help theUSP, audience associateLifestyle appeal, the Cadburys brandBrand with a good feeling/identification, song. The mixtureAdvantages of the song andover other comedy helps thissimilar products brand to stand out among its rivals, for having such an original idea.
Skittles adverthttp://www.youtube.com/watch?v=qp0WBiME_fMElement Denotation Connotation NotesCamerawork, The first shot is The first shot isShot type, a static camera to help set theAngle, that has the scene, so that theMovement, entire scene fill audience knows the frame. Which the setting. The then switches to alternating close- alternating close- ups are used to ups between the fill the shot with characters in the whoever is talking scene. Then back in the scene, to put to have the entire the focus on them. scene in the shot. The final shots are Then at the end used to show all of it switches to a the characters and different shot of their reactions. the entire scene.Editing, The story is a This just allows theLinear / Non- linear story that audience to followlinear, plays through at a the story and keepPace, steady pace. up with the comedy.Techniquesused,Sound, There is no music They use slowSFX, or soundtrack. speech for the mainSoundtrack, The dialogue is actor to show howDialogue, split between sad the situation isNarration, the main for him. The speech character and for the extras is fast two extras. The paced and happy main characters because they are speech is slow happy about the and slightly situation. It all helps depressed. The with the comedic extras speech is effect. happy and quite fast.
Form / structure The structure The anti-realism is of this advert is for comedic effect. an anti-realist This combined with narrative. the good effects works well.Iconography, The iconography They use the in the advert is product during the a mixture of the advert to help add product being to the humorous used during the narrative and help advert and then people know what the official Skittle the advert is for. logo at the end Then the logo at the with their popular end is to help with slogan. brand recognition.Everything you The framing This type of framingsee on screen, either has a focus is used to draw theFraming, on characters audience attentionComposition, in the advert or to vital things inLighting, the entire scene. the scene. TheColour, The lighting is lighting used is toGraphics, typical of lighting help set the office in an office. The scene. The special graphics/special effects are used effects are used very well to make it to animate the look as realistic as Skittles. possible, adding to the comedic value.Techniques This advert uses This story combinedused, a very original with some goodOvert idea, which is an acting andmessages, anti-realist story effects creates aEmotional about a man that very funny andresponse / turns anything remember ableassociation, he touches into advert, which helpsCelebrity Skittles. it stand out from itsEndorsement, rivals.USP,Lifestyle appeal,Brandidentification,Advantagesover othersimilar products
Volkswagen adverthttp://www.youtube.com/watch?v=R55e-uHQna0Element Denotation Connotation NotesCamerawork, All of the camera The advert usesShot type, shots are focused these cameraAngle, on the main shots so that theMovement, character in the main character is advert; most constantly the focus of those shots of the advert, so are static. Apart that the audience from the opening can watch the build shot, which is the up to the funny camera, moving portion at the end of backwards as the advert. the character walks towards the camera.Editing, The story is a This technique ofLinear / Non- steady paced, story build up islinear, linear narrative very effective forPace, leading to a delivering a veryTechniques comedic ending. funny ending.used,Sound, The only sound This soundtrackSFX, in the advert is is used because itSoundtrack, the soundtrack, fits into the wholeDialogue, which is Darth theme of the advert.Narration, Vader’s theme It also adds to the tune. There comedy. are other minor sound effects, from the car and other props.
Form / structure The structure is This combination a realist narrative works well for the with a character humor side of the that is playing an advert. Using a anti-realist role. mixture of good acting from the main character and original comedy.Iconography, There isn’t much Because the car iconography enters the scene involved in the almost head-on, advert until the one of the first scene that has things the audience the car arrive at sees is the cars the house. emblem. Which makes the audience aware what and whom the advert is for.Everything you The setting of This typical familysee on screen, the advert is a setting mixed withFraming, family home and the Darth VaderComposition, the lighting and character adds toLighting, framing colour the comedy factor.Colour, is used to show The framing of theGraphics, a typical family shots also helps home. There is set the scene and also a dog, which keeps the audience is the family pet. focused on the main character.Techniques Volkswagen used Using a well-knownused, a very well known character helps theOvert character, Darth audience remembermessages, Vader. Which the advert and as aEmotional would have been result remember theresponse / approved by Volkswagen brand.association, George Lucas The endorsementCelebrity / Lucas Arts, from big namesEndorsement, the owners of such as GeorgeUSP, the Star Wars Lucas / Lucas ArtsLifestyle appeal, franchise. might also helpBrand inspire confidents inidentification, the brand.Advantagesover othersimilar products
7 more advert examplesSony Bravia – paint advert:http://www.youtube.com/watch?v=GURvHJNmGrcCitroen C4 – dancing robot advert:http://www.youtube.com/watch?v=CLmE4lby_fICitroen C4 – ice skating robot advert:http://www.youtube.com/watch?v=RhtGBaEOEVs&feature=relatedSkoda Fabia – mean green advert:http://www.youtube.com/watch?v=F15doLM2voQGuinness – tipping point advert:http://www.youtube.com/watch?v=ZMzoWqnTb5IBudweiser – alien advert:http://www.youtube.com/watch?v=iz8fuvBvrH8Cadburys – eyebrows advert:http://www.youtube.com/watch?v=TVblWq3tDwY