Ben and Jerry's ice cream analysis

1. Ben and Jerry’s Ice-cream
HTTPS://WWW.YOUTUBE.COM/WATCH?V=ABBGFLLHPKG
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2. What is this advert for?
 The advert I chose was to selling their new ice-creams with 2
flavours and then a core of a sweet sauce. Some of the new
flavours are ‘ Karmael Sutra’, ‘Dough-ble Impact’, ‘Blondie
Brownie’ and ‘Peanut Butter Me Up’. There are now new core
which are cookie cores.
 It is give the consumer a better experience with ice-cream as
it has may different taste in each bite.

3. Target Audience
 Ben and Jerry’s primary demographic is teenagers and the
secondary demographic uni students.
 This ice-cream is normally bought by working class or middle
class people.
 Ben and Jerry’s is quite mainstream as many it is in many
shops.
 The reason why it is aimed at teenagers and uni students
because of how bright and colourful the packaging is and the
weird combinations of the ice cream.
These are the classes that I think fit well
with the chosen demographics.

4. The form of the advert and The style of the
advert
 The style of all the Ben and Jerry’s advert are animations.
 Reason why they do animation is because they can make it bright
and colourful and they don’t need real cows.
 With animation they can do anything with in reason but outside of
what we can do in the real world. (E.G- having an advert in space.
 The style of the Ben and Jerry’s adverts they try to be funny so they
can engaged the teenagers audience.

5. AIDA- Attract
With this advert it does attract and grab the attention of the
potential customers. How they do that is through the bright
colours and music that have put along to ad.

6. AIDA- Interest
The advert does not give any prices for the new ice-cream but it
makes you want to buy it as it explains the new core filling they
have in-between the ice-cream flavours.
The interest would also includes the animation because normally
animation would interest teenagers and uni students and the
bright colours would also intrigued them .

7. AIDA- Desire
The new core fillings will probably want to make you show it to
your friend so they go out and buy it which will make more money
for that type of ice-cream which could bring out more flavours.
Some of the new flavours are ‘ Karmael Sutra’, ‘Dough-ble
Impact’, ‘Blondie Brownie’ and ‘Peanut Butter Me Up’.
the advert is on the Karmael sutra ice cream

8. AIDA- Action
They say at the end ‘Join our Core – All you need is a spoon ‘
trying to also hint that you should buy the ice cream. Plus the fact
they are a company who works to help the fair trade which could
help also make people what to buy the ice cream to help the
cause.

9. Persuasion
 This advert does contain the entertainment factor and popularity
method to help boost the number of people who buy the product.
 I do not think that this advert contains any hidden message to
persuade the consumers to buy it.
 They explain what is in the ice cream and they use adjectives to
make it sound better so more people will by it.
 They use the nature method with in this advert to help liven the
advert up and show that there is also no artificial flavouring within
their products.

10. Shot types and camera angles
 Most of the shot types are long shots.
 When the advert start it zooms in slowly to show the new ice-creams.
 Most of the camera angles are straight on/ eye level so it make the advert
basic but sells the product well.
This shows is cutting from a long shot to a close up. This
happen from 0.26 to 0.27.
This happens in the first few seconds. This is a slow zoom in as the curtains open.
This happens from 0.00 to 0.01

11. Music and sound
 The music with in the advert is very cheery. It is up beat country as they have
themes of up beat movement. The instrument used that is heard is a country
guitar, so it give the feeling of nostalgia and authenticity as Ben and Jerry’s
have been around since 1978.
 The narration with in the advert is in a very happy tone to help engage the
demographic they aim Ben and Jerry’s at. The narration also keeps up with
the music which helps to prevent the advert from being long and boring.
 The sound effect used are of a jack hammer, they use ufo noises for the space
part and little splashes when the ice cream splodges. This helps to make
sound realistic.
Space part at 0.08
to 0.11
Mine part at
0.11to0.13
Outside part
after mine at
0.13 to 0.25

12. Cuts and Effects
 During the advert it is mostly looks like one take.
 At the beginning they have a red curtain opening to introduce the new ice-cream.
 At one point they use a fade to black from the space part into the cow in the ice cream cave
mining .
 Then there is a cut to reshow the ice creams after the mining.
 Also after the mine it cuts to the part where they explain what flavours are in the ice-cream.
This shows the fade to black effect.
This happens from 0.11-0.12 seconds.
This show the cut back to the nature.
This happens from 0.13-0.14 seconds