2. What Is the advert for?
This is an advert for flora butter with their new flora light butter which leads on to the
story being told in the ad. They most likely realised this because other butters were
healthier and wanted it to be aimed at healthy eaters.
3. Target audience
The primary target audience would be parents with the demographic of female 30-50
year olds because the advert is about the mum trying to lose weight and is why she
bought the light version of flora. The reason I would say its for parents is because
butter is the kind of thing that family's would need and typically the mothers do the
shopping. The secondary audience would be teenager with the demographic of 18-24
year olds who have just moved into their own house and need to do the shopping
themselves. I would say teens as the joke of the advert is more in their generation and
would relate more.
4. Form
The form of this advert is animated making it light hearted which relates to the primary target of
parents. This also goes with the secondary target as teenagers/young adults don’t want to take
things to seriously and would enjoy the comedic factor that goes with it. The animation would
appeal most to children as animation comes across very childish however children aren't a target but
their parents are the target so if they appeal to the kids they will nag their parents to get the butter
with a funny advert. This is part of a series of adverts that have funny children story's that only older
people would get the joke but kids would enjoy because of the style(Animation).
5. Style
The style of this advert is humorous which always appeals to everyone including both
their primary and secondary. This advert jokes about the innocents of children with
the younger child not understanding the slag of her older brothers friend, the
audience understands the mum and brother understand however the little girl
narrating doesn’t understand so its preserving child innocents which parents would
relate to.
6. Graphics and text
All of the text is large and childish to get the animated effect and matches the
animation perfectly. They also use the same colour scheme for there text so is
stands out as large text but still fits the whole advert as it matches the animation
going on.
The graphics are used when showing the product as it is all animation and then
there is a picture of the real product and would be a graphics. It give a unique
look as the whole shot is animated apart form the product and makes it stand out.
Graphics were also used during the end sequence as the family appears with
graphics around them which is just a closing panel just to clear up what the
product is.
7. Soundtrack
The soundtrack is a light and happy tune played very quietly underneath the
characters talking. Although you can barely hear it, it still brings the whole tone of
it to a happier effect even if it is barely heard.
8. Camerawork
Although it is an animation camerawork is still used as someone had to decide
what angle the animation will draw the camera at.
This only uses a few different angles and for most of it uses an angle that is
straight ahead and shows the kitchen and only the kitchen. There are other angles
but are mostly close ups on either The characters or the product being used.
At no point does the camera move during a shot and stays still the whole advert.
9. Persuasion techniques
In TV adverts they use persuasion techniques to get you interested in their product to make you want to
buy it. In the Flora advert there are a few different techniques being used. The first is a slogan which
takes your attention and causes you to remember the slogan therefore you are remembering the advert
and brand. The adverts slogan is “tasty goodness for all the family” which directly aims the advert at the
primary target which is parents in the words for all the family meaning they want parents to buy it for
their family's. They also promote their product in the words tasty goodness explaining that it tastes
good. They also use temptation by telling you the mum is trying to lose weight and that’s why she
bought the butter because its low fat trying to tempt people trying to lose weight to buy their product
as they can lose weight and still have butter. The advert also uses entertainment with the joke of
childhood innocents. Using a joke will grab peoples attention and if entertained will more likely
remember the advert and if seen in a store may be encouraged to buy it as it has an entertaining advert.
10. AIDA
AIDA is Attention, Interest, Desire and Action. It follows this by grabbing your
Attention by using cartoons showing this is a different kind of advertisement to the
average advert and makes you want to watch more. Interest is used by telling the
story using a little girls memory of a embarrassing story which may interest some with
the joke of the advert. They uses desire by having the little girl explain that her mum
in using the product to try and lose weight, making people believe that it’s a good
substitute. They do not use Action as they don’t ever mention to the audience that
they can go and get the product from stores at any point.
11. Codes and Conventions
This advert is an animation and is a cartoon rather than actors however use voice
actor to sell the product. The advert is also a humorous as it has the joke of child
innocents when the younger sibling misunderstands the friend of her older brother
but the audience knows why its embarrassing. There is no lighting as it is a cartoon
however bright colours are used making it seem like a bright sunny day. As it is a
cartoon it only has one angle which is front on to the action and the character move
around the angle rather than the camera following the characters. The sound effects
used are voice acting and background music which both sync to the theme of the
advert.
