This advert promotes the KitKat Chunky chocolate bar. It targets both older and younger audiences by using Jason Statham's celebrity appeal alongside animals and chocolate that would attract children. The ad takes the form of a documentary-style series that starts seriously but ends humorously when Jason eats a KitKat. It uses celebrity endorsement from Jason Statham as its main persuasion technique, as well as the established brand identity of KitKat, humor, and entertainment value. The ad follows the AIDA model to first grab attention, build interest, trigger desire, and encourage action.

1. Advert analysis

2. The Advert
• http://www.youtube.com/watch?v=QUPekON
ni8M&feature=player_detailpage

3. What is the Ad for
• This advert is promoting the kitkat product.
Too be more specific it promotes kitkat
chunky.

4. Who is the target audience
• This advert could appeal to the older audience with
its use of salmon in a documentary style, but it
would also appeal to younger children because its
got animals in it and it also chocolate. It might appeal
to some young adults because of the use of Jason
Statham.

5. What form does the ad take
• The advert was a successes so they made a
number of them were made which makes
them a series.

6. What is the style of the advert
• This advert starts with what seems like a
serious advert and almost Documentary like
until the end of it where it becomes
humorous. There are no computer graphics in
the advert and the only animation is the kitkat
slogan at the end of the advert.

7. What Persuasion Techniques are being
used
• The biggest persuasion in this advert is celebrity endorsement
with the use of Jason Statham who is a popular movie star but
the chocolate which has been around for a long time also sells
itself with its brand identity and of course it has its slogan. The
ad also uses a slight paradox with the salmon dying and Jason
adding humour on the end which has entertainment. Some
people might see Jason as a sex appeal.

8. Does the ad follow AIDA
• Attention Interest Desire Action. This advert follows this by
first introducing a subject (‘the Salmon’). Interest, (Jason
Statham will arouse interest). Desire, (This advert doesn’t
stimulate any actual desire for the product but he product has
been around for a while so the product itself could cause
desire). Action, (the slogan ‘have a break, have a kitkat’,
promotes action to get the product).

9. codes and conventions
• Mise-en-scene/iconography: The kitkat is red. Passion/desire. The salmon and surroundings are dark
colours so this could be connoting something bad.
• Lighting: The café where Jason is sitting is brightly lit. The Rest is all very dull and not brightly lit.
• Camera shot, movement, angle, composition: Medium shots, mid close ups, three close ups, one
establishing shot, and one long shot.
• Editing, quick cuts between Jason and the salmon; uses the closer shots as it gets closer to the point of the
advert.
• Sound effects/music: There are ambient sounds of the café and river but there is no music.
• Special FX: There aren’t any special effects or computer graphics except for the kitkat symbol and slogan at
the end.