The document analyzes a Vaseline advertisement. It discusses the documentary style of the advert and how it uses surreal imagery to promote Vaseline's natural skin benefits without explicitly stating the product until the end. The document also examines the camerawork, editing, sound, and narrative structure of the advert. It provides a detailed breakdown of how the advertisement aims to attract attention, maintain interest, create desire for the product, and encourage action through its techniques.

1. Vaseline - Analysis
Jack Reeve

2. Vaseline Advert

3. Form: This advert is made in a documentary form. Throughout the
whole of the advert it has information on the skin and proves how
Vaseline can help the skin. It's presented in a very natural way and
that is the way the company wants the product to come across.
Style: Despite the advert being surreal in some ways it is also
surreal due to the abnormal circumstances in the video. It is not
normal to see hundreds of people naked and embracing the quality
of their skin. Until the end it is not that clear what the product is
either- they know it will be something natural but Vaseline is not
clear.
Structure

4.  The advert uses a whole range of camera angles and movements to create the desired effect. It often uses a
long shot to set the scene and then zooms to show what is making up the setting. When the camera zooms
in you can see the people are acting as the objects that you originally see when the camera is zoomed out.
 As you can see from the image placed below of the boat a high angle shot has been used to make the
subject look less powerful then they really are. Vaseline have tried to make the people signify individual skin
cells hence why they have made the people look small using this camera shot.
 A tracking shot is used to cover the huge area that is shown in the river. Instead of using an extra wide shot
from a birds eye view they have zoomed slightly more and tracked to keep some detail on the subject
below, it also keeps the audience engaged with the smooth movement.
 A long shot has been used as you can see in the image placed in the bottom
 right of the screen, this is to capture both the subject (people) and the
 field in the background as this conveys the natural feel that Vaseline are trying
 to create. By capturing both in one shot shows that Vaseline are trying to
 create a relationship between people and nature which proves it’s brand identity
Camerawork

5.  Here a long shot is used to capture the raw natural form of the human body next to the
concrete buildings which look far from natural. This is done to create a juxtaposition which
enhances the Vaseline brand due to the contrast with the concrete buildings. People think a
natural feel is desirable and this long shot captures that perfectly.
Camerawork – part 2
In this shot we see the camera zooming out to reveal more people than we originally see in
the first. Once again this scene is based in a natural place (volcano) with the people laying
around creating almost yoga poses. The slow zoom creates a smooth transition and keeps
the advert moving at a pace.

6.  The editing is made up of cuts in quick succession to
keep the information given precise and snappy. If the
transitions between camera shots and information
was too slow the audience would get bored resulting
in the information from the advert not being
consumed.
Editing

7.  The sound is a mix of a natural soundtrack and a voice
over. The voiceover gives very scientific evidence
about how the skin is so good, for example
‘containing more than 300,000,o00 cells’. The
soundtrack is linked in nicely with the editing and
when the beat in the soundtrack changes pace so
does the visuals, this is clever and keeps the advert
moving at a good pace. The voice over is very clear
and easy to understand which means the information
is portrayed very well.
Sound

8.  To promote a new product: When a company produce an advert they
often try to create hype around a new product for the viewers to invest
in.
 To reinforce brand identity: Often companies will use advertising to
remind the consumers what their company identity is.
 The maintain product awareness: By creating advertisements it allows
companies to keep their products in the back of consumers mind.
 To reposition a product towards a new target audience: This is what I
will be doing with the Vaseline brand and very much like what Old Spice
done
 To burnish a corporate image: Companies can sometimes use adverts to
polish up the image of a product if it hasn't been in good light.
McDonalds done this to make their food seem healthier.
 Social Advertising: This is normally carried out by charities to get a point
across, for example road safety campaigns. Shock factor is often used in
this style of advert.
Why do companies advertise?

9.  A – (Attention) – Vaseline attracts attention of the customer with it’s fairly
surreal advert, it really is different to anything I have ever seen before and others
I have shown have also been attracted by the surreal element of the advert. The
voiceover is also very engaging and it is evident that Vaseline tried very hard to
find the right person for this job.
 I – (Interest) - Everyone has skin so most people will be interested in how to
improve their skin. With the use of real people this advert is very relatable. It is
also how every shot includes a subtle camera movement so you are constantly
engaged.
 D – (Desire) – Customers will have desire towards this product due to the
promises it makes. Vaseline claims that ‘your skin is amazing so look after it’ this
is a bold statement by Vaseline as they believe they can keep your skin amazing.
Who wouldn’t want this?
 A – (Action) – The advert does not really use any action words throughout the
whole advert but the whole advert is subtly telling you why you should but it
without using these action words.
AIDA

10.  Some people think that adverts try and convince you
to buy a product using hidden and secret messages –
this isn’t the case.
 Adverts DO NOT carry secret or subliminal but the
messages may not always be overt.
 Sometimes messages work on a more connotative,
subtle way.
 For example Vaseline associate themselves with
nature and luxury through the use of imagery and
colours.
Techniques Of Persuasion
Example of
connotative
advertising

11.  Adverts try and mobilise desire in the target audience
to try and make them buy a product. Companies try
and associate their advert to attractive lifestyles and
other qualities.
 Some of the qualities that are associated with the
Vaseline advert are – nature and natural world, rich
and luxurious lifestyle. They also make it appeal to a
wide range of people as they include people from all
walks of life in the advert.
Advertising by association

12.  They have a USP – Vaseline are one of the few
recognisable natural skincare products. It’s a family
product but still is a quality product.
 Creating problems and providing solutions – In the
advert Vaseline talk about having dry skin and that
Vaseline can solve that, this is a widespread problem
that people want to solve.
 Temptation – Vaseline try and create a desirable
product and try and tempt consumers by creating an
advert that will make the product fashionable.
Some other techniques used by
Vaseline
The natursome feel is
something that connotes
freedom and ‘living’

13.  The language of advertising has the primary aim to attract
attention.
 The way Vaseline have used nude models to advertise their
product shows Vaseline makes you comfortable in your body – a
trait that is very rare and makes the product desirable.
 Attractive names are used for Vaseline products. These include
‘rosy lips’ and ‘cocoa radiant’ this makes the product more
sellable – this connotes a luxury product.
The language of advertising

14.  Ofcom –
They are the communication regulator. They regulate TV and radio
sectors, fixed line telecoms, mobiles, postal services, plus the airwaves
over which wireless devices operate.
Ofcom passes most of the work when it comes to complaints about TV
advertising to ASA who take control. ASA control both TV and online
advertising complaints including TV shopping channel adverts as well.
Ofcom do handle some complaints regarding advertising though which
include, references to products, political issues or sponsorship messages.
Ofcom are regulatory partners with ASA who regulate most of the
advertising in media.
Regulation – Ofcom

15.  ASA (Advertising Standards Agency) are an independent board who
regulate adverts across all media. There aim is to make every advert a
responsible one.
 Despite all adverts going through thorough checks before being aired
the public are still able to complain and ASA will investigate.
 The advert with the most ever complaints was Paddy Power’s, Oscar
Pistorious advert ‘if he walks again we will refund your losing bet’
 ASA have a five step strategy –
 Understanding
 Support
 Impact
 Proactive
 Awareness
Regulation – ASA

16.  BCAP are the UK code of British advertising.
 BCAP is then followed by ASA who regulate the adverts.
 ‘Broadcasters are responsible for ensuring that the advertisements they transmit
comply with both the spirit and the letter of the Code’
 Some of the sections in the BCAP code include gambling, motoring, and
premium rate telephone
services
Regulation - BCAP

17.  Firstly Ofcom are the main regulator for TV and all
other communication devices. These also regulate
ASA who work solely with Adverts. The rules for ASA
to work with are written by BCAP.
Regulation – How do they all link?
OFCOM ASA BCAP
Investigate
Rules
Write RulesRegulate and
take action

18.  Stand alone – This is where the advert is not linked to any previous adverts that
have advertised that product. These normally include campaigns or special
promotional schemes.
 Series – This is when multiple adverts are linked to advertise a single product.
They may differ in content but have a link with the narrative and progresses
when each new advert is released. Kris Marshall’s work with BT is a good
example of an advert series.
 Realist Narratives – A realist narrative really is what it says on the tin. It gives the
viewer a realistic feel when watching the program and tries to the portray the
feeling of believability.
 Anti Realist Narrative – This is when the narrative is clearly made-up or untrue.
The effect the advert is trying to have on the viewer is one of escapism or
humour. Citroen C4 done a really good job with this when they turned their new
car into a robot on their advert.
 Vaseline is a stand alone advert as it is not directly linked
 to any other of the adverts they have produced.
Narrative and stand alone ads

19.  http://www.asa.org.uk/?gclid=CIizw57Kp8ICFcjHtAod
mkkAHA
 http://www.ofcom.org.uk/
 http://www.cap.org.uk/Advertising-
Codes/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP
%20Code%200712.ashx
 http://www.vaseline.us/
Sources