Cadbury advert analysis
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The Cadbury Gorilla TV advert from 2007 used humor and surrealism to promote their chocolate product in a memorable way. It featured a gorilla playing the drums to Pharrell's "Happy", without any dialogue or explicit branding until the final seconds. This unexpected use of a gorilla drummer was intended to create an enjoyable experience for viewers that reflected the joy Cadbury aims to provide. The advert succeeded in gaining widespread attention across television, online platforms, and traditional media, establishing it as one of Cadbury's most recognizable and talked about campaigns.
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Cadbury advert analysis
The Cadbury gorilla advertisement from 2007 was broadcast on national television and online. It used surreal humor, featuring a gorilla playing the drums to promote Cadbury chocolate in a memorable way. The advertisement aimed to widen Cadbury's audience by making people laugh and showing their brand has personality. It created significant buzz on social media and blogs by taking an unexpected approach compared to other typical chocolate ads. The surreal moment and emotional connection to the audience helped promote Cadbury in a fun, interactive way.
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Coca-Cola's advertisement promotes their slogan "Open Happiness" and aims to appeal to consumers' desires for comfort and optimism. The ad features bright colors, toys, and images that draw attention and aim to attract both children through colorful images and adults by appealing to their inner child. It also illustrates how technology like smartphones can disconnect people, but drinking a Coke together can help reconnect them. The ad is meant to trigger feelings of fun and fulfill basic human needs like social connection according to Maslow's hierarchy of needs in order to persuade viewers to purchase the product.
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2) Coca-Cola Canada's "Play a Coke" campaign in 2016 featured packaging with scannable Spotify codes, Spotify ads, social media videos and influencers to integrate Coke into summer.
3) matchaLOVE's "Stay Grounded" campaign in 2017 in the US used social media, digital ads, and influencers to promote their energy-boosting matcha drinks.
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1) Always' "Like a Girl" campaign from 2014 aimed to boost girls' confidence by challenging stereotypes about femininity. It aired on TV and social media.
2) Chanel's 2009 "Train de Nuit" campaign was a 2-minute film showing how the scent of Chanel No. 5 creates desire and brings people together. It was featured on Chanel's website and in print.
3) Pantone's 2020 "Create Your Own World" campaign by TBWA Paris used color manipulation of landscapes to inspire creativity and show that one's world does not need to be ordinary. It appeared in print and social media.
Dove beauty champaign
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The document provides summaries of 5 advertising campaigns:
1) Haagen Dazs' "Crafted" documentary film campaign
2) Skittles' Broadway musical campaign "Broadway the Rainbow"
3) bubly's celebrity partnership campaign including Ellen DeGeneres
4) e.l.f. Cosmetics' "Beautyscape Bahamas" social media contest
For each campaign, the document analyzes the strategy and proposes potential extensions, such as incorporating more social media for Haagen Dazs or influencer marketing for bubly.
Nice Ice Script
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Evaluation
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This Slide show narrates the history of advertisements and traces out their impacts and explains the techniques followed in the preparation of advertisements. I made this presentation for the students of I year M A English on 11th January 2010. I hope to improve this presentation in near future.
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The document outlines the common elements of print advertisements, including the header, image, body, call to action, and contact information. The header attracts attention and communicates key benefits. Images create curiosity and show what readers will learn. The body elaborates on the header and builds interest in the product. The call to action leads readers to take a specific action, like visiting the store. Finally, the contact information tells readers how to get in touch with the business.
Television advertising techniques
This document discusses various styles, techniques, and conventions used in television advertising. It provides examples of different styles such as documentary, mini fiction, animation and talking heads. It also discusses techniques like hidden messages, overt messages, emotional response, celebrity endorsement, and repetition. Finally, it covers conventions such as soundtracks, brand logos, dialogue, special effects, and characteristics of products/services including benefits, advantages over competitors, and lifestyle appeal. The document is an overview of creative and marketing elements commonly employed in television commercials.
Analysing print based media
This document discusses various print media and their key features for analysis. It covers magazine covers, print advertisements, film posters, web pages, newspapers, CD covers, and computer game covers. For each medium, it identifies important elements to analyze such as visual codes, layout/design, genre, and purpose. The goal is to understand how each medium conveys information and targets its intended audience through textual and visual elements.
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One area many CPG brands have begun seeing success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with other like-minded customers without having to invest heavily into brand produced content. Offerpop dives in with 11 top-notch examples!
Television advertising techniques
The document discusses various techniques used in television advertising, including narrative structures, visual marketing, mini fictions, animation, humor, surrealism, parody, realism vs anti-realism, codes and conventions. It provides examples like John Lewis Christmas ads that use narrative and Cadbury Gorilla ads that employ surrealism. Special effects are also discussed as a technique to make ads more appealing.
Cadbury
Cadbury used Facebook to build customer engagement by directly communicating with customers and treating them as creative partners. It differentiated its products on Facebook to give customers options while growing its global audience. Cadbury aligned itself with social causes to enhance its brand and win customers' hearts by committing knowledge and resources, not just money, to pressing social needs.
Different forms of tv advertisements
This document discusses different types of advertising narratives and styles. It provides examples of each type, including a 2008 Nintendo Wii ad showcasing realism, a 2008 Smarties ad using an unrealistic fictional narrative, a 2009 child road safety ad that was part of a series, a 2016 Haribo ad that was a standalone spot, a 2009 Domino's Pizza documentary-style ad featuring real employees and locations, the use of talking heads to promote Bon Voyage travel services in 2009, and a 2005 PG Tips ad featuring Wallace and Gromit animation to promote their tea products.
Lewis williams structure in advertising assigment.(finished)
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are outlined. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
Lewis williams structure in advertising assigment.(finished)
The document discusses various structures and techniques used in TV advertisements. It covers realist narratives, anti-realist narratives, surrealism, animation, documentaries, celebrity endorsements, talking heads, stand-alone vs. series ads, nostalgic, humorous and dramatic styles. It also discusses codes and conventions like editing, lighting, camera angles and iconography. Emotional responses, characteristics of services, regulation, audience research methods, and sources of information for advertisers are described. Overall, the document provides an overview of common advertising techniques, structures, and considerations for TV commercials.
Visualization and campaign planning
This document summarizes a student's topic on the impact of TV advertisements in society. It discusses how TV advertisements are more effective than radio as they use both sight and sound. TV ads have a great impact on viewers, especially young people, as they convey their message in just a few seconds and influence viewers to purchase products. The effects of TV advertising are impressive, affecting people of all ages and potentially diminishing self-worth by focusing on a person's lack of something rather than a product's features. The document also provides examples of different forms of TV advertisements like animation, mini fictions, documentaries, and talking heads. It analyzes Cadbury Dairy Milk chocolate advertisements in India from the late 1990s to present
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Cadbury began operations in India in 1948 and today has five manufacturing facilities. Key Cadbury brands include Dairy Milk, 5 Star, and Perk. Research findings from 100 people show that 84% recall Cadbury as the chocolate brand, 96% are aware of it, and 90% believe it provides value. Cadbury ensures brand clarity and consistency through promotional campaigns maintaining a consistent message like "Kuch Meetha Ho Jaye" and positioning products in stores. It rejuvenated its brand image after a 2004 controversy through distribution checks and awareness programs.
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This document discusses how content marketing is refining the digital landscape and allowing brands to stay ahead of competition. It provides several examples of brands that have successfully implemented content marketing strategies focused on storytelling, addressing customer needs, and inspiring consumers with their philosophy and social causes. Whole Foods, GE, Dove, and Coca-Cola are highlighted for how they leverage content marketing to build their brands in a way that goes beyond simply promoting products. The conclusion emphasizes that effective content marketing now requires rethinking a company's entire communication strategy and involving all branches to bring out creative ideas that can be embedded in people's everyday lives and culture.
Amit mohanty nestle
Nestle has successfully branded several of its products through strategic branding and product positioning. For Nescafe, Nestle initially improved the taste and packaging and launched new product lines. It then focused on branding through TV commercials depicting the energy provided by a cup of Nescafe. Maggi noodles are positioned as a quick and healthy meal through its "Two Minute Noodles" tagline. Nestle expanded the Maggi product line and increased market share. For Munch chocolate, Nestle targeted a low price point and roped in a celebrity ambassador to establish the brand against competitors. Through differentiated products and branding strategies, Nestle has achieved strong brand recognition and market dominance for these products.
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This document outlines various advertising types and techniques, including:
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2) Product image ads that create memorable brand associations with certain lifestyles or values.
3) Personalized ads that connect with audiences by relating to their desires.
4) Lifestyle ads that sell an image or identity rather than just the product to associate the brand with a lifestyle.
Evaluation dual[1][1]
The document summarizes a chocolate bar called Dual that contains both dark and white chocolate halves. It aims to appeal to fans of both types of chocolate. Each half is meant to represent different personalities - the white half for tranquility and the dark half for energy. This represents how people can have multiple personalities. The goal is for the Dual bar to appeal to everyone.
Evaluation dual[1][1]
The document summarizes a chocolate bar called Dual that contains both dark and white chocolate halves. It aims to appeal to audiences who prefer different chocolate tastes. Each half is meant to portray distinct personalities - the white half representing tranquility and the dark half representing energy. This represents how people can have multiple personalities. The bar aims to appeal to everyone.
Evaluation dual[1][1]
The document describes a chocolate bar called Dual that contains both dark and white chocolate halves. It is designed to appeal to people with different taste preferences for chocolate. Each half is meant to represent different personalities - the white half represents tranquility while the dark half represents energy. The chocolate aims to represent people who have multiple personalities. The goal is for the Dual chocolate bar to appeal to everyone.
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Cadbury
Cadbury was incorporated in India in 1948 and currently operates in four categories: chocolate confectionary, milk food drinks, beverages and candy & gum. It has five manufacturing facilities and five sales offices in major cities. Cadbury Dairy Milk enjoys a 70% market share in India and is considered the 'gold standard' for chocolates. Amitabh Bachchan is the brand ambassador. Cadbury Dairy Milk targets customers based on geography, impulse buying, and as a gift segment. It positions itself as spontaneous, special, and associated with sweets and auspicious occasions. Cadbury uses various promotional campaigns focused on television, print media, and social media to target all age groups.
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The document summarizes the process of developing an advertisement proposal for Cadbury chocolate. It begins by explaining how the author chose to focus on Cadbury after researching advertising history. It then outlines legal restrictions on food advertising to children. Next, it provides details on Cadbury's target audience and advertising history and channels. The proposal involves suggesting changes to Cadbury's packaging or ads to appeal to a broader audience. Feedback on a draft ad is analyzed before changes are made to improve the final version.
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Task 2 evaluation
1) The document describes editing a radio broadcast about the London Bridge attacks, including introducing jingles and theme songs.
2) It discusses targeting a young audience in East London and choosing a serious topic about the London Bridge attacks that some may find upsetting.
3) The planning and structure of the radio segment helped it record smoothly, with researched content and questions for an interview with a victim's mother. Areas for improvement include being more prepared to avoid retakes and making the script sound more natural.
Task 2 evaluation
My radio segment aimed to inform young people in East London about the London Bridge attack. I researched the attack thoroughly so I could structure my script and interview well. My interview with a victim's mother provided realistic and somber details about coping with loss. While my pre-production and editing went well, areas for improvement included being more prepared to avoid retakes from script mistakes or noises, and making the dialogue sound more natural.
Radio segment
Hanna's son Tim was killed in the London Bridge attacks. She is interviewed on a morning radio show to discuss her experience and loss. During the interview, she recounts the last time she saw Tim, getting the call that he had died, and going to identify his body at the scene. She urges the government to increase security at popular locations in London to help prevent future attacks. The interviewer thanks Hanna for sharing her story.
Sound unit 4
Sound is a vibration that propagates through a medium such as air or water. Humans can hear sounds between 20 Hz and 20 kHz. Sound is measured in decibels and moves through vibrations and reflections off surfaces. Dynamic microphones are used for live performances as they are ruggedly built to handle loud noises. They work through electromagnetic induction of a diaphragm, coil, and magnet. Condenser microphones are used in studios as they have better frequency response but are more sensitive. Types of microphones include lavalier, boundary, and cardioid microphones. Recording equipment includes Logic Pro, handheld recorders, acoustic cameras, and screen recorders. Multi-track recording captures multiple sources simultaneously like during
Sound unit 4
Sound is a vibration that propagates through a medium such as air or water. Humans can hear sounds between 20 Hz and 20 kHz. Dynamic microphones are commonly used for live performances as they are durable, while condenser microphones are commonly used in studios as they have better frequency response. Different types of microphones include lavalier, boundary, and cardioid microphones. Recording equipment includes digital audio workstations, handheld recorders, acoustic cameras, and screen recorders. Multi-track recording allows multiple sources to be recorded simultaneously.
Call the midwife
1) The documentary analyzes the use of sound and music in the TV show "Call the Midwife".
2) Different types of music are used to convey different emotions like tension during birth, happiness when the baby is born, and romance between couples.
3) Sound effects are also extensively used to immerse the viewer in the time period and location, with diegetic sounds like buses, barking dogs, and children playing in the streets.
Task 1 serial
The podcast Serial uses various sound effects and music to set different moods and illustrate key elements of the story. Incidental music at the beginning and end is upbeat, representing Hae Min Lee's normal life before her death. When discussing sad elements like her disappearance, slow music plays. Interviews include external sounds like a gate swing. Mysterious music builds tension around suspects. The varied soundscape helps listeners understand and follow the complex true crime story. In contrast, radio uses only upbeat music and jingles to keep listeners happy during their morning commute.
Task 1 serial
The podcast Serial uses various sound effects and music to set different moods and illustrate key elements of the story. Slow, sad music is used when discussing Hae Min Lee's death and the discovery of her body. Mysterious, upbeat music builds tension when introducing potential suspects like Jay or discussing how Hae was killed. Interviews from various people involved in the case help listeners feel connected to the story. In contrast, breakfast radio uses upbeat, loud music and jingles to wake listeners and keep the mood happy as people start their day.
Main article step by step 2 (1)
The document summarizes the process of creating an article on the influence of grime music on UK youth. It includes selecting an image of a model in a hoodie representing grime artist Chipmunk. The author imports the image and adds captions and text boxes in InDesign. Formats like JPEGs and screenshots are used to save and transfer the files. The final outcome achieved the goal of an organized article on grime's influence that does not come across as boring.
Task 3
The document summarizes the process of selecting images and importing them into an InDesign document for an article about grime artists in East London. Specifically:
1) The author chose a photo of a teenage girl as the main image to relate to the target teenage audience. Photos were taken with a Canon camera for quality.
2) Images and text were imported into a double-page InDesign spread with one column for text and one for the main photo. Text boxes and frames were used.
3) The title "THE IMPACT OF GRIME" and author byline were added. Photos were transferred from the camera to the computer by connecting and emailing.
Task 4
The document discusses the process of researching and drafting two digital articles on the topic of grime music for different target audiences. The author conducted research on existing grime articles to understand how to structure their own articles, including the positioning of text, images, and videos. They received feedback on early drafts from peers and teachers and made revisions to improve the formatting, fonts, images, and tone based on the target audience. Through iterative drafting and research, the author was able to create two polished articles that were appropriately tailored for teenagers and adults while informing and entertaining readers about grime.
1 b research
This document discusses the history and purpose of youth clubs in England. It notes that youth clubs have been around for over 150 years, providing evening activities, companionship, instruction, and guidance to help young people develop socially and morally. Today, youth clubs remain focused on giving young people ages outside of school a sense of belonging through fun, low-cost activities and support from club leaders and volunteers, helping them learn new skills and build confidence for the future. The document outlines that there are currently around 11,000 youth clubs across England that aim to support relationships among young people and with trusted adults.
1 b research
Grime emerged in East London in the early 2000s as a youthful response to socioeconomic conditions among working-class communities. Inspired by genres like hip hop, grime featured fast, minimalist beats and dark lyrical themes addressing economic issues. While initially an underground genre spread through pirate radio, grime has gained increasing mainstream popularity in the UK in recent years as evidenced by artists like Skepta winning awards and topping charts. Grime's popularity has also spread beyond London to other UK cities with emerging artists in places like Birmingham and Manchester.
Task 2b evaluation (1)
The student took photos for a mock Teen Vogue magazine cover shoot using a Canon 1300D camera. They selected an interior shot of a model in all black as the final image because it looked appealing. Both interior and exterior shots came out well due to planning and use of different techniques like lighting and angles. The photoshoot went smoothly overall and the student feels they improved their photography skills.
Task 2b evaluation (1)
The student took photos for a mock Teen Vogue magazine cover shoot. They took interior photos using automatic settings which helped capture facial expressions and clothing details. Exterior photos used natural lighting and a nature setting to enhance colors. The final chosen cover photo features a teenage girl in black, matching the fashion magazine's theme. The student evaluated that their photos came out well after practicing techniques like lighting, angles, and settings. They aim to improve by taking more test shots and keeping locations clear of extras.
Music video feedback
The music video feedback noted that good transitions, accurate lip syncing, varied locations and costumes, and special effects were positives. Areas for improvement included using a tripod more for steadier shots, capturing more varied shots, ensuring all participants stay focused during filming as some unplanned moments occurred, and utilizing additional locations.
Music video feedback
The music video received positive feedback for its good use of transitions, accurate lip syncing, varied locations and costumes, and special effects. Suggested improvements included using a tripod more to steady shots, capturing more varied shots, ensuring all participants stay focused during filming as some unplanned moments occurred, and including more locations.
Evaluation
The music video aimed to inform and entertain viewers with something different by featuring various locations. It tells an autobiographical story about the artist's life, friends, and struggles in today's society. Multiple locations and outfit changes were used to make the video look more polished and diverse compared to other artists' videos. Feedback was incorporated from the first draft by adding more scenes and cuts between locations, improving the overall flow and visuals. Areas for future improvement include steadier camerawork and ensuring actors are fully in frame.
Evaluation
The music video was created to influence entertainment and portray something different. It used various locations to tell an autobiographical story about the artist's life, struggles, friends, and environment. Feedback from the first draft helped improve the video, which was re-edited with more cuts, shots, and transitions to give it a smoother, more polished feel while maintaining an authentic and casual style. Areas for improvement include steadier camerawork and ensuring actors remain focused.
Task 1
The document provides details for a photography project to create the front page of a teen fashion magazine inspired by Teen Vogue. It includes plans for test shots, equipment to be used including a Canon camera, and backup plans to shoot outdoors if the photography studio is unavailable. Models will be volunteer friends and test shots will help determine lighting, poses, and how photos will work within the magazine layout focusing on fashion and makeup for a niche, high-end teenage audience.
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Cadbury advert analysis
- 2. Format, purpose, platform for broadcast, target audience The format of the advert was seen on TV, it is a very popular advert The advertisement is promoting the product Cadbury chocolate, it is not obvious at the beginning as it is then revealed at the last five seconds The company Cadbury want to widen their audience by using humour and something unique to produce more target audiences towards their brand They are also informing and spreading awareness towards the public about how unique and different their chocolate is, it also could suggest their brand has a twist The advert was made in 2007, the advert was broadcasted on national television, you could also access the advert on YouTube as it was uploaded by a user in the time Cadbury advertised not only on television, they also made it to the “Market Magazines” The advert was seen as one of the most memorable and enjoyable on blogs. The advert also made it on news media as it was very unique and funny to watch
- 3. What type of advert is it and what mode of address is used? The Cadbury advert is a surreal as they include the gorilla playing the drums Mode of address: Direct address is not used in the advert as the Gorilla is not looking into the camera, there is only a close up and medium shot They use this to make the advert come across as fun and entertaining
- 4. Key persuasive techniques The key technique that is used throughout is humour , Cadbury use a surreal segment to make the audience laugh, and to also make their advert look different this leads the audience to widen as young and old will enjoy the advertisement The slogan/tagline used in the advert is “A glass and a half full of joy” Metaphorical reward is used in the advert, this could suggest if you purchase their chocolate you will pursue happiness and enjoyment of their product Mode of address: The advert is not direct as there is no dialogue, there is only a back ground track, we only get a close up of the gorilla at first later in the advertisement we switch to a medium shot allowing the audience to see the whole view of the gorilla playing the drum kit
- 5. Messages and Values in the advert? Does it create an “buzz” The company had Fallon’s response to the Cadbury Gorilla brief was that the communications should feel as good as eating the product itself. This immediately shifted the focus from the somewhat formulaic approach that had characterised previous Dairy Milk campaigns to an altogether more emotional one. The company wanted to connect with the audience. The advert did create an “buzz” as they used a surreal moment this spread on social media such as newspapers, blogs, YouTube, etc. It sends a message to the target audience