Codal Analysis of TV Ads

1. Codal Analysis.

2. Innocent drinks
Visual
• English town
• Clock tower - associate with Big Ben in London
• Modern Clothing - First World
• Product is shown in a good light.
• People being helped are happy
• Bright clothing represents happiness
• Traditional African setting.

3. Innocent Drinks
Audio
• Sound effects - positivity
• Upbeat music
• Happy humorous narrative
• Cheering
• Positive comments -thank you.

4. Innocent Drinks
Narrative
• Man buys a drink in England
• The drink makes the man feel good as it is healthy
• Buying the drink also helps benefit a Ugandan family
• Buying the drink makes the man and others in third
world countries happy.
• Everybody is happy because the man bought the
drink.

5. Innocent Drinks
Action
• Man buys drink
• drink makes man healthy
• Man feels good
• charity of drink
• Beneficial to a Ugandan family
• Positive outcome for both consumer and receiver of
charity. Happiness, no poverty.

6. Innocent Drinks
Enigma Code
• Purchasing an Innocent product will benefit
yourself and others around you leading to a
positive outcome for everyone.
• Not buying the drink will mean that you are not
helping others.

7. Innocent Drinks
Technical
• Short cuts, fast paced.
• Bright lighting.
• Close up of product makes us aware of what is
being advertised.
• Animation suggests a fun lightheartedness.

8. Haribo Starmix
Visual
• Office setting
• Suits
• Formal
• Adults
• Office conference
• Iconic Haribo bear

9. Haribo Starmix
Audio
• Haribo theme tune
• professional adults with childlike, high pitched
voices.

10. Haribo Starmix
Action
• Adults eating and playing with sweets as if they
were toys
• In depth conversation about haribos in a meeting
• Acting exited, interesting body language.

11. Haribo Starmix
Narrative
• Female brings product to a table in order to
discuss it
• Childlike conversation about the product in a
humorous, unexpected accent

12. Haribo Starmix
Technical
• Close up of product
• Bright, natural lighting.
• Professionals

13. Haribo Starmix
Enigma Code
• Adults and children can both consume the
product
• It is fun to consume the products

14. Cravendale
Visual
• Animated
• Boy made out of cookies
• River of milk
• Typical fairy tale scene, hansel and gretel type.

15. Cravendale
Audio
• High pitched voice of a young boy.
• All speech sung in rhyme
• Fast attention drawing theme tune without.

16. Cravendale
Action
• Boy made out of cookies makes a loud entrance
• The milk that the boy was swimming in was so
good that he lost his head. Relates to dunking
cookies into milk for just the 'right time'.
• Baker fixes cookie man.

17. Cravendale
Narrative
• Boy indulges in cravendale so much that he
'looses his head'.

18. Cravendale
Technical
• Cartoonlike animation
• Fast cuts

19. Cravendale
Enigma Code
• You can enjoy cravendale a little too much.
• Cravendale is superior to other brands.