1. Cadburys gorilla advert
http://www.youtube.com/watch?v=TnzFRV1LwIo
Element Denotation Connotation Notes
Starts off with a This mixed with
Camerawork, close up then the slow build up
Shot type, slowly zooms out song adds
Angle, the show the tension to the
Movement, gorilla then the advert.
drums.
It is a linear The slow start is
Editing, structure. Slow to help with the
Linear / Non- paced to start build up to the
linear, then faster paced song. Then the
Pace, when the song fast paced
Techniques used, kicks in. section helps to
add impact.
The main They used this
Sound, soundtrack is: song because it
SFX, Phil Collins – In is a high impact
Soundtrack, the air tonight. song with an
Dialogue, intense build up.
Narration, It is also very
popular so people
will enjoy it.
The iconography They used purple
Iconography, used is the purple as the backdrop
backdrop, to help people
throughout the associate the
entire advert and advert with
then the logo, Cadburys. Then
which is shown at the logo at the
the end. end was to
promote their
new “glass half
full” logo.
The advert is They use the
Everything you fairly basic. It is single camera
see on screen, just one camera with the gorilla
Framing, with the gorilla and drums filling
Composition, and the drums the frame to keep
Lighting, filling the frame. the audience
Colour, The lighting was focused on the
Graphics, specific to make most entertaining
sure the purple part of the advert.
backdrop was the They use an
right shade. Then animation to lead
the logo at the into the logo to
end is a short also help the
animation leading audience focus
into the static on what it is.
logo.
The main things The song used in
Techniques used, used to attract the advert is very
Overt messages, the audience are, intentional. It is a
Emotional an emotional very popular song
response / response and and is used to
association, brand help bring out an
Celebrity identification. emotional
Endorsement, response from
USP, the audience. It is
Lifestyle appeal, used to help the
Brand audience

2. identification, associate the
Advantages over Cadburys brand
other similar with a good
products feeling/song.
The advert uses They do this to
Form / structure a very anti-realist get a very
idea. humorous advert
that people find
extremely
entertaining and
remember able.
Structure: The structure of this advert is very humorous. They achieve this by
using a surreal situation (a gorilla playing drums) and a well-known high
impact song. It makes the advert very memorable and extremely entertaining.
The mixture of a slow build up song and a slow pan out with the camera
works very well and helps to build up the impact of the advert.
Techniques: A lot of the adverts audience will have quite an emotional
response to the advert, because they will be fans of Phil Collins (the artist who
sings the song) and fans of the song itself. The good thing about music,
especially music that people enjoy, is that it reminds them of a good time. This
psychologically helps people associate the advert with a good feeling, enticing
them to buy the product.
Characteristics of products or services: One of the major characteristics of the
advert is the brand association. Throughout the advert the gorilla is playing
drums in front of a purple backdrop, which is the main colour associated in the
Cadburys logo. Then towards the end there is a short animation, which turns
into the Cadburys logo.
Regulations: When the advert was originally released there was some
speculation among the viewers about the gorilla in the advert being real. This
would have constituted as animal cruelty and the advert would not have been
aired. So Cadburys and various other publications made it clear that it was an
actor in a gorilla suit. The Advertising Standards Agency found this perfectly
acceptable and the advert was permitted to air.
Another code of conduct Cadburys needed to be aware of was
misleading/false advertising. A gorilla playing the drums does not offer a clear
product or service that is for sale. However with the Cadburys logo at the end
and the purple backdrop, they were able to continue.
Skittles advert

3. http://www.youtube.com/watch?v=qp0WBiME_fM - skittles advert - funny,
original, good effects
Structure: The reason I think this advert works is because it is a good mixture
of comedy and special effects. There are some that do not particularly like the
advert because it doesn’t make much sense. The fact that a man who turns
things he touches into skittles is working in an office is one reason people
didn’t really buy into it. However I feel they are being overly critical and the
advert is designed to be surreal and pulls it off well.
I think the special effects are what make the advert more appealing. When the
man touches things and turns them into skittles it works very well, particularly
when he slams his fists on the desk and thousands of skittles take its place.
The timing of it all seems to work very well.
Techniques: I think the main technique used is humor. Which is designed to
make the advert remeberable for the audience.
http://www.youtube.com/watch?v=R55e-uHQna0 - volkswagen the force -
very funny, original, rememberable
http://www.youtube.com/watch?v=GURvHJNmGrc - sony bravia paint -
original, clever,
http://www.youtube.com/watch?v=CLmE4lby_fI - citroen c4 dancing robot -
good animation, entertaining, rememberable
http://www.youtube.com/watch?v=RhtGBaEOEVs&feature=related - citroen
c4 ice skating robot - good animation, entertaining, rememberable
http://www.youtube.com/watch?v=F15doLM2voQ - skoda fabia mean green -
funny, good effects, original
http://www.youtube.com/watch?v=ZMzoWqnTb5I - guinness tipping point -
entertaining, clever,
http://www.youtube.com/watch?v=iz8fuvBvrH8 - budweiser alien - funny,
clever, good animation
http://www.youtube.com/watch?v=TVblWq3tDwY - cadburys eyebrows -
funny, very rememberable, good song