Overt advertisement is when the advert is very obvious, the meaning and the product is open and can be seen by very easily by the audience.
Through this Skittles advert the product is very overt as the characters use the products name in conversation and is constantly shown throughout. At (0:03) we hear the character say, 'how everything you touch turns to skittles' this happens at the very beginning of the advert and coupled with the product being instantly shown. For the audience we see the entertainment and diversions gratification being used, this advert carries a story line which whilst is supposed to be sad it carries a satirical tone to it which makes us laugh. The advert allows the audience to escape from reality and enjoy the sadness that the character is experiencing, because the situation allows us to laugh at him.
Hidden
This is the opposite to an overt advert, a hidden or covert advert is whereby the product is not exposed in an open environment, but rather subtly implemented into the advert.
Through this Orbit advert we see the product at the very start, at (0:02) where the camera is in a close up of her face as she chews. At this point in the advert we do not know what the product is or even that she is chewing gum. As the advert moves on the camera cuts to various shots but the constant action is her chewing. The product is never revealed during the scene but is shown in an animation at the end of the advert to make sense of the whole scene. For the audience there is a personal identity created here, as any viewer could have potentially been in that position before. Moreover, as the scene does reflect anyone it brings the product into reality and thus allowing the audience to want the product when they are next in a similar situation.
Line Of Appeal
Line of appeal is the emotional response and attachment that the audience have with the advert. Often advert are very humorous but in some cases the appeal leans to a more serious tone.
This RSPCA advert uses compassion as its line of appeal as at (0:09) we see visuals of abused cats and dogs, with a piano instrumental and a voice over talking about the harsh cruelty the animals have been left in. This advert is supposed to evoke sympathy and almost a guilt to make the audience donate, it uses information as its gratification and wants to really make us aware of whats happening. The advert makes the audience really feel very sad and not want to watch the advert because it is very raw, but that in turn makes it a successful campaign.
Another line of appeal can be seen in this Talk to Frank advert, which shows the effects that cannabis can have on the mind. At (0:11) we go into the persons mind as he is high and he seems to be having a good time, but at (0:26) it seems to get more anxious and hectic. This is an example of how self-perception is used, people may have been in the same position as the person in the advert and can identify with a similar situation. This line of appeal does make the audience think and it makes them feel like they are not alone when addicted to drugs, which gives them the confidence to call and get help. This advert uses personal identity as its gratification, the advert is a version of real life and evokes empathy in the viewer as they have been in or are in a similar position. By using self-perception as the line of appeal and using personal identity as the gratification really hits the audience and really makes them reflect on themselves.
Celebrity Endorsement
Celebrity endorsement is when the company pay an A-list celebrity a lot of money to be in their adverts and 'endorse' the product.
Here we see Beyonce endorse Pepsi, as at (0:08) we see Beyonce walk over to the ice cooler, pick up and drink a can of Pepsi to refresh herself from dancing. After drinking the Pepsi she seems o gain this focus and starts to mirror the dance moves that she has previously done. This advert uses social relationships as its gratification, as soon as the advert came out everyone was talking about it, the audience would talk about it in their social group, and the media would cover it because of the money involved. Thus making it a successful advert campaign because it has created a lot of brand exposure. It potentially could also be a form of escapism for the audience as the advert its self is more entertainment based, and the fans of Beyonce would be taken out of reality to watch the advert.
One benefit we can see from this Galaxy chocolate advert is at (0:15) which denotes how the woman looks down in to her bag to find a bar of Galaxy. This action would connote how at particular times of stress everything can be calmed down by eating the chocolate. We then further see her get out of the situation and drive away with another man. However the last shots at (0:51) explicitly shows her eating the chocolate in a close up and ends with her facial expression of being overly satisfied and relieved. Coupled with the more classical music that starts at (0:16) it groups together to create this relaxing atmosphere for the audience, this in turn, is more relateable to them and benefits us.
This advert doesn't throw the product in our face but rather it subtly reminds us of what the chocolate can do for us. It makes the viewer want the chocolate because we too want the smooth, relief feeling that she is experiencing. We only see the chocolate and the brands name at (0:16) and then again at (0:52,) which for the audience is somewhat refreshing as most adverts are loud, intense, and annoying.
Advantages over other similar products
One advantage that galaxy uses against its competitors is the smoothness of the chocolate. At (0:56) she sighs in relief as she has just eaten a piece of chocolate. Along with the smooth relaxing music at (0:40) and the way that the camera is very slow in the track shot, that moves away from the action at (0:48) again adds to this smooth tone that the Galaxy really push. From an audience perspective, we want to eat a chocolate that is smooth and light, this advert really empathises this, thus leading us more to Galaxy rather then Cadbruy's.
Another advantage that Galaxy has over its competitors is the target audience. This advert is aimed more towards adults, as this is not a particularly exciting or action packed advert. At (0:09) we see the main cause of the whole advert is the crash that's happened. Adults can relate with this type of stress and are more likely to go and buy the chocolate. Which for its competitors that aim there chocolate at children they don't have the money to just go out and buy a bar of chocolate whenever they want to.
USP
Perhaps the unique selling point for Galaxy is this intense richness, full flavored chocolate that is still very light and smooth. At (0:27) the scene denotes her looking down at the chocolate and then getting out of the bus and into the car with the man. Whilst everyone is frustrated and angry because of the crash, she is not. The character keeps calm and drives off eating her chocolate in a very sophisticated, manner. Perhaps that's the USP, the fact that this advert allows the audience to almost feel stress free whilst eating the chocolate.
Lifestyle Appeal
The product aims to compliment the audiences life by just being there when its most needed. At (0:16) she realises that she has got a bar of Galaxy chocolate, then at (0:52) she is able to eat her chocolate in complete comfort. This is very relateable to the intended target audience. Adults are able to come home from a long day at work and sit on the sofa and eat some Galaxy whilst relaxing.
Another way in which the chocolate tries to improve the audiences life is by the longevity of the chocolate bar as a whole. At (0:51) we only see her tear off 1 line of chocolate and then eat 1 individual brick. This would connote to the audience that it doesnt take much to be satisfied, because of how flavorsome and fulfilling the chocolate is.
Brand Identity
Galaxys brand identity has always been one of sophistication, they arent quite as posh as Lindt chocolate for eg. but they are more so then Cadburys dairy milk. We see this at (0:45) as she gets in the back seat and makes the man drive her, more like a chauffeur. The target audience though is for older adults, which would appreciate a more subtle, soft advert rather then something like the Maoam advert which would be seen as more overwhelming by this particular group of people.
Previously Galaxy have used more, 'normal' characters who were either having a bad day or hung up the phone to eat the galaxy chocolate. This still was relateable to the target audience but it perhpas was not as sophisticated as they have tried to make this advert. Perhaps Galaxy have tried to change their brand slightly to compete more with Lindt and less with Cadburys.
Benefits offered
During this MAOAM advert we can see a benefit at (0:10) we see the character eat the Moaom and then start vigorously dancing. This advert is really trying to connote how when people eat this sweet it gives off a burst of energy. Its an almost overwhelming advert but, it is trying to really grab the audience and portray themselves as this exciting, new, crazy sweet.
Another benefit from this advert is the way in which it establishes its self. At (0:25) we see text reading, 'FULL ON...' flash across the whole screen in front of the action then at (0:35) we see the words, 'Till it's gone' flash across and the action has now stopped along with the music. By adding in text to the advert really puts emphasis on the brand and how it wants to portray itself as this crazy, confident person.
Advantages over other similar Products
In terms of Maoam's competitor's it would be Haribo. This advert has tried to be really different in the sense that it doesn't target just children or just adults but rather it has a more teenage appeal to it. At (0:18) we see these ridiculous dance moves, coupled with this loud, electro- house music. Which for the audience whilst it may seem overwhelming it does allow us to laugh and ridicule the character, this in turn creates this wild moment for the audience in an escapism fashion.
Another advantage would be the how the advert involves a more, 'average' person to play the role. At (0:09) we see a close up of the actors face, which is a normal person, instead of having a famous actor to endorse the product. Throughout the advert the way in which the character dresses, and his whole appearance has this plain average person look. This for the audience is more comforting because it is more relateable to us.
USP
The unique selling point of this advert is the action itself, the unbelievable dancing creates a slapstick humour and invites the audience to laugh at him. At (0:15) whilst he is dancing, what perhaps is different is the fact that he does this in an empty hall. So whilst this advert is trying to associate itself with being yourself, and to not be embarrassed in whatever people do, is perhaps more fragile then first thought, simply because only until (0:24) he is with other people, and even then they go away.
Lifestyle Appeal
In terms of a lifestyle appeal, this advert is a more extremity. At (0:10) we see this person walk in to the middle of the frame, drop his bag eat the sweet and then so suddenly, music is booming and hes dancing. For the audience we are more shocked because we didnt know what to expect, and the unpredictability and fun that the advert tries to connote is what we feel too. The realization that we too should be more fun and unpredictable at times is something that we can really relate to in this advert.
Another immediate enhancement of our lives is the crazy, fun that he has. At (0:24) he is dancing in front with some other people in the background. This advert takes an everyday location of school, where often its a boring environment and this character makes it place of fun. Again this advert makes the audience realise that,we do need to let loose sometimes, but we should make that association with Maoam.
Brand Identity
The brand identity in this advert is supposed to connote this really energetic young company. This can be seen at (0:11) where the character is dancing ferociously to the loud music. This adverts target audience of more teenagers/younger adults are really able to identify with the locations and the character as a whole. Maoams previous adverts have also carried a similar theme, in the sense that they use these younger adults, who of course are very energertic.
This advert is particularly memorable for perhaps the wrong reasons, the main focus of this advert is the man singing at (0:18.) Whilst in its simplicity it denotes the man signing in the coffee shop the real connotation comes when the whole shop sing with him at (0:22) because it adds to the already irritation of this advert. That's why this advert is so memorable because it is so annoying to watch especially when people join in which is the exact opposite of what the audience feel. The target audience for this advert is very broad and self explanatory of drivers, and perhaps it is a really effective advert as whilst the audience are trying to compare insurance they will think of Go Compare simply because of the singing man. In terms of the technical aspects for this advert the camera is largely stationary at (0:15) which denotes the singing man coming in behind the two other man drinking coffee, the still camera throughout does create a more dry humor.
The Cadburys Gorilla advert was a very popular advert at the time. It was so more memorable because it was something that was very loosely connected to its actual brand and actually there wasn't any adverts like it at the time. At (0:35) which denotes the gorilla on set about the start drumming really connotes why this advert was so memorable. The adverts conventional style to have a long build up to the drop and then let the gorilla 'rock out' for the remainder of the advert was real the reason why it was such a memorable advert. It perhaps was an effective advert, in the sense that it created a lot more brand exposure, as people would have been talking about the advert and thus the company Cadburys. But the adverts effectiveness in terms of sales could be more controversial, because the advert doesn't show the actual chocolate or brand till the very end. At (0:34) the scene denotes a purple back drop which is the only thing that connects the advert to the brand. From a technical standpoint the camera language was very cinematic as the camera was constantly moving. The use of extreme close ups at the start to the swooping track shots whilst the gorilla was playing created a really accomplished piece.
The skittles advert was almost a weird advert, perhaps the actual concept of this advert is what makes it so memorable. The advert works on the basis that whatever the man touches it turns to skittles, at (0:24) the scene denotes the man talking about how bluntly he killed a man on the bus. It connotes a very awkward atmosphere because whilst it seems like a more sad situation there is an underlying element of humor. The very fact that this man seems so depressed but then says 'i guess its pretty awesome' allows the audience to laugh and thus create the memory because the atmosphere became lighter. Perhaps it is an effective advert, the target audience is for more teenagers and younger adults because of the humor that it creates. Whether the advert did sell more of the product is harder to judge but perhaps it was effective as skittles is thrown in the audiences face so much. Technically this advert seemed like a scene from a film of TV show, as there was no music just diegetic sound. Also the camera is largely stationary with actually only 4/5 shots that have been cut together.
The Carling advert is more memorable not because of the full advert but rather the one line that is said at the end, 'its good but its not quite Carling.' The advert as a whole series follows these men that do really impressive things as such in this advert which denotes the man bungee jump and pick up an apple with his mouth. In essence thats what makes this advert memorable as it its not the action but rather the dialogue and its something that can be parodied in any fitting situation. Perhaps much like the Cadburys advert the effectiveness of this advert was more based on the brand exposure that it brought rather then general sales. Of course it would have pushed sales up the memory of the advert is not for the intended target audience, which addresses a more broader audience. The technical style of the this advert is again to create humor, the camera is in a low angle shot to show this man being hauled back up in the air, just as the line has been said. This again allows the audience to laugh at the his misfortune.
The Compare the market advert is something that appealed to everyone. The series of adverts that included these meerkats was particularly memorable as there was so many elements that people liked. It may have been that the whole concept of having this Russian meerkat moaning that people were going on his website for insurance. But then to further this series and introduce other characters Sergei and follow stories of these two meerkats made the advert so memorable. At (0:29) where he squeaks at the end again adds to this funny, cute, lovable character that we actually enjoy watching. This campaign would have definitely been effective because the audience was so broad, older people could still find the humor in these adverts which would have only increased the use of their website. Technically, the advert seems very good, the Meerkat can obviously be seen that its animated but still maintains a real life to himself. His typically Russian accent allows for more humor to be created in his pronunciation and language.
This advert for Mars more memorable for its unpredictability, these old men jumping and swinging on the ropes of the bell created a lot of slapstick humor which can be received by many different people. at (0:17) which denotes the guys just about to start jumping on the ropes it really connotes and enforces the slogan that mars have. The idea that people perceive a church to have which is this sacred place, is turned on its head with this advert and thats what creates the humor and the memory. Anyone can watch this advert and see the humor which makes for a very broad target audience, anyone can relate to their slogan and concept behind this advert which is why it becomes effective. The selling point then stems from this which is the fact that anyone can have fun, have a Mars bar and play.
One of the main aspects of this advert is its age. This advert will always be memorable because of the connotation that it carries, when this advert first appears on TV it almost signifies the start of the christmas period. Even from the very moment we see the back of the coca-cola truck we know exactly what the advert is. Perhaps the very fact that one advert that only comes on for a specific time of the year and everybody knows exactly what its for, is the crux of the memory. This advert perhaps is more for children and younger people, initially but a lot of older people can associate themselves with the advert too, because they remember when it first came out. For an advert to carry such strong meaning only explicitly shows its effectiveness as well as coke keeping the advert for so many years. In terms of the technical aspects of this advert it seems very conventional, the jingle bells sound effects running through the advert coupled with the typical christmas aspects, eg christmas trees, allows the audience to get into the christmas spirit but they also associate the holiday with the brand.
The Pot Noodle advert much like the go compare advert is something that shouldn't be memorable but still is. The idea that this no body teenager wanted to be in the ring assuming his dream was to be a boxer, carries a controversial atmosphere. Through the advert of course we are behind the boy because he wants to fulfill his dream but equally there is a slight humorous undertone. But at (0:41) where we see him holding up the round no. it invites the audience to heavily mock him. Thats why this advert is memorable because its so cringe worth that we cant forget it. In terms of its effectiveness the advert is perhaps very awkward, the source of the humor stems from the boy doing what we perceive as a women's job. In reality there should be no reason why he cant do that job yet there is a subtle foul humor about the advert. Perhaps the advert was effective because it has created this controversy it does allow for more brand exposure. The technicality of this advert does have some very cinematic camera language, at (0:13.) however when the piano music stops and the granny screams out thats the point that the audience are then allowed to mock him.
The PG Tips advert follows a similar theme to many other adverts by including some sort of animal. The difference with this advert is that the bear acts as the smart role because they employ Johnny Vegas to play the 'kid' role. This campaign which includes a number of situations with the same characters creates the memory. We have the smarter, frustrated, adult bear coupled with the child, adult allows for the humor to really come through. The effectiveness of this advert solely rests on the performance of Johnny vegas and the bear, if their humor is dry then it would be memorable or effective. Instead from a selling point this advert has given the information that makes them look better then other tea bags but in almost a stupid way. Again the camera language of this advert is very stationary, but through the edit they have allowed for some 'tacky' transitions which also builds on this stupid humor.
This advert was memorable because there's been nothing like it. Of course footballers have featured in adverts before but this was something different. At (0:13) which denotes the 2 teams of normal teenagers on a normal pitch about to kick off. But as the guy turns into Ronaldo it connotes the link that is created between the stars of the game and the normal people that look up to them. That perhaps is the crux of the memory with this advert is that it turns these normal people in to the stars, and to play along with these professionals is something invaluable to teenagers that love football. The intended target audience would be teenagers and being apart of this target audience the advert was very effective. Every teenager watching the advert escapes from real life for just a couple mins and feels apart of this advert, it makes us feel like we could really become a professional. For an advert to create escapism would typically mean that it was an effective campaign. The editing style is very fast paced which can be seen at (2:11) tackles are flying in, we see the reactions of the fans, the goalkeeper shouting, it all adds up to create this tense atmosphere and grab the audience.
