Advertising Characteristics

Part one: Codes & Conventions in TV Advertising. 

Benefits Offered

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.