Cadburys adverts

1.0: Introduction:

In this blogpost, I am going to analyse and show the responses on the different Cadbury's chocolate adverts, going through the eras.

The focus and purpose of analysing these adverts is to answer the question,

"Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"

I believe that joyful content is more effective than persuasive techniques in a television advertisement because it engages with the audience using emotional tactics, whereas persuasive techniques have to use more strategies and tactics, (such as statistics, use of words and language, voices, intertextuality, etc.) to get the audience to respond towards the product/service.

2.0: History of Cadbury's adverts

"Cadbury is a British confectionery company owned by Kraft Foods. and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide." (1)

The first Cadbury's television advertisement that was broadcasted was on September 22nd 1955. The advert was promoting the Cadbury's drinking chocolate.

One of the first generation adverts for Cadbury's was produced around the 1980's. Cadbury's had different strategies for different products to help segregate them within the media and to create a brand image individually. For the product of Cadbury's Caramel,  they created a sexy and seductive caricature called "Caramel Bunny".

I feel this advert can be branded as a joyful and persuasive advert, as it contains advertising techniques which can categorize the advert in both types.

The advert can be categorized as a joyful advertisement because it contains humour and a "feel good factor" feeling that creates a engagement reaction with the audience. The audience become amused and entertained by the advert, which helps portray the message better, as the audience don't feel forced or bombarded by messages/products/services.

The advertisement also falls into the persuasive sector, because of the use of intertextuality. The advert includes a seductive caramel bunny, which is meant to resemble the iconic female celebrity Marilyn Monroe in the film "Some like it hot (1959), which lures and persuades the customer to find out more about the product being used.

The use of a seductive female character relates back to the "Male Gaze" theory. This theory is said by the feminist film theorist Laura Mulvey who says women are just a sexual objectification within the media industry, for the entertainment purposes of men.

Although the advert resembles adult persuasion, the advert can also relate to children, as it is made using animation, which will amuse/relate to a younger audience.

Cadburys Caramel - Oldskool Advert

The Cadbury's Creme Eggs advert would be classed as a joyful advert, rather than persuasive. This is because mainly the use of internation of the voice over included within the advert. Internation is how non-visual contexts are portrayed. In this example, the tone used within the voice-over is projected in a energetic and ecstatic tone, to help get the audience excited and intrigued about the product.

Cadbury Creme Eggs Ad (1985 ad, 1992 Version)

A majority of chocolate product advertisements use a strategy to help make the product seem more appealing. For chocolate adverts, they do this by breaking the chocolate in half, to show what is inside. They do this in a enticing way, by making the fillings seem more tasty, making the viewer hungry, and craving the product. This is a strategy of persuasion, which is included in almost all of the old generation of Cadbury's chocolate advertisements.

3.0: Examples of Cadbury's adverts

3.1: Gorilla

"Gorilla is a British advertising campaign launched by Cadbury Plc in 2007 to promote Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema advertisement, which formed the centrepiece of the £6.2 million campaign, was created and directed by Juan Cabral and starred actor Garon Michael." (2)

The advert is based on a giant gorilla playing a drum kit to the song "In the air tonight" - Phil Collins.

The Cadbury's Gorilla television advertisement would be classed as a joyful advert. This is because the advert does nothing but entertain and amuse the audience. Throughout the advert, there are no strategies and persuasive techniques used, except for the use of the slogan, and a image of the Cadbury's Dairy Milk bar shown at the end, to show what this advertisement is representing.

It is a joyful advert because it engages with the audience by making them laugh and entertaining them with weird concepts/storylines.

The advertisement went through countless criticisms through the producers and executives of Cadbury's because it was such a revolutionary idea from their previous campaigns. The advert went through 6 months of two sets of qualitative and quantitative testing to reveal an estimate on statistics that they would receive.

The results that they received were not high, but the decided to take a risk, and air the media product. The response they got was overwhelming and nowhere near the predicted stats that they expected.

"The whole campaign delivered a master brand payback 171% greater than previous campaigns (4 times the amount), with ‘Gorilla’ alone delivering an ROI of £4.88 for every £1 spent." (4) "a version uploaded to video sharing website YouTube received 500,000 page views in the first week after the launch" (2)

Also the advert had received a higher popularity rate, as celebrities and channels created imitation and parody versions. This boosted and improved the customer engagement response because it had been mentioned through other mediums (word of mouth).*

3.2: Eyebrows

"The Eyebrows advert is a British advertising campaign launched by Cadbury Plc in 2009 to promote their Dairy Milk-brand chocolate.

The advert was written by creative director Nils-Petter Lovgren at Fallon and directed by Tom Kuntz.

The Daily Telegraph newspaper reported: "The one-minute film for Cadbury's Dairy Milk chocolate is thought to have been viewed more than four million times on YouTube and similar sites in its first three weeks. It is twice the number of viewings racked up at the same stage by the firm's previous cult clip, in which a gorilla plays drums to Phil Collins' "In the Air Tonight"." (3)


The Cadbury's Eyebrows television advertisement would also be classed as a joyful advert. This is because the purpose of the advert is to engage and entertain the audience. Throughout the advert, there are no strategies and persuasive techniques used, except for the use of the slogan, and a image of the Cadbury's Dairy Milk bar shown at the end, to show what this advertisement is representing.

It is a joyful advert because it engages with the audience by making them laugh and entertaining them with weird concepts/storylines.

* The purpose of the new campaign (Glass and a Half Full Productions - "Gorilla", "Eyebrows" and "Trucks") is to move away from the traditional advertising methods, e.g. sponsoring "Coronation street" because they were becoming repetitive, the company were losing sales and customers because of lack of interest and they needed to advertise/inspire the new generation of consumers.

To do this they decided to create adverts of "entertainment pieces", which would attract new and younger customers, but appealing to the older generation in making it relateable (e.g. nostalgic/popular music).

4.0: Conclusion

In conclusion to the range of Cadbury adverts that were analysed in this blogpost, and relating back to the main focus of the task on answering the question,

"Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"

I feel that joyful content in television adverts are much more effective than persuasive techniques, as the new generation "joyful" adverts have proven a much higher popularity and fame rating, rather than persuasive messages. This is because rather than bombarding the audience with messages and strategies to sell their product, the brand is creating a relationship with the audience by engaging with their emotions and entertaining them.

5.0: Bibliography

(2) http://en.wikipedia.org/wiki/Gorilla_(advertisement) (15/10/2012)

http://www.youtube.com/watch?v=BGYMMsPg_ME (15/10/2012)

http://www.youtube.com/watch?v=TnzFRV1LwIo (15/10/2012)

http://www.youtube.com/watch?v=TVblWq3tDwY&feature=plcp (15/10/2012)

(1) http://www.cadbury.co.uk/the-story (15/10/2012)

http://en.wikipedia.org/wiki/Eyebrows_(advertisement) (15/10/2012)

http://en.wikipedia.org/wiki/Cadbury_plc (15/10/2012)

http://www.slideshare.net/josehood/cadbury-advertising (16/10/2012)

http://en.wikipedia.org/wiki/Some_Like_It_Hot (16/10/2012)

https://sites.google.com/a/students.saintalcuin.org/food-culture/home/analyzing-food-ads (16/10/2012)

(3) http://en.wikipedia.org/wiki/Eyebrows_(advertisement) (17/10/2012)

(4) http://www.thinkbox.tv/server/show/ConCaseStudy.1619 (25/10/2012)

Anti-smoking adverts

1.0: Introduction

In this blogpost, I am going to analyse three different anti-smoking television adverts which are all based on anti-smoking themes. These adverts will be referenced from Youtube.com.

2.0: Advert 1 - Anti-smoking ad

• Product

The product that is being advertised within this advertisement is the NHS anti smoking helpline.

• Plot

The plot of the advert shows the effects of a smoker and his story on what it has done to him. The protagonist is first shown on a hospital bed, with tubes and pipes protruding from his face, and he was telling the audience about what has happened to him. It then shows in text format on the screen, what happend to him.

• Target audience

The target audience for this advertisement is for smokers of any age and gender. It can also be aimed at non-smokers to help them inform their family/friends about the service.

• Mise en scene

Colours - the colours included and used in the scenes for this advertisement is of dull, depressing and dark colours to represent the gloomyness of the subject. The use of colour also represents the emotion for the message trying to portrayed, which is trying to show that there is not much life left in him and they are trying to be more serious.

Setting - The setting used in this advertisement is in a hospital. This is to show the seriousness on the effects of smoking and where a potential smoker can end up.

Props - The props used in the advert is the protagionist lying in bed, which signifies he is weak, losing strength and dying. And they have used props such as hospital pipes and drips attached to his body to show the seriousness of his conditon.

• Camera shots

The camera shots used within this advertisement is a extreme close up shot of the protagionists face to what has happened to him, the emotions that he is trying to portray and to make sure that all of the audiences attention is focused on him, so they can fully achieve the message trying to be portrayed.

• Advertising techniques

The advertising techniques that have been used is the emotional response technique. This has been used because it wishes to pull on the audience's heartstrings and try and get a empathetic response from the target market.

The advert also used basic camera techniques and equipment to give it a sense of authencity, and as if the situation was not staged.

• Sounds

The sounds included within this advertisement is only the use of digetic (natural) sounds. The diegetic sound used is the protagonist's voice and breathing/wheezing sounds. This is so all of the hearing sensory attention is focused on his voive and to give a "real/not staged" effect.

• Content signs

The content signs mean what was involved within the advert (signifier) and what it meant (signified).

Within the advert, there were hospital tubes and pipes which were attached to the man for his health. This signifies that the man is very ill and his condition is critical in hospital

There is also the signifier of a hospital bed, which signifies that the effects of smoking are very bad, as it left the victim very ill, weak and almost at death's door.


3.0: Advert 2 - Government release new hard hitting anti-smoking advert

• Product

The product that is being advertised is how to apply for the NHS smoke free kit.

• Plot

The plot for this advert shows how passive smoking can affect those around you. The producers have shown this by setting the story in a family home, with children's toys and babies around. There is a main actress, who is supposed to be the mother who is smoking at a window. The camera uses special effects to show how the smoke and harmful gases travel around the room, affecting the children and their toys.

• Target audience

The target audience is for all smokers, but predominantly people who have families, because it shows the effects of passive smoking.

• Mise en scene

Colours - The colours included within this advert is dull, cloudy and gloomy colours again because it represents the effect/colour of smoke. It also represents and portrays the importance of the message that is trying to be put across.

Setting - The setting used for this advert is in a family home, which represents that many members will be affected by this message/product/service. The family home has also been included because this is supposed to be the place where they feel safe and protected, but it shows the creeping gases invading the space like a danger/disaster.

Props - The props included within this advert are objects such as childrens toys, paintings, babies feeding utensils, etc. These props have been used to portray the innocence of the other family members involved.

• Camera shots

The first camera shot that was included within this advert is  and close up shots of the childrens objects, and the toxic smoke surrounding/poisoning the objects.

Another camera angle that is used within the advert is a long shot of the room, with the sleeping baby placed in the middle. This is to capture how the smoke has invaded the whole room, taking over and poisoning the air and object of the surrounding baby.

Finally, another shot that was used was a extreme close up shot of the baby's hands and feet twitching. This is used to show how the baby can feel the smoke touching his/her skin and how it is affecting it. It is also to give off a effect to the viewers on how the rotten smoke is affecting something so fragile, innocent and perfect.

• Advertising techniques

The advertising techniques used within this advert were the shock factor technique of showing how smoking effects the people around you and how silent and discreet the fumes are, which will affect your loved ones.

The advert also used the effect of emotional response (pulling on the heart strings). This is used by the use of children within the advert, because the reaction that the target audience will give is that they want to protect their loved ones and their maternal/paternal instincts will help them to see the seriousness of smoking.

Finally, the use of percentages and statistics used within the advert shows that research has been carried out to make the facts within the advert authentic and real.

• Sounds

The sounds that are included within this advert are non-diegetic (un-natural/edited or inserted sounds) of deep rumbling to represent the smoke creeping in, like as if it is a disaster/danger waiting to happen (tension). There is also a included sound of a voice over to inform the customers of the product being advertised.

• Content signs

The signifiers included within this advert are childrens toys, paintings, babies feeding utensils, etc. This signifies that there are children involved in the situation and there may be more than one member.

Other signifiers included within the advert is the low rumbling dark smoke, which signifies that the toxic fumes are creeping in like danger and invading the room, poisioning the children and their belongings.
4.0: Advert 3 - Smoking: I wanna be like you

• Product

The product/service that is being advertised is the NHS smokefree hotline.

• Plot

The plot for this advertisement is examples of how youngsters copy their parents in everyday tasks and habits, making the advert seem a bit humourous and "cute". But then at the end of the advert, it shows a mother smoking and her daughter copying her.

The music at the start of the advert is quite uplifting and cheerful, then the music dies down to a awkward and tension-filled silence, which shows the seriousness of the message.

• Target audience

The target audience for this advert are for male and female parents/smokers who have children/younger siblings.

• Mise en scene

Colours - The colours used within this advert are happy, bright, and cheerful colours to represent the innocence and happiness of children, but when the scene of the smoker comes in, the "sunlight" through the window dies down, making the room and situation more gloomy/serious.

Settings - The settings portrayed within the advertisement are various places such as the on the road/outside/pavement/public, at home, in a bedroom, etc. This is to show that whatever you do, and wherever you go, there are always children around imitating you and you are influencing their decisions.

Props - The props used within the advert are grown up objects. e.g. prams, high heels, razors, etc. But the advert shows children using it, with the supervision of their parents. This is to show how children try to imitate their parents in their actions and habits.

• Camera shots

The camera shots used within this advertisement are various shots and angles, but the scenes are short and snappy edits/frames, which show all of the different examples and contexts/examples of actions that adults do, which children copy.

• Advertising techniques

The advertising techniques that have been used within this advertisement is a comedy response of the children imitating their parents, which will grab the attention of the target market (smoking parents/guardians).

The advert also used the shock factor advertising technique, when the little girl imitates her mother smoking, because it shocks people on how influencial smoking or the actions of a parent can be towards a child.

• Sounds

The sounds included within this advertisement is the non-diegetic sound track of "I wanna be like you" from The Jungle Book. This song was included because the words match the point of the advert. And it is a song, which relates to children, because it is from the Disney book, The Jungle Book.

There is also a non-diegetic sound of a voice over to inform the viewers on what is happening and some information on the service.

• Content signs

The signifiers included within this advert are many grown up objects, such as pushchairs, hammers, hoovers, etc. The messages that are signified with these signs are that children copy your every move, chore and habit. So by smoking, they will copy you and be influenced by it.
5.0: Comparison

The comparison between the three adverts is that the first one (Anti-smoking ad), it uses the effect of a real life situation and techniques to give the target audience a direct wake-up call on the effects of smoking.

The second advert (Government release new hard hitting anti-smoking advert) uses the techniques of showing smokers the effect of passive smoking using more serious terms. (by showing the smoke invading the room, around the innocent baby).

The third advert (Smoking: I wanna be like you) uses a more lighter, but shocking approach on showing how smoking influences your children. The message portrayed is not shown using such strong techniques, but the point that was to be shown hits the target audience hard.

In conclusion, I feel the first advertisement is the most effective anti-smoking advertisement out of all of the analysed ones because, it shows the full and real effect of smoking, and the message shown is a true situation, which was not staged. It showed raw emotion and pain that the smoker went through, which will scare or shock current smokers.

6.0: Bibliography

http://www.youtube.com/watch?v=0hySFt8O11A (08/10/2012)

http://www.youtube.com/watch?v=IhuHeI4H00U (08/10/2012)

http://www.youtube.com/watch?v=688uHz6QYkQ (08/10/2012)

Analysis of fragrance advertisement (female)

This prezi contains an analysis of the Dior "J'adore" perfume television advertisement. The advertisement is aimed at the female population.

Analysis of Dior (J'adore) on Prezi

Laura Mulvey theory

1.0: Introduction

In this blog post, I am going to research on a theorist called Laura Mulvey, what her theory is, and I am going to apply the theory in a analysis for a feminine fragrance television advertisement.

2.0: Basic background

"Laura Mulvey (born August 15, 1941) is a British feminist film theorist. She was educated at St Hilda's College, Oxford. She is currently professor of film and media studies at Birkbeck, University of London. She worked at the British Film Institute for many years before taking up her current position." (1)

A feminist is a theorist who highlights and fights for the oppresion and inequality for the female population. Feminists follow a theory called Feminism and they believe that society is a Patriarchal society, which means it is male dominated and they see women as the inferior gender.

Laura Mulvey conducted a theory which looks at how the film industry look at women and how they objectify the female gender in media.

3.0: Mulvey's theory

Laura Mulvey is a British feminist film theorist who came up with a theory through her essay called "Visual Pleasure and Narrative Cinema". Her theory was called "Male Gaze".

The theory basically says in simple terms that in media, the men are predominantly the protagonists and the women are portrayed in a view of sexual objectification which exploits the gender. She says that through the media, they continue the patriarchal view of men being the dominant sex and females are used just to attract viewers and make the film more attractive/sexy.

"understanding how film creates such a space for female sexual objectification and exploitation through the combination of the patriarchal order of society, and 'looking' in itself as a pleasurable act of voyeurism, as "the cinema satisfies a primordial wish for pleasurable looking."

"Mulvey identifies three "looks" or perspectives that occur in film which serve to sexually objectify women. The first is the perspective of the male character on screen and how he perceives the female character. The second is the perspective of the spectator as they see the female character on screen. The third "look" joins the first two looks together: it is the male audience member's perspective of the male character in the film. This third perspective allows the male audience to take the female character as his own personal sex object because he can relate himself, through looking, to the male character in the film." (2)

She published this theory in 1975, but the theory is based around the 1950/1960 era, which was the era where classical movies boomed in Hollywood. This was during the period of the second wave of Feminism was establishing.

"In the era of classical Hollywood cinema, viewers were encouraged to identify with the protagonist of the film, who tended to be a man. Meanwhile, Hollywood female characters of the 1950s and 60s were, according to Mulvey, coded with "to-be-looked-at-ness." Mulvey suggests that there were two distinct modes of the male gaze of this era: "voyeuristic" (i.e. seeing women as 'whores') and "fetishistic" (i.e. seeing women as 'madonnas')." (1)

4.0: Bibliography

(1) http://en.wikipedia.org/wiki/Laura_Mulvey (02/10/2012)

(2) http://en.wikipedia.org/wiki/Feminist_film_theory (02/10/2012)

http://blogs.warwick.ac.uk/michaelwalford/entry/laura_mulvey_and/ (02/10/2012)

Analysis of fragrance advertisement

This prezi contains an analysis of the Paco Rabanne "1 Million" perfume television advertisement. The advertisement is aimed at the male population.

Analysis of Paco Rabanne advert (1 Million) on Prezi