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)
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)
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