Advert Analysis

Cadbury Gorilla Ad
I chose this ad to analyse because I love literally everything about it, I loved the
drumming, the gorilla, Cadbury itself and even the music choice.
The advert uses a gorilla to show that even a gorilla is able to have a load of fun
once they have consumed their product; evidently by the way he was playing the
drums. As you can see, the way the gorilla plays the drums is with a very high
amount of enthusiasm and energy. This is specifically done to target people who
act similar in terms of how the gorilla was playing the drums (enthusiastic and
energetic). Then that attracts people who are energetic to watch the advert.
I think it is very smart how theyve made this, there is a very long build up to
the chorus of the song when the gorilla starts playing meaning people will carry
on to watch all the way through the advert up and even past the point of when
the chorus starts just because they are intrigued that if the gorilla is actually
going to play the song. The music in the ad clearly attracts those who enjoy the
audio more than the visuals; starting with slow, rhythmic and melodic opening
grabbing the audience and holding then using the sound of the drums. The
advert does not appeal to any specific race or gender however due to the
humour in the advert it is likely to appeal more to of a teenage audience as they
would find the advert more amusing than an older audience. The style of the
advert was to create humour to the audience and obviously the younger viewers
would find it more amusing than older so it more applies to them as the target
audience.
The techniques they use vary in terms of camera angles, sound and lighting. The
camera angles used vary from close ups of the gorillas face and mainly midshots of the drum kit with the gorilla playing or waiting for the chorus to start to
begin playing. This makes it more visually pleasing for the audience because
then they are not looking at the same shot for like 1 minute straight, moving the
camera position and changing types of shots every now and then keeps the
audience entertained because before the gorilla starts playing its literally just
him sitting there so you have to keep the audience eyes focused on the advert.
Literally the only sound heard throughout the advert is Phil Collins Coming in
the air tonight soundtrack which also helps draw in audience because it is a
very well-known song. The lighting used is very simple, there are no fancy lens
flairs and stuff like that, which fits the whole style of the advert considering
overall the advert is very simplistic but catchy. They have focused on the music
in this advert more than anything, because they focused to allow the audience to
remember the advert and to recognise it if they heard the song play. They have
also linked the music to the gorilla, Ive been waiting for this moment all my
life. This helps with the build up to the chorus. This was a technique specifically
used on this advert when they were making it.

Barclays Water Slide Ad

The subject of the advert is the Barclay card. It advertises and promotes how
easy it is to use the card even though the card is not clearly shown in the
advertisement. The target audience is normal working class adults who just want
to have fun and relax, but get rid of debts/chores that need doing or want to
make their payments simpler. You can tell this because the video is
based/focused on people in a working environment. This shows it is trying to
relate to that audience as it will give them a response of wanting to have fun,
and get jobs done easily without stress.
The techniques that were used in the Barclaycard advertisement are the use of a
semi-famous actor (appeared in many more films and programs such as a junior
role in Harry Potter and Gavin and Stacey). This is an effective technique, as the
audience can feel as if they are familiar with them therefore effectively drawing
in a larger audience. This advert also includes the use of gaining the customers'
attention by using a humorous/shock factor. The aspect which got the attention
of the viewers is the fact that a worker is taking off his clothes in the working
environment and hopping into a waterslide, which runs through and around a
whole city. This is extremely strange in terms of a working environment and
gives a surrealist concept to the advertisement.
The ad features the 1976 single Let Your Love Flow by the Bellamy Brothers
which is a very catchy tune because adverts must focus on the audio just as
much as the visuals. The music is also almost linked with the video as the music
is very positive and laid back, the man on the water slide is literally laid back and
the lyrics let your love flow is another literal approach as he is literally flowing
with the water slide going through the city. I did some research on the song and
since the advert was realised the song made it back up into UK Singles Chart and
peaked at No. 21, due to the resultant popularity.

How Adverts Are Planned, Regulated, Tested and Sold

Planning
The first thing you need to do if you want to make an advert is to plan it all out
before doing anything else. To do this you need to make an advertising plan. An
advertising plan is a "to do" list, a guide to action. For example the Cadburys
advert, they would have got the production team together and sit down and
discuss ideas and talk about whether they are going for an education approach

or adding humour into it. Literally they would talk about all aspects which I am
about to talk about.
The 3 parts of an advertising plan:
1) What do you want to accomplish? What are the objectives or goals?
2) How will you reach those goals? What will you do, and what will it cost, to
achieve the objectives?
3) How do you measure results? How do you determine whether you have
accomplished the objectives?

The best way to discuss ideas and plans for an advert is to make a PowerPoint or
to pitch your ideas to your production group and company. This way you can
receive the pros and cons and constructive criticism. Once you get that you can
go back and alter the idea or keep it how it is depending on if everyone liked it or
not.

When doing the plan you must think about the following:

Background / overview
What is the history of advertising for this company leading up to this plan?
What are the chief challenges for this plan or advertising campaign? What
are the big opportunities in the market?

Duration of the plan / review dates

Is this launch campaign one that will last three months? Or is this an
annual plan

Target Audience
What type of people will the advert be aimed at?
Regulations

All marketing and advertising must be:

An accurate description of the product or service

Must give some information about a product that is accurate, in other
words it should be informative in some way about the product or service.

Legal
Advert should not be promoting or selling anything illegal, pretty selfexplanatory what that means so I shouldnt have to give you a large
description about it.

Truthful
Make sure advert is not giving any false information and everything that is
said in the advert is legit, also making the product do things which it
cannot do IRL is also breaking regulations.

Honest
Should not lie about how good the product is because thats being unhonest and Its also falling into the not being truthful part of the
regulations.

Socially responsible (not encouraging illegal, unsafe or anti-social

behaviour)
Similar to the legal regulation where you must make sure everything
shown in the advert is legal and must not be promotion anything negative
as it could give people the effect of wanting to repeat what you showed in
the advert.
There are regulations that restrict what advertisers can and cant do.

The main things that restricts what TV can show and not show is Ofcom and ASA,
they are pretty similar things which make sure the stuff we watch on TV is
suitable for the audience. They do this by considering the times of what certain
things are on air and the type of things you are allowed to show during a typical
episode. Basically they control what productions are allowed to show on TV and
what things you cannot show.
Ofcom Independent regulator and competition authority for the UK
communication industries.
ASA Advertising Standards Authority. The UKs independent regulator for
advertising across all media.

Testing
Ad Testing is designed to improve advertising effectiveness. Companies often
test their advertising with a subset of a target market before rolling out a
campaign to a broader target market. The goal is to save money by optimizing
both the message and calls to action before spending advertising dollars.
Ad testing allows you to:

Determine which market segments to target

Give input to ad creators to better understand the audience

Make an informed go or no-go decision

There are types of research you must do when testing an ad:

Pre-Market research there are two types of research that fall into this
area, these are customised and syndicated. Customised research is
something that is done to match someones specific needs and only the
client has access to the results. Syndicated is similar thing but the results
are available for sale to multiple companies.
Pre-Testing Determines the effectiveness of the idea based on consumer
responses, feedback and behaviour.
Post-Testing Monitoring a brands performance, including brand
awareness, brand preference, product usage and attitudes.

Primary and Secondary research

During our pitch of the idea we mentioned a mix of primary and secondary data
which we used to help discuss the ideas of our advert. The primary research we
did was that we went out into Salisbury and went up to random people in the
street and asked them which of the following they preferred out of three types of
mint food, tic tacs were one of them. After we got the data we needed we put
them into a tally chart and scanned it and put it into our power point ready to
show the class that Mentos is a main competitor for tic tacs because we clearly
showed that Mentos was the favourite out of all the people we asked.
The secondary data we collected was online and we got a graph showing the
profit loss of tic tacs to show people that over the years they are slowly losing
more and more profit, we showed them this because then everyone has a clear
understanding that something needs to be done to get tic tac back in the game
and more people consuming again and hopefully our ad will help with that
bringing a wider audience to their company.
I dont currently have the two graphs we made and gathered to put into this
word document as they are on the PowerPoint which has already been handed in.