The Rebrand Challenge.
https://www.youtube.com/watch?v=4P-nZZkQqTc
An example of a Ferrero Rocher advert is the Ambassador’s party. In the advert a footman at an Ambassador’s reception carried a numerous amount of chocolate on a tray. Setting creates both a sense of place and a mood and it may also reflect a character’s emotional state of mind. The setting of the advert was in a ballroom type of room. This setting is a clear reflection of the sophisticated theme of the chocolate and advert. Each member tries the chocolate and compliments its exquisite taste in French. The people trying the chocolate were at an upper class event and are depicted to be people of wealth and title in order to be invited to an ambassador’s reception. The target audience for the chocolate will be adults from age 30+ both male and females. In the advert there was no little children so the chocolate won’t appeal to children or teenagers on a casual day or occasion. The men and woman looked sophisticated in the advert in their costumes such as fine dresses, props such as jewels and suits indicating that the chocolate is for the elite as well as its mounted presentation on the tray. The conventions of an advert that they have used Is classical background music, which also supports the theme of sophistication and elite. Mid shots and close ups are mainly used to show everyone as well as the chocolate in detail. The lines of appeal used in this advert are showcasing the rich, luxurious lifestyles and elite people, which the target audience may find aspirational. Lines of appeal also in include a pack shot of the beautifully presented chocolate with the slogan “A sign of good taste” reinforcing the brand identity at the end of the advert. The lighting in at the end of the advert used on the pack shot is low lighting. The low key light accentuates the contour of an object. In this case one side of the mounted chocolates is flooded with light creating a shadow next to it.
The Galaxy Commercial Starring Audrey Hepburn. In this advert Audrey is inside a bus with many people. There seems to be an obstacle in an Italian market place that the driver of the bus faces as a man with fruits is in front stopping the vehicle from driving. Audrey sees a handsome man in his car and gets off the bus to enter his vehicle and finally consumes her chocolate. Her entering the car is her form of escapism and freedom to sit down and enjoy her galaxy chocolate. The target audience for this advert would be women 20+ as Audrey is this video looks very young. It has been said woman and chocolate have a special relationship because at “certain times of the month women lack magnesium”. We need magnesium and essential fats so our brain seeks it out during the menstrual cycle. Chocolate has compounds that almost create a physical effect-phenethylamine,
known as the love drug, is just one”. This is evidence from stylist magazine that the target audience is woman for this advert. The soundtrack used for the advert is moon river which is an academy award-winning song written for the actress. The soundtrack adds to the theme of femininity, as it is a soothing slow song with a female singing. Lines of appeal used are romance and love as Audrey continuously flirts with the man. These are used because it gives the message that the chocolate is soothing, seductive and satisfying. This adverts main line of appeal is using a celebrity as the main character starring in it. Audrey Hepburn was a British actress and humanitarian. Recognised as a film and fashion icon. Hepburn was active during Hollywood’s gold age. Audrey is stylish and iconic, using her youthful image as the star of this advert will not only appeal to women but will also appeal to young men around the age they used her in as she is beautiful and attractive. The audience will automatically engage with this advert, as they will be stunned at how Audrey’s youthful image has been recreated even after her death. The close up shots of Audrey’s face gives the audience a sense of reality. The close up with the galaxy chocolate packaging reinforces the brand and allows the audience not to forget the incentive behind the advert.
https://www.youtube.com/watch?v=gx9eDoS76LM
http://www.stylist.co.uk/people/audrey-hepburn-stars-in-new-chocolate-ad
The Cute Kids Dancing Eyebrows- Funny Cadbury Chocolate Commercial. In this advert a young male and female are dancing with their eyebrows. The target audience for this commercial would be children from 9+ both male and female. This is because there is a male and female in the video so the audience are able to identify and relate with the characters. Lines of appeal used are childhood, comedy and humour. These lines of appeal are used to sell the chocolate to children and teens. There is an aspect of surrealism in this advert as it is not normal for eyebrows to repetitively move in sync with the soundtrack. This aspect of Surrealism will shock the audience and will make kids attempt to move their eyebrows in that manner as well hoping it works. Dancing with your eyebrows is not something that usually happens with people. So this talent that the kids have sends off the message that by eating the chocolate bar you’re able to do anything. The music track is “Don’t stop the rock “by freestyle. This music track is upbeat and has a faced paced prompting the audience to either dance or be vividly engaged with the advert. At the end of the advert the Cadbury chocolate bar is shown to reinforce the brand and to remind the audience the incentive behind the advert. This editing in the advert is fast paced. This is to excite the audience and constantly keep them engaged.
https://www.youtube.com/watch?v=0UzfA6mFjkY
The Wild Gorilla Drumming On Phil Collins- Cadburys Advert. In this advert a gorilla is wildly drumming to the music track “In the air tonight”. The use of slow paced editing and close ups on the gorillas face indicates tension. The gorilla drumming is something that is not usually seen in everyday reality. This aspect of the advert links with surrealism. The gorilla drumming with such tension makes the audience want to join in as well. The music track can be described as “The sleekest, most melodramatic drum break in history”. The mythical ad uses lines of appeals such as nature and the wildlife. The gorilla drumming one of the most iconic drum solos sticks in the audiences head. Since an animal was used for this advert the target audience is limitless. Ranging from anyone who is of age to eat chocolate onwards. Gorillas are very similar to humans. Gorilla’s characteristics include power, anger and authority, which is why this animal was most suitable to play the drums with such passion. The setting of the advert seems like an actual advert set up. This changes the mood to a serious mood as it creates anticipation in how the gorilla will perform his melodramatic solo.
