AS MEDIA KIT KAT ADVERT PROJECT (1): ANALYSIS OF ADVERTS
Product: Kit Kat
Competitors: Cadbury, Ferrero Rocher
Adverts:
Kit Kat: Kit Kat Commercial: Give Me A Break 198
Cadbury: Cadbury's Gorilla Advert (Aug 31st 2007)
Ferrero Rocher: Television Archive: Ferrero Rocher ambassador's reception UK TV commercial advert 1990s
ANALYSIS OF ADVERTS
KIT KAT
→ The different settings and a variety of people along with their jobs give the audience diversification and statement, an idea that Kit Kat is made for all. Nonetheless, that could be a method to help Kit Kat reach their target audience. Thanks to the original theme song of Kit Kat, this could help retain audiences’ attention in following through the entire advert, as well as, the frequent cross cuts rhythming with the music that is, indeed, a trick method for us to keep along and process information quickly. In addition, a cross-cutting “timeline” can assist the aim of creating narratives. At the very beginning, Kit Kat had the opportunity to show us its unique selling point, which is a convenient feature of the chocolate itself, breaking them apart elegantly, together with a brief “step-by-step” in opening their seemingly difficult-to-wrap packaging
Audience
→ Kit Kat’s target audience would be people of all ages throughout all (socioeconomic) classes. This can be determined by the involvement of people whether it be high-paying jobs or an amount where they are secure enough to keep up. Kit Kat engages with the audience, supposedly by, showing people all around the place, to perhaps relate to their lives, and through the setting, this shows that at any time and no matter who you are, Kit Kat expects us to consume to give ourselves “a break”
Representations
→ Through the presence of letting it be, students, athletes, housewives, tourists, elderly, construction workers, freelancers, toddlers, and town people, this can assist the significance of Kit Kat’s target audience, that is people of all ages throughout all socioeconomic classes would help that explain itself. We can come to an easily analysed conclusion that we all can afford no matter what we are, who we are, and what we do for a living. Also, Kit Kat’s own song produced in the advert says “Give me a break”, implying that we all, meaning everyone, needs a slack from reality just for a while through consuming Kit Kat. Not just the variety of people involved in the advert, but the locations also represent them and who they are. This adds more to the analysis that Kit Kat is, in fact, for people of all ages and (socioeconomic) classes
Industry
→ The media has allowed Kit Kat to distribute and circulate its products via an advert throughout the nation by the presence of the ability to spread through, for example, national TVs, where this could help reach the eyes of the population all over
CADBURY
Media Language
→ The idea of a gorilla jamming to a song and then playing the drums for a supposed chocolate product advertisement is completely irrelevant, and in a way, it is surprising to us audiences. In addition to possibly well-known and catchy music, this could be a "truly unique" concept advertisement that enhances viewers' interest. The music may subtly be encouraging viewers to take in the advertisement from beginning to end, especially when the beat drops at the near end, drawing their focus to the part when the product is displayed. Also signifying if we enjoy having seen the advertisement, we might also enjoy and be pleased when we consume the product. The full-on purple background helps the audience keep in mind that it is, in fact, a Cadbury advert along the advertisement as Cadbury’s signature colour is purple. Now, it may or may not have succeeded in capturing its intended audience, which consisted of people of all ages and socioeconomic classes, with little to no dialogue
Audience
→ The audience targeted by Cadbury would be of all ages and socioeconomic classes. This can be identified through the all-ages friendly content, showing the uncommon appearance of a wild animal in an advert, this surprise appearance would hook and retain the audiences’ attention throughout the advert. To add, the product engages with the audience through the appearance of a top hit and well-known music back in the day and that, too, would have to be one of the ways Cadbury planned to achieve reach and engage with the target audience. The simplicity in the advert does not show royalty nor does it signify insignificance, accordingly, this could give viewers an implication that it is not targeted towards the high socioeconomic classes. Where in fact, the simplicity shows that it is affordable for everyone of all socioeconomic classes. Consequently, Cadbury would expect an action from their target audience, that being purchasing and consuming the product
Representations
→ A method of representation included in Cadbury’s advert to appeal to the target audience would have to be through the significance of the entire coloured background with the exact same shade of purple in Cadbury’s packaging. This could help the target audience to keep in mind that, as a matter of fact, is an advert for Cadbury due to their signature colour. The simplicity in the advert does not show royalty nor does it signify insignificance, accordingly, this could give viewers an implication that it is not targeted towards the high socioeconomic classes. Where in fact, the simplicity shows that it is affordable for everyone of all socioeconomic classes
Industry
→ The existence of technology has required Cadbury to upload their advert to, for instance, national TVs, the news, or billboards. This could reach more people compared to when adverts only existed in papers, such as newspapers. Cadbury, too, uses not many properties and they did not spend much on location setting as well. However, the gorilla in the advert requires a lot of editing, along with the song taken and being used
FERRERO ROCHER
→ In order to hold the audience's interest, Ferrero Rocher adopts a sense of comedic humour thanks to the voiceover's distinctive tone and a concept that is somewhat related to the product itself. A meaningful idea was created from the elegantly formal "business ambassadors' reception" and the gold-papered covered chocolate treat, symbolizing luxury and royalty. To outperform competition and win over the public, it is portrayed as being "one of a kind." When Ferrero Rocher's advertisement is shown, this may thrill and heighten viewers, which might result in a favourable attitude toward this brand
Audience
→ In Ferrero Rocher's marketing, the "concept," which is attending a formal business party or reception, specifies the target market. This suggests that the target audience is adults with high social class appeal and possibly people who can support themselves more. This is presumably conveyed by the classy-clad attendees and star guests from many places, as well as by the fine music playing in the background. Voiceovers are one method by which Ferrero Rocher appeals to their audience. One of them has a voiceover that says, "Exquisite taste," indicating that the reception is genuinely renowned for its delectable delicacies. The scene after that features a sleek waiter approaching the camera while carrying a pyramid-shaped stack of Ferrero Rocher chocolates. Another example is the exaggeration of the terms used, such as "a taste sensation rich, luxurious, unique," which elevates the product in the eyes of the customer. Customers will therefore be encouraged to interact with Ferrero Rocher and buy the goods as a result
Representations
→ Also because chocolate is extravagantly packaged in gold paper, the advertisement's setting plays a significant role in selling the product. As a result, the concept and setting are elegant business parties that target a specific social group, namely young adults to adults from well-off social classes (in the business world). On the other hand, it might be misleading since it might appear like Ferrero Rocher only caters to wealthy people while anyone of any age or class can buy. The use of exaggerated wording could also be a gimmick, which could result in lying to the audience or, in the worst-case scenario, misleading them into believing that the chocolate does not live up to their expectations
Industry
→ Due to advanced technology, such as TV advertising dispersed throughout numerous channels to capture viewers' attention, the existence of the internet has enabled Ferrero Rocher to distribute the promotion of their product digitally
No comments:
Post a Comment