In my analysis I am going to be analysing the advert created by Cadbury's in 2007. I am going to be writing about the structure of this particular advertisement and the techniques that have been used, whether is was created to send out a hidden message to it's audience or if it was created for an emotional effect. I am also going to be writing about the characteristics of the product and how the advertisements addresses the audience.
The structure of this particular advertisement would be the surreal effect that it gives to it's audience as this advert is very humorous causing the audience to laugh as they have used a drum playing gorilla as their main selling point. In this advert Cadbury's have also used the song Another day in Paradise by Phil Collins, by using this song as their most unique point of the advert with the drum playing gorilla when the public would listen to this song they will always be reminded of the gorilla and then have the thought of the delicious milky cadbury chocolate causing them to want to buy the product. The camera work within this advert are all long slow paced shots with many close ups of the the gorillas face and an extreme close up shot of the gorillas nose when he is breathings slowly showing as if he was getting ready for something dramatic. The angle of the camera is facing the left hand side of the gorillas body as it slowly starts to zoom out towards the end of the advert to show the the gorilla getting ready to play the drums. At the end and at the beginning of the advertisement it shows an animated feature of the Cadbury's productions and a picture of the product itself. The lighting that has been used when filming this production would be studio lighting as the advert has been filmed within a studio causing steadying lighting throughout the video.
The techniques that have been used within this advertisement created by Cadbury's would be the way how they have used the form of a gorilla as their main selling point to sell their product in such a surreal way that makes the audience stop and think about how unreal and how funny it would be to see an actual gorilla play the drums to the song Another day in Paradise. In this advertisement the hidden messages would be the way how the they have used a man that is dressed up as a gorilla which shows that when use eat this product you will be able to express yourself more and bring out your inner gorilla to show the world. This advert is used to create happiness within the community and if you were to buy their product, you will always have hold of that funny moment which will be placed in their heads which has held an emotion response in such ways for it's audience. This has now caused people to always think about the product Cadbury's whenever they hear the song Another day in Paradise maybe on the radio or even maybe on other adverts that have now been created with the same song as their selling point creating a link and a memory of the loved advert.
A similar advert would be the advert recently made would be the advert for the Mars chocolate bar, within this production you have a dog that plays the flute pipes. In this production you have two character that look like they are sat on a park bench with their dogs showing off what tricks they have learned. The way how this has a similar selling point to the product Cadburys is by the use of animals doing the out of the ordinary thing. This keeps an impressive memory on it's audience causing the public to want to by the product as they will think if they eat this chocolate bar they might be able to have a more out going surreal life, this creates a lifestyle appeal towards the audience. The advantages that the Cadbury's advert has over the Mar bar advert would be the fact the a gorilla playing the drums is more surreal than a dog playing the flute a leaves a more impressional thought with the public as they have also used a more well known song with the advert which has created more day to day links and memories with it's audience. The way how this advertisement have used brand identity throughout the advert would be how they have used the colour purple in the background as the packaging for this particular product is purple and when someone is to think of the colour purple they would think of the tasty milky goodness of the chocolate bar Cadbury's. At the end of this production that have also used computer graphics to show the audience the product itself using the same colours as they have used through the video.
The way how this production has have addressed their audience and have achieved their goal would be the way how they have used a surreal message towards the audience and the way how the audience have read between the lines to be able to understand the message that is being given out as in this audience they don't have someone talking directly towards the audience. In the song it says 'I've been waiting for this moment all my life' this tell the audience that if you take one bite of this chocolate all your problems will go away with each bite and you will be taken into this other world where all your dreams come true with each and every moment, as you express yourself your inner gorilla will also come out if you live another moment with Cadburys.
