Advert analysis

The Advert

• http://www.youtube.com/watch?v=QUPekONni8M&feature=player_detailpage

What is the Ad for

• This advert is promoting the kitkat product. Too be more specific it promotes kitkat chunky.

Who is the target audience

• This advert could appeal to the older audience with its use of salmon in a documentary style, but it would also appeal to younger children because its got animals in it and it also chocolate. It might appeal to some young adults because of the use of Jason Statham.

What form does the ad take

• The advert was a successes so they made a number of them were made which makes them a series.

What is the style of the advert

• This advert starts with what seems like a serious advert and almost Documentary like until the end of it where it becomes humorous. There are no computer graphics in the advert and the only animation is the kitkat slogan at the end of the advert.

What Persuasion Techniques are being used

• The biggest persuasion in this advert is celebrity endorsement with the use of Jason Statham who is a popular movie star but the chocolate which has been around for a long time also sells itself with its brand identity and of course it has its slogan. The ad also uses a slight paradox with the salmon dying and Jason adding humour on the end which has entertainment. Some people might see Jason as a sex appeal.

Does the ad follow AIDA

• Attention Interest Desire Action. This advert follows this by first introducing a subject (‘the Salmon’). Interest, (Jason Statham will arouse interest). Desire, (This advert doesn’t stimulate any actual desire for the product but he product has been around for a while so the product itself could cause desire). Action, (the slogan ‘have a break, have a kitkat’, promotes action to get the product).

codes and conventions • Mise-en-scene/iconography: The kitkat is red. Passion/desire. The salmon and surroundings are dark

colours so this could be connoting something bad.• Lighting: The café where Jason is sitting is brightly lit. The Rest is all very dull and not brightly lit. • Camera shot, movement, angle, composition: Medium shots, mid close ups, three close ups, one

establishing shot, and one long shot. • Editing, quick cuts between Jason and the salmon; uses the closer shots as it gets closer to the point of the

advert. • Sound effects/music: There are ambient sounds of the café and river but there is no music.• Special FX: There aren’t any special effects or computer graphics except for the kitkat symbol and slogan at

the end.