ANALYSIS OF A COMMERCIAL

BRUNO’S SURPRISING PRENSENT FOR CHRISTMASAnita Franz 4A

Anita Franz 4A

Vodafone’s latest commercial launched for Yuletide promotes a new offer thanks to which you will get a top-up for free if you buy a new smartphone.

Anita Franz 4A

The commercial is addressed to young people and adults which are users or potential users of mobile phones.

Anita Franz 4A

The scene is set in a square which is decorated for the Christmas holidays and it describes the exchange of gifts between a group of friends. The main character, the bear Bruno, brings the product into the scene.

Anita Franz 4A

The relationship between the product advertised and the setting is a logical connection because an offer which is valid only for the Yuletide is publicized in a location covered with snow and full of Christmas symbols.

Anita Franz 4A

The characters are not portrayted while they are enjoying the offer, but they are simply put near the advertised product.

Anita Franz 4A

At the beginning the viewer’s attention is appealed through the main character’s congeniality, while he receives his friend’s presents. The product is introduced into the spot in a further moment and it is highlighted that it will be a “regalo che sorprende tutti” (a present which amazes everybody).

Anita Franz 4A

Than the brand of the product, Vodafone, is identified and the conditions necessaries to enjoy the offer are illustrated: you have to buy a smartphone in order to have a 30 euros top-up for free.

Anita Franz 4A

The promoted product catches viewer’s attention in two sisuations:•It is interesting for the viewer itself ( 30 euros top-up for free)•It is interesting for the viewers as a possible gift for his friends because, as often explained during the commercial, it will be an unexpected present.

Anita Franz 4A