19th November

Today me, Jasmine and Attiya spent time together on the computer looking at different chocolate adverts and other food/drink related adverts which we could use ideas from to apply to chocolate. We did this to help us understand the conventions of adverts, especially chocolate adverts, and so we can see what sort of style/format they have.

One of the first things we noticed is that adverts change alot over time, but although they change alot, they always seem to have elements in today's adverts that haven't changed from them, for example the glass and a half of milk symbol is always in the Cadburys adverts, and always has been for many years. They do this so people recognise the brand, and they build up a customer knowledge of that element.

We looked at alot of different types of chocolate, and analysed each advert in a group, here are some of the adverts that we looked at in detail:

Cadburys



Cadburys chocolate is aimed at a wide range of people, with their vast product range. This advert is of a gorilla playing the drums to Phill Collins, this advert is quirky and very different to alot of chocolate adverts. It finishes with the glass and a half full milk symbol, which is associated with Cadburys.

Galaxy



In this advert a women looks in the fridge for chocolate, but then finds out her friends have eaten it, so she gets out one that she hid for herself. This advert shows it to be a very tempting chocolate, with low lighting and soft music. This advert lasts for 30 seconds.

Milkyway


Milkyway advertise their chocolate to the younger audience using the "Milkybar Kid". This advert is a remake of an advert that was used around 20 years ago, using two cars and the milkybar kid. Its a very bright and fast paced advert using a catchy song, which all appeals to children. This advert lasts for 32 seconds.

Kit Kat



This advert contains a man re-enacting a checkout with his head. Its a bright advert that is aimed at mainly lower/middle class. It has a big comedy element and is intended to make the watcher laugh. Its slogan is "Working like a machine ... have a break, have a Kit Kat" and it lasts for 40 seconds.

Lindt



This advert shows the coco beans that are used to make there chocolate, which looks luxurious, they then used a strong male voice for a voice over. They use music that also sounds very luxurious to complete the advert. This is aimed at adults, mainly upper class. The advert lasts for 20 seconds.

From doing this research we have found clear lines between different ways of marketing chocolate at different ages and social classes. We also noticed that almost all chocolate adverts have a comdey element, or they are a bit silly, this reflects the idea of chocolate, which is a bit silly, as it's not a food that you need, its something you want to snack on. This leads us to think we need a comedy element in our advert.

Another thing we noticed is that boxes of chocolates such as Roses, Celebrations etc, dont have adverts on TV as much as chocolate bars. This means our advert will be different from the normal chocolate advert, as we are marketing a box of chocolates, not a bar.

As our chocolate is going to be for the young adult we have decided our advert will probably be more along the lines of the Kit Kat or Galaxy adverts.

Aswell as this, we also did some work on paper when looking into adverts, this is the research I did:


And this is the research Attiya did: