Slide 1 - King Ed Media

							Recap
 What does ‘anti-advertising’ mean?
 How has the internet changed the face of TV
 advertising?
 As audiences have become more & more
 media-savvy & aware of how adverts are
 constructed, how has advertising changed in
 the way it presents messages & products?
 What do you understand by the term ‘post-
 modern’?
Changing times; changing
technologies; changing
audiences

A Social Media Revolution
Cadbury – key dates
 Interactive timeline – pay particular attention
 to:
 1824
 1831
 1905
 Dec 2007
 Apr 2008
 Jan 2010
Cadbury – interesting facts
 John Cadbury sold coffee, tea, drinking chocolate and
 cocoa at his shop. Believing that alcohol was a main
 cause of poverty, John hoped his products might serve
 as an alternative. He also sold hops and mustard. Like
 many Quakers John had high quality standards for all of
 his products.
 Cadbury was the first company to include pictures
 instead of just printed text on chocolate boxes.
 George Cadbury (son of John who inherited the
 company) didn’t want to take mothers away from their
 children, so he developed a company rule that women
 had to leave work when they got married. Each
 married woman was given a bible and a carnation as
 wedding gifts.
Codes and conventions of
chocolate advertising
 Advertising has a surprising number of
 unwritten rules and conventions – what do
 you think these are?
 Chocolate advertising has long been blessed
 with a choice of clichés:
   It can either make us drool in anticipation of its
   deliciousness
   or inspire us with the sight of happy people using
   the product to enhance their happy lives
Representations of women
 Sex sells - Cadbury’s Caramel ‘Beaver’
 Focusing on these 3 areas, discuss in pairs how the
 Flake ‘Bath’ advert gets its message across:
   Music and sound
   Cinematography (shot types, camera angles, camera
   movements)
   Editing (transitions, pace, point of view)
 What message is being offered about Flake chocolate?
 Who is the target audience?
 How would this advert appeal to the target audience?
 Is the woman represented in a positive or negative
 way?
Gender Representations

 How are men & women represented in each
 of these (modern) chocolate adverts?
 Maltesers
 Aero Bubbles
 Galaxy
 Cadbury Snaps
 What is the USP of each advert/ product?
Modern Advertising Campaigns
Changes over time
 How has chocolate advertising changed in recent
 years?
 Why do you think these changes have taken
 place?
 Watch the Cadbury Gorilla advert and read the
 Independent article to find out more
 “People don't want advertisers droning on and
 on about their products any more; they want to
 be entertained” Laurence Green, planning director of
 Fallon
Subverting the Conventions
 The gorilla advert does not show chocolate; it
 doesn't show people eating chocolate; throughout its
 full 90 seconds, it doesn't mention the C word once
 It's such a pompous piece of music and the thrashing
 of the gorilla is so self-absorbed that the effect is
 hilarious
 It's short-form comedy just like one of those funny
 clips you see on YouTube. But it seems to have little
 to do with chocolate
Facts and Figures
 The groundbreaking Gorilla TV advert first aired on
 4th September 2007
 It lasted a minute and a half (3 times the length of a
 standard advert)
 It was staged like a cross between a short film and a
 music video
 The advertising is the second phase of the £6.2
 million marketing campaign which launched earlier
 in 2007 with outdoor poster activity
Institution: Fallon
 Created by the award-winning Fallon agency in
 London, the commercial has stimulated great
 interest, partly because it does not feature the
 product until the very end
 Fallon are also responsible for the Skoda Cake advert
 A spokeswoman for Cadbury said: "The advert has
 been a huge success and it has positively affected
 sales of this product. But there is more to come next
 year. All advertisements will aim to make people
 smile and offer enjoyment, the same enjoyment that
 hopefully people get from eating a bar of Cadbury's
 Dairy Milk."
Success Story
The campaign boosted sales of Dairy Milk by 9%
  Clues to Cadbury brand – purple backdrop, logo in
  the closing shot
  Set a new standard in the viral world, becoming an
  internet phenomenon
  Became the most watched commercial ever on
  YouTube, spawning a string of spoofs
  Broken all records for downloads
  Voted favourite TV ad for 2007
Why does it work?
 There is a product message in there. In fact, the
 entire commercial is a product metaphor.
 "Chocolate is about joy and pleasure. For years
 Cadbury has told us that it was generous, through
 the glass and a half strap line. We thought, don't tell
 us how generous you are; show us. Don't tell us
 about joy; show us joy."
Rebranding in the 21st
Century
 "We've created a branded space in which Cadbury's can be
 generous in bringing joy," says Green
 In the new approach, almost anything can be inserted into the
 branded space as long as it is entertaining and brings joy. It's
 as if the agency has said "sod it, forget the science. Let's just
 have a laugh."
 It's a bit more thought out than that, says Green. "Advertising
 can be effective without a traditional 'message', 'proposition'
 or 'benefits'. Indeed, some of the latest advertising thinking
 suggests that attempts to impose them can actually reduce
 effectiveness. We are trading our traditional focus on
 proposition and persuasion in favour of deepening a
 relationship."
Cadbury say:


 ‘Well it just seemed like the right thing to do.
 There's no clever science behind it - it's just
 an effort to make you smile, in exactly the
 same way Cadbury Dairy Milk does. And
 that's what we aim to continue to do; simply
 make you smile.’