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Death by Chocolate

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Introduction

Death by Chocolate How have the makers of Death by chocolate made their advertisement successful? Discuss the various techniques used and how they have been used. This is an analysis of the advertisement 'death by chocolate'. It is an advert promoting a chocolate cake. The advertisement is rich in techniques which have been purposely included to tempt consumers to indulge themselves and give in to the temptation of the cake. Looking at both pages of the advertisement it seems that there is a concealed message which could possibly be summarized as, "go on, be a devil." It is almost as if such devilish whisperings jump out at us. This message is communicated by the trident shaped fork in the hand of an ambiguous woman. Although we are given a motionless picture, there is an overwhelming sense of movement towards the cake. The makers have included this as one of the techniques of the advertisement so that the consumers feel that they are holding the fork. ...read more.

Middle

The producers of this advert have also relied upon visual influence and the psychological imagery conjured up by the slogan and larger writing rather than the small text. The slogan, 'it's no angel cake' is designed to reinforce the 'evil' theme. The clever remark on the word angel causes reader to dwell on this word and think about its meaning. Puns are always mentally stimulating and enjoyable, and it is as if the enjoyment gained from it is presented to the reader as a sample of the cake itself. In fact one gets the feeling that the designers have tried to make the whole advertisement 'tasty'. The name of the advertisement itself, 'Death by Chocolate' is intended to be entertaining and comical. Although the word 'death' is used, the intention is not to bring to mind fear or anxiety, but in fact, the effect is far from gloomy. The reader is invited to 'die' and be wrapped up in the chocolate, or at least to be 'dying to eat the chocolate.' ...read more.

Conclusion

The French word, 'm´┐Żlange' produces an exotic feeling that appeals to the average person. The combination of the words 'bitter' and 'sweet', which in this contexts maybe oxymoron's gives a feeling of devilish menace. The words 'lascivious' develop the theme of being 'naughty' and gives verbal expression to the stark crimson on a virgin white background. Immediately after this we have a reference to 'sensual' pleasure. It seems that the makers of this advertisement are trying to sell a chocolate cake by appealing to peoples sexual desires which nowadays is a very popular technique used by producers. The sexual imagery is completed by the reference to Lolita at the end, who was a youthful twelve year old girl corrupted by an older man. In conclusion I think that the producers have been very successful in making this advertisement effective as a whole by creating strong visual imagery and reinforcing it with subtle but direct language. I feel that there is a clear and successful attempt to appeal to human weakness and carnal desire, which is arguably what makes this advertisement a successful one. ?? ?? ?? ?? 1 ...read more.

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