The image of the little different colour candies on the actual sweet informs the children that this sweet is colourful and obviously very appetising.
The slogan of Zours candy is rhyming and attention-grabbing. ‘Devour the Sour and get the Power.’ The slogan is emphasising on the greatness of the candy that, taste it and you will receive the power. Try to demolish the sour of the candy, and then see the difference!
One more way to make the Zours candy effective is by the phrase situated just beneath the slogan which reads ‘Be a Z.I.P.’ This is a very comprehensive phrase because I think pastiche and play on words have been used on this phrase. I think pastiche because Z.I.P. is derived from V.I.P which means very important person and Z.I.P means Zours Important Person.
Without doubt, this can mean that if you have these candies then you will be appreciated and made to feel very eminent.
This is also pun because it is playing on words. ZIP is like fastening a zipper and a zipper is a zip. This is like saying that if you have Zours candy, then it’s like you have zipped away all your tastes in your mouth except for ZOURS, ZOURS and ZOURS.
Another thing that will make ZOURS superb is the disco lights. The disco lights makes the Zours candy’s image the focal point as it is lighting on the candy. Disco lights make the whole advert prominent.
The two speech bubbles spoken by Watermelon and Zapple grab the audience’s attention. One of the speech bubbles says ‘Go to .’ This makes Zours seem professional because any website gives you the impression of expert. Also it says you can download things about your favourite bands. Which child will not like to go on a website and download items on their favourite band?
Furthermore, one the other speech bubble states Plus. This is written in green colour contrasting with white background so it stands out. PLUS is exaggerating on the Zours benefits, this means that if you have Zours you will get the power, you can access the website, download things on your favourite band and on top of that ‘look for specially marked packages of Zours where you can Z.I.P. your way to cool stuff from your favourite band.’ Do you not think that child will attracted to this speech bubble when it says cool stuff from your favourite band?
At the bottom of the advertisement, there is a photo of few members from the Nickelodeon television show because this magazine has been taken from the Nickelodeon magazine. It is celebrating the tenth birthday of the magazine and Zours has sponsored the tenth birthday celebration. The children will get attracted to this by first looking at the pictures of the famous people from the show, a very famous and well known show Nickelodeon.
Also, because sponsoring the tenth birthday shows the greatness of Zours and the richness of this candy. It is making the Nickelodeon famous, so the children might think it might make me famous one day.
‘Being a Z.I.P has cool privileges’, this emphasis on the point I made before about being famous. You will always be in a great advantage is the point of eating Zours Candy.
MOVING IMAGE:
Now I will analyse the moving image which is about Dentyne frost bites gum. I chose this advert so I can contrast between the magazine and moving advert. The magazine advertisement was about sour Zours candies and this moving image is about the ice frost bite gums. So now I will be able to see which of the two advertisements; sour or ice freeze is more effective.
This advert begins with a couple sitting in a taxi and someone whistling in a humble and quiet voice. The camera angle used here was a long shot so that it can show the whole taxi with three people inside it; the girl, the boy and the taxi driver.
Then the boy takes out Dentyne frost bite gums box from his pocket with a smile and offers the girl. The girl is taking a gum out and the camera angle which was used here was an extreme close up so that we get to see the box properly and the amount she is taking. The girl takes one and she eats it. Close up angle was used so the audience can see her admiring the gum.
Next the boy takes the box and takes a handful of gums out and gobbles them. I think he did this to boast to attract the opposite gender, so this can mean that the target audience of this advertisement are teenagers. I thought this because at this age they take things lightly as the boy tried to act smart and took handful to show off.
Another reason I chose the target audience as teenagers because this is the age when they readily accept challenges. This is what the boy in the advert tried to do. It said on the box frost bite gums, so he was being sceptical that let me try it and see what happens!
An extreme close up shot is used to show the amount he is taking as well as when he guzzles them down his throat. The boy chews his gum mercilessly and this is shown by the close up shot.
The cameras then switch to the girl watching the boy astonishingly, eating the gum ruthlessly.
All of a sudden a crackling, shattering and crushing noise comes, but we are unaware as to what has happened, but the first thing that came in my mind was that a glass broke. Here mystery and suspense are created and unrevealed in fraction of a second by switching the camera back to the boy for a second showing us what had happened to him.
The girl makes a scary sound like aha-ha-ha to show fright. Straight away the taxi driver looks from his mirror with a tensed expression on his face. Establishing shot is used so that it shows us all three different situations and it sets the scene.
An extreme close up angle is taken of the boy’s face showing us that his face has frozen and has become into ice.
The driver turns around, looks at the boy and screams! He is still screaming and suddenly stops. Then the camera angle changes to an establishing shot so that it can show us the scene of the taxi driver of suddenly breaking the car and the way car skids, jerks and then stops.
The jerkiness and the sudden break makes the boy’s head fall off as his head had turned into ice. The head lands on the girl’s lap and the girl screams. An extreme close up was taken to show the head on the girl’s lap. The man turns around again and starts screaming with the girl. The scream gets louder and louder!
After, whilst the screaming was going on, it flows smoothly into a voice over of another man saying in a soft tone, ‘New Dentyne frost bites, small but powerful gum.’ At the background there is drum roll, probably to show that the advert is coming to an ending.
The slogan, small but powerful gum, is correct as we can clearly see the outcome of the gum on the boy. Indeed the gum is small in size, but has a big impact on a person.
This humorous advertisement was persuading teenagers’ to come and exhibit the powerful taste of Dentyne frost.
COMPARISON:
I think the magazine advertisement about Zours candy is more effective because it has more vivid, glowing colours so that it grabs the audience attention immediately. On the other hand Dentyne frost bite gums advertisement uses the same theme of the colour brown, bronze and gold, all the way throughout the advertisement. This can get very boring for the audience as there is no variety of colours. It does not matter what age you are, you still need range of colours to watch an advertisement and get attracted by it.
Another reason I think Zours advertisement is more effective than the Dentyne frost bite gums is because Zours purpose is revealed and understood really quickly, as the moving advert takes a lot of time to disclose the purpose of the advertisement. This bores the audience, whether it is a child or a teenager because it wastes time and loses their interest in the advertisement.
So overall, I conclude that Zours candy is more effective and it advertises to its target audience really well.
In contrast, the Dentyne frost bites gums moving advertisement is not at all convincing, even though it is humorous. This advertisement is very bare, lifeless and uninspiring.
