H/W 8/10/03
Susie Willmott
My Chocolate Bar Advert Analysis
Media Categories
In this chocolate bar advert, the slogan and the chocolate bar name are the biggest features of the copy. The name of the chocolate bar, ‘Elevation,' is illuminated by intense colours, such as orange, red and yellow; all fiery, energetic shades, which back up the name ‘Elevation,' that implies strength and penetrating energy. The slogan in the ‘Elevation’ chocolate bar advert is ‘Resist Gravity,' the font being conspicuous and immense, it is telling the spectators that if they bought ‘Elevation,' they wouldn’t just get the gorgeous chocolate and creamy center, but they will also be buying the power to defy gravity and boost their sophistication and popularity. The words above each picture are small but simple to read, leaving the advert looking like a comic strip. The bold colours of the advert attract teenagers’ eyes and then imprint themselves on their minds.
Representation
The advert is cut up into six still images, each with a small section of text above it to explain what is occurring in the picture. The first still-image is a long shot of a skating ramp; there is a crowd of people behind the ramp and two individuals standing close to the camera. The persons in this advert are all young, and look reasonably cool, but not overly attractive, apart from the girl in front of the skating ramp next to the moderate teenage boy. The brightest light is on the pretty girl, so the viewer’s eyes will automatically go to her and the boy next to her first, then the skating ramp. As it includes one of the most popular obsessions in teenage life, skating, this image’s purpose is to engage the observer, whereas the second depiction’s objective is to add a bit of ridicule into the advert and show one of a guys’ worst nightmares, and have the boy fail in front of the girl he feels affection for. It is caught in mid shot and this second picture begins to shape the short story and draw the observer in closer. The third representation is the first time we see the product, naturally it’s in bright light and its vivid, active colours make the chocolate bar unmistakable. In this picture, the ‘Elevation’ chocolate bar is seen as the hero waiting to save the day, as if this angle isn’t enough to capture the viewer’s attention, the next still image is a big close up of the chocolate bar, displaying the hidden, scrumptious insides of the chocolate bar with nothing behind it except grass, so the viewer’s attention cannot be averted. The fifth image contains a long shot of the boy accomplishing a rodeo 360 move on his skateboard, (a huge trick that involves the skater going upside down). The last picture has a close shot of the boy and the pretty girl who the young man adored. The teenage girl, is kissing him and the boy is holding out the ‘Elevation’ bar and grinning broadly, this last image is the utmost important one, it creates the ‘wow’ and ‘I want to be like them,’ in teenagers that will cause them to buy this chocolate bar. This picture also consists of the huge slogan and the chocolate bar’s name.
