These techniques are used cleverly so that often we don’t not realise how our thoughts are being controlled. The explanation of this is that they would see this exquisite cake and will be thinking about eating this cake. The cake is so zoomed in that it drools the reader’s attention. This makes the consumer wish and crave for the cake. It gives them a mouth watering experience and leaves them wondering what the cake must taste like. At this very moment they would not know how their thoughts are being controlled by this exceptional advert.
The trident is being held by a red, glamorous, well manicured thumb of a female and presents a view of indulgence and sin. The thumb being of a woman could be the first indication that this particular advert is targeted at woman.
The second page has a large golden slogan, ‘It’s no Angel cake.’ This is the main focus of the page; the background of the slogan is devilish red – suggesting to mischievous and sinful things. On the left half of the page is detailed information about the cake. The text is made up of long and short sentences which makes its enjoyable to read because of the varied pace. Ultimately, the text ends with ‘Death By Chocolate.’ The words ‘Death by…’ is written in the style of gravestone writing, the effect of this could suggest that the eating the pleasure-seeking cake can kill the old person who doesn’t eat the cake and becoming a new person is the new person having eaten the cake. Moving on, the word ‘Chocolate’ is splattered beneath it. The ‘C’ of chocolate has a devilish look because of the long pointy arrow it ends with is similar to the devils trident which could possibly mean the person who have ate the cake are sinful.
The text begins by addressing to the reader, ‘You won’t see Death By Chocolate in a vicarage party’ – ‘not unless the vicar is the kind you get in the News Of World.’ A vicarage party is usually genteel and prim and proper; well mannered people having fairy cakes provided however not Death By Chocolate…unless the vicar is the type you get from the News Of The World. The News Of The World is a scandal paper, the point is Death by Chocolate is sinful and indulgent, this perhaps why the vicars mentioned.
Repetition is used in the advert so we can not the idea of chocolate out of our minds; the advert describes the cake having ‘dark bitter-sweet chocolate, light chocolate mousse, moist chocolate sponge, fresh chocolate cream.’ All this adds a beat in our heads.
The advertisement also confronts the reader by baby talk, ‘fluffy wuffy lickle cakey wakey.’ This is sarcastically asking the reader if the gave the courage to indulge them eating the cake. This contrasts the difference between adult and child behaviour. If you have eaten the cake you’re an adult otherwise a child. This where the sexual erotic theme begins because sex is something for adults.
Some words used to describe the cake such as ‘melange’ and give the cake a sensual style. The long vowel makes it sound erotic and gives it sensational French sound which provides that romantic atmosphere. As the description gets more detailed words like ‘mousse, soft, gooey and moist’ bring out the sexual explicit imagery. Along side the contrast between adult and child behaviour, the sexual theme continues, ‘there is two a box.’ The sexual imagery of the cake make it seem very seductive – ‘lascivious’ and ‘sensual pleasure.’ Furthermore, the reference of Lolita; she was a young seductress in the novel who attracted men that couldn’t resist her sexual charms. Perhaps she is mentioned because conceivably most men can not resist sex which also leads to the fact that men can not resist the cake similar to sex.
The advert also mentions that there are two to a box. Perhaps this could mean how the cake is for couples.
From opinion, I think this advert is for especially adults, this is conveyed through the use of language used in the advert. This is because the language used in the advertisement is one of an adult nature and adult humour.
I have come to this conclusion as the jokes involved are sexually orientated and one that only a adult would understand. Another reason I think this is aimed at adults is due to the advert persuading you to be sinful by eating the cake. This type of persuasive language would only be aimed at adults; telling them to do something exhilarating in their tedious daily lives. The reference to Lolita, tells me for certain that this is aimed at adults as Lolita was a eponymous character in a novel by Vladimir Nabakov. She was an innocent looking girl who was actually was a young seductress who men could not resist. This shows that the advertisement is telling adults that they can’t resist the cake.
I think this advertisement is very successful in persuading the target audience into buying the product. This is due to the effective use of imagery, language and jousting in the advertisement. The use of sexual connotations such as Lolita and the phrase ‘…small, but perfectly formed’ referring to the male genitalia makes the advert seems to tease the reader telling them this isn’t for anyone innocent and therefore challenging the reader to try the product if there not monotonous and not sinful (which everyone is). Also the enlarged, clear and sharp image grabs the reader’s attention and anyone who likes chocolate is tempted by it. Finally the name of the product ‘Death by chocolate’ preposterously implies anyone who has this cake will die and therefore showing it as the ultimate extravagance. Through all this use of pictures, imagery used in the language and the language itself constantly implying something else, this advertisement is very effectual and easily used as an excuse to buy the product as it intends.
I had never realised how much money and proficiency went into advertisements. I had just taken them for granted until now. I have learned a great deal from advertising this advert.
I have discovered that charity is the hardest advertising as you do not get a product for your money. For example the people who gave money for the tsunami appeal didn’t get anything for their money but people who gave money felt good and didn’t feel any guilt.
Some people will think that advertising is bad. This is because it puts up prices because it has to be paid for. It makes you buy things you do not need. It makes you feel poor if you cannot afford luxury items and finally it spoils the environment and waste papers.
But on the other hand, some people think it is good. This is because it is creative and provides jobs for creative people and models. It bright and attractive. It gives you ideas and it informs you about new fashions and inventions like computer consoles.
Overall I think that it is good. I have enjoyed doing this essay and this advert has become one of my favourite.