Advert Analysis
Introduction
The advert I chose was the “M&S Adventures in Ice: Pie”. I choose this because I’ve seen it on TV once or twice and I can remember it really well.
Tone
The tone of the advert is very relaxing and homely. It is relaxing mainly because of the audio; the audio was relaxing as the narrators voice was smooth and the adjectives used brought about a lot of tasty imagery. Soft music in the background also helps the audience relax and get into a state of rest and possibly hunger. The lighting and set design in the video focuses attention to the important objects in the shot for example; the image below shows an egg yolk being spread by a brush. The egg yolk is bright yellow which means it is the first object the audience gets drawn too; the white brush is a darker white which would mean it is the second object that the audience gets drawn too. Finally the background is pitch black which means the other colours are more prominent and noticeable.
The beginning of the video sets the tone as a grand set is shown, here it is:
The audience might be led to believe that this set is a snowy tundra with a snowy mountain when in fact it is only icing sugar.
Target Audience
I believe the target audience of this advert would be anyone who might buy at shops such as Iceland, Sainsburys or Somerfield regularly and wants a change. This will appeal to them due to the fact that this advert makes M&S seem classy and sophisticated in comparison to Iceland and Sainsburys.
This slide in the advert will further appeal to that demographic due to reissuing the viewer that the food is cheap:
The target audience may include people from a middle and upper class background as it tells them that they would have the same quality of food(like a posh food shop) and have the added bonus of being cheaper than usual.
Language
The language used brings about a lot of imagery. This is to make the reader hungry and more attracted to the idea of buying food at M&S. Most of the language is posh and not much slang is used; this is to keep up the appearance of an upper class advert.
Ad Guidelines
This advert does not really promote a healthy lifestyle as it sort of encourages people to be greedy and to want the food for themselves. The unhealthy aspect comes into play when you see foods such as icing sugar and bacon which are both equally fattening; the advert subliminally tells the viewer to buy the food. You can also see that nearly everything is being grilled in the advert which is also not healthy.
Do I enjoy the advert?
I do enjoy the advert due to a number of techniques; one technique would be not showing anybody and only focusing on the products. I enjoy the way they put emphasis on the products by mainly making the set dark. I like the cinematic feel of the beginning of the advert. Finally I enjoy the narration due to the fact that the narrator’s voice makes the advert seem classy and puts the viewer at ease. I would definitely use the technique of only focusing on the drink and not anybody else; in fact I may not use anybody in my advert. I also would try to capture the cinematic feel of this advert.
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