Advert Title:

Cadbury Crunchie - Obey Your Mouth TV Advert

Who made the advert and when was it broadcast?

May 2016 (Cadbury brand manager Barbora Hrdlickova) - unsure who made
it
What is the overall message of the advert?

The overall message is to advertise cadburys crunchie in the Obey your

mouth campaign in a way that is fun/humourous, to appeal to the audience
What persuasive technique(s) are used?

Humour, Social position

What is the form of the advert?

Tv advert
Maslows Hierarchy Used:

Love/belonging, esteem
Target Audience: Working

people

Demographics

How do you know?

Age,

All

occupation, class

of the actors in the advert are

aged 24-35, and are dressed in
suits in a board meeting.

Socio-Economic Group(s)

How do you know?

A/B

such

as lawyers, high end

managerial or mid-class
managerial) However as the The

characters are all in business suits

(points to high-end jobs; woman
speaks through the edited lips her
voice is made to be Northen,
pointing to a lower
geo-demographical/socio-economi
c audience
Psychographic(s)
n/a

How do you know?

n/a

Geodemographics (if appropriate)

How do you know?

Higher

The

and lower

start of the advert shows the

high-class woman with a southern
accent, this then changes to a
northern accent, in a silly manner
as her lips are edited

Persuasive Technique(s) used

How do you know?

Social position; Shows that this

product will bring you together with
other people in your work
environment.

The

audience claps for the main

character as she bites into the
crunchie, showing approval for her
outburst

Humour; The outburst of funny

unprofessionalism in a very
professional environment

The juxtaposition of two feelings,

from serious, to humourous.

Mise en scene

Props & Settings

Connotations?

Setting; high class meeting room

Professional work space links to

professionalism
Codes and conventions of
Cadburys advertising with the
product, the colour and the logo.
Also conventional product
advertising, the showing of a
slogan, a product and a logo

Props; purple drinks coasters under

every glass on the circular table, A
Cadburys Crunchie

Lighting & Colour

Connotations?

Colour; purple drinks coasters

The colour purple is Cadburys

conventional colour, featured in
their logo and all of their products
and adverts. The connotations for
the colour purple are power,
royalty and wealth

Lighting; high-key

High key lighting subconsciously

puts the advert in a positive light. A
bright subject creates/means
happiness and focus

Facial Expressions & Body Language

Connotations?

Professional, stern body language &

facial expressions

High class, professional people.

Convention of higher class
meetings

Positioning of objects and characters in the

Connotations?

frame

Woman is placed in central shot, over

the shoulder shot shows the desks
are placed around her head, and mid
shot of her between 2 businessmen
(rule of 3rds)

The meeting is centered around

her, she is the main focus point of
the advert. Draws the audience to
her using camera
shots/positioning/mis-en-scene

Costume, hair & Makeup

Connotations?

Posh business attire on everyone,

makeup is professional and natural to
real life

Real life themed meeting

environment, costume creates the
overall feel of a conventional
business meeting

Camera Shots

Connotations?

Over the shoulder, mid, close up,

close up, mid, over the shoulder

Personal viewpoint creates a

personal feel.
CU portrays emotions of the
character clearly
MS shows off the characters
costume/clothes
OTS connects audience with the
character, to an extent shows us
what they see

Technical signs

Diegetic Sound

Connotations?

Woman speaking, audience in room

She

is in power as she is the only

clapping

one speaking. She is also well

liked, and did something to achieve
approval of the people surrounding
her, as they applaud her

Non-Diegetic Sound

Connotations?

Over voicing of edited speaking and

info about the product & advert;
woman starts in a posh/clear accent,
then with editing, her voice is
replaced with a woman with a
northern accent

Linguistic signs, as the use of the

edited over northern accent
creates the connoted meaning of a
lower class. The advert starts as
higher- class, then develops to
lower-class by the connotated use
of a Northern accent

Editing

Cutting from shot to shot

What representations are created (positive

and negative)

tereotyping and counter-typing:

S
As the first few scenes are set, an upper class stereotype is made through
the generic suits, ties, posh attire and business meeting style.
The scene when the posh lady develops a northern accent, the stereotype
changes to refer to a more middle/lower class
A woman is the main character, she is portrayed in a middle class, but high
end job. Counter-typing less modern, female, gender stereotype role.
The product is represented in a positive way, through the use of actors
having a positive reaction to it

In your opinion, what legal or ethical codes could arise (ofcom and ASA / BCAP?)
3.1

Advertisements must not materially mislead

or be likely to do so.

3.2

Exaggeration

Advertisements must not mislead by

exaggerating the capability or
performance of a product or service.