Fragrance Advert

Male Gaze Theory

The male Gaze Theory

My Opinions and thoughts

Within the male gaze theory it’s mainly based on the way a men see women, how women see themselves and others. The whole concept of that perfect curve and body makes the women and the men attracted to the advert or the production.

The quote “Mulvey suggests that the audience view the films in two ways: voyeuristically and fetishistically. “  Suggests that when women wear seductive clothing such as lingerie and there are areas in a production where the camera has zoomed into a specific seductive area in a woman’s body would affect the woman and the man. In my opinion when these types of women are used within the production and you have low self-esteem, these types of women who you mainly look up to, but in my opinion I believe this would be cutting off the whole other type of women that are out there. These types of theories and production aspects used in a production could affect the woman’s mind. In my opinion it would put some women who are wider and larger confidence low, and also they would want to become them, these types of productions are the type of productions which make many teenager young go into bulimia, anorexia  and other eating disorders as they want to be like those females on the TV, as the teenager girls would want to attract the males which they like, so if they become like those women on the TV they would be able to attract them, as women do like to be chased. When girls want men to chase them, they mainly look up to these types of women on the media to get confidence. So in my opinion I find it irrelevant when they use women who are sexually attractive to persuade women to buy a product and also within a male’s production, as this would be offending many different types of women, including myself.

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Reference

(1) Google Images: Laura Mulvey-Male Gaze

History OF Cadbury Adverts

Introduction

In this blog I would be analyzing different types of adverts which Cadbury have produced and how these adverts have changed in order to gain more customers, sales and profit.

The question below will be my main concentration and I will be answering and analyzing the question throughout the whole blog.

"Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"

In my opinion I believe that the whole content of an advertisement being more joyful is more effective rather than persuasive technique. When the advertisement engages with the audience and have an effect on the audience in a more emotional aspect, it will draw the audience more into the advert. For example within health related types of adverts they use emotional types of techniques to engage with the audience in order to get the audience attention. However within a persuasive technique type of production, they use statistics and tactics such as the Lauren Mulberry theory, intersexuality and also specific wording in order to get the audience to engage the product.

History of Cadbury Adverts

Background info:

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* 1867

Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan ‘Absolutely pure, therefore best’. 

Cadbury Cocoa Essence have begun advertising and made a slogan

1900

Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products.

1920s-30s

Cadbury promoted their products through the war by creating the ‘Chocolate Mystery Man’ character. He gave out free gifts, but only if he could be found.

1928

Cadbury Dairy Milk poster campaigns began using the iconic ‘glass and half’ slogan and image to stress its high milk content. 

1930s

Cadbury’s status as the nation’s favourite brand becomes the most important feature of the company’s advertising.

1938

150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury.

1939

During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold.

1951

‘The Bourneville Story’, a film promoting Cadbury, was made and shown cinemas around the country. 

1955

Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year.

1957

Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient.

1959/60

Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own.

1970-1974

Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% (‘everyone’s a Fruit & Nut Case’, ‘NUTS whole hazel nuts’).

1983

The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar.

1990

Cadbury World opened a £10 million replacement for factory tours. 350,000 people visited in the first year.

1996

Cadbury began a £10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people.

2007

(2)" The Cadbury Gorilla Advert premiered immediately becoming one of the most popular adverts in recent years" The years have changes and the product which the business makes has changes, the reason why the business would do this so that the business is able to keep up to date with the consumers demands and to keep up with the society and what they would want. The slogan at 1st which the business went by around the late 1860s, was "Absolutely pure, therefore best’. " they used within this slogan so that the consumers are able to see that the product is good for them, they would use advertisement such as posters to advertise the chocolate and how it was made. They would use colours such as orange, cream and brown. Those colours at those times where the main colours which would capture the audience attention and those colours were the "joyful" colours which resembled happiness to the consumers.

 

 The business started the change the way they advertise the product, so they started to advertise on the television and what the business did was they made a advert in 1955, the advert was broadcasted in September time and the advert was able the drink Cadbury makes. At around late 20th century is when the business starts to make chocolate bars, the business made a "caramel bunny". The product does this so that the business get known and they have a brand image, the brand image they create they would want to create more strategies which would make them more successful, so the product "caramel bunny" was made because of the consumers demands, the product was seductive and sexy which meant that if “women" eat this, they would feel sexy and seductive. As you can see this will change as the years go on.

In my opinion I believe this advert is both joyful and persuasive, the reason why I think this is because the advert contain some form of humour, using animation gives the advertisement a little feeling of light and happiness, using the animals and the whole animals jumping around makes the consumer feel as if this product would give them that energy which the animals have. As it’s an animation, it’s funnier as people would take the advert very lightly and wouldn't be more relaxed. It’s also persuasive as it used intersexuality, this is a good use of persuasive technique as the production team wanted to show as this product is seductive they want to resemble the bunny to "Jessica the Rabbit", as she is known to be a very beautiful woman, but a cartoon character. As the advert is mainly aimed an older women, children would be able to watch this advert as it’s a cartoon.

(Picture below Jessica Rabbit)

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The Cadbury's Crème Eggs advert was introduced after this one, this was made when Easter, the reason the business started to this was because the business wanted to be with the trend which is going on and the business knew if they started to do this because people would be wanting to buy Easter eggs in the Easter term, this would then indicate that the business would be able to be very successful, as people would want to try out new products which Cadbury makes. The advert in my opinion is "Joyful", because the overhead (Voice) is very joyful, the tone of the speaker brings energy to the advert in order hand it allows the advert to come to life, this would mean that the business would be able get more customers, for example children, as children would want to buy the product as its Easter and it has bunnies and the way the speaker speaks persuades them to want their parents to buy the product.

Fallon (Glass and Full Productions)

Glass and a Full Production helped Cadbury be able to change their whole way and just of their adverts, the way the advertisement changed from how it normally used to be, this was when the brand image of the production became more successful, the production crew gave the business a whole new light and a whole new meaning to the business success. The 1st advert which was made is the Gorilla advert. The Gorilla advert went so successful, that the advert received *YouTube received 500,000 page views in the first week after the launch*(4)

 The reason why Cadbury decided to this was because (5) *Dairy Milk was losing share & traction to Galaxy.  We had to get the love back for Cadbury's iconic brand.*

 The song which they used "In the air tonight" by Phil Collins, and the Gorilla playing the drums was watch captured the consumers and other competitors attention.

Within this piece I believe strongly that this advert is classed as a "joyful" advert the reason being that the whole purpose and reason for the advert is to entertain, the entertainment is all within the advert, this means that the advert purposely did this. The whole effect of a monkey being able to play a musical instrument and the classic and well known song playing would amuse the consumers. The advert brings humour and would make the consumers happy.

 

Eyebrow

As the 1st advert which was released went so successful, the business decides to make another type of advert which isn’t similar, however odd, unusual and would keep the consumers entertained, this where the eyebrow advert comes in." Eyebrows’ had 7.5m hits on YouTube and was taken into popular culture...” (6)

The advert consists of two young children and some music. The advert chooses this particular type of advert so that the consumers are able to find it interesting and it would entertain them. The whole purpose of the advert is to have a new meaning and use new ways to attract consumers to the business compared to their competitors. The whole new use of advert got the business more successful. In my opinion I believe this advert is "joyful" as the advert amuses and entertains the consumers, this is very important to the business as it allows them to be able to watch and relax.

Conclusion

Question: "Is 'joyful' content in television adverts more effective than 'persuasive' advertising techniques?"

In conclusion to all the result and the history of Cadbury advert, the business made their adverts very "joyful" and persuasive at the same time. The reason being the business use the right intentions and the right intextuality  while creating the advert, such as for example the "Jessica rabbit" type of advert where the product resembles a meaning or a purpose which persuades the consumers to buy the product as they would be able to engage with the product. Also its joyful with the colours used, the music which is also used as the music amuses the consumers yet also it has some sort of emotions and persuasive techniques added to the production in order to engage with the consumers.

Reference:

(1) http://adhistory.wikispaces.com/Cadbury

(2) http://adhistory.wikispaces.com/Cadbury

(3) Google Images - Jessica Rabbit

(4) http://en.wikipedia.org/wiki/Gorilla_(advertisement)

(5) http://www.fallon.co.uk/work/show/id/22

(6) http://www.fallon.co.uk/work/show/id/22