Chocolate analysis

Name of the ChocolateThe Product is called Guylian. It is written in a classy all capitals font. It implies it’s a rich chocolate. With the font being brown it is the same colour as chocolate so it makes it clear to the customer it is a chocolate product.

InformationThe Slogan states that this is ‘The worlds favourite Belgian Chocolates’. This tells the customer that they are popular amongst chocolate eaters and that they originate from Belgium. Belgian Chocolatiers are known to be amongst the best in the world, so they have told the reader straight away that they are ‘One of the worlds best chocolates’

WebsiteThe website is placed here so that if someone likes the advert and wants to find out more about the product they can and get an in depth look at the company and their other products.

Image of the ProductThis is an image of the Guylian Product. It is a box of chocolates, which suits the theme of the product. So it can be given as a gift to a person you love and they would appreciate it more than a less classy bar of chocolate. It lets the customer know that it is a box and not the usual ‘bar’.

SloganThis is the slogan of the product. It is pretty simple and boring. It lets you know the chocolate tastes great just like the Product Information below the product name does. The Slogan does suit the product though as it is not outgoing and doesn’t stand out from the crowd as the ‘Crazy Wild’ Chocolate Company.

Image of a Piece of ChocolateGuylian follow a Seaside/ Beach theme. They have shown their sea horse design to sum up the rest of the chocolates of a similar design.

BackgroundThe background looks like a whirlpool of chocolate. This is because it is different shades of brown and it fits the theme of it being a chocolate based product.

Caption/Slogan‘Move over Naomi’ is a reference to supermodel Naomi Campbell and the sentence refers to her as a ‘Diva’. Naomi Campbell is known to be a Diva and Cadburys have inferred that their new chocolate bar is more of a Diva than Naomi herself. The connotations of Diva are Luxury, Rich and Attractive. It is also a form of light racism with Naomi Campbell being black, often referred to as chocolate.

Main imageThe chocolate bar has been placed upon a bed of diamonds. This image implies that the chocolate is rich and to a desirable standard. The sparkle and shine compliments the chocolate meaning it is unique and exciting. The swirls and the diamonds make you think that you're buying a chocolate bar that comes with a lifestyle of diva’s and luxury.

ThemeThe poster has a purple colour scheme. This is because it is what the creators ‘Cadburys’ use as their main colour scheme for there products. This is shown by the image of the product being purple, the background compliments the look of the chocolate bar.

Product InformationCadburys have used ‘First Person Personification’ and it is as if the chocolate bar is talking to you by using the personal pronoun ‘I'm’. It also tells us about three other flavours that weren't made clear before. The word new tells the reader that its current and fresh and this will appeal to the customer.

Chocolate Advert Textual Analysis

The advert starts with two dark skinned men shaking hands and straight away it is clear it is a Cadbury's advert. This can be shown by the purple background and the Cadbury's slogan ‘GLASS and a HALF FULL’. It also tells you the song being used in the advert and says it is on iTunes available to download. This this can only produce more profits from the advertising campaign.

It now shows an enlarged African tribunal mask. It is placed outside a shed, it is easy to tell straight away it is not the best living conditions. The mask tells you straight away that the advert has something to do with Africa. It then starts to spin around which infers that this advert will have music and dancing.

The tribal music starts and the man painting the sign starts to sway and dance. The sign says ‘Big Plant Cocoa Farm’ this could be a farm Cadburys make their chocolates on. All of a sudden the pace begins to up and coconuts start flying past the sign to the amazement of the man painting.

The head makes its way through the village and the coconuts form and look like hair. The people are excited to see it and want to follow it. This gives you a feel good vibe and can only mean good things if you eat the chocolate.

Then we switch to a montage of loads of different people smiling. This shows the individuality of the company, and that people of all ages and genders are able to be involved with Cadburys. It also tells us anyone can eat Cadburys and doesn’t direct at a single target audience.

The music comes to a halt and a coconut fly's off the masks head. It explodes into a multi-coloured ball of fire and a sharply dressed man fly's out the flame with the help of some insane special effects. He lands on the roof of one of the poorly built house. He then starts to rap and the people begin to dance again.

This shows a happy dynamic, everyone is cheerful and dancing and not one person is left out. This shows again that everyone is involved with making Cadbury's, which is overall the main concept of the advert.

The final shot of the Ad makes everything worth while. They tell us Cadbury’s is a Fairtrade company. They help small and poor communities earn money by buying their home-grown ingredients to use for their products. It tells us that the company gets everyone involved and they have a positive effect on poor communities. There is also a hint of light racism which seems to be a theme among Cadbury's advertisements.

http://www.youtube.com/watch?v=CxHSsluny9s&safe=active