1. Cadburys gorilla advert
http://www.youtube.com/watch?v=TnzFRV1LwIo
Element Denotation Connotation Notes
Camerawork, Starts off with a This mixed with the
Shot type, close up then slow build up song
Angle, slowly zooms out adds tension to the
Movement, the show the advert.
gorilla then the
drums.
Editing, It is a linear The slow start is to
Linear / Non- structure. Slow help with the build
linear, paced to start up to the song.
Pace, then faster paced Then the fast paced
Techniques when the song section helps to add
used, kicks in. impact.
Sound, The main They used this song
SFX, soundtrack is: because it is a high
Soundtrack, Phil Collins – In impact song with an
Dialogue, the air tonight. intense build up. It
Narration, is also very popular
so people will enjoy
it.
Iconography, The iconography They used purple
used is the purple as the backdrop to
backdrop, help people
throughout the associate the advert
entire advert and with Cadburys.
then the logo, Then the logo at the
which is shown at end was to promote
the end. their new “glass half
full” logo.
Form / The advert uses They do this to get
structure a very anti-realist a very humorous
idea. advert that people
find extremely
entertaining and
remember able.
Everything you The advert is They use the single
see on screen, fairly basic. It is camera with the
Framing, just one camera gorilla and drums
Composition, with the gorilla filling the frame to
Lighting, and the drums keep the audience
Colour, filling the frame. focused on the
Graphics, The lighting was most entertaining
specific to make part of the advert.
sure the purple They use an
backdrop was the animation to lead

2. right shade. Then into the logo to also
the logo at the help the audience
end is a short focus on what it is.
animation leading The
into the static graphics/special
logo. The effects used in the
graphics are used advert help the
to make the gorilla look more
gorilla more realistic, instead of
realistic. a man in a suit.
Techniques The main things The song used in
used, used to attract the advert is very
Overt the audience are, intentional. It is a
messages, an emotional very popular song
Emotional response and and is used to help
response / brand bring out an
association, identification. emotional response
Celebrity from the audience.
Endorsement, It is used to help the
USP, audience associate
Lifestyle the Cadburys brand
appeal, with a good feeling/
Brand song. The mixture
identification, of the song and
Advantages comedy helps this
over other brand to stand out
similar among its rivals, for
products having such an
original idea.
Skittles advert
http://www.youtube.com/watch?v=qp0WBiME_fM

3. Element Denotation Connotation Notes
Camerawork, The first shot is a The first shot is to
Shot type, static camera that help set the scene,
Angle, has the entire so that the
Movement, scene fill the audience knows the
frame. Which setting. The
then switches to alternating close-
alternating close- ups are used to fill
ups between the the shot with
characters in the whoever is talking
scene. Then back in the scene, to put
to have the entire the focus on them.
scene in the shot. The final shots are
Then at the end it used to show all of
switches to a the characters and
different shot of their reactions.
the entire scene.
Editing, The story is a This just allows the
Linear / Non- linear story that audience to follow
linear, plays through at a the story and keep
Pace, steady pace. up with the comedy.
Techniques
used,
Sound, There is no music They use slow
SFX, or soundtrack. speech for the main
Soundtrack, The dialogue is actor to show how
Dialogue, split between the sad the situation is
Narration, main character for him. The speech
and two extras. for the extras is fast
The main paced and happy
characters because they are
speech is slow happy about the
and slightly situation. It all helps
depressed. The with the comedic
extras speech is effect.
happy and quite
fast.
Form / The structure of The anti-realism is
structure this advert is an for comedic effect.
anti-realist This combined with
narrative. the good effects
works well.
Iconography, The iconography They use the
in the advert is a product during the
mixture of the advert to help add
product being to the humorous
used during the narrative and help
advert and then people know what
the official Skittle the advert is for.
logo at the end Then the logo at the
with their popular end is to help with
slogan. brand recognition.
Everything you The framing This type of framing
see on screen, either has a focus is used to draw the
Framing, on characters in audience attention
Composition, the advert or the to vital things in the
Lighting, entire scene. The scene. The lighting
Colour, lighting is typical used is to help set
Graphics, of lighting in an the office scene.

4. Volkswagen advert
http://www.youtube.com/watch?v=R55e-uHQna0

5. Element Denotation Connotation Notes
Camerawork, All of the camera The advert uses
Shot type, shots are focused these camera shots
Angle, on the main so that the main
Movement, character in the character is
advert; most of constantly the focus
those shots are of the advert, so
static. Apart from that the audience
the opening shot, can watch the build
which is the up to the funny
camera, moving portion at the end of
backwards as the the advert.
character walks
towards the
camera.
Editing, The story is a This technique of
Linear / Non- steady paced, story build up is
linear, linear narrative very effective for
Pace, leading to a delivering a very
Techniques comedic ending. funny ending.
used,
Sound, The only sound in This soundtrack is
SFX, the advert is the used because it fits
Soundtrack, soundtrack, into the whole
Dialogue, which is Darth theme of the advert.
Narration, Vader’s theme It also adds to the
tune. There are comedy.
other minor
sound effects,
from the car and
other props.
Form / The structure is a This combination
structure realist narrative works well for the
with a character humor side of the
that is playing an advert. Using a
anti-realist role. mixture of good
acting from the
main character and
original comedy.
Iconography, There isn’t much Because the car
iconography enters the scene
involved in the almost head-on,
advert until the one of the first
scene that has things the audience
the car arrive at sees is the cars
the house. emblem. Which
makes the audience
aware what and
whom the advert is
for.
Everything you The setting of the This typical family
see on screen, advert is a family setting mixed with
Framing, home and the the Darth Vader
Composition, lighting and character adds to
Lighting, framing colour is the comedy factor.
Colour, used to show a The framing of the

6. 7 more advert examples
Sony Bravia – paint advert:
http://www.youtube.com/watch?v=GURvHJNmGrc
Citroen C4 – dancing robot advert:
http://www.youtube.com/watch?v=CLmE4lby_fI
Citroen C4 – ice skating robot advert:
http://www.youtube.com/watch?v=RhtGBaEOEVs&feature=related
Skoda Fabia – mean green advert:
http://www.youtube.com/watch?v=F15doLM2voQ
Guinness – tipping point advert:
http://www.youtube.com/watch?v=ZMzoWqnTb5I
Budweiser – alien advert:
http://www.youtube.com/watch?v=iz8fuvBvrH8
Cadburys – eyebrows advert:
http://www.youtube.com/watch?v=TVblWq3tDwY