1. Cadburys gorilla advert
http://www.youtube.com/watch?v=TnzFRV1LwIo
Element Denotation Connotation Notes
Camerawork, Starts off with This mixed with the
Shot type, a close up then slow build up song
Angle, slowly zooms adds tension to the
Movement, out 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 as the backdrop
purple backdrop, to 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 / structure The advert uses They do this to get
a very anti-realist a very humorous
idea. advert that people
find extremely
entertaining and
remember able.

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

3. Skittles advert
http://www.youtube.com/watch?v=qp0WBiME_fM
Element Denotation Connotation Notes
Camerawork, The first shot is The first shot is
Shot type, a static camera to help set the
Angle, that has the scene, so that the
Movement, entire scene fill audience knows
the frame. Which the setting. The
then switches to alternating close-
alternating close- ups are used to
ups between the fill 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 used to show all of
it 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 sad the situation is
Narration, the main for him. The speech
character and for the extras is fast
two extras. The paced and happy
main 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.

4. Form / structure The structure The anti-realism is
of this advert is for comedic effect.
an anti-realist This combined with
narrative. the good effects
works well.
Iconography, The iconography They use the
in the advert is product during the
a 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 audience attention
Composition, in the advert or to vital things in
Lighting, the entire scene. the scene. The
Colour, The lighting is lighting used is to
Graphics, typical of lighting help set the office
in an office. The scene. The special
graphics/special effects are used
effects are used very well to make it
to animate the look as realistic as
Skittles. possible, adding to
the comedic value.
Techniques This advert uses This story combined
used, a very original with some good
Overt idea, which is an acting and
messages, anti-realist story effects creates a
Emotional about a man that very funny and
response / turns anything remember able
association, he touches into advert, which helps
Celebrity Skittles. it stand out from its
Endorsement, rivals.
USP,
Lifestyle appeal,
Brand
identification,
Advantages
over other
similar products

5. Volkswagen advert
http://www.youtube.com/watch?v=R55e-uHQna0
Element Denotation Connotation Notes
Camerawork, All of the camera The advert uses
Shot type, shots are focused these camera
Angle, on the main shots so that the
Movement, character in the main character is
advert; most constantly the focus
of those shots of the advert, so
are static. Apart that the audience
from the opening can watch the build
shot, which is the up to the funny
camera, moving portion at the end of
backwards as the advert.
the 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 This soundtrack
SFX, in the advert is is used because it
Soundtrack, the soundtrack, fits into the whole
Dialogue, which is Darth theme of the advert.
Narration, Vader’s theme It also adds to the
tune. There comedy.
are other minor
sound effects,
from the car and
other props.

6. Form / structure The structure is This combination
a 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 This typical family
see on screen, the advert is a setting mixed with
Framing, family home and the Darth Vader
Composition, the lighting and character adds to
Lighting, framing colour the comedy factor.
Colour, is used to show The framing of the
Graphics, a typical family shots also helps
home. There is set the scene and
also a dog, which keeps the audience
is the family pet. focused on the
main character.
Techniques Volkswagen used Using a well-known
used, a very well known character helps the
Overt character, Darth audience remember
messages, Vader. Which the advert and as a
Emotional would have been result remember the
response / approved by Volkswagen brand.
association, George Lucas The endorsement
Celebrity / Lucas Arts, from big names
Endorsement, the owners of such as George
USP, the Star Wars Lucas / Lucas Arts
Lifestyle appeal, franchise. might also help
Brand inspire confidents in
identification, the brand.
Advantages
over other
similar products

7. 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