Hovis Ad depicting 122

years.
HTTPS://WWW.YOUTUBE.COM/WATCH?V=S4TFZUFGUOI

Form
Stand Alone What is it?
Hovis isnt the only company that produces stand alone ads.

Periodic

Style

Codes & conventions

Camera Angle - Throughout most of the advert the angle is at eye-level.

Codes & conventions

Shots

Over-the-shoulder shot

Codes & conventions

Iconography
Features events that occurred throughout British history
British flags
Very British looking streets + houses.

Codes & conventions

Lighting Most of the light seems natural.
In the beginning its quite dark.
Gets brighter as the time period changes.

Computer Graphics
The use of CGI (Computer Generated Imagery)
- The plane
- Smoke from buildings
- Fireworks

Hidden messages?
Its Very British.
Kids will like it.
The company has been around for quite a while.
Its the same as its always been.

Emotional responses/association
Goes back in time memories good. Creates the sense of nostalgia, for those who are older
audiences.

Who is the ad aimed at?

- The whole family Very appealing to parents The loaf of bread shown in the ad.
- There was a young boy carrying the loaf.
- People who are familiar with Hovis.

ANTI-REALIST/SURREAL
RUBBERDUCKZILLA: https://www.youtube.com/watch?v=0tpMcyda86I

ESTABLISHING SHOT:
The picturesque setting
suggests that this is a
model location, free from
crime, litter and pollution
It is portrayed as
being a perfect
city, separate
from the rest of
Japan.
Futuristic appearance

LONG SHOT:
Shows us the surroundings
and how the two sets of
characters are opposed
to each other.

The true size of

Rubberduckzilla is
shown by having it
placed next to the
building.

Not only do we see the true

size of the creature in
comparison to normal
citizens, but the scale of the
its reign of terror.

TWO-SHOT:

The two shot shows us

how the two groups of
people have differing
views on
Rubberduckzilla
because we are able
to see their reactions to
the creature; one set is
repulsed, whereas the
other is obsessed with
the idea.

ICONOGRAPHY:
The opening shot of the university
campus is misleading; we think that
the product being advertised is going
to be scientific and impressive-at no
point do we think that this is going to
be for a drink with Rubberduckzilla.

ICONOGRAPHY:
The people on the
left are seen to be
wearing formal,
dull coloured
clothing, whereas
those on the right
are dressed
oppositely. This
implies that
drinking Oasis
makes you a more
vibrant, interesting
individual.

The man confronts the girls

about not obeying the water
only policy, to which they
respond by saying that they
love the taste of oasis. This
references the companies
slogan of for people who
dont like water.

The product is
shown straight
away, confirming to
the audience that
this is the item being
advertised.

The repeated imagery of Rubberduckzilla

from the start, foreshadows the fact that he
will have a role to play in the development of
the advert.

The main message of the advert is displayed

in a stereotypical Japanese font. By having it
written on a billboard, it makes it appear to be
obvious.

LIGHTING:
The girls are cast in a slight shadow,
implying that they are aware that they
should only be drinking water; it
represents their guilt and shame at
being discovered.

The bright natural light contrasts with the

artificial.

The light source is central to the room,

suggesting that they cannot find neutral ground
to agree on a compromise or meet in the
middle.

In the typical fashion of a disaster movie, the

lights begin to flicker when the man scolds the
girls and refuses to acknowledge the
existence of Rubberduckzilla.

The light is
reflected off of
the bottle and
its contents to
show it as
The uncertain, and flickering, light adds a sense
being
refreshing and of tension; we do not know what is coming next.
light.

SOUND AND MUSIC:

Sirens can be heard just before Rubberduckzilla emerges for the first time. This warns us
that something major is about to occur.
The sound of the lights malfunctioning suggests that this is an event of great severity and is
causing disruption throughout.
As the duck begins to terrorise the city, dramatic music begins to play-it sounds similar to
what would be heard in a classic horror/science fiction film.
Towards the end of the advertisement, a happy, catchy Japanese song begins to play.
This is contrapuntal-the upbeat music contrasts with the destruction of the city and
menacing nature of the duck. This contributes to the surreal nature of the commercial.

HIDDEN/OVERT MESSAGES:

By having a giant duck as the main

character, it shows that not everyone
likes what is expected of them, for
example, the Rubberduckzilla hates
water.

Throughout we are told the taste of

Oasis is superior to anything else.

EMOTIONAL RESPONSES:
Our initial response is to be highly
confused and unsure as to what is going
on. This becomes more profound as the
advert goes on.

When the sirens go off, we wonder what is

causing the disruption.

BENEFITS/LIFESTYLE APPEAL/USP:

This product offers a healthy, great tasting alternative to water.

It does not rely on sugars and artificial flavours to be appealing.
Even if the consumer is trying to adopt a healthy lifestyle they do not have to rely
on bland flavours to maintain this.
It is suitable for the entirety of the family due to its natural ingredients

BRAND IDENTITY:

To separate themselves from competitors,

Oasis have created Rubberduckzilla to
convey their unique approach to their
marketing. It demonstrates how their product
is unlike anything else.

ALDI WINE ADVERT

The Aldi Wine advert was aired in 2012.

Forms and Styles.
Humorous and Talking Heads

CAMERA ANGLES.
The advert uses one camera
angle and the camera is fixed
on a tripod in one position
and doesnt change angle
through out the advert.
This techniques ties into Aldis
slogan which is Like Brands.
Only Cheaper. Using a single
camera in one position will
make their advert very cheap
to make.

Aldi Logo
which is on
screen
through
out the
advert

ICONOGRAPHY
Aldi slogan

Aldi also show their

prices which are a
unique type of label
that are only shown in
an Aldi store

Drink Aware website. Aldi

playing it safe and
promoting the reduce of
alcohol misuse

Aldi Website

SOUND AND MUSIC

The advert has no music to it, this again links into their slogan as to put music to this
advert it would cost more money.

HIDDEN AND OVERT MESSAGES

The three woman in the advert are comparing the wines but are also comparing the
men from the country the wines are from. You can tell this is true as the last woman
says. I like the full bodied Italian, but I ended up with a builder from Bangor. Bangor
is a City in North of Wales.

CHARACTERISTICS OF PRODUCTS
Aldi produces cheap products, so the advert will be cheap and the production. Not
because the company has no money but because, Aldi target audience is an average
everyday person.
In this particular advert, Aldi have not compared their wine with another brand but
are just simply trying to put across the cheap prices of their wines.

TARGET AUDIENCE
Aldis main target audience is:

Group B: Teachers, Middle Management and Fairly well paid Professionals

Group C1: Nurses, Junior Management, Bank Clerks and white collar professions
Group C2: Electricians, Plumbers, Carpenters and blue collar professions
Group D: Drivers, Post sorters and manual workers
Group E: Students, Unemployed and Pensioners

The Aldi Wine advert was aired in 2012.

Forms and Styles.
Humorous and Talking Heads