Advertising Analysis Essay

the Advert i have chosen to analyse in depth is the new Haribo advert https://www.youtube.com/watch?v=9scm3NCIH_E, the advert genre is comedy as the basic concept for the advert is to attach children's voices to adults in some sort of business conference meeting, talking about the individual sweets, this is an obvious juxtaposition of kids voices in adults which could mean that the message is, Haribo is aimed at a wider audience compared to Haribo's earlier advertisements  where children are in charge of the business and has a much more "childish" feel to it. Haribo aims for a target audience ranging from 4 - 11 year olds, However they are open to a broader audience.

The video itself uses basic shots as the adverts intention is more comical than visual, so shots like over the shoulder, close-up and mid shots are frequent throughout the video. the advert does not use any visual effects compositions and consists only of visual elements shot from a camera, however at the end of the video the haribo bag is shown along with the famous haribo bear which do not function in any animation but are zoomed-in on. the target audience will also find the advert especially funny as they find adults speaking like a child strange as the adults are speaking like someone their age, but also adults will find it funny as people in a situation such as the people in the advert generally do not speak in that tone or way.

in older advertisements for a short time a theory was used called the hypodermic needle, which means that specific media information is "injected" into the brain via small frames shown in a second, this theory also meant that we are all the same in terms of response and consuming information. in the haribo advert they do not use the theory as it is illegal, however small persuasion techniques are used in the advert to get their target audience to tell their parents or whomever to buy the product like using close-ups of people eating the sweets or contrasting bright colours with the more dull looking colours, the sweets that they show are also the most popular sweets the audiences go for like the fried eggs, gummy bears and the rings.