https://www.youtube.com/watch?v=dbKG_iYLeCA
Magnum Ice Cream Advertisement:
Magnum Ice Cream Advertisement:
1. What is the ad for / what is the message?
This advertisement is showing off their latest product, having a Magnum ice cream in a tub. It reveals the process of a Magnum tub getting produced, and shown how they can enjoy the ice cream by squeezing the tub to unveil the velvety dairy vanilla ice cream. More flavours to choose from are classic, almond and white.
2. Who is the target audience?
Primary – The target audience is around 30-50 years old
because the advertisements are more mature in many ways it has a darker tone, older theme to it, and uses machines that look like they were used in the early 90's. The advert can be catered to a “posher” audience due to the mainly using dark chocolate with their ice creams it usually is shown to be the higher class flavour and also the branding shows its target audience is the older generation. Another key factor is the competition Magnum has, their dark, rustic design compared to Ben and Jerry's' bright and colourful packaging. Magnums packaging uses a lot more darker tones. The main psychographic for
this advert/product is the aspire as shown by the advert, Magnum is
sophisticated and posh. Aspires may want to purchase this item as it is of
high status.
Secondary – The target audience can also be catered to older teens
starting from 16-17 years old as they are starting to turn into young adults
and might like more “grown up food items”. As for psychographics, a primary
audience would be more of a mainstream audience as they tend to like value for
money- Magnum is a more expensive brand do should appeal to this mainstream
audience.
3. When was the advert aired / when would you expect it to be aired?
The advert was aired in the summer of 2017 (March) onto their YouTube page, it was played during the start of videos on the website where they mainly played to more mature videos as it would capture more of their target audience. On TV they would probably played their advert later into the day when the adults get back from work and were watching TV. This time would usually be around 5-7pm and would be played on a more mature channel (for example they wouldn't play their adverts on children's programs). It was aired during the summer time as well because its hotter around the world where everyone is craving to get an ice cream, this was a perfect time to unveil their new line of Magnum ice cream.
4. What form does the ad take?
This advert is a stand-alone short film that demonstrates Magnums new product.
5. What style is the ad / what persuasion techniques are used?
The advert is shown off as a dramatic/serious piece of cinematography. This is done by having a song that uses a lot of bass. The advert uses the "continuity system", to be specific they use the match on action. This is done by using two shots which show action that carries through a transition, allowing for the audience to experience a continuous flow of action. They did this to show the process of making their delicious ice cream. This combined with a various amount of camera angles that was used to create a simultaneous flow, this can link to the ice cream being very smooth/soft when eating it. They also show a demonstration of a feature they added to their new product at the end of the advert where the actor over exaggerates of the ice cream to draw the audiences attention. This is to make their new product stand out from the competition.
6. Does the ad follow AIDA? If so, how?
ATTENTION - This advert attracts a customer by using smooth transitions throughout the advert keeping the customer intrigued until the end of the advertisement where they use an actor to taste the ice cream and where they zoom in on her reaction when tasting it, by the time the advert ends it will leave the customer craving a magnum ice cream.
INTEREST - With their new product, ice cream in a tub it comes out at a cheap £2.50 even with their reputation of being an expensive product, this is a very cheap item to buy. This allows anyone to go buy this item. This item will mainly interest an older audience due to their products usually have dark chocolate with it which is hated by a younger audience. Finally, they added a hashtag at the end of the advert for the audience to use that hashtag to bring more awareness on their new product.
DESIRE - It convinces customers to buy their product throughout the advertisement, from them showing off them melting their signature dark chocolate on top of the vanilla chocolate chip ice cream to give. The advert also attracts an audience because they use an actor to demonstrate their new feature they implemented to the product, and enjoying it.
ACTION - At the end of the advert they show off the other three flavours you can get and also as mentioned earlier they added a hashtag and also a quote above saying "Carefully made to be broken", the quote is used to reinforce their new feature that has never been used and also for the audience remember the ad/new product after it gets played a couple of times.
7. Discuss the characteristics of products / services:
The benefits of buying this new product from Magnum is to have a premium ice cream for a cheap price, it also is in a tub which means there's more, which is perfect for the family or if you want to save it for later, it also gives four flavours total. It has a few advantages from its competition, the new feature of having a deep dark chocolate layer where you crack to get even more flavour is great to stand out from the crowd. The unique selling proposition is that some customers prefer ice cream in a tub if that's to save it for later or they don't like the cone that comes with a typically ice cream, this will give them company more people that will buy their products now because it keeps their same ice cream just inside a container with more added onto it. They also want to expand their business into other areas on the ice cream scene to try beat their competition in all aspect. This ice cream in a tub will appeal to the people that either want to try something new or want to save some ice cream for every night when they sit by the TV watching their favourite show. Magnum created this product as having their ice cream on a stick/cone is sometimes very limiting and wanted to expand their sales/audience. Magnum is usually associated being posh/for rich people with its distinctive dark chocolate taste and also famous "M" logo. When your having a Magnum it feels like your of higher class.
8. Who is responsible for regulating this advert in the UK?
The Advertising Standards Authority (ASA) is the UK's independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules. The Committee of Advertising (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes.
9. Analyse the codes and conversations of the advert's construction
Mise-en-scene means "what is in the scene". Everything in a shot has been thought about the director and all the people who have contributed to it. Everything is there for a reason. This shot shows the iconic "M" logo in the center of the screen inside a warehouse so they audiences knows who's advert this is, they use dark colours to relate to their dark chocolate that they use on all their products. It has a more old feeling to it with their machines lined up against the wall, this shows off that its target audience is for the older generation and also it can show that they have been around for a long time and that they haven't changed their machines to make the ice cream taste the same as it always has. Angles is where the shot is been taken from and how it can effect the film.This camera position is positioned on the same plane as the subject; which implements normality. It is used to show that Magnum may be known as a higher class product it still can cater to the middle class as well. They used a wide shot which is when you put an object or subject in their surroundings and shows full body whilst also allowing for action to take place, this can also be called crane shot (jib). The object were focused on is the Magnum logo. The camera movement on this shot starts much higher and gradually moves down to eye level so the audience can look at all hundreds of machines. The lighting is which was mentioned previously is very dim with only a small light bulb and the natural light from the windows in the background of the shot is used to light up this angle. It can represent that the company works through out the day including night time to produce as many as possible. Iconography is the visual images and symbols used in the film. The iconography is more of a darker brown/black that can represent their dark chocolate that surrounds the ice cream, with the "M" being the symbol that they use. Editing is the process of selecting pieces of film together to convey information into a video. The adverts transitions consist of cutting each piece of film together and putting them together, this is known to be the most basic form of editing which can be used to convey the message in the simplest manner without any analysis needed. Sound is used a lot in films and in television programmes and is integral to creating mood, tension, excitement and atmosphere. In this advert they use little sound with some music in the background that is very faint until the end where they show an actor breaking the ice cream tub to show off its new feature as they want the customers to focus on that compared to any thing else shown. The graphics and on screen text was found at the very end of the advert where they show off the other three flavours and adds a hashtag with a quote "made to be broken" so the customers remember it and might tell a friend. The special FX is found everywhere to make people watch something that is in the future or sometimes can help implement a few more features that would cost less instead of making practical effects. Special FX weren't used at all so it could show off the natural process of making the ice cream.
3. When was the advert aired / when would you expect it to be aired?
The advert was aired in the summer of 2017 (March) onto their YouTube page, it was played during the start of videos on the website where they mainly played to more mature videos as it would capture more of their target audience. On TV they would probably played their advert later into the day when the adults get back from work and were watching TV. This time would usually be around 5-7pm and would be played on a more mature channel (for example they wouldn't play their adverts on children's programs). It was aired during the summer time as well because its hotter around the world where everyone is craving to get an ice cream, this was a perfect time to unveil their new line of Magnum ice cream.
4. What form does the ad take?
This advert is a stand-alone short film that demonstrates Magnums new product.
5. What style is the ad / what persuasion techniques are used?
The advert is shown off as a dramatic/serious piece of cinematography. This is done by having a song that uses a lot of bass. The advert uses the "continuity system", to be specific they use the match on action. This is done by using two shots which show action that carries through a transition, allowing for the audience to experience a continuous flow of action. They did this to show the process of making their delicious ice cream. This combined with a various amount of camera angles that was used to create a simultaneous flow, this can link to the ice cream being very smooth/soft when eating it. They also show a demonstration of a feature they added to their new product at the end of the advert where the actor over exaggerates of the ice cream to draw the audiences attention. This is to make their new product stand out from the competition.
6. Does the ad follow AIDA? If so, how?
ATTENTION - This advert attracts a customer by using smooth transitions throughout the advert keeping the customer intrigued until the end of the advertisement where they use an actor to taste the ice cream and where they zoom in on her reaction when tasting it, by the time the advert ends it will leave the customer craving a magnum ice cream.
INTEREST - With their new product, ice cream in a tub it comes out at a cheap £2.50 even with their reputation of being an expensive product, this is a very cheap item to buy. This allows anyone to go buy this item. This item will mainly interest an older audience due to their products usually have dark chocolate with it which is hated by a younger audience. Finally, they added a hashtag at the end of the advert for the audience to use that hashtag to bring more awareness on their new product.
DESIRE - It convinces customers to buy their product throughout the advertisement, from them showing off them melting their signature dark chocolate on top of the vanilla chocolate chip ice cream to give. The advert also attracts an audience because they use an actor to demonstrate their new feature they implemented to the product, and enjoying it.
ACTION - At the end of the advert they show off the other three flavours you can get and also as mentioned earlier they added a hashtag and also a quote above saying "Carefully made to be broken", the quote is used to reinforce their new feature that has never been used and also for the audience remember the ad/new product after it gets played a couple of times.
7. Discuss the characteristics of products / services:
The benefits of buying this new product from Magnum is to have a premium ice cream for a cheap price, it also is in a tub which means there's more, which is perfect for the family or if you want to save it for later, it also gives four flavours total. It has a few advantages from its competition, the new feature of having a deep dark chocolate layer where you crack to get even more flavour is great to stand out from the crowd. The unique selling proposition is that some customers prefer ice cream in a tub if that's to save it for later or they don't like the cone that comes with a typically ice cream, this will give them company more people that will buy their products now because it keeps their same ice cream just inside a container with more added onto it. They also want to expand their business into other areas on the ice cream scene to try beat their competition in all aspect. This ice cream in a tub will appeal to the people that either want to try something new or want to save some ice cream for every night when they sit by the TV watching their favourite show. Magnum created this product as having their ice cream on a stick/cone is sometimes very limiting and wanted to expand their sales/audience. Magnum is usually associated being posh/for rich people with its distinctive dark chocolate taste and also famous "M" logo. When your having a Magnum it feels like your of higher class.
8. Who is responsible for regulating this advert in the UK?
The Advertising Standards Authority (ASA) is the UK's independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules. The Committee of Advertising (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes.
9. Analyse the codes and conversations of the advert's construction
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