The purpose of an advertisement is to persuade the consumer or target market to feel a certain way about the product being advertised. By using these methods, the intention is to catch the attention of the audience using emotional or rational approach. With the bad reputation and publicity over Cadbury products, the Brand had to find a way to gain the trust of their customers and appeal to new customers, and by watching the advert it has more emotional appeal.
Emotional appeal can be achieved through imagery, text or powerful music. The advert is appealing because it is an animal-themed advert and contains what appears to be an animal that exhibits human behaviour and characteristics. A gorilla is a strong and scary animal, however in the advertisement, more human characteristics and emotions are displayed which makes it more appealing to humans. As well as the fact that the animal is used in a food advert.
The gorilla appears to be so real and the grey hair and gold tooth give it a rock-star look. The gorilla goes through a range of emotions during the advert and shows real facial grimaces this is appealing to the emotional side of viewers.
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The advert generates a sense of anticipation on the viewers mind to what could happen next. In the beginning the gorilla is breathing as if in a stance, feeling something calming and fulfilling and the lyrics of then song by Phil Collins (I can feel in the air tonight, oh lord) reflects the feeling. As the gorilla stretches and breathes deeply it raises the suspense of viewers even more as it seems like he is preparing himself for something big that is about to happen.
The gorilla changes emotion, he is suddenly filled with joy and bangs drums with so much passion and energy. He is very skilled in drumming and seems to be enjoying the moment and feeling every beat. The emotion and energy he is feeling as he bangs the drums is very contagious.
The Phil Collins song is an all-time hit. The song is slow, rhythmic and measured to grab the attention of viewers and to attract those who are auditory. The Phil Collins’ music here makes the audience feel excited and inspired to imagine what the product could do in their lives. The music adds to the emotion of the advertisement and can influence a purchasing decision.
The Phil Collins song and lyrics also gives the viewer patience to relax and watch what the gorilla “”feels in the air”” and makes you wonder what that can be. Phil Collins gives power to the advert itself, as all generations could relate to the song; especially older people who are more familiar with the song making them want to watch the advert while they hum the lyrics.
The humour in the advert is an animal playing drums, which would instantly appeal to younger audiences. With the Brand having suffered a lot of reputation damage, financial losses and recall, the emotions expressed in the ad show empathy for the customers as human aspects are expressed to reflect humanity and gives re-assurance to the customers that they can still enjoy and rely on what the Brand still has to offer. The ad also shows that the Brand will regain the energy to rise successfully.
It appears that the advert is shot in normal room lighting with no special effects so that the viewers focus will be on the animal. Branding is present throughout the advert, but in a subtle way. This is highly effective from the brain’s point of view because our brains often reject overt selling messages while brand cues like colours, shapes and sounds can get in “under the radar.”
In the advert cues, evoke the brand at a subconscious level without raising any mental barriers. The purple background shown throughout the ad is unmistakable, albeit at a subconscious level. The music and gorilla gives good vibes to viewers and influences their attitudes towards Cadbury, so advertisers want to appeal to our emotions so that we associate positive ones with their products and intuitively reach for them.
