In this essay, I will be analysing and evaluating a magazine advert, ‘Cadbury Wispa' chocolate bar, plus state whether it will be successful appealing to its target audience. I will do this by assessing the adverts: pictures; fonts; language; style; size and the colour schemes.
This advert is taken from the magazine ‘Women's Only' and as the name suggests, the magazine is aimed at women. The target audience for this advert however, would range from people of all genres who are fond of chocolates.
The advert spread itself on an A4 size paper, which is good enough to attract the reader. This would not suite in A5 layout; it contains numerous pictures with a small paragraph of text. Would it have been on an A4, it would have a greater impression on the reader.
The pictures of this advert are mainly located around its border- these are small photographs from a show scattered on top of each other. This gives a unique style to the advert (though not suited to everyone's taste).
According to my opinion, I don't believe the advert can make a mark in the minds of the readers. There are no evident signs showing the relation between the joyous pictures and the chocolate bar. In addition, the pictures have become the cynosure, rather than the Wispa bar. This could have been better if few photographs of the people munching the ‘Cadbury Wispa bars' would have been displayed and highlighted.
In the centre of the advert is a paragraph, which intends to thank all the participants in the Glastonbury, the face book campaign, and mainly the Wispa ad. The product is located on the bottom left hand of the paragraph. Underneath the product, a website on the Wispa celebration is given.
The picture of the chocolate is not that fascinating; the wrapper in the blue, the word Wispa in red and the word Cadbury in gold is just not enhancing the look of the advert. The picture of the chocolate bar has been blended and lost in the enticing pictures in the background. The picture of the chocolate bar should have been given some highlighting or some shadow effects in order to make it prominent. As seen in the advert the pictures of the events have been given a light colour border, this could have also been done to the Wispa bar picture.
Since the advert is on the Wispa chocolate bar, the concentration should have been on the bar. In the process of making the advert look striking, the concept has been deviated from the chocolate bar. It would have been much better if the product was shown in clearer manner. The paper has been filled with the pictures of different events till half the page and the chocolate bar been displayed somewhere down. This makes the picture of the chocolate bar just another normal picture in the paper.
Also, the font on the advert is in bold and in purple, which makes it looks clamped. The font could have been more readable making use of some of the widely read fonts. For instance, Arial, which is very clear in its presentation, is a widely acceptable font.
The size of the font is moderate but in my view, it should been bigger in order to dominate the pictures in the background.
There is a conflict in the colour scheme. The colour of the font and the chocolate bar matches. Although, multitude of colours may not be appreciated by the target audience (most people are fond of chocolates, hence a huge target audience), these colours would have made the advert more vivacious.
The background colour used in the advert gives a pale look. It could have been more vibrant. The usage of effervescent colours in the background could have added more look to the advert and give it charismatic look thereby binding the target audience. This would have also highlighted the product.
The language is very laconic, and curt. ‘Thank you' in the large font and capitals is to portray the gratitude and make the point stand out. There is sufficient usage of the alliterations; for instance, “the pledges, the passion and the pop poms”, for attracting the target audience and convey their sense of styling in the advert. The word ‘Thank you' has been depicted several times; its use could have been minimised. This not only conveys a sense of gratitude but also persuades everyone in thinking that the product is worth buying.
The final sentence which is left unfinished grabs the attention of the reader and persuades the reader to have a look at the product at least once. The sentence underneath “See the Wispa celebration again...” is a good way of extending the promotion of the product. This is good for the people who are interested but it puts off the general readers.
On the surface, the purpose of this advert is to congratulate and thank the public who were taking part in ‘Wispa celebration'. Because of this unique selling point, it promotes the reader into buying this chocolate. It subliminal message to the reader is that this chocolate beloved by many so surely, they will to.
I believe the advert lacks a thing that should have been given utmost priority - “Good Slogan”. A good slogan is something that would bind the target audience in reading the full advert than just looking at the pictures and just throwing them out of their minds. The sentence “See the Wispa celebrations again ...” does not etch on the audience's minds and can be overlooked once they turn the page.
In conclusion, I deem the advert is effective and it was a good thought of bringing in the pictures of different times. But, this failed to connect the chocolate bar with the events. Also, the product looks neglected and the advert could have been better with fewer photographs, more writing about the product and a bigger picture of the product. Or, the pictures could have been displayed on one sheet and a bigger picture of Wispa bar, with some additional effects could have been displayed on the other side. A good slogan would have been an added advantage. Much effort should be put on bringing back the attention of the reader on the product. I also consider ‘Women's Only' to be an inappropriate place to site this advert; although a segment of the audience this advert is aiming at are women, these days, majority of them are controlling their diet and thus would be more interested in adverts focused on their diet regime.