Advert Analysis

Zehra Dara

Unit 3 task 1.c

 

Advert Analysis

 

 Full title: Evian Roller Skating Babies commercial Rappers Delight

The link: _{https://www.youtube.com/watch?v=dzFZbRd6Km8}

 

This advert is not a one off advert, it is one of at least three. All three adverts contain babies doing things that we normally see adults doing, some of these things are relatively rare for example, synchronised swimming but on the other hand one of the adverts uses a relatable situation which is looking in at a reflection of themselves on a building window. In this series of adverts, I think this ads with babies symbolise energy and youthfulness. I think Evian wants to display their water as one that can keep adults young at heart. I have chosen to analyse the ‘Evian Roller skating Babies’ advert.

In this advert, the babies perform break dances throughout the ad to show the effect of Evian on the body. Ideally, brilliant babies may know how to walk at the age of one or two. As babies can’t break dance, the break dance moves has been made possible by the use of computer software.

This ad grabs the audience’s attention as it’s surreal for babies to be in roller skates dancing. The ad shows the effect of Evian by showing people of different races, who can all become young after drinking Evian water, babies that are about one year old.

 

The purpose of the advert is to get people to buy Evian water. There is not much narrative. However, at the start of the advert there is text which says ‘Let’s observe the effect of Evian on the body’ and while the text is running there is a voice over of a man saying the same words. The text is formal and the word ‘observe’ particularly sounds scientific which relates to the idea of water. You drink water to be healthy and to make you healthy internally. The tone of the man’s voice is quite deep, to make him sound professional and scientific. Now watching it more carefully, I have come to the conclusion that this whole avert is an experiment. It might not seem like that when you first view the advert but after watching it a few times I am convinced. The way the company tries to entice the audience into watching the advert is also to bring a sense of humour into the advert and the way they did it, was by using babies dancing. It makes people laugh and it is entertaining. However, the more serious message behind the advert is: “if you drink Evian water, you will feel young”.  The music used  is called ‘Rapper’s Delight’ from the early eighties – but it is just the instrumental. The music is upbeat and happy, and the whole theme of the advert is early eighties – for example using the ghettoblaster and rollerskates. So people who are middleaged can relate more to this advert as it has features that are nostalgic for them and were there when they were young. For that reason, for that target audience when they drink Evian – or even watch the advert – they can reminisce about their childhood and the similarities that the advert has to their childhood. There is no financial or physical reward to receive in the advert, but in a sense there is a psychological reward and this is if you drink Evian water you will feel young, happy and feel healthy.

 The “Live Young” slogan was used in all the adverts to direct its audience to read the desired meaning of the babies, which is to be young.  However, it also has a meaning and relates to adults. Even if you are an adult you can feel more energetic and do things – you can live your life to the fullest. The slogan is very catchy, short – it is only 2 words and the audience will be able to remember it. It is also small enough to fit onto the actual product.

Taglines are like slogans but last longer over many campaigns. Evian’s tagline is ‘Drink pure and natural’ and also this has been the tagline for Evian for many years.  The effect of this tagline sends the message about staying pure and being healthy. This tagline works well in the babies advert but also has been successful in other adverts.

This advert is aimed at a variety of ages, races and genders and therefore Evian would be able to sell its product not only in one country but worldwide to older and younger people. Also, since babies are cute and lovable in every culture, it is easier for the audiences to be fascinated and entertained. Although the eighties theme has been used in this particular advert, this advert appeals to different people that were born in different eras. For example a person who was born in the 70s has a different way of viewing the advert and recognises different features than a person who was born in the 21^st Century. That being said, it doesn’t change how fun and how much humour the advert has as no matter which year you were born or where – humour brings everyone together and appeals to everyone.

 

The original platform for broadcast for this advert was YouTube. People who viewed the advert liked it so much that it went viral and therefore to reach a wider audience, it was broadcasted on TV and there was also a poster campaign which promoted their app.