Magnum Advert Analysis

YouTube release date - 23 March 2018

Camera angles/shot types -worm’s-eye, tracking shot, medium shot, close-up, high angle, Depth of

field, shallow focus, left side of shoot, off birds’ eye.

The medium shot has been used so the viewer can gather the emotion of the characters in the advert,the mid shot is used because it can pick up gestures and body language from the actors.

Close-ups are used to quickly cut between the main shots like them showing off the machine or the ice cream.

The worms eye view is used just before the magnum is covered in chocolate, this shot is done to inform the viewer of what is about to happen and just shows off a different part of the process of making a magnum. This same shot also uses a shallow focus with the cup in focus and the man not in focus.

Target audience of this advert would have been middle class women of the ages from 16-35 because of the luxury feel to the advert and with the idolisation to be like the women in the advert. The secondary audience would have been male because of the attraction from a beautiful female actor and also because sometimes the males will be the ones that our expected to buy magnums for their women. The target demographic is also middle to upper class women .

















Magnums psychographic is people that value the use of the natural and ethical produce that is used in the creation of Magnums and also people that have a hectic lifestyle but still have time to make decisions on what food they do consume.

Iconography- a visual symbol or image that represents something - The magnum logo

Editing- it helps keep the pace of the advert high, it also shows you the process with quick change shots. It also never takes a step back in time so all flows creating a good continuity.

There is a nice classy jazz tune in the background that links into the end part of the advert

They most likely used animated props for the construction of the Magnum but there may have been parts that were fully created

Although this video doesn’t show the end it would most likely be that a magnum logo that would appear at the end.  

This is a stand alone advert as it is the only one that was created for this product at the time, you could say that it does share the same theme of all the other magnum advert. The advert takes a half non-realist tone in the way that the magnum itself is made but this is done to target its more posh and upper-class audience (succeeds and aspires).

Magnum tries to draw on the fact that it has natural ingredients like the chocolate that is used Rain forest Alliance Certified cocoa this could give them a boost over other ice cream brands. The upper-class female who is used in this advert mainly appeals to other females as she hasn’t been dressed to be overly attractive other than here natural beauty. But the secondary audience would be upper to middle class men that are looking for love and find the female attractive even though she isn’t shown all too much.





















Magnum uses different techniques during this advert like the use of attraction through the women and also the machine that is used in the advert as people might find it interesting and might think that's how all magnums are made.


The use of the luxury party at the end shows where magnum want to aim their product and also gives off that if you eat magnums you could get invited to a party like the one in the advert, some people will desire to live like the people in the advert.

Magnum don't actively force you into wanting to buy the product because this could lead the advert to be banned if done wrong as it is seen as putting unneeded pressure on the customer, But what they do is through the female to the male actors make people look up to them and then they also through the complex machine draw the males attention in and their for making the males want a magnum because the machine that is used in the advert. Also they use the slogan, 'For pleasure seekers' which in a way forces the people that relate to the statement in to wanting the product but in a more calm and controlled way.

A standard magnum will cost you £3.20 for 4 magnums making them 73p per magnum whereas
Tesco’s own brand version will only cost you £1.25 for 4 making them 28p per magnum this shows that the magnum isn’t trying to attract the less well off people in our society and that the price point attracts the people that have that little extra money to spend, Magnums will be seen as a luxury to many standard people.

Regulation- Banned Advert.

Ofcom

What is their role? - Ofcom’s role is to represent the citizens from offensive and harmful materials. They also preside over licensing, research, codes and policies, complaints and competition. In advertisement if it receives a certain amount of complaints and can lead to the advert being banned but often adverts that our offensive doesn’t even hit the airwaves.

ASA- Advisement Standards Authority

They can’t interpret or enforce legislation, but they have a code of advertisement. they investigate complaints made about ads and investigate to check that the advertisement complies with the rules. They are not run or funded by the government like Ofcom but are funded by a levy from the advertising industry.

Example of a banned advert-

The advert was banned as part of an infringement of the BCAP code on the terms of BCAP 3.1 and 3.9.

The reason this advert was misleading was down to the on-screen text and the dialogue of one of the characters in the advert. The line was “It repairs teeth instantly” this was seen as misleading to the audience. 

https://www.asa.org.uk/rulings/colgate-palmolive--uk--ltd-a18-461847.html