Advertising: Key Conventions

1) There are pictures of the product (Skittles) shaped to be a rainbow to show the audience what kind of fun and pleasant product it is. This is both eye-catching and captivating as the broad range of colours is the first thing you notice when looking at the advert; the variety of different kinds of bright colours may imply that this product is targeted towards younger children. The anchorage text which states "Bite Size Candies" may stand out to the audience, as they are quick and easy to have, and things served in small or 'bite-sized' portions are generally thought to be more rewarding. The logo is huge and centred in the pack shot in the middle so that it the brand name is clear and stands out to the audience. The word "skittles" is derived from the Old English word, 'sceoten', meaning "to shoot". This could perhaps imply that the product 'shoots' an abundance of flavours in one's mouth, giving them a thrilling experience. The background is portrayed to be a blue sky, filled with clouds. This contrasts with the shape made out of many tiny Skittles, creating an illusion as if it were a real-life rainbow in the audiences' mind. Vibrant colours like these connote to happiness, excitement, fun and positivity, which is a common motif emphasised on the advert. The slogan "TASTE THE RAINBOW" is written directly in the middle of the image; the noun "rainbow" indicates that rainbows and vivid colours are an ongoing theme within this advert, and the verb "taste" makes the audience feel as if they could really almost taste the plethora of hues displayed on it. This really communicates the message that the producers are trying to give out to the audience; that this is an entertaining and amusing product that is a must try. The colour scheme predominantly includes a huge myriad of polychromatic shades, which again further highlights the key buoyant message of the advert - in order to make people feel captivated and want to buy it.

2) The USP (unique selling point) for this Skittles advert is the idea that it is mainly meant towards kids or young children. This is comprehensible because of the large range of colours depicted across the advert, with the main theme being revolved around rainbows. This theme connotes to things such as "a sign of good luck" or "good fortune", suggesting that this product is something everyone must try and something that everyone will like, or benefit from. Another creative interpretation of this advert is that the product 'Skittles' itself is the "pot of gold" at the end of the rainbow; which are thought to bring happiness and wealth to those who come across it, which catches the attention of consumers.

Extension:

1) A clear brand identity

e.g. Apple, as it is obvious and definitive to the audience. The USP is that it is a well-known logo which is clear to those around the world, and everyone would know or has seen it.

2) A shocking or controversial idea

e.g. Burger King, as it shows an unappetizing burger, in a way to promote their own. The USP is that they use real and rich ingredients in their own food rather than artificial preservatives which is pleasing to the consumers.

3) An emotional connection to audience

e.g. Heinz, as it is perceived to be a funny and humorous advert, however audiences can connect or relate to it emotionally as well. The USP for this is the fact that it revolves around affection and harmony, which is heartfelt towards consumers and make them feel more passionate about buying it due to the theme of family, especially to those who are a part of or want a big family.

4) An innovative or 'different', subversive concept

e.g. McDonald's, as the famous 'M' icon is shaped to look like eyes. The USP for this advert is that the left 'M' is illustrated to look tired or wearied, however the right 'M' looks wide-eyed and energetic with coffee beans inside it. This implies to the consumer that McDonald's coffee can make anyone perk up quickly and effectively, encouraging them to buy the product.

5) A foreign advert that you can understand despite the language barrier

e.g. Coca Cola, as it is a product that is familiar to people around the world, despite the language barrier on the advert since not everybody can read or understand that specific language. The USP is that it is a intimate product which is known to all no matter what language it is depicted in.