Cadbury's Coronation street sponsorship adverts analysis

In most cases a TV sponsorship sequence has an opening bumper, closing bumper and then they may have a bumper for the end or the beginning of an ad break too. When viewing some sequences they tend to last roughly 10-20 seconds. By them being such a short length of time it means that the sequence needs to be quick and to the point. However when saying they are straight to the point most tend to not advertise themselves as much or follow a narrative they try and link themselves with the content of the TV programme. From looking at the difference between the advert and the break bumper, the viewers can still clearly tell that they are linked and are both sponsoring the same thing because they each part of the sponsoship sequence follows the same theme and uses very similar content. The Cadbury's advert is no exception to this reocccuring convention.

All 3 clips feature cadburys signature brown clay animation, which was used as the style for all cadbury/coronation street sequences for many years.

The opening and closing sequences are very similar, with the closing bumper following on the narrative from the opening bumper.

The break bumper is considerably shorter, only 7 seconds long, and is very simple, just featuring the product, and the programme logo, tying the two together, but giving very little information.

 The same voiceover is used in each, with the same phrase, which is repititive and will be memorable, it also means that each advert is in the same style.
Cadburys famous purple colour is featured, this is iconic of the cadburys brand, and will help the audience relate the bumper to the company.

The Coronation Street logo is featured at the end, positioned in the centre, fairly large and the white colour imposed on the brown back ground draws the audience's attention to the company name and the unique selling point of the milkiness of the chocolate bar.

The Adverts tie the programme in with the porduct because they are featring the street life element of coronation street, using the setting of the programme.

This is very effective for tying the two together in the consumers mind. They give a sense of a Cadbury chocolate community when seen throughout and this relates to the society in Coronation Street which gives viewers an incentive to buy the product; it's as if they will getting an edible slice of Coronation Street.

They have a short narrative, very simple, this is fairly common for sponsor sequences because it can continue throughout the sequence, however each of the clips still make sense on their own, and are not reliant of each other.

For my coursework I need to make two TV adverts and a sponsorship sequence, as well as a radio advert, I also need to be able to create synergy between them for the ad campaign to be successful. I am therefore going to look at how sponsorship sequences work with the full length advert, where they mirror them, or if they are in fact quite different. Although, adverts of any kind always seem to incorporate the themes and lifestyle suggestions of the chocolate bars.