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.

Textual analysis of ebay stop-motion viral advert

This advert has used over 1000 photos and put them together smoothly through the editing. It appears that quite a few of the photos may have been manipulated on a photo editing software which improves the overall quality of the stop-motion movement. Even though the photos are shown in a smooth sequence the audience can notice  most cuts to the next image; for this video, the stop-start movement adds to the quirky inventiveness of the advert. The appeal of stop-motion is the focus on fantasy rather than reality so, with the picture by picture movement,  a tennis ball can appear to come out of a page. Since the photos are edited to seem animated the creator can have a lot more happen than if they were filming  which gives the video a sense of  being a cartoon in real life. The stop-motion movement is interesting and creative with what is done with it.

The only sound in the advert is the non-diegetic music. It is whimsical and has a steady rhythm which compliments the different items in the advert as well as the movement. The acoustic guitar suggests a mellow mood and the voice of the female singer has a soft tone and a high pitch thus  giveing the advert a playful and fun undertone. The song isn't very complex which is in cooperation with the simplicity of the white colour.

 There is not as much emphasis on the camera angle and framing since each of the pictures make a continuous sequence of different photo shots. However, when a shirt seems to be pulled out of the page there is a fast zoom out so the whole shirt can be seen as well as the table being worked on and the sheet of paper made to look like the ebay website. This angle highlights the almost instant delivery aspect of the website since the shirt just pops out of the page and the quickness of the zoom-out tells the audience that the delivery service is very quick. The continuous aerial shot of the page shows the whole drawn and animated website indicating that the website is accessible and easy to use.

A lot of colour is displayed by the props in contrast to the simplicity of the white paper backgrond. This is let's the audience know that the website is very straightforward and that you can bring colour to your life by buying items online easily and having them delivered quickly but also being able to sell items easily as shown by the small house sinking into the page. The movement of the drawings on the page are fluid and yet messy at times  which makes it appealing to watch and directs the user to expect the website to be innovative like the advert.


The slogan 'shopping worth talking about' hints at the idea of spreading the word p others about the website to get the viewer to promote the website themselves since the website's creative and innovative functions are meant to be 'worth' visiting and speaking about. This has seemed to be successful as the advert went viral on the internet.

This advert is effective because overall because of the creative stop-motion and use of pros going in and out of the page as well as the hand drawn website. This makes the user feel as if it is so responsive and simple to use that they could have designed the website themselves.

Reasearch Timetable

List Of Research 

Research	Deadline Date
Textual Analysis 1	26/09/12
Textual Analysis 2	26/09/12
Textual Analysis 3	28/09/12
Target Market Feedback	3/10/12
Overview Of Advert Studies	19/09/12
Editing Software Improvements	8/10/12
Radio And Sponsorship Advert Analysis	1/10/12
Comparisons in a series of adverts	5/10/12
Key Concepts of adverts	5/10/12