TV Advert Analysis

This is an advert for the company, Ben and Jerry's Ice Cream on which they are promoting/introducing their new flavour to their Greek Frozen Yogurt line which is 'Strawberry Shortcake Greek Frozen Yogurt'.

The target audience is aimed towards mainly the Psychographics because for the primary audience, it would be still aimed towards younger people of all genders (ages from 4 to 20 years old) because of the playful nature of the advert along with the company and branding of Ben and Jerry's being overall quite imaginative and up to date with what they advertise with them for example covering global warming for another flavour which was Baked Alaska, this overall attracts the audience would most likely is involved with the topic presented by the flavour. The social class for the would be from B to C1 since Ben and Jerry's is more for adventurous people because of their flavours and animated based advertisements which anyone of a higher class might not find enjoyable and would probably go for a more mature ice cream brand.
But as for a secondary audience, it might attract people older than the primary audience and this could be either due to the marketing of the product being playful or people' interest with the product including the previously mentioned current topic based flavours to attract more of an audience.

Example of another Ben and Jerry's advertisement
using the same type of tone and energy as the Frozen Yogurt advert.

The original air date for the advert was around about 2012 (found through the description of the advert's YouTube description) and for what time it was aired I would said mainly during the mornings to later in the afternoon because during the mornings and evenings families or children are most likely going to see the advertisements. The type of channels that the advert would've most likely been advertised on channels like ITV, Channel 4 or Channel 5 as usually if the advertisement in the morning then this is where their usual children's programming (e.g CITV or Milkshake) is on until a certain time to promote and advertise the ice cream. 

The form the advert takes is a mixture of both animation and live-action as a person's hand appears throughout the advert by adding pieces to the mountain lodge set piece to create the animated segments on which all the mini people within the scenery. This could also link to the target audience as the overall tone and appearance of the advertisement could attract the target audience as it links to the Ben and Jerry's unique style of advertising which would appeal to the target audience.

This advert is apart of a mini-series to promote the line of Ben and Jerry's Greek Frozen Yogurt, with each being different because of the flavour they are advertising while keeping the same format of the world within a pint of Ben and Jerry's (other adverts in the mini-series, Liz Lemon: Greek Frozen Yogurt and Banana Peanut Butter: Greek Frozen Yogurt).

The style of the advert is humorous because the advert is odd and imaginative but some how relates to the product being advertised as the added character sitting on top of the throne and mountain within the advert being a Greek god relating the the Greek part of the ice cream along with the strawberries representing mountains, the yogurt relating to snow (which can be also linked to the ice cream part of the product) and the shortbread pieces making up obstacles or rocks and altogether creating a set based upon a snow sledge area with included pieces such as the snow lodges, the chairlifts, the air conditioner inside the ice cream pot, hanging clouds and the inclusion of skiers, snowboarders and rescue dog. The type of techniques used to add to the style of the advert is the type of music played in the background of the advert as it has a joyful and simple vibe/tone along with no narration is heard throughout the advert so it doesn't interrupt the joyful tone of the advert, the colours within the advert are correlated with the ice cream pint's packaging (colour usage of Blue, Red and White) and the ice cream itself and with the white background, it makes what's happening on screen stand out for anyone viewing the advertisement.

I think the advert follows AIDA because it does attract an potential consumer as because of the advert being imaginative and being unique to other adverts with using the concept about having a world inside every pint of the Ben and Jerry's Ice Cream. The interest for the ice cream through the advert would be showing what's inside it which would be the frozen yogurt, strawberries and shortbread as the main and prominent ingredients in the pint. For what the desire for the interest of the product is that, the flashy sign saying that it's 'New' might draw in people as since it's a new product then this might get people to try the ice cream, this could be also labelled as an action because saying it's a new Ben and Jerry's product/flavour, you don't know how long it will stay until the flavour is discontinued like some of it's other products do, so getting it as soon as possible might persuade people into buying.

The characteristics of the product is that the brand identity of Ben and Jerry's is that it's recognisable for it's keeping up with modern trends (example having a new flavour Netflix & Chill'd which relates to the trend of the internet streaming service, Netflix and the Liz Lemon flavour of the Greek Frozen Yogurt line was relating to a character with the same name from the TV show, 30 Rock which was airing around the same time as the advertisement, this could also been another way to get an audience to the brand by attracting in the show's audience) and the lifestyle appeal of the product can vary from different lifestyles as some of their ice creams/products can apply to different areas, example having Vegan or Non-Dairy versions of their most notable flavours of ice cream and their mostly appeal to people who enjoy ice cream with all kinds of flavours.

The organisations that regulate advertising (including this advert) is the ASA (short for Advertising Standards Authority) and CAP (short for Committee of Advertising Practice). ASA, an independent regulator, make sure advertisements presented throughout the UK stick to the advertisement rules/codes while CAP, the sister organisation of ASA, is responsible for writing up the advertisement rules/codes and they also represent the advertising industry and covers any advertisers, media owners and agencies and to also help guide them through the rules which should be met up to in their advertisements. They both link as the both work together to keep the advertisements regulated and have control whenever a compliant comes in from a viewer.
(source info on ASA and CAP - https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html)

Within the advert, the mise-en-scene is prominent as it overall shows the theme of the advert which is creative and silly as the creative part is mainly shown through the person's hand making the world within Ben and Jerry's Ice Cream which is making the layout of a cold environment represents with frozen yogurt/ice cream and ingredients such as strawberries and shortbread pieces along with the feature of the air conditioner in the window to add to the cold environment. Using toy mini-figure characters within the advertisement also adds to the playful part of the advert which can also link to the creative theme, the mini-figure characters appear to be made using special/visual effects along with some of the backgrounds such as the hanging clouds in the pint to the sounds being expressed through small images (example when the lightning is thrown at the air conditioner, small sparks are visually shown and is also heard) but however the environments they are being placed in real life objects made up with no special effects.

Example - Hand (and most likely the carton of ice cream and contents) within the scene being live-action while the rest being animation being added on top on whats already there, making up the mise-en-scene.  

The graphics shown on screen is shown right near the end of the advert as it presents the title of the ice cream which is Strawberry Shortcake Greek Frozen Yogurt and the Ben and Jerry's logo being hung from strings (possibly to resemble with the made up world scenario with the advertisement) along with the inclusion of new to show off that it's a new flavour from Ben and Jerry's and it makes it stand out as it's text is painted blue like the Greek part of the graphic along with small lights on the sign to make it flashy. The ice cream pint is also shown at the end to show off what the pint looks like and what the ice cream actually looks like compared to the deconstructed version we saw be made in the advert.

The iconography within the advert is that the use of colours for example with the use of blue, red and white which is to resemble what's on the packaging of the ice cream's pint along with matching the ingredients inside (e.g red = strawberries).
The lighting of the advert is with the lighting bringing out the colours and scenes within the advert as if it wasn't lit for example then the colours and anything that would be happening on screen wouldn't stand out as much as it would with lighting, the type of lighting used could've most likely to have been artificial light. The camera movement is fast paced to keep up with the tone of the advert which is quick and upbeat and the camera movement with's it's speed can capture the tone of each scene nicely with the ones beforehand, they used tracking shots to track the movements on screen and a shot using a zoom out to show the perspective moving out from the Greek god figure from the top and zooming out to the rest of the landscape underneath him. No dialogue is present throughout the advert but instead has the music.
The type of angles used in the advert are various which range from straight on to show various characters within the frame to low angle to show the higher up of the Greek god character amongst the other characters and switches constantly throughout the advert.