Advert Title: New HARIBO Starmix advert 2014 - Cinema (HD version)

Who made the advert and when was it broadcast?

It was broad casted in 2014 and it was made by Trevor robinson and Mary-Sue Masson
What is the overall message of the advert?
HARIBO are wanting to bring the inner child out of the audience.
What persuasive technique(s) are used?
Comedy because when the adults speak in the advert they are portrayed
with a childs voice to add humour to the advert.
Emotional Response is used because the audience feel sympathy towards
the man in the middle because he has been left out and so he has to involve himself.
What is the form of the advert?
Television
Maslows Hierarchy Used:
Physiological, Love/Belonging
Target Audience: <15
Demographics
Age group: <15, Considering that the product is cheap they
can be available for people that dont have a job.

How do you know?

The price of HARIBOs are 1 so it is affordable for all of
the classes and i guessed the age group that the advert is
aimed at.

Socio-Economic Group(s)
The socio-economic groups would be from, E (Unemployed)
to D(Semi skilled) because of the price of the product.

How do you know?

The product price is very cheap so people without a job
will be able to afford the product.

Psychographic(s)
This product would apply for the Achievers.

How do you know?

I know this because they could be buying the product
because of the brand.
How do you know?

Geodemographics (if appropriate)

Persuasive Technique(s) used
Comedy, Emotional Response
Mise en scene
Props & Settings
Cinema, HARIBOs, people

Lighting & Colour

Low key lighting, Warm colours, cinema light hits them
directly so this reinforces the idea of them being in the
cinema.

How do you know?

It creates laughter and humour within the advert and it
makes the audience feel sympathy when the man gets
left out from the conversation.
Connotations?
Suggests the working class that would be buying the
product because they have enough free time to go to the
cinema. The setting of the advert is in a cinema so you
would want the people to be quiet but its only the 3
people with lines that are talking which is iconic because
you would expect everyone to be quiet in the cinema.
Connotations?
This suggests that theyre in a cinema when the film has
started and this also reinforces the fact that theyre in a
cinema because as you would expect it would be dimly
lit. When the HARIBOs are shown in the advert the
lighting then becomes high key.

Facial Expressions & Body Language

Serious face towards the end, Quite relaxed, child like
behavior

Positioning of objects and characters in the frame

Starmix in their hands, theyre all grouped up so theyre all
friends, There are other people spaced out in the
background,

Connotations?
This tries to reinforce the idea that theyre actually at the
cinema so it makes it more believable, The childlike
behaviour is used to suggest that the actors are like
children and since the advert is aimed at children it will
appeal to the children because the children will think that
the actors are being funny this helps sell the product.
Connotations?
This suggests that it is all one big day out at the cinema
so they can all enjoy themselves. The HARIBOs at the end
of the advert is which is technical sign because it is a CGI
(Computer Generated Image). This advert goes against
what Laura Mulvey believed because she believed that
women are positioned so females are seen as attractive
to male audience to gain attention and in this advert the
female is not supposed to seem attractive to the male
audience.

Costume, hair & Makeup

Theyre wearing shirts so theyre dressed quite formal for a
cinema,

Connotations?
This helps reinforce the idea of the social class that the
advert is targeted at. The person in the blue shirt that
gets jealous is beginning to lose the trust of his friend to
his left which is a symbolic sign because blue connotes
ideas of trust which in this advert he loses his trust and
faith in his friend because of his jealousy. The woman is in
a pink shirt which is a polysemic sign and pink connotes
ideas of being playful and is often linked to feminine
which the woman clearly shows. The final man is in a grey
shirt because of the symbolic sign of the colour grey
representing neutrality and he is wearing a grey T-Shirt
underneath his shirt which shows that he is quite relaxed
and isnt as formal as the other people in the advert.

Camera Shots
Close ups, Two Shots, Mid Shots, Long Shots, Extreme close
ups, The people in the Advert have a constant match with
their eye line. There is also a reaction shot.

Connotations?
It shows the significance of the starmix when its in an
extreme close up because the HARIBO is the only thing in
the frame. The close ups try to show their emotions that
are not in the lines that they are required to say. In the
Advert the people that are speaking maintain a correct
eye level so the man in the middle is looking slightly
down as he is taller than the other man who is slouching
whereas the female and the slouched man look like they
have a correct eye line and so the shots jump from each
other to create the dramatic effect of both of the
characters only paying attention to one another rather
than the man in the middle. A reaction shot occurs when

Diegetic Sound
The people talking, Starmix rustling,

the female hears when the man in the middle appears to

say something and to get involved in the situation.
Connotations?
This suggests that the directors are trying to make it
seem as normal as they can and as you would expect it to
be at a cinema this is the convention of a cinema and so
this would be expected in the advert when the audience
realises that the advert is set in a cinema.

Non-Diegetic Sound

Connotations?

Sound effects from the film, Theme song

The film sound effects once again reinforces the idea of

them having a day out in the cinema but when it shows
the product and the advert it suggests that the HARIBOs
bring people together. These sounds are added in through
a technical sign, which is editing.

What representations are created (positive and

negative)
There is a positive representation of the product in the advert because they are trying to portray the HARIBOs as an
amazing thing and that will bring out the inner child in everyone. The characters are foreseen as a countertype because

of the child voices; The child voices go against the idea of them being grown adults because they go against the
stereotype of them being mature and grown up. The male that shouts Im going to call the policeman is a male and
the reason he says this is to show the dominance which supports the representation of the male gender because he is
showing dominance in the relationship and between the group, Although the advert also goes against the female
gender representation because the female isnt at home and isnt dressed in anything that will specifically appeal to the
male audience. The relationship in the advert supports the Family Values which is a christian relationship/marriage
because there is a male and a female in a relationship rather than the same gender.

In your opinion, what legal or ethical codes could arise (ofcom and ASA / BCAP?)
This advert is about food therefor in the BCAP Codes there are codes that are required to follow if the advert is about
food, I think that the advert might be close to breaking code 13.2 which is a code that prevents adverts from trying to
make the audience buy the products so much they have an addiction to the product so they dont have a bad habit
because most foods are Junk foods and Junk foods are seen as unhealthy foods and therefore the person with the
bad habit .