TV Advert analysis

End Marmite Neglect Advert

This advert is to promote Marmite, a food item which causes a lot of controversy; as people often love it or hate it. The message for this advert is that people who hate Marmite and treat it like its a sin are overreacting, and this advert makes an attempt to mock them people in a polite way.

The target audience for this is:

Demographic-

> all races, as there are black and white people throughout the advert.

> females, as most the characters are women and they have the most dialogue and time.

> 18-100, the advert can not aim any lower than 18 as it would break a BCAP code which disallows there to be any people under 18 to be targeted as it may cause the parents to be pestered by their children for the thing in the advert they want.

Psychographic- 

> individuals, as it's more popular to dislike Marmite.

Geodemographic-

> lower class, as all the houses in the advert look like council estates.

This advert would have aired at around 4:00 to 7:00, this is because most people in the target audience would be watching TV (women who commonly make dinner at that time). Most likely on Channel5.

The advert is a stand-alone. It uses a humorous approach, it is used to persuade the audience through humor and making the audience laugh to buy their infamous product.

The advert does fully follow AIDA. It promotes a product, it will likely increase and reinforce their brand identity positively as it targets a new audience.
A- it attracts the audience via a documentary format, which is a unique selling point as well.
I- it does this by questioning the audience whether or not they'll love or hate Marmite.
D- it makes out as if, if you like Marmite then unique in a positive way.
A- it does this by saying things like "try now!".

The benefits offered by the product is that you get a good amount of salt in your diet, the USP is the fact that the advert makes fun of its own brand, by saying some people hate it, which is very uncommon in adverts for obvious reasons it promotes a good lifestyle through positive imagery, and their brand identity is positive and negative.

The 2 organisations which regulate advertising in the UK are ASA and CAP. They regulate the adverts on UK television, via making sure they don't break any key rules that may upset people, such as racism and sexism.

Advert codes and conventions:
>lots of Marmite in all shots, to make sure the viewers know the advert is about Marmite.

>bright locations set in lower class houses, to represent lower class people positively as they are the target audience. (natural lighting for realism).

>lots of low angles to make the thing in the shot appear weaker and defenseless, whereas high angles are used to make the thing appear far stronger and in power.

>the camera movement is like a documentary, handheld, this is to make the advert seem realistic.
>the editing is similar to a documentary, with long shots of just one persons face talking, to again make it seem realistic.
>bright lighting, for positiveness.

>there isnt a soundtrack, to emphasize that it's realistic.
>no special FX or graphics, to emphasise the advert is realistic.


The advert was banned for being supposedly "insensitive" towards animal cruelty. But well known companies such as WWF claimed the advert was great as it raised awareness to animal cruelty.