MEDIA: TV ADVERT PRODUCTION - Task 2- Primary Research 1

I analysed the TV advert for a fizzy fruit flavoured drink called Vimto released in 2011. The narrative of the video is basically cartoon fruit pulling up in a car alongside a car of women at a red light. They use the hydraulics of the car to impress the women but end up squishing together and creating the drink Vimto. The editing includes a lot of moving cuts and angles of the car as it bounces and the clever animation of the large raspberry, blackcurrant and grape who also talk. The cinematography seems to use white and bland backgrounds and clothes, portraying life as bland until the colourful Vimto fruits bring vibrant fun along, proposing that is also the effect of the drink. The Mise-En-Scene includes palm trees and open car roofs and a window, suggesting the advert is set somewhere hot, maybe where you would be in need of a refreshing drink. The street is very ordinary which makes the women stand out in their flashy convertible. The representation of these women is seemingly young, quite wealthy and attractive that would be out of the ‘fruits’ league. They would also be hard to impress with nothing less than the best and if they can like Vimto then it’s good enough for anybody. This is a type of ideology relating to the bandwagon or even snob appeal theories that the product is in another league to other products, just as the women are. The advert also uses wit and humour of the talking fruit to make it different to other drink adverts out there. They rely on three lines of speech, almost each their own slogan. “Hello Pretty Ladies” said by the fruit in an audibly attractive accent almost becomes a well known saying when repeated on the TV each advert break, “Bounce and Boom” which features in the accompanying song (a mix of hip-hop and reggae) works in the same way and the official slogan “Vimto, seriously mixed up fruit” which is a play on words as the fruits in the advert appear slightly crazy and the drink is supposed to contain a mix of different fruits. All three use compound words that create short sentences, in keeping with the short attention span of the adverts’ audience. The target audience for this advert is young men and women, an age range of 18-30 that are of a higher class than working but not yet the most successful either. As the women are impressed by the drink in the advert, other women like them may be persuaded that it is a good product and the chosen women in the advert are attractive in order to attract the male audiences. I believe the advert was and is successful as it is audibly engaging and visually entertaining leaving a lasting impression on the audience so when they see it next they recognise the noticeable elements of the advert as Vimto.