Characteristics of Advertising

There are 5 main characteristics you have to look at when making a TV advert. These are;

1. Benefits Offered
2. Advantages over similar Products
3. USP
4.Lifestyle Appeal
5. Brand identity

Kinder Egg Surprise

Benefits Offered 
This advert shows it offers many different benefits in many different ways. Firstly when looking at the Graphics it uses, they are very bold and colourful. As you can see at 0:15 we see graphics appear at the bottom of the screen saying "exciting new toys" which has many different colours inside it, which connotes to the audience that they can benefit from receiving new toys every time they buy a kinder egg. Also it shows the benefits it offer through the situation in the advert. So for example at 0:06 we see a little boy eating a piece of the kinder egg and then smiling with pleasure. This connotes to the viewers that if you buy a kinder egg it will make you feel happy inside just as you have seen in the advert. In the advert it shows what benefits it offer through the dialogue it uses. By using dialogue it will directly tell the viewers exactly what the advert wants them to hear. So at 0:17 we hear a voice over say "kinder surprise, put some play in their day" By allowing the viewers to hear this it connotes to them that if you buy a kinder egg it will make your child have fun when playing with it and will also make them feel happy, and every parent wants their child to be happy and playful.

  When revaluating the graphics it uses, I can now say that they most probably are using such a bold and exciting font, in order to draw attention away from the actual chocolate that is inside. The chocolate is most probably very simple and not exciting, which is why they have to make the packaging exiting.

Advantages over similar products:

In this advert it shows it has advantages over similar products in many ways. First when looking at the situations in the advert it shows at 0:10 that you can get a free toy inside of the kinder egg. It is a clear advantage over similar products such as a chocolate egg, due to the fact you will get a free toy from it. Also at  0:11 we see the little boy and mum smiling and playing with the toy together which again will connote to the viewers that if you buy a kinder egg you will be happy and have fun playing with the free toy, than if you just buy a normal chocolate bar. Also at 0:16 we see the mother and son clapping with a huge smile on their faces due to many toys coming out of the chocolate, which again emphasis the fact that you can get many different free toys when you buy a kinder egg. Also the advert uses graphics to get across to the viewers that their product is better than similar products. At 0:15 we see a graphics appear that says "Exciting new toys" By showing this is clearly connotes to the viewers that if you buy a kinder egg you will receive exiting new toys, which is a bonus when you buy the chocolate.

      When re looking at the advert I can now say that there is a lot of emphasis on getting a free toy in the egg, and maybe this is done to draw attention away from the fact that the actual chocolate is not as nice as other similar competitors, such as why they don't really talk about the chocolate egg that customers are buying.

USP

The kinder eggs USP is clearly receiving a free toy when you buy any kinder egg. When watching the advert their are many ways it tells the viewers about this. For example at 0:02 we see the little boy catch the egg and then shack it next to his ear to hear the toy inside shack. Buy showing this it connotes to the viewers that all kids love to receive the toy in the egg and is one of the only reasons they will buy the egg.  The again at 0:12 we see the little boy making the toy and then playing with it with a smile on his face. This again emphasises that you get a toy inside the egg and that kids like to play with them. Also at 0:26 we hear a voice over say that we can now go to Italy to see where the toy and actual invented. This again connotes to the views that the toy inside plays a huge role in selling a kinder egg due to the fact that there is no talk about the actual chocolate, which is meant to be the reason for buying a kinder egg.

        I feel as if the toy inside the kinder egg is very unique due to me not really knowing another chocolate that gives away a free toy inside. I also think that this USP is the only reason why people will buy a kinder egg and it is not due to wanting to eat the actual chocolate.

Lifestyle appeal

I feel as if the target audience for the kinder egg is children aged 2-10 who are interested in toys and chocolates. The advert targets this target market in many different ways. Firstly the main person in the advert is the little boy who is about 4 years old. So when children of the same age watch the advert they can relate more to the boy and will want to copy him in buying a kinder egg to be as happy as him. Also the whole way through the advert there is a fun and childish song. By using this it will appeal to children more as they will like to listen to this type of music, and because they like this type of music they will associate the pleasant music to the kinder egg and will therefore want to buy it. Also at 0:12 we see the little boy playing with a toy airplane, this has been put into the advert to appeal to the target marker, due to the fact that when the children watching see the little boy playing with the plane, they will want to copy him and therefore buy a kinder egg.

  Also the whole way though the advert the little boy is smiling, this will connote to the viewers that a kinder egg will enhances their lives and make it much better, which is another reason to buy it.

Brand Identity

The brand identity is exciting, fun and surprising. This is shown in the advert in many different ways. Firstly the backing track to the advert is an up-tempo tune which strengthens the brands identity to being fun and exciting. This will make the children buy it due to the fact that they like exciting and fun things. Also at 0:15 we see the kinder egg explode, with many different kinds of toys coming out of it. This again strengthens the brands identity, and connotes to the viewers that a kinder egg is magical and will give you a surprises when you open it.

I feel as if the kinder eggs brand identity has not really evolved though time and has stayed appealing to children, and is seen as a fun and exciting chocolate, due to the toy being in the middle.  

Lindt Lindor

Benefits Offered 
This advert shows its offers many different benefits in many different ways. firstly when looking at the graphics at 0:01 we see the words "do you dream in chocolate" This is written in bold fonts in a yellow/gold colour. This connotes to the viewers that if they buy a Lindor they can benefit from receiving a bold and rich tastes that will give you a great amount of pleasure. Also when looking at the situation in the advert we keep seeing a lady eating a Lindor very slowly. For example at 0:17 we see the lady put the chocolate in her mouth while closing her eyes, with a smile on her face. By showing this it connotes to the viewers that if you buy a Lindor the benefits you can receive are very dreamlike and will experience happiness. 

Advantages over similar products:

In this advert it shows it has advantages over similar products in many ways. First when looking at the situations in the advert it shows at 0:20 it shows a women eating the chocolate and as she does she has a smile on her face while closing her eyes. This connotes to the viewers this chocolate will do the same thing to you as it does to the women in the advert. Also there are no straight cuts in the advert, they always will fade from one shot to another shot. This looks like you are watching somebodies dream, which connotes to the viewers that the chocolate is also very dream like and out of this world, which is a very strong selling point. Also when looking at the dialogue in the advert at 0:28 we hear the voice over say "From the lindt master chocolatiers since 1849" By allowing the viewers to hear this it connotes to them that Lindt are the masters in chocolate making, which connotes that when comparing their chocolate to any other, the Lindor will always be better, which is why you should by a Lindor over another chocolate. When looking at the Graphics used in the advert, i can see that at 0:29 when they show their logo it is written very posh and is in gold. This connotes to the viewers that the chocolate will also be very posh and rich, which as we know is correct.
    When re looking at the advert I can now say that there is a lot of emphasis on the fact that this is a very dreamy chocolate, that has been made by experts in the business.   

USP
When looking at the Lindt Lindor advert i can say that their usp that they are trying to get across is the fact that their chocolate is very high quality and made by masters. This is because at 0:01 we see chocolate being slowly lifted from a bowl, this is down which slow music in the background which connotes to the viewers that the chocolate is very posh and upmarket. Also at 0:06 we hear the voice over say created by Lindt master chocolatiers which again connotes to the viewers that the chocolate has been designed to be the best it can be and is made by masters in the business and can not get any better. 
 When looking at the actual chocolate and taking into account the taste i can say that the USP that Lindt is trying to get across is very true and is very valid, due to the fact that the chocolate is very rich and strong.

Lifestyle appeal

I fell as if the target audience for Lindo are women aged 30-60 who like to treat themselves with just one or two chocolates at the end of the night. The advert tries to appeal to this target audience in many different ways. First of all we only see a middle aged women eating the chocolate. By using her, other women of simile age will also want to eat the chocolate due to visualising themselves as the women in the advert and wanting to feel like she does. Also the background music that is used in the advert is very feminine, which again will appeal to women and make them stay watching the advert and buy the chocolate.  
     When looking at the advert i can say that they are trying to get across to the viewers that if you buy and eat a Lindor it will enhances your life and make you feel as if you are in heaven. This is because at 0:16 we see the lady put the chocolate in her mouth while closing her eyes, with a smile on her face. By showing this it connotes to the viewers that if you buy a Lindor the benefits you can receive are very dreamlike and will make you feel as if you are in heaven.

Brand Identity
The brand identity is posh, rich and dreamy. This is shown in the advert in many different ways. Firstly 0:09 we see a bowl of dream brown chocolate, which looks very rich and expensive, which connotes to the viewers that the final chocolate will also be these things, and will taste very nice. Also it connotes to the viewers that this chocolate is very dreamy due to the fades its uses throughout the whole of the advert, which emphases the dream like feeling you get when eating the chocolate.
    When looking at other Lindor advert i can say that they have stayed with the same brand identity and have not evolved though time.