Advert Analysis: Ben & Jerry's

1. What is the message?

The message of the ad is to introduce people to a new (At the time) Ben and Jerry's product, the 'wich, which is an ice cream sandwich made by putting Ben and Jerry's 'cookie dough ice cream' between two cookies.



2. Who is the target audience?

Primary Demographic:

The primary demographic is young people. This is the target audience because younger people would be drawn by the colourful, cartoonish imagery, while also having that sweet tooth that would make them want ice cream. The product doesn't really target any specific gender, ethnicity or religion as Ice cream is enjoyed by many people all around the country, regardless of what they believe in or where they come from. Many demographic sheets show that the class demographic is quite even across all money brackets, however there is a small amount more people in the middle to upper classes that purchase Ben and Jerry's.

Primary Psychographic:

The primary psychographic's of Ben and Jerry's 'Wich are explorers and mainstreamers. mainstreamers follow trends, and Ben and Jerry's is most definitely a trendy product. Mainstreamers would also buy it as it is quite a family friendly product, with a clear target towards younger people, as well as being more of a treat rather than a general snack you'll have regularly due to its higher price tag, allowing it to be bought in moderation maybe a few times a year. Explorers would enjoy it because the 'Wich is a new product, which takes the traditional formula for an ice cream sandwich and replaces it all with cookies and cookie dough, allowing them to 'explore' this adventurous new flavour. The phrase at the start "we're always trying to top your favourite flavour" gives explorers the chance to truly explore other flavours of Ben and Jerry's to locate a favourite flavour AND to try the new 'Wich, which is supposedly better than their current favourite.

Secondary Demographic:

The secondary demographic of the product would be older people, most likely under fifty still, with children. Not only would they buy it as a special treat for their kids, i'm sure they themselves can't resist having a taste of this new product, especially if they get it in a pack of three and only have one or two children. Although the upper class would probably buy something more sophisticated, Ben and Jerry's would be a popular brand for people of the middle class, and would be a nice treat every once in a while for lower income families/individuals, as although maybe a middle class person could afford to have once or a couple times a month, a less well off individual may well buy some every few months for special occasions, like birthdays or public holidays.

Secondary Psychographic:

The secondary psychographic for the product could be aspirers. If aspirers are looking for the next trend, they may be tempted to pick up a Ben and Jerry's product. The 'Wich is especially important in this regard as it's a new product, which aspirers are always looking out for as a way to set a new trend in the world. Aspirers also set out to make a change in the world environmentally, and the heavy emphasis on fair-trade with the Ben and Jerry's product would influence their decision in buying this brand over others

3. When was it aired / when would you expect it to be aired?

The Ben and Jerry's 'wich advert would have been aired at just before or after prime time television, at around 4-6pm or 8-9pm, mainly in between family programmes or kids shows, as people who have just gotten home from work or school would be watching the TV to wind down, and would see the ad for a family oriented ice cream product. It probably wouldn't be shown after watershed or during the day as it would be targeting working age people and students, rather than retirees and infants who will still be home during the day.

4. what form does the ad take?

The ad is a stand-alone animation, as there aren't any other ads which follow on from this. The point of the ad is to sell a new Ben and Jerry's ice cream product so therefore doesn't need to be a part of a series that follows a person/people which has been done for home and lifestyle products, like what BT did for their BT broadband. The Ben and Jerry's 'Wich ad is an animation, as it's target audience are young people and the bright colours and happy animations would keep their interest and get them to enjoy the advert. rather than have a story-line, the ad is more of a short, informational clip which starts with the cow trying to fit cookie into a Ben and Jerry's cookie dough ice cream, and finishes with it creating the 'Wich, an ice cream sandwich with cookie dough ice cream in the middle of two mixed chocolate cookies.

5. What style is the ad / what persuasion techniques are used?

The ad is quite surreal, with a cartoon cow trying to improve an already perfect recipe. Through the ad, the cow carries and climbs a ladder, draws a blueprint for a cookie which then pops into existence and uses a lever jack to lift a giant tub of ice cream. The opening line of the advert is "we're always trying to top your favourite flavours", which gives the audience the indication that they should already have a favourite flavour of Ben and Jerry's, while also telling them the company can easily make a new product to dethrone that persons favourite flavour. This not only gives people a reason to buy it and see if it beats their favourite flavour, but also to try other flavours if they don't already have one.

6. Does the ad follow AIDA?

The advert does follow the format of Attention, Interest, Desire and Action (AIDA). To attract attention the advert straight off the bat tells the consumer that Ben and Jerry's are capable of beating their favourite flavour with a new product, the 'Wich. They then arouse interest in the consumer by stating that they are making "cookie dough even cookier", which would also stimulate the desire of any cookie lovers in the audience, namely any young people. It then promotes action by telling the audience that they can have "cookies and ice cream are good together any 'Wich way" while showing off all the new 'Wich related Ben and Jerry's products, including the "Son of a 'Wich",  a miniature version of the 'Wich. The slogan "Good together any 'Wich way" would also let people not only remember about the 'Wich when shopping, but also tell them that ice cream and cookies are meant to be had together, much like how "plop plop fizz" has made people believe you need to use two Alka Seltzer's to cure a hangover when in fact only one is needed.

7. Characteristics of the product:

The USP of the product is the amount of cookie they've fit into the 'wich, which contains cookie ice cream and cookies on top and bottom. This means cookie lovers will want to try the product. Due to the identity of the Ben and Jerry's brand, mainstreamers would also buy the product as a way to hop on the trend. This Brand name also gives it an edge over the competition as many people will be following the trend, whether its because they want status or just want to feel included.

8. Who is responsible for regulating adverts in the UK?

Adverts in the UK are regulated by two organisations, the ASA (Advertising Standards Authority) and CAP ( Committee of Advertising Practice).

The ASA

 The ASA listen to consumer and corporate complaints and make decisions regarding whether an ad contains malicious, offensive and/or irresponsible material to warrant a ban. 98% of complaints are from consumers of which 72% of complaints about misleading ads. They also conduct research to identify what needs to be done to protect the public.

CAP

Where the ASA represent the consumer, CAP represent the advertising industry, including advertising agencies, media companies and advertisers themselves. They are the authority that create the guidelines and advice ad campaigns follow. More specifically for this advert, it would have followed BCAP as it was a broadcasted advert. The BCAP code uses more specific rules geared towards TV, radio, etc. and cover topics such as competitions, alcohol and children.

Example of a banned advert

This 1998 Tango ad starring a then unknown James Corden was pulled after two weeks, after complaints from the public linking it to encouraging the bullying of fat people, which is a violation of  section 4.8 "Advertisements must not condone or encourage harmful discriminatory behaviour or treatment. Advertisements must not prejudice respect for human dignity."

How they're linked

The ASA regulates ads across the UK and make sure ads across all media platforms stick to the guidelines written by CAP, the sister company to the ASA.

9. What codes and conventions are used in the adverts construction?

Mise-en-scene

The mise-en-scene doesn't change much over the ad, other than a couple of items being added or removed, it mainly revolves around a scene with a giant cookie dough ice cream tub, fair-trade sign and a carpenters workbench all in a hilly meadow. The prominence of the fair-trade logo throughout the ad means it won't go amiss to the audiences attention, and will definitely help sway the likelihood of people going out and buying the product.

The ad starts with the cow welcoming the camera into the meadow and setting it up for construction of some kind. 

We are shown the cow creating the blueprint for the cookie, before then climbing a ladder to push into the ice cream

The cow then has the idea to add another cookie to the bottom of the ice cream, firing it into the air using a lever jack.

The cow then unravels the wrapping to create a perfectly fitting ice cream sandwich, which is then titled 'sandwich' before half of the sign falls off to just say 'wich'.

The cow then rolls a smaller 'wich, named the son of a 'wich over to the normal 'wich, where it comes to a stop resting on the bigger one. the ad then cuts to the final scene showing the entire 'wich line of Ben and Jerry's products, the Ben and Jerry's logo and the slogan "good together any 'wich way".

Shot types, angles, lighting and camera movement

Due to the animated nature of the advert, not much can be said about the way the lighting and cameras are handled as there aren't any physical lights or cameras in any of the shots. however the type of shots can still be applied as it revolves around how much is in a scene over the way the camera is moved. The main focus of the ad is the wide shot of the ice cream and the workbench in the meadow, however there are many close up shots of the cow throughout the ad, being when the audience is shown into the meadow, when it gets an idea or looks for tools in its suitcase. The many close up shots of Woody the cow make it easy to realise what the audience should be following throughout the ad.

Iconography

The main iconography in the ad was the last shot of all the products with the brand logo and the slogan, however the big cookie dough ice cream tub also plays a significant part in showing what product the ad is for. It can also be said that the cow is an icon of Ben and Jerry's, as it appears on many products from the brand as well as appearing in a lot of the adverts. The biggest icon in the advert by far however is the Ben and Jerry's mascot, Woody the cow, who has been a part of the Ben and Jerry's image since 1983. Woody features heavily in Ben and Jerry's adverts, PR campaigns, packaging and also appears at Ben and Jerry's shops around the world. She was named after the artist who drew her, Woody Jackson. Woody's involvement as a 'familiar face' to people who are already aware of the Ben and Jerry's company would help many a fan identify the product in the three or so seconds before an actual Ben and Jerry's product shows up.

Editing, Soundtrack, Graphics and effects

The editing and visual effects applies throughout the entire advert as it's animated, which in itself is a visual effect that needs to be edited together, however the soundtrack has a lot of editing in it, from the voice over to the mellow background music that fits the theme of a farm/meadow environment. There are also many sound effects added in, like the ding of the light bulb and the cranking noises of the lever jack, along with some swooshing sound effects when the cow is rummaging through the suitcase, and when the son of a 'wich rolls over to the 'wich. Graphics are plenty, with the image of the cookie dough ice cream and the 'wich being inserted into many of the scenes, along with the images of the products and the logo at the end. Text-based graphics like the slogan and the fair-trade sign.