Mun 1
MinSil.Mun
Professor Miner
English 2010
09/22/2014
“Cadbury Wispa” advert
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Evaluation of the “Cadbury Wispa” advert
The following essay will evaluate on the “Cadbury Wispa” advertisement, which was
taken from one of the popular magazines “Women’s Only.” It will entail the assessing and
analysis of its adverts, pictures, language, font, color schemes among others and touch on
whether the advertisement’s focus was appealing to its intended target audience (Giordan and
Cadbury 32). The advertisement was picked from a magazine, which was targeted at women as
its name suggests. However, the target audience the advert is aimed at would vary from a number
of people who are into chocolates and not women only.
The advert is placed on an A4 size mainly intended in attracting people. The main reason
for the advertisement being placed on an A4 paper and not A5 is the fact that it contained many
pictures and a small text paragraph (Giordan and Cadbury 34). The placement of the
advertisement on A4 better suited its audience through its impressions as compared to the A5.
Another main factor that distinguishes this advert from others is the fact that its graphic content
is mainly focused within its borders (Reviews- Cadbury Wispa; Ciao!). They include numerous
small photos from a show that are scattered and placed on top of each other all round the poster,
and this makes the overall poster unique.
In my opinion, the technique used in the graphic representation within the advert would
not make a mark on every reader’s perception since not everyone is suited with the style and
technique of the graphic design (Reviews- Cadbury Wispa; Ciao!). However, the main reason for
this notion is the fact that there are no direct signs that show the relation between the chocolate
bar and joyous pictures taken from the show. The pictures within the advertisement have become
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more of a cynosure rather than the main product being advertised. It would have had a greater
appeal if the advertisement showed a little people enjoying and snacking on the Wispa Bar.
If the main product were to be analyzed and evaluated critically, many would agree that
the Wispa Bar representation is rather dull (Reviews- Cadbury Wispa; Ciao!). The product
packaging consists of a blue wrapper with its product logo written in red while the company
logo, Cadbury is written in gold. In addition to the above, the pictures all around it have
shadowed the product within the advertisement (Reviews- Cadbury Wispa; Ciao!). If the
chocolate bar picture were given some highlights or effects, it would have been more
conspicuous. It would have been achieved if the bar were given some highlights the same way as
the pictures within the advertisement poster.
One main aspect the advert did not give into their product marketing is the fact that the
concentration on the Wispa Chocolate bar was not given the needed attention. The picture of the
Wispa Bar just seems “lost” within the other photos, and one cannot get a clear picture or
understanding as to what is being advertised exactly (Giordan and Cadbury 36). Concept
deviation would have been avoided if the product were shown in a clearer manner. In the case of
the text within the advert, it is presented in bold format, although the size is not that legible from
far. With this kind of presentation, it makes the poster and the text within it look crowded. In this
case, if the Arial font was used, and which is considered the legitimate font used in
advertisements, it would have produced a very clear presentation within the poster (ReviewsCadbury Wispa; Ciao!). With this said, I feel that the font should have been bigger in order to
create a dominance over the exaggerated photos within the background.
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The color scheme within the poster is also one that is contradicting. The colors within the
posters are all is matched. The font within the text is black, while the picture borders and the
main product are purple. The poster background is white and too plain. It does not give the
poster a charismatic look, which would give an attractive display for more readers. The language
and font use within the poster are plain and unattractive (Reviews- Cadbury Wispa; Ciao!).
Despite the fact that they have used various terms to attract various readers and get the message
across, they have used the word “Thank You” quite a number of times, and this brings monotony
to the message being put across (Giordan and Cadbury 38). However, the use of alterations
within the text such as “pop poems,” and “passions” do portray a sense and feeling convincing
readers that the product is worth buying.
The main purpose of this particular advertisement is to show gratitude to the consumers
of Wispa, and due to this approach, it poses a unique selling point to the consumers and urges
them to buy the goods (Giordan and Cadbury 40). However, the lack of a good slogan is quite
evident within the advertising. The presence of good slogans within products and advertisements
is to being the consumers to the particular products and ensure market share and penetration. In
this particular case, the essence of a good slogan is to capture the audience attention on the
product and intended message, rather than be thrown off with the pictures.
In conclusion, the advert would be considered as an effective one in my opinion despite
the minor criticisms. The aspect of incorporating pictures from different periods brings about
uniqueness (Reviews- Cadbury Wispa; Ciao!). However, it does not have a direct connection
with the product per say. The overall advert could have been better if it had fewer pictures that
make the product not seem forgotten. In addition to the above, the presence of a good slogan
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would also have made the advertisement and its overall message etched within the minds of the
readers and consumers.
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Works Cited
Giordan, Alain and Adrian Cadbury. Expand¡: the dynamic approach to international marketing
development. Aldershot: Gower, 1993.
Reviews- Cadbury Wispa; Ciao! 14 10 2008. 08 09 2014
<http://www.ciao.co.uk/Reviews/Cadbury_Wispa__5308546>.