Bovril Avert Analysis

Bovril Advert

The Bovril advertisement promotes Bovril and targets the traditional british person. The advert follows an adolescent boy who is affected by the cold weather. He then receives a some Bovril to warm himself up however he questions what Bovril is; the scene then cuts to an explanation of what Bovril is.

The Bovril advert is comprised of only 3 different shots, non of them static. The first shot is a long shot of the adolescent walking outside and away from the camera. This shot was included to establish a setting which is the cold outdoors. The next shot begins as a long shot however transitions into a medium shot. This was done to change the focus from the setting of the advertisement to the protagonist. The transition is not performed through the camera but rather the protagonist who gets closer to the camera until halted by a voice. The final shot is a long shot explaining the purpose of Bovril. The purpose of using a long shot was to show the audience the warmth experienced by the narrator as he is explaining Bovril indoors. This symbolises the impact Bovril can have on a consumer as they may feel room temperatures even when they are in the freezing outdoors. The third shot has the iconic song 'Happy' playing in the background to represent the mood which the audience can experience if they consume Bovril. The costume worn by the protagonist is a casual sweatshirt, jeans and trainers to establish a sense of normality to the audience so that they are able to empathise with the protagonist. A prop used in the advertisement was a backpack, suggesting to the audience that the protagonist is a student, further suggesting that Bovril can also be convenient and enjoyable for students. The product itself was used in the advertisement so that the audience know what the advertisement is trying to promote.

The Bovril logo is shown only on the product so that the audience does not make the assumption that the institution is desperate for sales but rather modest or rather, the institution is so well known that they do not need to over promote their products. The slogan used in the advertisement was "Don't Bother With Any Other", implying to the audience that nothing is as effective as Bovril and it would be wasteful to try other variants of the products that Bovril produced. Apart from the logo of the institution of the product, there is no text shown throughout the advertisement. This is to infer to the audience that the institution is straight to the point and that the products are fast and simple to use, assuring the audience that they're precious time will not be consumed,