Transcript A Vodafone Ad - marilenabeltramini.it

Ilaria Prandi
4^A
A.S. 2012/2013
VODAFONE +250
THESIS
 Why to switch to Vodafone
OBJECTIVE
 To persuade the audience to switch to Vodafone
 To promote the new offer
HOW DO THEY DO THAT?
 Scene
 Main character
 Setting / Images
 Language
 Music
SCENE
 The bear Bruno goes ice-skating with his friends and
performs in extraordinary choreographies.
 His friends are amazed, vote him and the score
number is the same promoted by the offer.
 A speaker explains the main points of the offer, which
regards communication, text messaging and surfing
the net.
MAIN CHARACTER
Why to use the bear Bruno?
 There have never been a bear in a communication
advertisement before -> unexpected -> it sticks in the mind
 A bear is lazy, introverted and solitary -> thanks to
Vodafone he becomes sociable, extroverted, active, with
lots of friends -> he has an upgrade thanks to the offers ->
Vodafone assures its clients a personal progress
He embodies the values of Vodafone group: deep feeling of
community, modern, playful, innovative.
SETTING / IMAGES
 Skating rink, Christmas decorations -> Christmas
period and broadcast in December -> actual, the
listener feels the scene familiar and near his reality;
 Large use of WHITE and RED colours -> continuous
reference to the brand;
 The bear performs in a surprising choreography -> as
surprising as the offer;
 Other characters (Bruno’s friends) are common people
-> advertisement addressed to everyone.
LANGUAGE
 Diego Abatantuono’s voice is Bruno’s voice -> he is a
famous Italian actor -> known and near to all people;
 He has a Milanese accent -> Milan is the capital of
fashion -> if you switch to Vodafone you become cool;
 He uses rhyming words (“Marron glacé” – “Saint
honoré”) -> they catch the attention;
 Modification of a verse of a famous Italian song ->
“Trottolino peloso” instead of “Trottolino amoroso” ->
known by all Italians -> it calls attention.
MUSIC
“Little talks” by Of Monsters and Men
 Recent famous song, reached the 2nd place in the
Italian rank -> known by Italians -> creates a familiar
setting;
 The title is “Little Talks” and recalls the
communication brand.
WHAT MAKES IT ITALIAN?
 The setting is Piazza del Popolo in Ascoli
Piceno;
 Using an Italian actor’s voice;
 Using a Milanese accent;
 Making references to an Italian song.
SITOGRAPHY
 http://tgcannes.advexpress.it/(0ly3am55rlwyedvih1mc
na45)/media.aspx?id=a412b6d9fdaa4bc7ae3029626573
2f5e
 http://www.pausacaffe.net/canzone-nuovapubblicita-vodafone-relax-con-orso-bruno-musica-evideo#
 lab.vodafone.it › Mondo Vodafone › Prodotti & Servizi