the Activia yogurt advert

Analyse the construction of the Activia yogurt advert, commenting on the codes and devices it uses and their effect.

 

The Activia yogurt advert is a summer special version for selling three new favours of yogurt from the Activia with the famous fashion consultant Gok Wan. The main idea of the advert is ‘to feel good, you have to start from within’. The only way to achieve this purpose is to eat the new favours of the Activia yogurt. Both men and women are the target audience but female tend to buy the Activia yogurt in their daily lives. The audience could be aged 20-40 with busy life and want to have something fresh. The audience might be class C1, C2, D, even a section of people from class B. Due to the advert is from the UK, the target audience could be people living in the UK, also part of the people who live in Europe and near the UK.

 

The appeal of the Activia yogurt includes its function and the packaging, also the spokesman Gok Wan. Yogurt is known as a healthy product for discharging the toxic material in our bodies. The advert focuses on this function and create the idea of start from within. Without the toxic material, people could be happy psychologically in summer. For the packaging of the Activia yogurt as well as the advert, the colours are bright and fresh like white and light green. They are the symbols of fresh and energetic. Besides, the spokesman Gok Wan smiles in the entire advert. He speaks very well and attracts the audience to listen. Gok Wan is a famous fashion consult, author and television presenter in the UK. He was 133 kg in his teenager life and now he is fit and good-looking. His information and experience could attract the target audience to purchase the Activia yogurt and be like him. He could reduce the fat successfully so the audience could do it as well by eating the Activia yogurt. This advert used three different dimensions to attract the target audience.

 

The reasons why people have to buy the Activia yogurt are diverse. The simple idea of the Activia yogurt is that ‘start to feel good from within’. In the season of summer, it is hot and people want to do something energetic. With the blue sky, light clothes, young women and children in the advert, people have to eat the Activia yogurt together. This advert would appear on TV, social media and Youtube. They are the main ways for people to receive this information.

 

In the advert, the language Gok Wan used is quite positive. It is related to what the yogurt could bring to you. He used ‘we’ in the advert to let the audience feel that they are part of the people who could feel fresh and keep fit by eating the yogurt. For the sound, there is a background music which is actually a song called ‘ Gimme some Lovin’’ by the Blues Brothes. It is an energetic, dynamic song to show the yogurt is suitable for summer.

 

The visual elements in the advert are all related to summer. It takes place in an amusement park with white and light green colours, which make the audience feel powerful. The blue sky and nice weather refer to summer. Smiling ladies and children increase he entire atmosphere in the advert. The position of the Activia yogurt is important because of the condition in the advert.

 

For the mise en scene in the advert, people dress energetically like dresses and shorts. Girls in the advert walk with confidence and they are cheerful. They smile and laugh happily to show that eating the Activia yogurt could improve their health and appearance to really ‘start from within’.

 

In conclusion, this advert uses different factors to show the importance of the Activia yogurt, including its function, the target market, the condition and so on. Gok Wan did a great work in this advert as well. It could completely show the summer special edition of the Activia yogurt.