TV Advert: Doritos - goat 4 sale - Super Bowl 2013 Commercial

Structure	Tick Box
Linear
Non-Linear
Realist Narrative
Anti-realist narrative
Animation
Documentary
Talking Heads
Stand alone
Series
Style
Humour
Surreal
Dramatic
Parody
Codes and conventions
Camera
Lighting
Sound
Editing
Graphics
Special Effects
Techniques (of persuasion)
Hidden messages
Overt messages
Emotional response or association:
Solution to a problem
Fear
Concern
Social Position ‘Keeping up with the Jones’
Self-perception
Celebrity Endorsement
Statistics
Hard Sell
Repetition

Describe and explain the structures of the advert

I've chosen a linear structure for this advert because the story has a narrative and runs smoothly throughout the short clip. Each action presented in the scenes, has a direct link to what is going to happen next. The reason why I've also chosen animation for the structure of the advert is because of its usage of the goat. They would have used cgi in the editing process and inserted a scream sound that the goat did.

Summary of Advert

In the beginning of the advert, a man is walking down the road eating the chili Doritos's crisp when he sees another man with a neck brace selling his goat that was also eating dorito's.

In the next scene, the man (who has now bought the goat) enjoys eating the crisp with the goat. In another scene, the man in a show of excitement shows the goat a cabinet full of dorito's crisp. The goat eats the crisp non-stop, eventually annoying the man. The goats finds the cabinet empty of crisp the next morning and in anger screams and smashes a framed photo of the man and jumps on the table that held a mini architecture of a building done by the man. The goat then finds the man hiding in a room packed with dorito's crisp (whilst eating the crisp and writing a goat 4 sale sign). The goat enters the room, and kicks the door behind him. Before the advert finishes, the man is seen cowering from the goat as it is implicated that he would be beat up up like the first man who originally sold before the goat.

Main message of the advert

The main message of the dorito's advert is that the crisp is delicious, that's why it is constantly eating by the characters of the video (especially the goat). The second message (secondary) is that you shouldn't buy a goat because they can be greedy animals.

Describe and explain the techniques of the advert

The technique's used for the dorito's goat 4 sale advert is soft sale and wit and humor. The reason why I've chosen to use use the soft sale for one of my advert techniques is because it doesn't use force to highlight the message that you should by dorito's. Rather it uses a more subtle approach, staying casual and friendly. Soft sale adverts are often more likely than hard sell to persuade people to buy their product. This is due to the approachability that the advert offers. People would be more inclined to buy a product that doesn't show to much aggression, in turn putting people of from buying it.

The second advert technique is the usage of wit and humor. Humor plays a big part in the TV advert.The brand have created a man with a pet goat friend relationship that's got awry. They both have a similarity between them which is to eat the dorito's crisp. However as the goat kept eating the crisp without stopping, it eventually makes the man go mad and sneakily hide the crisp in another room while writing a goat 4 sale poster (presumably, he wants to sell off the goat). When I first watched it, the humor was what made me watch it again for a few time, I also showed a few people the advert. Because you don't see many adverts that show a goat screaming and kicking over things in anger, it was something that was quite unusual to see but managed to attract the viewer. The advert became an internet sensation after the Superbowl 2013 half time commercial break. It was a funny and different way to advertise a crisp advert.

Viewers that saw the advert where attracted to the way it gave them a reason to laugh and entertain them by its usage of the clever way they used an animal instead of another human, making it funnier to watch.

Target Audience

The target audience for the Dorito's advert is generally for the younger generation and it doesn't have a specific gender reference to either male or females. It's also aimed at people in the middle class. They are aimed by the way the crisp looks delicious, its also a very popular and international brand, almost everyone knows the good quality and taste of the crisp. 

Colours

The colours used throughout the advert (this also applies to the clothing), are mainly dull apart from the dorito's crisp. They were the only bright colours in the video. I believe that the company for the advert had made the colours more dull in the video and the crisp brighter so that our attention will be focused on it and will make the audience drawn to what the crisp is doing to the characters.

Identify and explain the characteristics of the product or service

Benefits offered:
The main benefits offered in the product is that it it is a delicious product to eat. A crisp hat everyone should try out. It is also addictive as shown by the goat and the man, who just can't stop eating it.

Advantages over other similar products (unique selling points):
The advantages that the crisp brand has over other similar products is that unlike many crisp, is that it is low in fat compared to most crisps. Dorito's are made with corn which is low in fat and high in protein. It is roughly around 150 calories about 8 percent of your 2,000 daily intake. It also has a taste factor that will satisfy most needs, these include, sugar, salt and fat. This suppresses many other cravings that people might have from eating crisp, this is like chocolate.

Lifestyle Appeal:
Unlike a lot of crisps like Walkers, dorito's are nicely shaped and are pretty to look at, because of the colour coating that the flavours (chili etc) might have, it provides a colourful outlook to the whole crisp.  It is also thickly cut compared to the walkers that has thin potato slices.

Brand Identity:
The brand identity of the crisp is that it is very delicious and makes a great snack. You can use the dorito's crisp to do different recipes like a dorito bake, nacho's and s on.