Task 2: Develop your ideas for an advertisement

1. Task 2:Develop your ideas for an advertisement Lois Stevenson, Louise Reilly, James Kirrane, Daryl MacNeill

2. Ideas Melted Chocolate Chocolate Pick ‘n’ Mix Chocolate Ice-cream Chocolate covered fruit Ideas for Chocolate Product Chocolate cake mix Cookies/Cookie Dough Twists on current products Special Edition Chocolate Bars We have chosen to do a T.V. advertisement for a new Cadbury ice cream product.

3. Our Product Our product is going to be a chocolate ice cream filled with chocolate brownies and a Cadbury styled ‘C’ in the middle as chocolate sauce. The product will be a home stock and sold in most supermarkets and food stores. It will be affordable and not as expensive as Ben and Jerry ice-cream because we feel that this brand would be our biggest competition.

4. ASA • What is ASA? The ASA is a company responsible for regulating advertisements by making sure they follow the four rules (legal, decent, honest and truthful).We are going to ensure that our advert follows and agrees with all of the ASA’s terms and regulations. Our advert will not be misleading or offensive to the audience. We will take everything into consideration e.g. religion, race, gender, sexual orientation, disability and age. An example of a confectionary product being observed due to it’s content was Antonio Federici - the three very wise ice cream men advertisement. This disobeyed rule 4.1. Thirteen complaints were made due to it being offensive on religious grounds, especially because it was aired at Christmas time.

5. Meeting Cadbury’s Needs Identifying - We will follow Cadbury’s marketing techniques by making our product's advert funny and not aimed at children under the age of 12. Purple is a corporate colour for Cadbury and they can be identified by just seeing the colour and the text font. Anticipating – The audience will keep thinking about this chocolate product because the advert will entertain them and stick in their mind. The product will have a key role in the advert and will be shown that it can be used for any occasion e.g. during sad and happy times. Satisfying – The advert will be truthful and comply with all of ASA’s regulations while still entertaining the audience.

6. Target Audience Our target audience is women. This is because women tend to be the ones who buy the shopping therefore will be making the decisions whether to buy our product or not. When women are upset they tend to comfort eat, this is why we have chosen to play on the idea and create an ice-cream just for females.

7. Advert Idea We are planning to film a girl who has just been dumped by her boyfriend. The girl will be crying whilst watching a film, she then goes to get the ice cream. As she eats the ice cream it makes her feel better. We will then have the slogan for the ice-cream saying: ‘Won’t desert you’ We do not have a budget for our advert, therefore we will be filming at Louise’s house. The genre for this advert is comedy.

8. Our Advert We have chosen to do our advert like this because it is relatable to women but also funny at the same time. The actress has not been chosen yet because we don’t know who will be the best at portraying the character.