Introduction

I am working as a creative producer within E6 advertising company, I will do research on current campaigns for KFC in preparation for working on an account for a new campaign for KFC.

TV Advert

KFC Christmas Advert 2013 - The Taste That Unites

The story of the advert is different people doing what average people usually do and they start forgiving each other letting bygones be bygones ad it's saying that the taste from KFC units people together but it  starts with two women, about 30 - early 40 years old fighting over the last doll in the store.

Then the second scene shows a choir with six males ranging from the age of early 30's to 40 and here are also six females in the choir with age ranging from late 20's to early 30's and they are singing to an old man about 64 years old holding a hose and he sings "normally I'd hose you down but now it just seems wrong!".

Then the next scene is on a table where the two women from the beginning are sitting around it and so are the choir and the old man and they're singing about how it's Christmas and how they should put their differences aside and one thing that they wish they could all agree on is the delicious taste of KFC and when it gets to the end of the table it shows Santa sitting with them.

The next scene changes sets and it shows a child and he looks to be 4 or 6 years old and he sings about how he screamed and cried and left a wet spot on Santa's knee and then Santa sings back saying how his behaviour this year doesn't bother him then in the next scene there are five kids and they look to be about 10 years old and they sing about having snowball costs people hundreds in repair to their windows but the couple, man and woman and they both look like their in their early 40's and they about how they would usually sue their parents but they just don't care any more.
And then they join everyone around the table and they sing about the same thing from the beginning after that a choir appeared from behind the curtains and they were all girls and they looked to be about 20 to late 20's.

The whole advert consisted of 25 different camera shots but with different effects like for example in the beginning it started with a wide shot to give viewers information on where this scene was set but then as it progressed it started zooming in on the two women that were fighting over the last doll in the store and it ended with a medium shot, they did this to show the interplay between two characters, this bridges the gap between a long or wide shot and a close-up.

In the whole advert there were 5 different sets the first set is in a toy shop the second one is outside the old man's house, the third one is a like a made up place but I think it's made to show that everyone is united by the taste of KFC, the forth set is in a Santa meet and greet which are usually set in malls and other big shopping centres, the fifth set is both inside and outside the couples house because the kids who broke their window were outside playing a snowball fight and the couple are inside looking at the broken window. Apart from the other sets there's one set that they use after every two sets which was the third set because it shows people being united by the taste of KFC.

They of course used the product which is a big family bucket of KFC which they show on a table but along with the product there were candles, plates, candy canes, reindeer figures and crackers they show these props after every 2 sets but in the beginning there were toys because the first set was in a toy store, on the second set there were lyric books, coats, bubble hats, scarves, gloves a robe and a water hose. On the fourth set there are white Christmas tress, red Christmas decorations, gifts, a big and small statue of polar bears and a sleigh on the fifth set is a lot of snow, snow balls, coats, scarves, hats and an ear muff.

Within the advert they use a rainbow of colours but the colour they used the most is red this is because they want the viewers to have a feel of Christmas another reason why they used the colour red is because it's a part of KFC's logo so that whenever they see red they will be reminded of KFC and this advert meaning they want the advert to be memorable to their viewers.

I think this product is for anyone who understands the message that KFC  is trying to get across which is that the taste of KFC unites people but the target audience are probably men and women aged 15 - 60 because.

There are a lot of sounds in the advert because there is more than one set but in the beginning you can hear a busy crowd as it is set in a toy store and it seemed like they were in some kind of a rush hour but as it proceeds to the other sets there are a lot of people singing in fact they don't speak at all in the advert instead they sing the words but of course every character has their own voice so they all sound different yet they sound good together as if they were one whole choir but in the end an actual choir appears.

I  think that they only used one advertisement technique here which is 'escape' and two sub techniques which are 'inject drama'. I think that they used the advertisement technique 'escape'  because it shows everyone everyone in one place all happy away from anger and stress while they eat KFC together as for the sub techniques I think hey used 'inject drama' because when they're all gathered around the long table they sing about forgiveness.

SUMMARY 

Over all I think the advert is great because it consisted of more than one story for every set although it didn't make me want to go out and get KFC but it surely did remind me how Christmas is a season of giving and it also got me a bit into the Christmas spirit. If I  was to do this advert myself I don't think I couldn't have done it any better I didn't really see any flaws everything was great, the set, the colours used and the props.    

                               

Radio Advert

The style of this advert is fiction because the theme is Halloween and also the person narrating it speaks in a creepy and frighting tone as he tells the tale about one night in KFC. I think that the over all message of this advert is to promote their new dark meat menu and to tell people that it's low priced.  I heard  three voices in the advert there is a man, a woman and a computer generated voice the man sounds like he's on his late 40's but I can't really tell because he doesn't sound young and he doesn't sound too old either but I can't tell if he's american or English the woman on the other hand based on her voice she sounds like she's either on her late 20's or early 30's.

The tone used in this advert was informative and I think that it is because they are promoting a new dark meat menu. The man talks as if he is telling a story and the woman screams about how low the prices were and then the computer generated asks if she had ever seen chicken priced as low as the new dark meat menu. In the advert I didn't hear any slogan or catch phrase though they ended it with an evil laugh instead and this is because it's a Halloween special.

Through out the whole advert they used the brand name five times and the product 2 times they do this so that the viewers will know where these exceptionally low priced chicken are from and also they say the product name in the beginning and in the end so that it will stick in people's heads and when they go to KFC in Halloween season they would know what to order.

In the advert they didn't mention any contact details but i expect that it would be the same as the contact details shown on the TV advert.

Near the beginning they put on an iconic vampire themed piano piece and they also use an iconic and horrific sound and a lot of thunder noises,

The main purpose of this advert was to promote a new menu but also kind of informational because they mentioned what was included in the menu and how its an original recipe also the woman was screaming about how low the prices were and the pieces but they weren't very specific about it but I'm guessing they're doing this so that the target audiences would go to KFC and find out themselves.

Over all I think that the whole advert was pretty good because they used the right sounds and effects on the advert because it fits the Halloween theme I also like how they advertised as if they were telling a story and I think this a very creative way of advertising because it can also attract kids. There are a couple of bad points I can think of which is that there were no contact details mentioned anywhere in the advert and the other bad point was they weren't specific about numbers but like I said  from the paragraph above they could be doing this to tempt the target audience from finding out about the new dark meat menu.  
  

Print Advert

This advert is very sparse it has a very small writing on the bottom right and because its small and there are no other writing on the advert it makes us want to focus on it. The writing on the bottom right is actually their slogan but instead of ' Finger Lickin Good' they instead used a particular product which is hot wings.

In the advert its just two hand prints and their slogan in white writing and their logo in a big red background and I think that they used the colour red for the background because it represents the red hot sun and so does the colour yellow which is the colour of the hand prints. To me I think that the two hand prints were positioned like that to create a figure that looks like two open wings but it also has movement marks which creates the illusion that its moving and this makes me think of the reaction you make when you touch something hot and burn yourself and you try and shake off.

Along with the very small writing they put their logo right beside it so that when people are focusing on the small writing they will also see the logo I think this is not too important because they also have the slogan but it's still important when advertising through Print products because pint adverts like these are everywhere and this way people will know what company it is from.

There are no other characters in the advert except for the colonel himself but maybe he doesn't count as he is a part of the logo if e isn't then there is noting else.

I don't think that this ad has a story but although the advert is very sparse it has many meanings and i have mentioned them in the second paragraph.

I can't find any other media product that links to this Print advert I also couldn't find any magazine this advert appears in.

I can't really identify any use of advertising techniques in this Print advert.

Overall I think that this advert is great because even though it's sparse with very little writing and two simple yellow coloured hand prints I was able to find a few meanings and I also like how they used small writing to get people to focus more on the small writing because if there were other writings they wouldn't be able to focus on the selling point.    

Summary

As a summary I looked at all of the advertisement I analysed, the TV advert, the Radio advert and the Print advert and while looking at them I looked for similar techniques that each of the advertisement have used.

One thing I have noticed is that they kind of exaggerate be it a TV advert or a radio advert you can hear the exaggeration in their voice or see in the TV advert also the way that they advertise be it TV or print they always have their signature red colour this colour seems very memorable and sticks in peoples heads quite well or another way of using this is to represent their hot and spicy chicken wings but in the radio which has no visuals at all instead they just mention the name of the company instead usually they mention it in the beginning or near the beginning and near the end.

While looking through my chosen adverts I have noticed that the slogan have changed from 'Finger lickin good' to 'So Good' I think thy have not done this without thinking but I think that they have done this through research like a questionnaire or survey maybe the majority of the people they asked about the catchphrase said that it's getting a bit old and I think this is normal because like McDonald's they haven't been using the same catchphrase since they started out McDonald's first catchphrase was 'Look for the Golden Arches' which was from the early 60's and have changed over decades and has been changed to 'Im lovin it' this started at the early 2000's and still being used now.

Another thing that i have noticed is that they inject drama or tell a story in most of their advertisements like the TV ad I analysed you can clearly tell it injects drama because it shows people being united by the taste of KFC  but as for the print advert that I analysed it tells a story even though its very sparse it as many meanings being told by the image.

Overall I can safely say that they are quite a positive company from what I've seen in their adverts because they use a kind of happy and enthusiastic tone of voice in their radio and TV advert.