Advert's analysis

YOGURT MYOGURT MÜÜLLER FRUIT PASSION LLER FRUIT PASSION

Laurano Federica Classe 5 A A.S 2012 - 2013

LINK TO WATCH THE SPOT: http://www.youtube.com/watch?v=mtFcPCbgAhY

First sentence of the spot

Müller presenta: Friut Passion

Theo Müller is the owner of the Company Group Müller.

It seems that he's offering directly you the product – the yogurt.

When the viewer listens Müller, immediately he/she thinks about the yogurt.

Müller is a metonomy: Mr. Muller stands for the yogurt.

Friut appeals to smell: if friut is healthy therefore the yogurt is healthy

Passion appeals to sex passion: to eat yougurt is like to have a sexual intercourse

The colour red symbolized love, passion but also blood and danger (red draws human eye because is a hot colour)

The speaker

The man's voice is sensual, persuasive and calm.

Man's voice is opposit to follower female subject

She isn't talking: she seems to be dumb therefore she comes under the speaker.

Opening scene I: calm atmposphere

The atmosphere is relaxed:

The young woman is lying

She's alone with her yogurt and smells it.

Her home is empty, it seems that she hasn't got relatives or

friends besides the yogurt

Can a yogurt take the place of a friend or a relative?

The spot wants make us believe that!

Opening scene II

The young woman is clearly eating the yogurt

She hears a man's voice – second speaker (different from the first speaker, but it's sensual too)

Ehi darling, can you hear me?

Familiarity attracts the woman even if she doesn't know him!

Second scene: speaking fruit

The bold woman enters a nice forest without risks and she follows the voice

The voice comes from raspberry bush

The raspberry is personified: it can't speak and in the spot is singing!

The jingle

It is a short and simple tune

Let's start jamming together

The verb jamming recalls the word jam: the jam can be made with raspberry.

It seems that the woman can make something with fruit

Wordplay

Con Müller la frutta la senti veramente

You can hear the fruit singing.

You can taste fruit eating the yogurt.

It's impossible so you can ONLY taste the yogurt!

Third scene: the senses

Smell

Taste

Hearing

Il piacere che coinvolge tutti i sensi

All senses are involved in the plasure of eating a yogurt

The motto

Müller, fate l'amore con il sapore. We can't have a sexual intercourse with a sense!

The assonance AMORE – SAPORE gives the idea that the consumer can love the yogurt Müller.

All the spot have sexual background: the yogurt becomes a plasure for the consumer.

The sensual woman appeals to the sexual sphere: the man consumer is attracted by her and he buyes the product.