Ben and Jerry's advert analysis

Context
This is an advertisement for Ben and Jerry's ice cream which is a company that has been running for 33 years by two friends who hated sport but had a love of food. On failing certain jobs these men decided to start an ice cream scoop shop. One of the men didn't have a sense of taste and so relied on the other for this but then came up with the big chunks of flavour in the ice cream, like their well known cookie dough, which is what made them famous.

This is not the norm of advertising a product as it uses a three dimensional technique, this company also have more types of these advertising campaigns which each relate in some way even though it is advertising a different flavour. The ads were designed and created by Ogilvy and Mather Asia Pacific Singapore.

Meaning
To understand this advertising piece I have looked at the other advertisements that come together as the whole advertising campaign. They are each related by the weird images and language that they use to make you feel like you want the ice cream and are able to imagine yourself eating it. They are each connected by the image of the hand coming out of something as if it is being eaten yet trying to grab the ice cream because it is so good. I would generally say that ice cream is not advertised in this way and is usually shown as something that is a luxury and wouldn't be shown using bright bold colours making it fun. This leads me to believe that the audience they are going for is everyone as this idea is great for anyone to be enticed by, children or adults. From my own knowledge they also have many flavours and so cater for everyone's needs.

Aesthetic
This piece is hand crafted and as probably taken a lot of time in getting everything perfectly arranged so it shows the typography clearly. The colours used on the typography are brown, orange, yellow and a slight bit of pink. the colours aren't very bright but fits in with the idea of the product as they are advertising which is fudge flavoured ice cream. These pieces of typography are shown on different coloured backgrounds this is so it can be legible.

The font for the typography on the advert is very wavy and has drips coming from it which to me represents melting ice cream, I think this is a good technique for enticing people to buy the ice cream because it just makes the idea of ice cream more fun. the typography is also wrapped around what would be the image if it was on an actual advert.

What would be the image on an actual advert shows the hand holding the product which is obviously a very important thing to have in the advert. This hand is then being eaten by what looks like a cow shaped object, again this is a clear link for advertising ice cream. I think that this idea of using the cow skin shows that the milk used to make their ice cream comes from cows and makes their product look more healthier than other ice creams and would encourage mothers to buy the product more.

Personal response
I chose to look at this advertisement because I felt it was very different from other advertisements that I have seen it uses a three dimensional technique and uses a weird yet fun way of advertising, I really liked this piece when I saw it. When I first saw this piece I recognised it instantly as I know their style for their adverts and the slogan/logo in the corner saying "peace love&ice cream" confirmed this. This piece of work has inspired me to come away from the norm of advertising and try something a little bit more different.