Kit Kat ads analysis - This paper analyses an advertisement of Kitkat in the UK, based on semiotic PDF

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This paper analyses an advertisement of Kitkat in the UK, based on semiotic analysis. ...

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Kit Kat- History: + Introduced in August 29 in 1935 by Rowntree’s as a confectionery business based in York, United Kingdom, Kit Kat, now owned by Nestlé, is one of the world’s leading chocolate brands. + The 1950's saw the international expansion of the brand starting in Commonwealth countries such as Australia, New Zealand, South Africa, Rhodesia and Canada, where Rowntree had already established a presence. Along with the arrival of commercial television in the UK in the late 1950's came the big breakthrough in the advertising of KIT KAT. + The classic line "Have a break, have a Kit Kat" by Donald Gillies from an advertising agency JWT in London was first launched in 1958 with four TV commercials and a press campaign. In the following 50 years it has become a genuine advertising icon and is now a registered property of the brand. + Kit kat is associated with the word “break”, which suggests that Kit Kat is a relief action, part of taking a well- deserved break from our stressful lives. Another meaning is that action of breaking the Kit kat apart before eating it and supposedly sharing it. Products + Ice cream + Chunky + Kit Kat bar + Kit Kat snacks + Kit Kat gift packs + Frozen dessert + Pop chocs Kit Kat Advertisement Analysis:

1/ Describe The advertisement is for Kit Kat product in the UK.  It consists of 2 parts: 1st part includes slogan, logo; 2nd one is a photographic image of a smiling man with some actions at the same time. He looks like very comfortable and relax after working hard and spends time on reading magazine as well as eating Kit Kat. 2/ Format The format of the advertisement is product-image.  In the product-image ad, brand name and package play an important part, and the product is given special qualities by means of a symbolic relationship (Leiss et al., 2015). In the case, an image of Kit Kat logo as well as package take a vital role. In addition, the product also interact with a man in a specific place. By doing this, the human element is also used as a symbolic context in supporting of the format- product-image  It conveys message that using this product consumers too can be a part of this activity, can enjoy breaking time with pleasure and fun like the man. 3/ Text The text complements the visual

 The text "Have a break, have a …" sounds full of energy and exciting. Besides, it emphasizes the relation between Kit kat and breaking-time.  Syntactic features in the text: + Use of simple sentence to convey meaning clearly and simply, simple phrases are used to avoid vagueness or obscurity. The phrases used are: ‘Have a break, Have a Kit Kat’; although they are phrases, they convey the meaning well, in a simple way. + Use of minor sentence using of minor sentences does not make the reader take time to read the advertisement; therefore, they do not feel bored soon. In addition, it also leaves space by using ellipses (…) for focusing on the product. + Use of parallelism The advertisement uses parallelism to add clarity and balance to the phrases uses. Look at the use of the word “Have” and how it is repeated in the two parts easily read and remember the concept. 4/ Signs & symbolic level Kit Kat’s logo is a slanted ellipse with the word mark within it and is represented by two colors: white and red.  Red color (powerful color) represents excitement, youth and energy that attracts the vision and shows power as well as passion.  The white stands for something pure and clean  make the brand more recognizable.  The colors are repetition; type of signs used in the advertisement, the index sign. The red and white of logo are used for background, texts, lines to support main theme. The image of man represents the iconic sign.  This image is the signified The picture of a man who is sitting in a ladder with smile. It is seemed that he has just worked hard with a lot of things that are in a mess and his clothes look dirty.  Here, we have a denotative meaning of the sign and a connotative one. + The denotative meaning for the picture is a man who looked relax after having Kit Kat.

+ The connotative meaning includes more than that; it refers the powerful effect of the Kit Kat. Anytime, anywhere and any situation only if having Kit Kat people can have break, relax and more pleasure. Look at the man in the picture having a quality time with a Kit Kat. It’s telling us about the time and experience you achieve while enjoying a Kit Kat. [The popular tagline “Have a break have a Kit Kat” as we know it, tells us not about its price, not about how it’s better than others, not about its characteristics BUT about the experience you have with a Kit Kat.] References: Advertisement Analysis: A Comparative Critical Study. Retrieved from: https://files.eric.ed.gov/fulltext/EJ1128511.pdf

Leiss, W., Kline, S., Jhally S. and Botterill, J., Social communication in advertising: consumption in the marketplace, 161-224, Routledge Dyer, G. (1982). Advertising as Communication. London: Routledge....