Deconstructing an Ad – Muller dessert

Muller Light Milk Chocolate Dessert

The Muller print advertisement is selling their new Light Milk Chocolate Dessert, the advertisement targets middle aged women and men trying to stay healthy/diet with something light. This print ad I believe may have been published in a magazine, advertised on a bus or even as a poster/billboard. The advertisement uses key elements of persuasive language, graphics, actor choice, colours, excitement, humour, camera techniques are all really effective and are used to persuade its target audience.

The print advertisement doesn’t really have much text written on it, although it does use a slogan “What more could you want?” This slogan uses second person by the word you and it’s also a rhetorical question which is really effective, the rhetorical question is intended to involve the target audience by making them think. The ad partially uses facts and figures by mentioning that it’s delicious and 99 calories. This makes us as viewers feel good since it’s light and low in calories so it makes the target audience want to buy the product. Usually chocolate is unhealthy and people on a healthy diet wouldn’t purchase it, but now that it’s light anyone and everyone can eat it. The ad also uses weasel words such as new, light and low fat are in a bigger font which emphasises the point to the audience.

The main graphic of the advertisement is of a middle aged lady in bathtub with soapy water meanwhile eating the product. There is also a handsome, muscular fireman filling up her bathtub with the fire hose. This mainly appeals to the target audience, the location they are in is in a pretty green scenery with a nice view including trees, flowers and the mountains. This links to relaxation, calm and happiness, the lady’s facial expression is laughing and smiling while the fireman has a tense and concentrated face while filling up the bathtub. By the lady having all of these thing makes the target audience feel jealous which leads to having them by the product. The advertisers’ product is using scale to make their product standout and seem bigger than it actually is.

The actor choice of the fireman was particularly chosen for this print advertisement. Advertisers had to choose a man that is good looking to make the viewers think wow I wish I were like that. Also the lady uses excitement by smiling and throwing her hands in the air to show that the product is really good. The use of colour really draws our attention by the colourful scenery and the plants. Humour is also used but in a confusing way, it’s not often that you see a bathtub in the middle of a forest area with a fireman filling it up. The responder would be interested as the advertisers epitomized the target audience. The camera techniques are at eye level and is not too far away from the main graphic.

The Muller print advertisement is effective by using many techniques to be persuasive to the middle aged women but can also be the men target audience. The use of bright colours in the ad really standout as well as the bright blue sky promotes the brand of the product. The actor choices really suit the advertisement as well as the humour in the text and graphics.  Overall this advertisement is successful and eye-catching by highlighting the main point about their product being light and only 99 calories.

Muller print ad

https://www.youtube.com/watch?v=-12bK3Om2X8

If you would like to watch the TV ad for it, that’s the URL^^

One thought on “Deconstructing an Ad – Muller dessert

  1. This is well-structured and really detailed. Well done. As for your audience, it’s ok just to say an adult audience, rather than specifying a middle-aged audience. Younger adults may like this too. It seems to be aimed at a female audience, too, as the woman is in the bath being sprayed by an attractive male firefighter. The rest of this analysis is really spot on. This is a sophisticated deconstruction. Well done!!

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