I started to look into the conventions that were used within advertising and decided to look at the conventions that are being used in current and popular ice cream adverts.
I looked at Ben & Jerry's knowing it was a huge successful company, and what I found from the advert was that it was very different to adverts I had seen before. It was animated and had real images over animations with a voice over. I found it was quite witty to begin with when giving examples of things in life that are unfair, such as talking about Jerry while a picture of Ben and Jerry were on the screen and saying: "Having your name put second, that's not fair." I think humour is quite the main convention used in this advert if not the only.
As well, this advert promotes the charity Fair Trade which is showing people that their product is not only good, but they are helping others in need whilst selling their product. This without a doubt promotes their product instantly because a majority of consumers want to help others who need it. And so seeing that Ben & Jerry's have taken interest in giving a portion of their profits to charity, people want to purchase the product more in order to help.
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