TV Advertisement
Analysis of Paneangeli spot
VIDEO
DMosca
VA
Object of advertisement:
confectionery products released by the Italian brand
PaneAngeli
Addressee:
people keen on cooking cakes and candies
Message:
 Paneangeli products allow you to bake delicious
cakes in an easy and funny way
 Cooking will be a pleasure since
«chi fa dolci, ciel l’aiuta»
 There is a trick but you cannot see it
Devices used to pinpoint the message
Setting: tidy kitchen, afternoon
 ideal situation to make a cake
Characters:
Devoted mother who loves cooking natural food to her
children  stereotype
Angels: helpers  representation
of the name of the brand
metaphor: angel = protection, Good,
divinity
 Paneangeli products are divine!
Devices used to pinpoint the message
Colours: furniture, clothes  light brown (like the cake)
white (like sugar)
envelope of products  light green
 clear contrast  strike of attention
Music:
Rhymes, riddles
List of products used
 Rhythm and words stick
into the watcher’s mind
Motto:
«chi fa dolci, ciel l’aiuta»
 umpteenth allusion to
the brand