Sheba- Jelly

1. Sheba- Jelly http://www.tellyads.com/show_movie.php?filename=TA7210

2. Representation Sheba is revealed as a luxurious, stylish and superior brand through the way it’s presented. It’s shown as slightly suggestive through the idea of the cat becoming personified as its legs are presented sexually and suggestively. Sheba as a brand is represented as desirable and luxurious. We know this as we can tell it’s targeted at a higher class audience.

3. Audience • The target audience for Sheba is generally aimed at families with children as they’re more likely to own a pet. • It’s also aimed at 'The explorer’ as they’re the first to try new things and respond to brands that offer indulgence and Sheba meets the needs of this. • ‘The Aspirer’ is also a target audience for Sheba as they are driven by others’ perceptions and respond to what others perceive, this causes them to become a target audience for Sheba.

4. Institution • Sheba was produced by Mars, Incorporated and its global launch was in Hamburg in 1982. • The brand carries its name from The Queen of Sheba who was a monarch of the ancient kingdom of Sheba in the 10th century. • As the name came from a previous Queen, this therefore implies that this cat food is ‘only for the best of cats’ and presents an image of superiority.

5. (Media) Language • There is a range of different camera angles used in this advert to convey how the advert is being presented. • Many of these include close up shots of the cats body and legs and long shots of the cat moving towards the camera, as well as a low angle revealing the cat slowly walking directly ahead.