Artifactual Communication in Advertising

The advertisement I chose as an example of communication artifacts is one for Haribo Starmix.  Haribo is one of the biggest manufacturers of gummy and jelly sweets in the world.  The primary artifact seen in this commercial is business attire.

This commercial gives me the impression that Haribo is trying to market their candy to adults.  Small children do not have much direct buying power so the presence of successful business people in the commercial gives it an appeal to the parents of candy eating children.  People working as business professionals, especially those with children would probably find this commercial appealing and amusing.

I believe the artifact (business attire), along with the children’s voices are supposed to express to the audience that you don’t have to be a child to enjoy this candy.  It effectively shows grown adults expressing their excitement for the product while also demonstrating how their children might enjoy it.

This commercial uses a number of additional nonverbal communication systems.  The business professionals all engage in exaggerated facial expressions, eye behavior, and gestures.  Because the business people are embodied by children and children’s body movements are very overt it delivers a clear and humorous message.  The advertiser uses these childish gestures and expressions to dramatize how the target market's child might interact with the product.  I believe the advertiser is trying to make the viewer believe the product will entertain and excite their children.