Australian Screen

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Cadbury Dairy Milk Chocolate – ‘You’ve Got Yourself a Man’ (c.1970)

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'You’ve got yourself a man'

This clip chosen to be G

Clip description

This clip shows three different ads from the late 1960s or early 1970s which feature the tagline 'when you get Roses, you’ve got yourself a man’. In the first ad, two young women sit in a train carriage. One (played by Tina Bursill) is offered a chocolate from her friend’s (Sue Smithers) box of Roses only to learn it was given to her by a boy at the cinema the night before.

In the second advertisement, two men in a car are about to drive off when the passenger notices his mate has a box of Roses chocolates beside him which he’s about to give to his girlfriend.

In the third ad, an older married couple are watching television. The man brings out a box of Roses chocolates for his wife. He says that he won them in a raffle before quickly making it clear that he bought them especially for her.

Curator’s notes

These 30-second ads from the 'you’ve got yourself a man’ campaign would have screened on television in separate slots. Cadbury uses the ads to position its product across a wide field by aligning Roses with different stages of relationships and covering male and female perspectives. In the 1980s the Roses campaign developed the memorable 'thank you very much’ jingle, broadening the product’s appeal even further. By contrast, each of these ads rely on dialogue rather than songs or music to convey their message.

It’s not entirely clear from the ads whether they are linked, but the men in the second ad could well be talking about the blond woman on the train in the first ad (she refers to 'Alan’, and it’s 'Al’ who drives the car). In the first two ads, the person with the chocolates has an advantage or is shown to be superior in some way, another subtle method of making the product desirable.

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australianscreen is produced by the National Film and Sound Archive. By using the website you agree to comply with the terms and conditions described elsewhere on this site. The NFSA may amend the 'Conditions of Use’ from time to time without notice.

All materials on the site, including but not limited to text, video clips, audio clips, designs, logos, illustrations and still images, are protected by the Copyright Laws of Australia and international conventions.

When you access australianscreen you agree that:

  • You may retrieve materials for information only.
  • You may download materials for your personal use or for non-commercial educational purposes, but you must not publish them elsewhere or redistribute clips in any way.
  • You may embed the clip for non-commercial educational purposes including for use on a school intranet site or a school resource catalogue.
  • The National Film and Sound Archive’s permission must be sought to amend any information in the materials, unless otherwise stated in notices throughout the Site.

All other rights reserved.

ANY UNAUTHORISED USE OF MATERIAL ON THIS SITE MAY RESULT IN CIVIL AND CRIMINAL LIABILITY.

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