The tagline "Have a break. Have a KitKat" shows that the advertising method is that KitKats are relaxing and perfect to eat when relaxed.
The KitKat bars arranged in a pause symbol represents this further.
Furthermore, the use of a bright white background has connotations of peace and calmness adding more to the idea that KitKats are relaxing and calming. The high amounts of empty space also suggests relaxation.
The use of the logo in the tagline creates positive connotations of the logo so that when audiences see it they will have positive connotations of peace and content.
The use of bright lighting with a blue colour has connotations of imagination and the sky, which fits with the theme of the ad.
The shadow showing a real plane and the lego bricks being made in to a simple one represent the imagination of the product and the imagination of younger children.
The high amount of extra space shows how there is no limit to the use of the product and once again links to the theme of imagination suggesting that there is no limit to imagination.
The lighting is slighter darker around the outside of the ad but lighter closer to the main focus, this is to make the focus of the ad stand out. This lighting could also suggest a sense of happiness making an audience want to buy it more.
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