A recent advertisement that I felt was persuasive is the Stouffer's Bistro baja grilled chicken melt. The commercial is only 16 seconds long but because of some clever special effects it caught my attention. A woman is shown in line at a cafe/local bistro amongst a crowd of people and as she leaves through the exit there is a transition as she comes out of the freezer of a grocery store. She shrugs at a man who notices her come out of the freezer an flirtatiously shrugs. The last shot is of a woman's hand closing the pita sandwich which is stuffed with grilled chicken and cheese while steaming. This ad is particularly interesting because of the fusion of advertising food and adding the element of fantasy, where the grocery store holds a portal into a restaurant. The idea of escapism is hinted as someone may see that shopping for food at a regular store can become something more interesting.
The advertising appeal that this ad shows is that of satisfying a physiological need. People need to eat, so why not try something that is convenient from your freezer? The food staging of the last scene makes the sandwich look especially appealing and there is also the implication that when microwaved that it will look perfect. Not only do people want to eat something that tastes good, but they want something that aesthetically looks good as well.
There is also the idea that the sandwich is convenient to eat as the woman is never shown sitting down to eat it. She is a modern woman on the go and obviously does not have time to sit down and eat. This appeals to the physiological need because many people find themselves too busy to sit down to a meal.
Not only will this satisfy hunger but the imagery of the steam implies that it is a comforting homemade meal that will make someone taste the authenticity of a real bistro sandwich.
No comments:
Post a Comment