Advertisements analysis - Essay Example

Ad Analysis All advertisements seek to employ an effective method of stimulating a potential buyer to purchase their product. Advertising agencies and creative directors creatively craft advertisements that tend to arouse a particular brain center thereby triggering a response. According to Fowles, 15 basic brain centers are targeted including the need for sex, affiliation, nurture, etc (18) in order to have the desired impact. Advertising agencies are continually looking for new and fresh ideas that have not been done before and at the same time, are stimulating to the minds of their target audiences. The main aim of an advertisement by appealing to the needs and drives of people is to induce them to respond in a certain way, mostly to make a purchase. While various techniques are employed so as to get the audience’s attention, the most common one has been to trigger an individual’s need for sex. Such Freudian advertising uses an individual’s subconscious sexual desires in order to appeal them. One of the print advertisements to be run in Singapore by Burger King also employed Freudian advertising methods (Steinberg, n.pag.). Though the print advertisement did not display outstanding graphics, imagery, or lighting, it definitely appealed to the masses due to the presence of a suggestive model and her sensual pose. It has made use of various graphic elements so as to create the desired effect on its viewers. Therefore, the advertisement successfully brought the food chain giant high sales from its customers. The Burger King Freudian print advertisement did not only use an erotic visual imagery but also contains lewd texts and slogans along with it. The print advertisement shows the Burger King super seven incher sandwich and an amorous model right next to the sandwich. The model has worn bright red lip stick and has an open mouth just to the left of the sandwich depicting a great eating experience. The face expression of the model is intentionally kept such that it demonstrates the “mind blowing” experience of eating a seven inch Burger King sandwich. To the top right is the Burger King logo followed by its tag line “It just tastes better” (Steinberg, n.pag.). The photography lighting has been edited to be darker on the right side of the advertisement which displays the Burger King logo and its seven inch sandwich. Towards the left is the erotic model with an open mouth as if she was going to engulf the delicious seven incher sandwich. The print advertisement seems to have been heavily modified and edited using a computer graphics program in order to adjust the lighting and the various elements of the advertisement. The sandwich is especially shown in great detail so as to trigger a hunger feeling within the viewer of the advertisement, targeting his need basic for the physiological component – food. This induces a person to feel the hunger and hence purchase a Burger King super seven incher sandwich. This tactic effectively attracts the attention of the viewer and creates a desire within him to go and purchase their sandwich thereby bringing Burger King great returns in terms of profits. 2. The Burger King print advertisement has made use of various visual elements to motivate them to buy the delicious super seven incher sandwich. The sandwich is deliberately positioned to the right side where it is easily viewable by the audiences. The photography has particularly captured a fresh and juicy sandwich that is sure to induce a strong feeling of hunger. In case the viewer is already hungry, the picture of a supersized sandwich would conjure up images of a hearty Burger King meal. In particular, the advertisement is trying to focus on the “mind blowing” aspect of the sandwich. The picture of the sandwich deliberately shows quite a lot of detail about the sandwich including its ingredients and other additives. An individual can notice the sauce dripping down the sides and other tempting ingredients. The lighting is relatively darker to the right side of the sandwich hoping to focus the viewer’s attention more towards the left side of the advertisement. The print advertisement seeks to attract the viewer’s attention by means of a suggestive model and then attempts to create a desire within the viewer and finally an action which involves purchases. By employing the Freudian technique of advertising, attempt has been made to trigger target audiences to purchase the super seven incher sandwich bringing in high sales for Burger King. The accompanying model towards the left is specifically used to attract the attention of audiences by appealing to their sexual desires (Moog, n.pag.). This advertisement tends to play with the need for sex in order to arouse the consumer so as to induce him or her to purchase their product. Such advertising aims at modifying consumer behavior and influencing them by manipulating their minds in order to earn profits. The suggestive image of the model is sure to quickly attract attention especially among male audiences due to the erotic imagery and body language. The model keeps gaping at the seven incher sandwich with her mouth open. This demonstrates the desire to devour the mind blowing sandwich. The body language of the model makes more sense when viewed along with the accompanying text which says “It’ll blow your mind away” (Steinberg, n.pag.). This illustrates that the main focus of the advertisement is on the mind blowing eating experience provided by Burger King’s super seven incher sandwich. The print advertisement has used the female model as an object to merely grab the attention of passing audiences and to trigger them to view the advertisement. Once this purpose has been achieved, an individual automatically goes on reading the advertisement to make further sense of the advertisement. The supporting texts written in a badly written font and alignment form a certain image in the minds of the viewers that hint at something satisfying one’s need for sex but which has been modified to suit the Burger King theme. The advertisement therefore skillfully modifies the path at which the advertisement may take an individual to. 3. The advertisement hints at the subconscious sexual desire of an individual and cleverly shifts the attention to the “mind blowing burger” they have been showing. It effectively attracts the attention of the target market by appealing to his psychological need for sex and with its supporting texts and image of delicious sandwich, it creates a desire for the seven inch sandwich within the viewer to trigger them to buy the product. While many individuals may not quickly grasp the sexual meaning hidden inside of the texts and the visual imagery, it is sure to hit the brains of those accustomed to Freudian advertising. However, chances are that more people intrinsically understand the advertisement without further reading or attention. It may also offend many people in particular women because the print advertisement shows the female model as being objectified. Overall, it may generate a decent level of profits for Burger King’s new product line. The numerous visual graphics and elements create a long lasting effect on the minds of the viewers who may be instantly stimulated to purchase the Burger King sandwich. The arrangement of the various elements in putting together the desired impact on the target audience has been enormous. The structure has been of vital importance in stimulating a sense of hunger within the viewer and stimulating his sexual center of the brain. Although the advertisement may offend many people, particularly women, there is no doubt that the advertisement has been effective in achieving its purpose, that is to increase sales. 4. Works Cited Fowles, Jib. "Advertising's Fifteen Basic Appeals." The Mercury Reader Ed. R. Edmunds. New York: Pearson, 2009. 147 - 166. Print. Moog, Carol. "Are they Selling Her Lips?." Advertising and Identity. New York: William Mor row, 1990. Pp. 236. Steinberg, Julie. "Burger King’s Not Quite Mind-Blowing New Ad." Wall Street Journal Blog. Wall Street Journal, 29 June 2009. Web. 16 Nov. 2013. . Read More