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Analysis - Essay Example

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[Your full name] Nov 17, 2013 A Food Advertisement Analysis The advertisement, the image of which is given below (“Burger King vs KFC vs McDonald’s Print Advertising”), is from the company named Burger King…
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Download file to see previous pages... The burger consists of a single beef patty which is topped with American cheese, fried onions, and thick steak sauce. The advertisement shows a young girl who is all eager to have a big bite of the burger she is looking at with surprise openly expressed in her eyes. The girl is tip-top, as if she is seducing the people out there to come at the fast food point and have this delightful treat. The media in general and this ad in particular is exploiting people, especially children, by way of sexual appeal and exaggerated messages in advertisements. Since the youth is more attracted toward junk food than adults, and because of the males’ attraction toward sexual content (the sexual innuendo will be described in a later paragraph), this advertisement has made use of the fragility of young minds to sell the product. Young people, such as teenagers, tend to have less-developed ability of decision-making or critical thinking, so they cannot realize what is wrong with what they are viewing, and their minds learn or absorb every act they see. I believe that this specific advertisement is very effectively selling the product by manipulating young minds into getting away from healthy food and turning toward junk meals. Media is exploiting kids to make them their unsurpassed consumers. Children are being affected by the media every day and every moment they sit in front of the television. This eventually affects the whole society. Businesses are now targeting children because they form a huge part of American population today. The idea behind is that kids spend or make their parents spend a lot of money on things like video games, junk food, electronic items, and the like, and thus this spent money forms are great part of the country’s economy. Hence, advertisers and businesses are targeting children because they have an influence over purchasing and making decisions in all small and big shopping. Parents become helpless. When a teenager will see this specific advertisement, he will totally relish the yummy bite of the burger in his dreams, and will bug his parents to allow him to have it one way or another. This is because the message, which will be discussed in a later section, is so tempting that a teenager will not be able to resist the temptation. Companies have started calculating the nagging factor (John Hopkins Bloomberg School of Public Health) which determines how much anger or stubbornness kids have to show to their parents in order to persuade them to buy something of their choice. Mass media is manipulating kids’ minds through marketing in schools, public places, homes, and through television, internet and DVDs. Companies present new brands in front of kids and attract them through suggestive content that is shown to them through marketing services. Children get attracted to the sexually suggestive content shown in the advertisements. They are attracted toward buying new brands of cereals, clothes, bedspreads, kids’ furniture, school bags and lunch boxes. Marketers understand the psychology of children and control them. Ethics are not taken into account while marketing the products and this inculcates unethical values amongst the children. They tend to learn violence, aggression, and sexual fantasies, and then try to incorporate these things in their own lives (Strasburger, Jordan and Donnerstein). Also, they learn that they are supposed to get everything they see and then force their parents to provide them with everything they are attracted t ...Download file to see next pagesRead More
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