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Firstly, the ad shows a bottle of Heinz 57 sauce packaged with dominant colors of red and yellow. According to Satyendra Singh, red and yellow colors stimulate appetite (785). As a food product, the aim of Heinz is to attract the attention of diners and make them want to buy the product. The purpose of the color is to influence the consumers’ affections for long-term consumption. Therefore, the ad needs to make sense to the consumers that the product can possibly be used in many ways. This is attained through the use of reason or cognition (Bulbul & Menon 177). The ad shows a list of ways to use Heinz 57 sauce and number 38 is highlighted to show the result on a grilled chicken which is also shown in the ad. It looks more luscious and appetizing with its shiny red color. Beside the bottle of sauce is a statement that says, “57 ways- It’s not just for steaks”. This makes the consumers realize that indeed, they can buy the product and can use it in many ways, taking their money’s worth. Clearly, in making this ad, the affective and cognitive effects have been considered.
Bulbul, Cenk and Geeta Menon. “The Power of Emotional Appeals in Advertising: The Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions”. Journal of Advertising Research. June,
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