Analysis Of Barbeque Advertisements

Aww! The smell. Crisp, smoky barbeque delightfulness. Aromas of black pepper, garlic and smoked paprika permeate the air. Angelic voices sing from the kitchen, and rays of sunshine rest on a single plastic bag—inside are heavenly potatoes, sliced carefully into slivers. A smell this delectable can only come from “Lays” kettle cooked mesquite barbeque chips. Meticulously, Lays plans their advertisements to catch viewers’ attention. Through creativity, color, and a target audience, Lays marketers succeed in persuading the viewer that their mesquite barbeque chips are the best snack to eat for any recreational activity.

Flames made from onions and tomatoes? A grill made of barbeque sauce? Scent whirls made from spices? Yes, creativity is not

This ad, however, has several aspects to focus on at once. Does this make it ineffective? Individual ingredients in the chips are accentuated to display the delicious flavors of each chip. Additionally, the ad follows the rule of thirds, which says if elements are placed on a third line, they will be more eye catching. (Gendelman). Static objects are main features of pictures placed in the center of the page. If a picture, or ad in this situation, has elements in the middle of the page, viewers’ eyes are drawn to the center, and then have nowhere to go from there. Therefore, objects positioned on a third line, closer to one edge, will force viewers’ eyes to follow the line. This allows the viewers to linger on advertisements longer. (Peterson). Lying on each third line are the onions, scent whirls, chips, grill rods and tomatoes. Because of this, each individual focal point becomes particularly eye catching, thus making the ad effective. Furthermore, because the ad is placed on the back cover, marketers know it will be seen more than it would be if it were in the middle of a magazine. Anyone walking by could see the ad if the magazine, for example, had been lazily tossed onto a coffee table, and landed face down. Viewers are immediately drawn to ads placed on a third line—however they are equally drawn to ads with specific colors as

Red is a power color, and can encourage emotions such as passion, hunger, or anger. When people see forms of the color red, they to act when they (Ciotti). Lays uses a shade of red that is less dramatic and powerful; therefore, making the viewer want to act . . . but act on the couch watching the game and eating some Lays chips. Take Performable Inc. for example. Businesses can download the Performable software to analyze the sales and marketing performance for their company. Joshua Porter, a website designer for Performable, tested the effectiveness of a red “Download Now” button opposed to a green one. The red button developed more clicks total by 21%. Lays knew that by using red as a main color in their ad, viewers would be more persuaded to buy their product. Similarly, because the background is white, with simple red top and bottom borders, the viewer sees a dramatic visual contrast, that is alluring to the eye. Urgency is another feeling that the color red creates. Stop signs are red for a reason—when people see a stop sign, an urgent sense of STOP overtakes them. Advertisers exploit this concept to initiate urgency in their viewers. While they are reading a sports illustrated magazine, they will recognize the ad, and feel the urgency to buy some Lays chips! Marketers utilize red in many aspects of their advertisement, making the ad extremely successful from a consumer