A Snickers Advertisement Analysis

A Snickers Advertisement: How It Affects Viewers

A man is shown upside down; viewers instantly notice his bright blue eyes, pink lips, dark brown hair, and perfectly white teeth. However, when viewers turn their heads to the side to get a better reading of the upside-down lettering above his chin, which states, “You’re not you when you’re hungry” (Snickers), they can see that the reality of the happy smile is quite creepy. The man’s supposed smile is actually a deep frown, and his teeth appear awkward and large coming out of his bottom lip. The message is clear: you simply are not you when you’re hungry. What viewers are unaware of is the propaganda they are being subjected to while viewing this ad. In this advertisement, advertisers are primarily targeting people’s “physiological need” for food in order to

subconsciously coax them into purchasing Snickers candy bars (Fowles 86).
Jib Fowles, author of “Advertising’s Fifteen Basic Appeals”, explains that “the art of photographing food and drink is so advanced, sometimes these temptations are wondrously caught in the camera’s lens…” (Fowles 86). Although this ad does not directly photograph the candy bar, it reminds viewers of the irritation and gnawing feeling of hunger pains. When reminded of the tastiness and satisfaction of a Snickers bar, viewers cannot help but think about it – even if it’s just for a moment. Humans have an innate craving for food that can be brought on in infinite ways. Almost everyone can picture the satisfying chocolate bar when the classic Snickers logo is seen, which advertiser’s hope will be enough to convince consumers that they should buy one.
Although this is a slightly differing perspective from Fowles’, this ad also targets the “need to escape” (Fowles 84).

Fowles uses McDonald’s as an example – “‘you deserve a break today’”. This appeals to humans’ “desire to duck out of [their] social obligations” (Fowles 84), and in this case, that means taking a break to soothe annoying and aching hunger pains so one can feel okay again. There are other advertisements that use this approach, such as Kit Kat’s “Have a break, have a KitKat” (KitKat). Advertisers often use this tactic in commercials and print ads because society is constantly on the move. One may be working, exercising, dropping the kids off at school, etc., but regardless, society is seen as constantly doing something. These advertisements use the plain folks appeal in order to relate to every possible viewer. They are attempting to serve as a reminder that you, the hardworking busybody, need a break as well – and you can do this with the help of McDonalds, KitKat, or Snickers. While Snickers is not telling people directly to take a break, the ad suggests that one needs to fix their predicament as soon as possible in order to feel at

ease.
Fowles lists another propaganda technique used by advertisers as the “need for aesthetic sensations” (Fowles 85). This Snickers ad is aesthetically pleasing from an initial perspective, but becomes far less so as the true face of the man is exposed when viewers turn to look at his face right side up. Ironically, this is the beauty of the ad. Its aesthetic appeal is used to draw viewers in. The man’s bright features and clarity of the photograph attract wandering eyes, and viewers are satisfied by the uniform color scheme. The high contrast is bold and eye catching, yet the ad is still clear and concise. Because of this, Fowles’ claim is true until viewers notice the true face the man is making. At this point, the ad defies the standard idea of beauty Fowles says is necessary for advertisers to have. Even though through one perspective the ad is not “beautiful”, it still is aesthetically appealing enough to where viewers are pleased, and perplexed, by looking at it.
Without advertising, there would be virtually no sales compared to the number of sales made today. Fowles says that, “Harvard University's Graduate School of Business Administration ventured that the average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on” (Fowles 74). Although advertising techniques have differentiating effects on consumers, every ad will appeal to one person, at the very least, due to the large number of ads Americans see every day. Advertising would be rendered useless if propaganda techniques were not used. The reason that advertising works so well, according to Fowles, is because advertising, “tugs at our psychological shirt sleeves” (Fowles 73). He continues, “by giving form to people’s deep-lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication” (Fowles 73). Without making psychological connections with consumers, companies are far less likely to make as many sales.
Consumers have to be able to connect their own desires and likes to advertisements, otherwise advertising would be a waste of time and products would not be sold as rapidly. This particular Snickers ad encourages us to give into the Snickers craving by using few of these propaganda techniques, and without them, it would be overlooked. By primarily focusing on human’s physiological need for food, this Snickers ad leaves a lasting imprint on viewers by making them notice that rumbling sound in their stomachs, which only a Snickers bar can satisfy.