Walking through the door of Mrs. Saxton’s room in the beginning of September is like walking into a sauna on the sun. Waves of unbearable heat roll through the room and despite the efforts by the numerous amounts of fans, nothing can cool the occupants. Children and Mrs. Saxton alike despise the palpable warmth. It was this universal knowledge and shared disgust of the environment that gave us our inspiration for our pop: Chill soda. As we went through early drafts and ideas for our product, we wanted to come up with something that everyone could relate to, and Mrs. Saxton’s hot, sticky classroom seemed like the common ground we were looking for. Our thought was to create a product that would relate to the kids’ struggles and remove these troubles from our consumers. Thus, the idea for Chill was born. The main form of rhetoric we used was ethos- the idea of common ground and relatability with our focus group. Despite the lack …show more content…
of success of our overall product when using this form of rhetoric, the focus group seemed to have received of our commercial very well. The overall acceptance and reception of our product was mediocre at best.
In the culminating vote on which beverage they would buy, only four of the thirty-one in the focus group voted for Chill soda. This placed our product fourth out of the ten competing pops. In the individual categories, our product didn’t fare much better- Chill was tied for third overall in label design, fourth overall in social media interaction, and tied for sixth overall in best advertisements. Based on the data, our product was not taken too badly, however it was not on par with what we were hoping for. Even in the written responses to our product, we received only a few negative forms of feedback from the focus group. However, these mostly positive reactions to Chill didn’t seem to translate into the votes we needed overall. It seemed that some of the other competing brands caught the eyes of the freshmen focus group more, like Bae of Waves or Madapple. After analyzing the data there are clearly some things we could have done better, in order to obtain more
votes. It was clear that our product was not the most well received, but looking at the rhetorical choices made by other, more successful groups, it is easy to see what we could have done better. There is clearly a correlation between the likability of the design of the bottle and the pop that won. According to the data, Madapple received twelve of the thirty-one votes for best bottle design and, it was also the pop that won the overall vote. Bae of Waves earned second place overall, and also received the second greatest amount of votes for bottle design. Within the comments we received, many of the focus group liked the overall concept of our design- with the sunglasses and the idea of cooler colors- but thought that it could have been a bit more eye-catching and less plain. Our intent was to make Chill seem cool, and refreshing but this didn’t seem to translate into the label. We could have crafted our label better with more prominent sunglasses and by using cooler and more vibrant colors. Also, there was a correlation between the overall winning pop and the pop that had the best advertisements in the class- once again, Madapple being the pop that won both categories. This being said, we could have created a more clean and polished looking advertisement. Our concept of the advertisement would have been more successful if we had more carefully crafted it, and made our brand more noticeable in the advertisement. Also, one of the focus group testers suggested adding sunglasses to our hanging advertisement- if we had done this, our campaign could have been much more cohesive, with one central design and image throughout it. This strategy seemed to work very well for Madapple, as every single one of their various advertisements had a common theme of a pineapple dabbing or just dabbing in general. Further, Madapple had a great amount of success when interacting with the focus group on social media- almost half of the group had followed or seen their brand on some form of media. Our product Chill, only had interacted with four. If we had done a better job of reaching out to the students and focus group, our product could have been much better known, and had a stronger base going into voting. If we could have implemented these ideas into Chill before voting, our pop would have fared much better. Despite the fairly disappointing reception of our overall product and the many various things that we could have done better, our commercial was the most favorably received of our forms of advertising and was highly enjoyed by the focus group. With nineteen percent of the overall vote for best commercial (with six out of thirty-one votes), Chill soda was ranked second overall. Close analysis of the written comments about Chill showed that nine out of the thirty comments about our soda stated that they either liked, loved, or enjoyed our commercial. Also, only three directly stated that they disliked our commercial (but only stated trivial things, like it was dumb or that they did not like that it was in portrait) and a few others said that it didn’t really appeal to them. Our idea with the commercial was to create a backstory to our pop that was both humorous and relatable. We personalized it as well, crafting the commercial to relate specifically to Mrs. Saxton and the unbearable heat that everyone had to endure. These two ideas seemed to relate really well to the focus group and translated into votes. Although the rhetorical choice of ethos was not received well in the other forms we presented it in (leading to a less than successful overall result for Chill soda), it did really well to capture the attention of the focus group in our commercial. Chill soda fared somewhat well in Beverage Wars, yet was not successful in our end goal of being the pop that all ninth graders desired. There were many things we could have done differently to gain more votes- rhetorical techniques that worked well for other pops that we could have taken inspiration from, and little things to tie our campaign and brand together. However, despite the missteps in the presentation of our product along the way, our commercial was a bright spot in our attempt to win Beverage Wars. It was the second best commercial overall, based on the focus groups surveys, and was generally well liked by almost all of those who watched it. Even though Chill was not the winner of Beverage Wars, and there were many things we could have done differently- both esthetically and rhetorically- to have been more successful, I am very proud of the things we accomplished, most of all the success of our commercial.
Reese’s is one of the most iconic brands of candy, beloved by Americans and known for chocolate and peanut butter treats. Yet, even the most beloved brands most advertise to maintain their presence, which is what Reese’s did in early 2009 when they released an advertisement that utilized a renewed awareness of global warming in the public. This came on the heels of the 2008 election, when President Obama won in a landslide with one of the main tenets of his platform being a focus on global warming. The purpose of this Reese’s advertisement is to to encourage their target audience, educated and liberal individuals, to purchase their Reese’s cups candy. Through the use of attention grabbing language, appealing imagery, and masterful ethos, Reese's appeals to an educated and liberal audience by relating its food brand with the
“Reese's cup, peanut butter chocolate flavor” is definitely a phrase people remember. In the commercial, William Lupo raps about the flavor of Reese’s puff cereal while in animated greenscreen kitchen.Colors of orange-yellow chocolate flash across the screen along with images of milk pouring into the cereal as Mr.lupo raps in the background saying”Reeses puffs Reeses puffs peanut butter chocolate flavor”The commercial ends with giant speakers blasting the song in the background as the product is set down on the kitchen table.Advertising is like mental hypnotization.
From the beginning of the advertisement, we are shown the success of the doctor. The initial shot zooms out from the medical bag which we presume to carry supplies or tools of the medical trade. The doctor then gets into a nice automobile with an “M.D.” addition to his license plate. These signifiers reminds us of his success and authority. During the doctor’s “time out” that is few and far between, he chooses to smoke a Camel cigarette. According to a nationwide survey, more doctors smoke Camels than any other brand. Camels are reported as mild and good tasting. The final shot shows a
Trix cereal commercial uses an effective technique to get children’s attention. They are using a friendly familiar animal to catch the children’s attention but, they give the rabbit talking abilities. “Silly rabbit, Trix are for kids.” The company’s slogan is memorable and gets the viewers’ attention having the use of logos.
This analysis paper will analyze one advertisement picture that was produced by the mega food chain known as McDonalds. The ad is exuberantly promoting three cheeseburgers that the fast food chain is attempting to sell. The three cheeseburgers on the advertisement are the more popular attractions of the fast food chain including the “Angus Deluxe Third pounder”, the “Double Quarter Pounder with Cheese”, and the most famous one of all, “The Big Mac”. These three cheeseburgers have been the baseline for the McDonalds fast food chain ever since the restaurant opened. The burgers are also known world wide, making this advertisement is just a way to get the public to come and buy there food.
Many in the U.S., today, try to eat well,balanced, meals to order to maintain a healthy lifestyle. They do so by purchasing their food at farmers markets or making their own meals, so their food isn’t processed or genetically modified. Even though people are trying to maintain health in order to live long lives, without medical complications, many don’t have the opportunity to pursue life like this. In “Research shows food deserts more abundant in minority neighborhoods,” the author, Kelly Brooks, portrays an anecdote and logical reasoning, from Kelly Bower’s research, to thoroughly describe the food deserts in poor minority neighborhoods and how this issue needs to be repaired.
The first element of the rhetorical structure and possibly the strongest in this documentary is pathos. Pathos refers to the emotion exhibited throughout the documentary. Food, Inc. is filled with an array of colors, sounds, stories, and images that all appeal to emotion. Miserable images of cows being slaughtered with dark music in the background, pictures of industrial factories with no sun and unhappy workers, and even a depressing and eye-opening home video of a young boy who was killed by the disease as a result of bad food were all portrayed throughout Food, Inc. Barbara Kowalcyk, mother of the late Kevin, is an advocate for establishing food standards with companies throughout the nation. When asked about her sons death, she replied, “To watch this beautiful child go from being perfectly healthy to dead in 12 days-- it was just unbelievable that this could happen from eating food.” (Food, Inc.) Obviously very devastated and still heartbroken over her loss, Kowalcyk fought
Whether you get you a venti, grande or a tall at Starbucks they hand you just a cup right? In the article “Starbucks Cups Much Abrew About Nothing” the author explains how the uproar has grown about the latest Christmas cup that has hit the stores nationwide. In the Hartford Courant, published on November 17th, the article is gearing towards people who drink Starbucks regularly or people who wait all year for the special holiday drinks and explain to them the trap made by the liberal media to make the “Christians look stupid.” The author delivers the article in a conversational and organized piece paired with vivid sarcasm to express their amazement with all the hype over a
By adding cotton to give off the appearance of a whipped cream topping and a wrap around coffee sleeve, the bottle was transformed. This design appealed to many of the consumers who wrote, “Looks good, I like the bottle and the cotton,” and “#1, it is cool looking, must buy.” But there was no detailed flavor or title specifically written on the bottle. This had a negative effect on the overall viewpoints of the consumers. Our flavor was supposed to be a maple apple soda, but many people believed that it was actually a latte, “You don’t put a latte in a bottle.” The flavor was obfuscated further with the name of the beverage, “I don’t like leaves in my drinks.” Some altogether just did not like the fact that the name of the soda was not on the label at all. This lack of detail could have been fixed by simply adding the name and the flavor on the sides of the label to make things much
The target audience for the “Got Milk?” ads was very simple to determine: anyone who drank milk. To try to convince people who didn’t like milk to drink it would be not only expensive, but unsuccessful. The idea was that an increase in consumption would mean an increase in sales. Since 70% of Californians reported drinking milk regularly, marketing teams had to take all personality types into consideration (Holt). This included researching the idealistic thinkers and believers, the self expressive experiencers and makers, as well as the impulsive strivers and achievers.(VALs) With the findings of their research teams, Manning and Goodby came up wit...
Is it true that a picture is worth one thousand words? There are many ways that individuals try and get their ideas out into the world, it may be through a song, poetry, writing or even social media. For example, Cheerios uses commercials in order to advertise that their cereal is the best, and they stress how healthy it is for the heart. In this specific commercial Cheerios uses a biracial family in order to develop a strong meaning behind the idea of their cereal being the greatest. In this particular image that I chose, a mother and daughter are sitting in the kitchen and the daughter says “Mom” the mother responds with “Yes?” and she continues, “Dad told
Obesity is one of the most concerned health issues in the U.S. Statistics show that two thirds of adults and one third of children are either overweight or obese in this county. Although there are a variety of reasons leading to obesity, soft drink consumption is viewed as the leading cause among a number of various factors. Although the industry has been working actively to provide more low- and no-calorie options and increase consumer awareness of soft drink nutrition facts, simply offering low-calorie drinks is not enough. The company has to improve communication to ease consumers’ health concerns. In order to revitalize sales, Coca-Cola Company faces a public relations challenge very similar to one cigarette companies have faced for years. They have to find the balance between supporting anti-obesity efforts and keep selling its most popular products such as Coke and Diet Coke that many claim to contri...
This creative advertising is a brand engagement in an emotional way with many consumers through personalization. Coke knows the importance of emotional brand engagement in building longer-lasting customer loyalty. Emotional branding is defined as a creation of deep, intimate emotional connection and lasting relationship with consumer-centric and story-driven approach between consumers and brands (Roberts 2004). It can also be simply defined as a fulfilment of people’s needs. A consumer needs to be reached on an emotional level to build an important bond between consumers and a brand (Kotler, 1996). By replacing the coca cola’s logo with the consumers’ names on the cans make them feel personal. The brand creates a value of recognition, which could at least catch some attention or encourage the people to buy the product. This marketing plan targeted to different groups of people, especially to teens and millennials. Many customers would be
Such narratives are implemented in a way that focuses the viewers’ attention on the enjoyable feeling of drinking soda, a feeling that is linked to being young and good-looking in the case of these ads. Using this method, advertisers rely on a major influential figure, in this case famous loved celebrities, as the face of their product. The major goal is to link the celebrity and its ascribed character to the product in the minds of the viewers; thus, once one sees a Diet coke, the first image that comes up in their mind would be Taylor’s. Such invested efforts are thought to be implemented in order to, eventually, distract the consumers from the long-term damaging effects that result from excess sugar or artificial sweeteners consumption. We are exposed to this multi billion-dollar sugary drink advertising campaigns; yet, there are no ads of equal quality and attraction to promote general health information on the long-term effects of drinking sugar-filled sodas. In fact, we notice that most of the advertisements on promoting healthy behaviours are not utilized with high-quality marketing strategies and are often too boring or too long. The absence of a balance between the number of sugary drink commercials and that of informative ads by public health advocates may lead to a surplus in the consumption of sugary
In recent years, the soft drinks Industry has expanded tremendously to incorporate a multitude of different flavors and more advantageous choices. Soft Drink such as Coca-Cola (Coke), Pepsi and Dr. Pepper are front-runners in this industry. People around the world incorporated soft drink as one of the major food groups in their day-to-day life. Be that as it may, various aspects can influence the general consumption of soft drinks. Though several of these factors are out of the control of the soft drink producers, these businesses must comprehend and adapt to the changing needs of consumers to keep up their net profits.