Party City Advertisement Analysis

Party City is a large chain of stores that sells decorations and costumes for different occasions such as Easter, Christmas, Halloween and many others. Usually, when companies try to sell specific merchandise that is associated with different seasons, they create some sort of advertisement to get the information out to the public. In this case, Party city decide to make an ad which is dedicated to Halloween as they were promoting costumes, specifically for children. Not only did Party City focus on pleasing the children, they also subtly incorporated the importance of purchasing a costume. Party City appeals to parental love and uses it to its advantage by displaying a clear image of child confidence and universal unity through the wear of

Even though many costumes are being displayed in this ad, mainly Captain America is focused upon. The reasons as to why he is the center of attention is because has been a popular figure shown in movies and also because he displays patriotism and the American way. On Halloween night, in the dark where evil spirits are said to arise, a boy dressed in a Captain America costume notices a house which appears to be haunted and a look of determination quickly appears on his face, as if to show that he is deciding to approach the house. By doing this, the ad encourages the parents to feel that it is their not only their parental duty but also their American duty to buy these costumes and please their children. Further, As the little boy marches towards this house that appears deserted, he is fearless and ready to face whatever he has to in order to obtain the candy he truly desires. The boy even puts on his mask, just as Captain America does in the recent movies before going to a mission. Through this inclusion, the ad demonstrates courageousness and power which further justifies purchasing the costume from Party City.Because of Captain America’s obvious bravery, he is a perfect figure to be chosen as the focus of the ad due to the fact that an important theme in the ad is confidence. Not only does he depict confidence, he also strongly encourages unity through his actions to protect all

For instance, Elena of Avalor, Spider-Man, Batwoman, and others are all empowering superheroes and heroines that have been portrayed as fearless, therefore, if the kids wear these costumes, they will be just as these heroes are and feel outstanding about themselves.The ad demonstrates other children not only to show the variety of costumes they carry, but also to include diversity of cultures which implements the sense of acceptance and unity. This unity is presented through the costumes so as to say that it does not matter where you came from or who you may be, you can be whoever you would like to be on this special night and you are guaranteed to feel empowered and daring. Adding on, near the end of the ad, they showcase the price in bold large numbers, which say “$9.99” and this further adds to hint at unity. Since these costumes are shown to be quite inexpensive, it displays more accessibility and that continues with the theme of unity as it demonstrates that just about anyone can purchase it. To conclude, Party City’s purpose was to make the ad family-friendly and charming so that the company can attract more parents into purchasing their costumes by selling child confidence through this ad. When focusing on all the details in this short video, one can truly notice that it was carefully put together to obtain this image of