Skippy peanut butter can be found in cabinets within many households across the country. Up until a few years ago, Skippy had not been advertised very well. This was until Hormel Foods bought in the company in 2013 and started advertising the brand. According to the Hormel Foods website, the last big ad campaign [the first Hormel had put together] was the “Skippy Yippee” campaign. This campaign stressed the fun and enjoyment of peanut butter and spreading the yippee of Skippy. Around a month ago, Hormel released a new ad campaign. This campaign features the trademarked phrase “Be Smooth Like Skippy”. The makers of the campaign additionally licensed the Bruno Mars song, “Uptown Funk” and it features the line “smoother than a fresh jar of Skippy." …show more content…
The Skippy brand may not have been marketed very much before 2013, however the brand is now getting the marketing it deserves and the brand makes its’ appearance in many households today. This ad campaign could have many potential different kinds of people within their target markets.
The first group of people that come into mind would be children. The main actor is a child appearing to be “smooth” while eating Skippy peanut butter. The child starts off the ad by looking at the mirror and looking at his appearance making sure that he is dressed to impress. The last line that Cooper Friedman states is that “they say you are what you eat, be smooth like Skippy.” Many children will find themselves relating to Cooper and will develop a relationship to the Skippy product. While children may relate, I think any peanut butter lover will be drawn into this ad. Personally, I am a peanut butter lover and at the end of watching this ad I wanted some Skippy peanut butter and celery. Copper eats this very snack at the end of the commercial, and it left an impression with me. However, I found myself craving smooth creamy Skippy peanut butter, not Jif or any other brand, I wanted Skippy. Overall, there are many demographics that would be drawn to this ad and the want of peanut butter. The only sector that might not be would be those with peanut allergies, but that is to be expected with food …show more content…
products. Looking at this ad, Hormel has positioned this product very well.
For example, the makers want to emphasize the smoothness of Skippy. The ad does this through out the whole 33 seconds of the commercial I watched. Not only does the peanut butter seem smooth, but the entirety stresses this and the commercial flows nicely together. We see this smoothness when the toast flies out of the toaster into Cooper’s hand, to when the peanut butter slides across the table, and also when the peanut butter is being spread on the toast. These are just a few instances, but these instances help position this product very well. As I mentioned in the paragraph before, children can relate to Cooper and this ad. For children around Cooper’s age, many want to be cool and this ad will allow children to relate to Cooper. This can be related to when he mentions that “you are what you eat.” Some children may pick up this message, and that they can be cool like Cooper if they eat Skippy peanut butter. To grown adults this may seem unrealistic, but these are children that will pick out this message. Another way this product is positioned well is with the catchy song in the background. We might have thought the “Uptown Funk” may have been becoming less popular, and now here it is in an add. Having a song like this with your ad and a phrase that relates to your product can cause people to build a connection to Skippy. After listening to this ad, I know have the line “Smoother than a fresh jar of Skippy”
with the tune of the song stuck in my head. Overall, the target market is a large population, but I think it is a very good choice of target market. Children in particular may be influenced by this ad and therefor they will want their parents to buy Skippy peanut butter over the other brands, and this will become a part of even more households. Children have a lot of say into what parents buy food wise. For example, when children go grocery shopping with their family, they are usually always pointing out things that they want and often times the parents give in. With this positioning, children can have a huge effect, and this is why I believe that the product is properly positioned. This segment of children is very large seeing as the population of children continues to grow. There are quite a few competitors within the peanut butter sector, but there are only a few large competitors. The two names that tend to come up within the aspect of peanut butter are Jif and Skippy. However, natural peanut butter is becoming more popular and brands like Justin’s (also a Hormel owned company) is becoming very popular. Jif and Skippy have been in competition for quite some time, however the competition is unique between Justin’s and Skippy. This is unique because while Skippy now has a natural version, Justin’s is a healthy alternative to peanut butter. Both of these companies are owned by Hormel, so they have to be careful on how they position these products, so they are not competing head to head to much. Personally, I believe this is why it took Skippy so long to produce a version of natural peanut butter. I believe that this campaign is likely to be successful and raise the sales of Skippy peanut butter and items such as Skippy peanut butter bites. Targeting children and peanut butter lovers is a great way to position Skippy Peanut butter. By showcasing the smoothness of Skippy peanut butter, the peanut butter looks appealing and many may build a connection to this peanut butter and find themselves wanting peanut butter after seeing this commercial. I have learned that it is important to showcase your product, but you must also build a relationship and connection with your potential company in as short as 30 seconds. It is also very important to decide your target market and be very strategic in doing so. With Skippy connecting with children or even one’s inner child, this will cause many to make a connection with this product and increase the chances of one buying this product. Everything that one puts into a commercial is vital and every second counts. One second can make or break your commercial and can draw in more customers or get rid of them. I have learned through looking at this commercial that one has to be very knowledgeable, innovative, and careful when making a commercial and ad campaign. Your messages have to relate back to the campaign you set, in this case “Be Smooth Like Skippy.” You are what you are you perceived to be so, “Be Smooth Like Skippy.”
“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.
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Consumers are bombarded with advertisements every single day. On almost all forms of media, companies use advertisements to convince consumers to purchase their product. A large medium for advertisements are magazines. Most of the advertisements in Parents magazine appeal to parents because that is the target audience of the magazine. A cat food advertisement would appeal to a lot of parents because many families have cats. Sheba and Fancy Feast both had advertisements in the magazine, but one of the advertisements is clearly more effective. The Fancy Feast advertisement is more effective than the Sheba advertisement because of product placement, color, and model placement.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
For example, at the end of the commercial, the quote, “Our children and grandchildren will look back at this time… and we need to make sure that they can be proud of us.” (Clinton, H.), tries to create an atmosphere that makes you feel protective and compassionate, since most parents want to give their children the best life they possibly can. Another technique that was used in the commercial was showing the young children’s facial expressions while they were watching Trump discriminate others, and display disturbing behavior while being praised by his supporters. The children in general, convey certain feelings from the reader while watching the commercial. Children are seen as innocent and willing to learn, so when the viewer sees them watching Donald Trump speak as terribly as he does, emotions start to arise. The black screens that contain the phrases “Our children are watching.” and “What example will we set for them?” also sets a concerned tone. That concerned tone makes you question Donald Trump’s words and actions, as well as his qualifications to become the President. The music and somewhat, dark color scheme also create a gloomy atmosphere as well. Hillary uses her slow and comforting music, as well as her soft and soothing voice, to make you relate to her on a motherly level. It makes you feel like you need to choose the best candidate to
One technique used by most corporations is a technique usually described as using “buzz words”, this is found more in print than is used on television or radio. If we are scrolling through a newspaper and we see an exciting flashy word, our eyes tend to draw towards it. Companies are entirely aware of this, so they flash words on us like, “Free,” ”New.” ”Hurry”. Something about these words makes us want to see what all the fuss is about, and to read the company’s ad. Now when you do read the ad, there will be “buzz words” embedded into he ad that do not even look flashy. It is always words that do not actually have a significant meaning what so ever, but they are added in anyway. For example, words like, Homemade, Improved, 100%, tasty, and the list continues.
He hints that they are just out to make money by letting us know they do not even know us by names rather by a series of numbers. The everyday Joe is his audience. I think that his tone is able to appeal to average families who do not want to be limited as consumers but hope to break the ad expectative and make their own decisions when it comes to consuming without being a target of
In addition, I value advertisements that are not geared toward just sales. Personally, when an advertisement is all about making the sale it turns me away from the product. I do like CoverGirl’s ad a little more than I did, however if I had to choose between Maybelline and CoverGirl I would still go with Maybelline. Knowing CoverGirl made an emotional connection with the delicious lipstick and relating it to the delicious ice cream was clever and I appreciate it. Nevertheless, my feeling on the overwhelming effect of being crowded still stands
Another limitation was only peanut butter labels were compared in detail, and that consumer’s preferences were not explore. This research could be improved by including surveys that look at different aged and gendered peoples’ preferences of peanut butter and their reasons for their choice.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).