The
well-known saying, "Breakfast is the most important meal of the day"
is often used by parents who try to get their families to eat nutritious,
filling breakfasts. Pepperidge Farm supports
and thrives off of this idea, weaves this mentality into every aspect of the
advertisement above, with the intention that parents will make Pepperidge Farm products a part of their
families’ meals. The founder, Margaret Rudkin, started the business in the 1930’s
after developing natural recipes that did not give her son allergies. Today,
the company continues to use nutritious ingredients and bake Rudkin’s bread
with “lots of love”. This “love” is apparent through the heart in the center of
the slice of toast and vocabulary included in the advertisement. The fact that Pepperidge Farm says “We’re Bakers. But
we’re also parents, too” appeals to pathos and attempts to invoke emotion in
anyone who see the advertisement.
But
Pepperidge Farm uses more than just
this hook to attract people to their advertisement. The company plays with its
readers’ senses by using colorful, comfortable pictures that intend to remind
people of home. Even the company’s slogan, “Good is in the details”, works with
the pictures and hook to create feelings of nostalgia for comfort foods. Pepperidge Farm believes that their
product is good, and attempts to make their family-friendly audience think so
too. The advertisement seems to do its job because it is realistic and
comforting, and Pepperidge Farm’s
advertisements can be found commonly on TV and in magazines, like the Food Network Magazine this advertisement
is in. It also seems easy for parents to trust Pepperidge Farm’s products because the advertisement appeals to
ethos, and Pepperidge Farm’s bakers,
as fellow parents, seem like trustworthy authorities. The advertisement is
successful because it displays its product in a clear and friendly way, and is
not screaming “Buy me” to people, but rather “love me” and “enjoy me”.
No comments:
Post a Comment