ENGL Comp II 202 01
Mar, 10 2015
Advertisement essay: rough draft #3
Not so Fast!!!!
Advertisements aren't inherently bad, but many use manipulative tactics that influence us in ways we don't even realize. Advertisements play on a personâ€™s ethics, emotions and logic. Despite how much a person thinks they ignore them, and how little the ad affects them, that's not necessarily the case. NestlÃ©â€™s advertisement on Nesquik chocolate mix, makes me want to run out and buy this product. The ad tells me everything I want to hear as a consumer that the ...view middle of the document...
Along with brand identity, Nestle uses color-coding to influence the consumer into buying Nesquikâ€™s chocolate mix. In a study called â€œâ€¦Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (Ciotti, 2013).â€ Blue and yellow are the two dominate colors within this ad. Blue is meant to represent trust, dependability and strength. The use of yellow is intended to represent optimism, clarity and warmth (Ciotti, 2013).
Ethically this advertisement also, has its weaknesses. One example is that this ad uses â€œQuikyâ€ the Nesquik bunny character to sell products through the children. As parents I think we all want to make our kids happy, plus it is a bonus if that product we are giving our kids is a healthy choice. But it is just wrong to put that choice into the hands of the children, they can not make the required inquires about such products. The ad is exploiting the children by telling them â€œ breakfast is better with the bunnyâ€(People, 2015, p. 89). The ad is playing into the fact that cartoon characters SELL products. How the ad exactly pulls this off is by using the unfinished claim. In The Language of Advertising Claims article by Jeffrey Schrank, â€œThe unfinished claim is one in which the ad claims the product is better, or has more of something, but does not finish the comparison.â€
Continuing along, there are all kinds of ads, but in general they all aim to keep you from thinking. Instead they influence your buying choices based on how the ad predicts a persons emotional response. What makes this ad so good is that it makes people feel good about what they are purchasing. Nestle Nesquik makes the consumer feel like they are apart of the All American Dream. The three different scenes presented in the ad shows the consumer that the children will be healthy, smart, and active if they drink this as part of a balanced diet. From the childâ€™s point of view, he/she will be popular, fun to be around, and fast like a bunny. Along with the three scenes, the glass of Nesquik is splashing out of the cup making a persons eye move along the page. The bright use of colors and the soccer ball exploding through the glass depicts a feeling of excitement, urging a person use this product.
The biggest weakness in the adâ€™s emotional ploy is that the advertisement did not consider the fact that not everyone has the same emotional responses. This is where the â€œWhat ifâ€, question comes into play. Everyone has a least one insecurity that affects how they respond to different influences. As a consumer, when I see the ad that is encouraging me to buy this product, what if I do not buy this product will I feel like a bad parent? All this does for me is make me second-guess my decision to purchase Nesquik in the first place. The same for the children, what if they feel like they will not be smart, popular, or fast like a bunny. In a round about way, the ad is...