This simple looking ad has a cheeky yet smart way of incorporating with "sexiness" and sexual innuendo of capturing the audiences' attention. The director of the ad uses a striking red background, smart play of words like "Bite Me", and a desirable looking celebrity endorsing the potato chip to make this an appealing ad for both male and female audiences; even though the ad is intended to target female audiences. Knowing that women are always prone to the consequences of what they eat, the ad reaches out to women who are conscious with what they consume; telling them that being sexy and confident is all that you need to succeed. Even to beat the guilt of eating a bag of chips.
The simple quotation from a celebrity suggests this to be a credible product as she had tried it and she approves it. Apart from that, the sentence "It was love at first bite" also attributed in triggering the consumer's curiosity on trying out the potato chip to find out if it really tasted like love at first bite. The punny statement can simply be something that is nice to read, but it could also be the reason why people bought the potato chip.
Last but not least, the celebrity endorsement of featuring Katy Perry in revealing outfit holding the bag of chips and confidently bitting of the tip of the bag encourages women to feel comfortable and not guilty for consuming junk foods. It is trying to remind women that they too can enjoy a bag of chips without worrying about the consequences of it as the tagline "Think popped! Never fried, never baked"; implies that it is an all natural barbecue potato that is healthier and less fattening compared to other potato chips. Therefore women can still look fit and sexy like Katy Perry after consuming "Popchips".
By Triston Lee
0328441
I do agree on the details on this post. Personally, I think the endorsement of this advertisement is the right choices as Katy Perry once mentioned, “I never want to be boring, so therefore I aspire to always be interesting, experimental and entertaining”. The personality of the endorsement will portray the tone of the product. For instance, this advertisement has interesting sentence, “It was love at first bite”. It makes the advertisement sound fun and exciting. Not only that, but also arouse the curiosity of audience to try the product.
ReplyDeleteNevertheless, the choice of colour in this advertisement is red. It is definitely a good choice especially on Pop Chips. The colour red can stimulate the appetite of customers. Red is definitely used for this purpose too. It also increases craving for food and other stimuli.
Felicia Thor Xin Yi
0327777
I personally like the red background in this ad. Red colour indicates passion, and energizing. It excites the emotions and motivates people to take action; arouse a sense of demanding for it on targeted audiences. In addition, red colour is too striking to be remembered so people who watched this ad may remember it for a certain period in their life.
ReplyDeleteOn top of that, I agree with this blog post which saying that the director of this ad is very smart to play with wording. He is trying to change the perception of "healthy food is unsavory than the normal food" towards the targeted market. Like "love at first Bite", call-to-action headline "Bite Me", big star endorser are all designed to convince and attract targeted market to buy one and try.
Ng Zhee Jing
0326957
I do agree that the ad was smart. The tagline, background, copy, and endorser go well together. However, I just can't shake off the fact that it might have been targeting men and not women. The seductive play of words and a sexy Katy Perry are what I feel, will definitely catch men's attention more that women's.
ReplyDeleteRed is an appetite arousing color that also represents seduction and love. It feels as though it's really picking at what most men crave for most, food and sex.
Nothing in the copy mentions about the snack being healthier and low calorie, it only mentions about how different and nice the crunch is. So I really do not think that it's to appeal to women who might be looking for a healthier snack alternative, but to appeal to men who just love trying out new snacks.
Lim Jia Xin (Jelica)
0325831