Credit: http://www.mbaskool.com/business-articles/marketing/6541-seven-sins-of-customer.htmlAuthor: N/A
Date of Publication: 3/21/13
The Little Picture...
Let's start from the back and move in. The picture is set on an all-green background with ghosted-captioning stating, "Don't let your kids suffer from lunchbox envy." Sticking to the little picture, in the foreground there are two young Caucasian males, both carrying sandwiches. However, the male on the left has a larger sandwich than the male on the right. The left male looks satisfied with his meal, whilst the right male looks longingly at the meat and veggie stuffed Ciabatta the male on the left is eating.
The Bigger Picture...
Looking at this from a more analytic perspective, it becomes quite clear that there are two deadly sins clearly evident in this advertisement. The first to mention is so obvious it is stated in the title of the advertisement. Envy. As stated above, the facial expression of the male on the right portrays jealousy at the size, and contents of the sandwich the child on the left is holding. After our analysis of the child on the right, the analysis of the child on the left hand side becomes easier. It becomes apparent that the child is gluttonous, for he does not require such a large amount of food in one sitting. His facial expression, while contorted at his devilish feasting (<Christian allusion), shows pleasure and contentedness at the size of his sandwich, and at the misery of his fellow sandwich consumer upon seeing his mighty Ciabatta role.
Who is it for?
This advertisement is most certainly not for the age of children portrayed in the advertisement, but is more likely aimed at the parent's of children who need packed lunches. It insinuates that the parent is being lazy for not giving their child a more impressive lunch that will make all the other children jealous.
Using the little picture analysis, it is possible to go into even more detail with who the advertisement is aimed at. Both figures in the picture are white males. "Male," brings the phrase "mamma's boy" to mind. This means that the advertisement is aiming at the mother's of young white Caucasian males, most likely between the ages of 6 and 9 years old (based upon age of portrayed figures).
I really liked your interpretation of this picture. I'm gonna be honest and say when I first looked at the advertisement, I really had no clue what you were going to go about saying, but your interpretation was perfect! In hindsight, I agreed completely with the deadly sins you presented and your reasoning behind your choices. In addition, your interpreted purpose the advertisement presents was well evaluated and made a lot of sense. Most of the time, mothers are the ones out there buying/preparing their children's lunches, so I would agree that they would probably be the target audience.
ReplyDeleteI agree with Chris as well, and I believe that you hit the nail on the head when it came to what the Deadly Sins were. I think that you could maybe talk a little more about how the little boys are dressed in the same white shirt and look very similar. A question that I have is Why do you think that the artist/author chose to do the background in a lime green? Also, do you think that this ad relies more on the text or the actual picture? Other than that, I believe you did a great job elaborating.
ReplyDeleteI knew you would pick this....I just knew....and that kid in the back is me everyday with respect to your lunch box...
ReplyDeleteOn a serious note, I completely agree with the idea that the child is both showing envy (duh) but also that the other child is gluttonous. Its important that they used younger children along with a big sandwitch (hahah halloween pun) to really emphasize that idea that there is a huge difference between the kids lunches. Solid post! (3.6/5 stars)
I thought this advertisement was very unique, although I'm unsure what it is advertising... maybe the sandwich bread? Anyway, I think this ad definitely used techniques to entice the targeted audience. By using the word "your", the ad is directly speaking to whomever is looking at the picture (they are assuming it is a parent). Another device I picked up on that this company used was an emotional appeal. It is not hard to notice that the kid with the better sandwich is smaller than the kid to his right. By having the smaller kid eat the better sandwich, the ad could be playing on the whole "under-dog" sort of thing. Most everyone likes to see the unpredictable happen and that's exactly what is going on in this picture!
ReplyDelete