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Advertisement Analysis

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by

Scarlet Night

on 15 May 2014

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Transcript of Advertisement Analysis

Burger King Advertisement Analysis
Untold Story
There are a lot of things left out of this add. They didn't mention the health affects that this burger has on you, but according to a study done at UCLA, if you eat one if these burgers a day for two months your life expectancy goes down by about a year. The add also doesn't mention what goes into the burger, or how it's made.
Subtext
The subtext of this add is pretty sexual. The suggestive posing of the girl on the add with the burger is trying to say that if you eat the new burger king sandwich you're more likely to be involved in sexual activity that will "blow your mind away," or that the taste of the burger is akin to sex. The ad, through its imagery and text, aims to create a fantasy where all a man has to do is hold a burger and young, attractive women will want to have sex with them. Even if men do not consciously think this way, the idea it is still in the back of their minds. In an attempt to create an effective ad with images and words, burger king actually dehumanized both men and women. The burger king motto is that it just tastes better, which is enforcing that food at BK will taste better and that you'll like it even more. The smaller text at the bottom is meant to further press the idea that their burgers are akin to sex, using statements such as "quench your desire" "yearn for more" and "mind blowing burger" The persuasion techniques used are Association, Beautiful people, and Bribery. The add uses association because it's associating the new burger with sex, beautiful people because the girl on the front is beautiful, and bribery because at the bottom is saying that you can get a soda and some fries and the new burger for a lower price than if you get them separately.
Text
This is a burger king ad for their new 7-inch sandwich. The add features a women staring at a close up of part of the sandwich in shock, with her mouth wide open. Underneath that is the main text of the piece, which says "it'll blow your mind away" The traditional burger king logo is up in the right hand corner, along with the slogan "it just tastes better" At the bottom is a picture of the entire sandwich, underneath the words "BK super seven incher" Next to that is a smaller picture of a soda and some fries, advertising a "$6.25 MEAL" Beneath that is smaller text that says "Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American Cheese, crispy onions and the A1 thick & hearty Steak Sauce." The background is black, yellow, and gray and the text is white and black.
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