May 5, 2013
This Haagen-Dazs ice cream looks really appetizing and delicious! I have a weakness for chocolate and this ad hits me fast with the chocolate shell over vanilla ice cream, all against the white, milky background. It certainly looks like it fell from heaven...and the chocolate cravings begin. The chunks of chocolate throughout the picture add to the chocolate-y appeal and it looks so delicious that it makes me want to go out to the store and buy some. This is such a product that doesn't need anything extra in the advertisement- let the ice cream do the talking. It doesn't need a fancy background with happy people sitting in the sun and eating ice cream bars; just have the ice cream be the center focus and let the chocolate be in contrast with the pure white background. That's all it needs to make people crave some chocolate.
I guess the background is supposed to be milk, since the piece of chocolate is splashing through the liquid. The important part, though, is that the background is pure white. Milk, and vanilla for that matter, aren't actually pure white but in order for the chocolate to be in contrast, the color has to be pure. There's also the chocolate swirl in the ad so that the chocolate-vanilla bar in the middle stands out while being unified with the chunks of chocolate around it. Chocolate, chocolate, chocolate. A chocoholic's dream. That's what the ad is catering towards.
The words next to the chocolate bar describe it as "Madagascar vanilla" and "rich artisanal chocolate." Doesn't that make it sound extra scrumptious? Madagascar vanilla sounds very authentic while rich artisanal chocolate sounds like quality made chocolate. This is using ethos because it's establishing credibility.
Of course this ad is appealing to our physiological needs. Those chocolate cravings are resurfacing at the sight of this picture. I know that personally, as soon as I see an ad with chocolate, I think, "I wonder if we have some chocolate," and my mind immediately begins craving some. I know that there are some of us who do not like chocolate (Jazmine), but doesn't this ad make it look extremely tempting?
This ad uses glittering generalities as a technique because it shows a delicious picture of the ice cream and pairs it with words to make it sound even more delightful. The use of appealing words and images are applied in this ad to make us crave the product and believe that it will be definitely worth the trip to the store. Although I haven't bought any ice cream yet, I see it in the near future!
First off, I would definitely want to go out and buy one of these ice cream bars based on this ad because it looks delicious in the picture. I agree with you on the white background.It really helps contrast the brown chocolate ice cream bar, so that it is the first thing you see when you look at the ad. The word "heaven" particularly stands out to me, as we generally think of heaven as this amazing place. I believe this ad is quite effective, as I definitely want to go out and buy some of these ice cream bars.
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