Are You Really Eating “Fresh”?

Since this weeks lecture topic is Commercial Rhetoric, I thought it would be appropriate to use another Subway ad as the basis of my topic for the weekly Ad Journal. Mainly in part because their slogan “Eat Fresh” is everywhere. It is in the Subway restaurants, on bags, paper packaging, cups. You name it, it’s on it! This is indeed an example purposely intended as part of commercial rhetoric.

This Subway ad is quite similar to my first Ad Journal; the same message is conveyed. Take a look and you’ll immediately see the similarities in the opening seconds:

Once again, the message that Subway is trying to convey is that if you eat at their competition, you will be paying in the long run; whether if it is emotionally or physically.

From this ad, the consumer learns that eating a Subway sandwich, even if cheese is added, is only 8 grams of fat. The response is immediately: “WOW!” I found this low calorie count extremely hard to believe, so I decided to go onto subway.com for more information.

The websites theme appears to be “Menu & Nutrition- 6 Grams of Fat.” The menu can be accessed on the site. The “Subway Fresh Fit” menu is the only menu on the website that gives the calorie count-6 calories to be exact. While the subs look delicious, getting your custom made sandwich at that low of a calorie count is unrealistic. Eating a dry sub is unlikely; mayo or other condiments will be added, resulting in the calorie count to sky rocket.

While I think that it is great that Subway wants to set themselves apart from their competition by having healthy items as an option, I also find it problematic. Problematic because they still offer “unhealthy” items in their menu.

Chips and soft drinks are a perfect example here. These items contradict Subway’s ad. Subway is making it a point to slam their competition by mentioning they have greasy items. But yet, Subway carries chips and soft drinks. Chips are extremely greasy and soft drinks are extremely unhealthy.

If Subway really wanted to get their consumers on the “road to a healthier lifestyle,” they would do away with all their items and ingredients that are unhealthy. I know this is unrealistic because those items are of high profit to the company. The prices of the food would also go up if the ingredients were 100% natural. This makes you think: are you really “eating fresh?”

 

 

Cha Cha to McDonald’s

This happens to be the most amusing McDonalds commercial that is running. Take a look:

Yes, it is extremely amusing. A little boy around 8 years old is dressed in a gold outfit, which immediately makes him the visual focus of the ad, with his hat turned sideways. His family is eating food from McDonald’s. The Cha Cha songs starts to play. He begins to dance; surely putting on a show for his family, as he is also eating McDonald’s food.

Apparently, the ad agency for McDonald’s wanted to use sound as their main focus; the focus to draw their consumer into the ad. The song in itself definitely catches my attention because I love it! It is such a fun, carefree song that reminds me of summertime.

While this ad immediately catches my attention, it leaves me a bit confused. I do not understand how a family, who is watching their kid dance to the Cha Cha song can relate to McDonalds. The three ideas do not relate in anyway.

At the end of the ad, the all so familiar McDonald’s slogan pops up: “I’m Lovin’ It,” along with the golden arches.

The only message I convey from this ad is that by eating McDonald’s you become a carefree child once again; a child who dances to the Cha Cha song as you are eating apples dipped in caramel (I think that is what the boy is eating). McDonald’s tasty snack will definitely put you in the “I’m Lovin’ It” mood, which takes you back to childhood.

Above the Influence

I enjoy the abovetheinfluence.com ads because they are so simple, yet hold a powerful message. All the ads have different actors and actresses in them, yet it is immediately known that it is an abovetheinfluence.com ad because they each hold realistic scenarios that people face; particularly high school and younger people.

The younger generation is this ad campaigns main target because they are our world’s future, and in order for them to be successful, they must be drug-free.

The ad I chose will hold an emotional response for many because it is a true scenario that numerous individuals have faced “the next morning.”

The scene is simple. It is set in a small, dorm looking room, with a young man who is awakened from the phone ringing. He answers in a cheerful manner.

While we only hear one end of the phone conversation, we get a whole lot of information. The friend on the other end of the phone does not appear to be happy with him. We learn this because of the guy we see. His tone suddenly changes to a serious one and he sits upright on his bed, with a somber look on his face.

The guy asks: “How did she get home?” There is a pause as the caller on the other end is explaining the situation. The guy continues: “Man, I was so high, I…” There is another pause. We see the expression on the guy’s face. It appears to be dejected and not happy. He responds: “Are we cool?” There is another pause. Finally he responds: “Tim you know me, that is not me.” We hear the call disconnect as the caller has hung up on his friend. The phrase: “Sponsored by Office of National Drug Control Policy/Partnership for a Drug-Free America” appears on the bottom of the screen.

I know many people can relate to this scenario. They partied the following night to the point where they cannot remember what happened, and what they did. Usually a friend or family member becomes angry and disappointed because of their actions.

The abovetheinfluence.com ads are wonderful. The are targeting young people for drug prevention. All their ad scenarios are realistic. They are saying: “Hey if you do drugs, this can happen,” which is great because young people need this type of awareness.

As stated above, these ads hold an emotional response to the viewer, as well as a recognition response because they are all quite similar and very powerful. The sound and images of these ads work hand-in-hand to get their messages across. The ads would be less effective if one was missing.