The chipotle billboard is a smart and clever way of using logos to brand themselves
as a healthy and trustworthy brand of food. Using locally sourced natural ingredients
is an ongoing trend especially here in California. The way they cleverly made
"Our ingredients are better" stand out in black is clearly a great way to ensure
people receive the message efficiently while driving by. The clever billboard message
also made me chuckle a bit which also acted as a pathos tactic.
Chipotle is clearly trying to appeal to the health conscious group of people who also may be against GMO and caged farm animals. Using natural local ingredients imply that they support local farmers who grow food ethically and naturally. The billboard does not say anything about that specifically, but it clearly aims at making it seem they are implying it. This message has value to the people
who try to avoid fast food processed food and consume whole natural ingredients. The ethnicity
they target are probably more towards white people who do not have time to cook food at home.
The other ad I saw was an announcement for a certain line of fall events happening
on campus in the coming weeks. The overall friendly and welcoming vibe
of the sign with the font, the pictures and bright colors was a pathos approach while
the description of each event was a logos approach. This ad targets the students on campus
who are into sustainable agriculture, whole natural ingredients, and supporting local
farmers. The overall theme of all the events lined up is "delicious and healthy" as portrayed
by the picture of a smoothie that looks delicious and a male dressed up as a chef with luscious
greens, a bright colored tomato and onions in the background
and looking clearly very happy. Delicious food means happy emotions.
No comments:
Post a Comment