An Analysis of a Chupa Chups Visual Advert
In the second advertisement, we see a lollipop that has fallen to the
ground and ants passing nearby the lollipop. However, as we start examining the
advert, we realize counterintuitively that the ants seem, in addition to not
being allured by it (due to the sugar it contains), somewhat repelled by the
lollipop. Conversely, we would normally expect virtually every ant in the scene
to have piled up on the candy. Although this situation may seem bizarre and
startling at first, after we begin pondering on the advert, it becomes evident
that this is Chupa Chups’s way of telling their (potential) customers that
their products are completely natural. The indifference of nature’s agents’,
ants’, to the lollipop, implies that even nature itself has accepted Chupa Chups’s
lollipops as part of its own and, therefore, has habituated itself to them.
Moreover, aware of the infeasible event presented in the advert, and how it may
create question marks and hence discomfort in its audience, Chupa Chups manages
to turn the confusion it has established into a lucrative position. Chupa Chups
does this by inserting the text “It’s sugar free” on the bottom right, under
its brand logo, giving the intended message, that Chupa Chups’s lollipops are
“sugar free." This strategy helps the company grow its brand awareness and
minimize the confusion created by this, at first glance, implausible event
displayed in the advert. Besides, by primarily two means, Chupa Chups further
manages to promote its brand name and products and make its logo and the text
inserted look substantially more noticeable than they usually would have been.
Firstly, the company inserts a pale grey background to let the company logo
create a stark contrast with the background, drawing more attention to the logo
and significantly increasing brand awareness for new customers. Secondly, Chupa
Chups designs it so that the road covered by the ants in the advert is very
imminent to the two primary marketing elements located on the bottom right.
And, notably, since this advert’s intended customer base (people who know
English) read from left to right, while the audience is glancing at the advert,
their focus will automatically drift away from the ant’s trail to the shiny
company logo and then, naturally, to the text located right below the logo. Again,
this aids Chupa Chups in emphasizing their chief point, that their lollipops do
not comprise any sugar.
-Bora
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