University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Context and Description of the Advertisement
The advert, BK SUPER SEVEN INCHER, is the property of Burger King Food aimed at promoting the new sandwich that the company has produced for its customers. From the start, the advert makes you think of something sexual through the picture and words that have been used in the advert. The display of the advert is a picture of a woman with her mouth open and the sandwich going in and at the bottom of the advert. There is a caption which states “it’ll BLOW your mind away” Using pathos, for humor and the text of the advert.
Context and Description of the Advertisement
The ad I choose is a more recent advert by Burger King Food, which they have developed to promote the has a woman with red lipstick, side view of her with her mouth open, with the new BK sandwich, going by the name the “BK SUPER SEVEN INCHER” heading into her mouth. Right underneath the picture it has the caption, “IT’LL BLOW YOUR MIND AWAY” and in the upper right hand corner it also reads; “IT JUST TASTES BETTER”. From the outlook of the whole advert, I believe the target of the audience was directed mainly towards the male gender, especially the younger males from the age of 18 years and those whole are middle-aged. This is due to the reason that the image used is that of a young woman opening her mouth for a sandwich, which is attractively decorated (Petley, 2003). The text used also tends to create some kind of sexual image in combination to the picture of the woman. However, it could also be fit for women as well, since it seems to be directed and make the audience believe it is a sexual advert. This is demonstrated through the use of various words like; “BLOW, Fill your desire for something long, and it just tastes better” as well as have the picture of a white young lady who is opening her red lipstick mouth to a sandwich that is claimed to be seven inches in length.
The company, Burger King is known to be one of the all American fast food joints that compete with other companies such as McDonald’s, Carl’s Jr., and In and Out, which also offer similar products among many others. The intention of the advert in my opinion was to create and bring out some form of humor for the majority of the customers who are in the younger age group category of customers (Petley, 2003). The use of some form of sexual context in the advert was to draw attention of those customers in the age group mentioned above.
The image used in the advert is that of a white woman, displaying the side view of her face, with some short blonde hair wearing some lipstick on her lips. The picture of the young lady in the advert displays her mouth open and the new sandwich known as the “BK SUPER SEVEN INCHER” sandwich heading straight into her mouth. The caption in the upper right hand corner says, “IT JUST TASTES BETTER” and right below the image there is another caption which states that, “It’ll blow your mind away”. In the lower part of the second caption in the advert has the picture or image of the sandwich that is being offered with the name of the sandwich being “BK SUPER SEVEN INCHER”. Additional fine print of the advert contains details about the sandwich and it states, “fill your desire for something long”. The use of color has been done in such a way that there is harmony and clearly outlines the details of the advert making the words legible and the picture visible and attractive (Petley, 2003).
Analysis of Rhetorical Appeals
The advert clearly demonstrates various rhetorical appeals and I believe that Burger King Food has made use of all the three rhetorical appeals in their advert (Rosenwasser, & Stephen, 2012). The rhetorical appeals which have been used include appeal to Logos, Ethos and Pathos.
It is important that an advert must appeal to reasoning and sound logical when someone interested looks at the image of the advert in addition to the picture used in an advert. Using various texts in the advert for example, “IT JUST TASTE BETTER”, as used in the advert, placed in the upper right hand corner. Burger Kind Food makes one see the logic behind the woman and the sandwich through the use of the above text mentioned as an example (Rosenwasser, & Stephen, 2012). It is logical since this is a new product placed in a recent advert hence the statement, “IT JUST TASTE BETTER”.
The author of the advert, Burger King Food, tries to appeal to ethos through the picture of the woman used in the advert and the words which may elicit different emotions such as desire, love or some sexually relate emotions (Rosenwasser, & Stephen, 2012). The author displays the side view of the woman with red lipstick and an open mouth in addition to words such as “Just tastes better” and “It’ll blow your mind away”. In this advert, the image of the sandwich is directed towards the mouth of the young lady who is displayed, which the author of the advert uses to elicit emotions and feelings of wanting to have the exact same sandwich as the one in the advert.
The author has used the side view of the woman with red lipstick and a wide open mouth. This brings the feeling of desire for food, especially sandwich, since it arouses the emotion of desire to try out the sandwich (Rosenwasser, & Stephen, 2012). Through the use of the picture of a woman with an open mouth and a sandwich heading inside the mouth with red lipstick in addition to the use of the words such as “IT’LL BLOW YOUR MIND AWAY”, evokes may evoke or give the impression of sexual feelings. Furthermore, in the fine print of the advert it states that, “Fill your desire for something long” in addition to the title “BK SUPER SEVEN INCHER”. This arouses the feelings and makes one to believe that the advert is more of a sexual advert than just a simple commercial advert that is intended to promote the sandwich (Petley, 2003).
From the analysis of the advert, I was able to make a concluding finding on this advert as one that has led me to believe that it is in fact a sexual advert. Based on the context of the texts that have been used in the advert as well as the image as shown below, the advert is more sexual oriented and is more inclined towards the male gender who may be the customers to be attracted by the advert. Apart from being an advert that seems to portray a different message than what may have been the intention of the author, it is a captivating advert and quite appealing to the intended audience hence I would say that the advert has achieved its main objective of attracting the audience to make purchase of the new sandwich by Burger King Food.
Petley, J. (2003). Advertising. North Mankato, Minn: Smart Apple Media.
Rosenwasser, D., & Stephen, J. (2012). Writing analytically. Boston, MA: Cengage.