Advertisement plays a crucial role to define and popularize a product,
especially for food. Depending on market insight and product positioning, food
advertisers have to consider and represent food culture and value in their
commercials. There is no doubt that M&M’s, Ferrero Rocher, and Godiva are
major chocolate’s brands you can think of in your mind. M&M’s chocolate
candy has created a wide range of leading and notable campaigns in the United
States, whereas the commercials of Ferrero Rocher and Godiva are few but are famous for its
exquisite and luxurious design. In this essay, I will analyze how M&M’s, Ferrero Rocher, and Godiva use unique and comprehensive rhetoric in their commercials towards to
specific audiences. The styles they define and popularize themselves have helped
them win the great accomplishments among consumers.
The first advertising I would
like to analyze is M&M’s “Love Ballad” TV commercial on 2013 Super Bowl. M&M’s
chocolate candy has won the favorite by youth people based on its fun, colorful,
and unique brand image. Interesting and appealing advertisings are M&M’s common
methods in order to get closer to their consumers. In the commercial “Love
Ballad,” it is a show time of the Red chocolate candy again. This time, “he” is
frustrated to play the piano and tell stories about his unrequited love. “He”
loves her but she does not think of “him” as lover. Whenever they get along
with each other, it is a torment to “his” mind. “He” hopes to play a beautiful
song for her; “he” wishes to help her with nail polish; “he” eagers to dance
with her in the sea; “he” likes all her dressed up for him. However, “he” could
not accept that she only sees him as a chocolate candy.
M&M’s try to spread a sense
of joy and companionship to their consumers.
The commercial uses pathos by impersonating the Red chocolate candy. The
design has created a vivid cartoon image in audience’s mind. The final tagline,
“chocolate’s better with M,” shows the joy when you taste a chocolate. In
addition, the using of color and melody are obvious symbols of M&M’s advertisement,
which can differentiate with other chocolate’s brands. The ethos of the
advertisement can be analyzed from the appropriate tone of the dub. The words
are funny but serious, close to life experience but not arrogant. M&M’s
aims to attract 16 to 25’s young crowd, no matter social class and economic
status, M&M’s can become your best playmate. The anthropomorphic art form
as well as the avant-garde colors of chocolate beans has meet consumer’s
demands. Therefore, the speed of the Red chocolate bean has occupied in
people’s mind is much faster than the occupation of people’s stomach. Chocolate
has been given an independent personality, such as angry, sad, and happy. Thus,
M&M’s is not only your snack, but also your playmate.
In
contrast to the food culture and values that close to consumer’s emotional
needs of M&M’s, Ferrero Rocher hopes to share the high-end chocolate
consumption market. It is committed to attracting middle-class consumers by
introducing their professional making process and their lavish production
plant. Whether consumers buy for Ferrero Rocher for themselves or give others
as a gift, it will become a status symbol of a people or a location, rather
than a simple chocolate.
The
commercial, “The History of Gold,” uses logos through telling the making
process of Ferrero Rocher. For instance, “the story of great passion for
quality yet experience and certificate for creations,” “Rocher was born in here
from premium hazelnuts and chocolate,” are examples to show Ferrero Rocher defines
its chocolate with a luxurious and high-end concept. Moreover, “celebrate
golden moment” shows the use of pathos, which appealing to audience’s emotion.
“Golden” is a powerful words to spread a sense of special and importance. It describes
a great esteem for its consumers. Furthermore, the Italian opera background
music and the professional voiceover increase the acceptance among consumers
about their professional chocolate making process.
If you buy M&M’s for yourself at home
as a playmate and buy Ferrero Rocher for friends at party as a status symbol,
you must buy Godiva for the person you love the most in the any situations and
locations to show your appreciation. As a representative of luxury chocolates, Godiva
does not represent its making process. In the advertising, “Godiva Chocolatier
One Minute Commercial,” showed in 2010 New York Film Academy, Godiva targets
directly to high consumption population. It has an excellent sagacity that women’s
love for chocolate is much larger than men’s love. Thus, Godiva tells men that no
matter in a palace or in a village, a fine box of Godiva chocolate is the best
surprise and allure for her. In the last seconds, “simply irresistible” is a
powerful example of pathos, appealing to audience’s heart to give Godiva for their
love.
Various kinds of chocolates brands tell about different
food cultures and values. Through my eyes, an effective food advertising will
not only attracts its target consumers to buy the product, but also increases
the goodwill on its non-target consumers. Based on these three advertisements,
we can see food play an important role in interpersonal culture. Food may
become your playmate or a symbol of status and esteem. More importantly, we
cannot ignore that food can become a wonderful love-letter.
You do a great job of using pathos, egos and logos in your paper. I agree with the socioeconomic status you associate with each brand. Lower class buys M&Ms while the upper class buys Godiva. Also the way you talk about the different emotion associated with each brand is great.
ReplyDeleteFood Values: this essay shows how people buy chocolate based on emotions or on what they feel for the person they are buying it for. This essay shows how people use food to demonstrate emotions and social status. If I’m in love with somebody I’m not going to buy them M&Ms and you do a good job of demonstrating this point. Similarly I’m not going to buy Godiva chocolates if I’m lower class.
Additions/Revisions: I’m not sure what I would add, it was a well written article and got a point across. There were a few grammatical errors within the paper but not that many. One thing I would change is in the introduction you say that you are going to analyze M&Ms and Godiva but you don’t mention Roche so make sure you mention all the ads you are going to analyze. Other than that it was a well written essay.
This was a very interesting paper to read. Throughout the whole essay you do a great job of referencing the use of rhetorical functions that each ad uses. I especially like the way you analyze the M&M commercial with pathos and egos and I feel as if your analysis was appropriate. What really stuck out though was when you stated how M&M’s are not just chocolate but also your playmate. I found this interesting because I have never looked into the deeper meaning of an M&M commercial, I usually thought of it as just another chocolate. But, when you tie in the rhetorical functions, the conclusion you draw is very interesting. Furthermore, I agree with the idea that M&M’s are for everybody, but that the upper class also has Godiva, which is known as a high end chocolate. With this, I really like how you tie in the idea of socioeconomic status and how each chocolate associates to a specific class. One observation I noticed you made about food values and culture was the idea of how there is a specific circumstance for each chocolate. If I want to profess my love to someone, odds are I am going to buy that person Godiva because it is such a high end chocolate. Conversely, if I want to have fun with my chocolate and want a playmate I am going to buy M&M’s because it is a neutral chocolate. These are some of the ideas that you really do a good job of emphasizing and for that I applaud you. If I were to add something to this paper it would be in the M&M section. You do a good job of showing how in the commercial it is talking about love and you mention the color red. Maybe talk about the significance of the red chocolate. The M&M Company has many colors but they chose red. To me this is significant because red can be seen as the color of love and if you add something like this I think you can strengthen your M&M portion a bit. Also, maybe add a little more detail for the Ferrero Rocher section because you mention it, but don’t really go into analysis with it. Overall, I enjoyed reading this paper.
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