Hardee's has lately released a series of advertisements to promote their restaurants and new products that will be available or are currently available in them. While they are all very similar, I picked this particular ad because I believe I can analyse it with multiple Deadly Sins.
The link for the advertisment: https://www.youtube.com/watch?v=b3BA5qCOnkc
The voiceover is done by Chris Fries.
The Little Picture: The video depicts a young attractive woman in a barn/farm setting wearing a "country" or "cowgirl" outfit, although with an intentional and provocative twist on said attire. The voiceover in the video talks about what makes someone "From Texas" such as the hat or boots, but then states that it is the toast, as the woman eats a Texas Toast Bacon Cheese Thickburger (Say that 5 times fast) slowly and appears to enjoy it immensely. The sandwich itself appears large and appealing.
The ad stereotypes that all people from Texas (and the South in general) are typically farmers and live a rural lifestyle.
BIGGER PICTURE: There are two apparent sins present in the ad. The first is gluttony, as is common in food advertisements. The burger size and caloric value is unnecessary, but is still appealing because, as Americans and as people, we like food and more of it. Hardee's appeals to this through the actual appearance of the burger, as they most likely took time and effort to prepare the burger used in the ad to look as appealing as possible. They also use the human reaction of the woman; her looking satisfied after eating the burger gives the impression that it tastes as good as it looks, even though she is a paid actress.
The second sin present is lust. Hardee's creates this sin deliberately through their choice of an attractive actress and how they presented her. The use of provocative clothing and the actions in the ad, such as pouring water on herself, are meant to arouse the male (and possibly female) viewers to persuade them to go to Hardee's.
WHO is it for? The advertisement is for potential Hardee's customers, most likely middle or lower class citizens. These targeted audience members are most likely male, and are unsatisfied with the amount of food other restaurants serve them based on the emphasis of size in the ad.
Sunday, October 19, 2014
Sunday, October 5, 2014
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