5/6/12 As I was looking through Penny Saver I came across this ad. The advertising technique used in this ad is the use of weasel words. Although in the picture, the words on the top left-hand corner of each picture are blurred from my bad camera, the words "ultimate" and "perfect" are used to describe the meals. The phrase used to promote these barbecue sauces also includes the word "ultimate." As if these barbecue sauces actually make the party. No condiments ever make a party great, bet that's the angle they are using. Another technique being used in this ad is patriotism. The meats have a reddish tint, the background for the food is white and the background for the wording is blue. The craft logo is also the color of the American flag. The use of these colors made me think of an All-American barbecue, which is probably what Kraft intended. I think that they did a good job slyfully inputting patriotic ideas into the viewers mind.
Mmmmm, that sure does look mighty tasty! Me being me, you know I would comment on any food advertisement I would see, especially one that has a picture of mouthwatering steak on it. But when I first glanced at the picture of the advertisement, all I noticed were the two pictures of dinner dishes of perfectly barbequed steak, and what looks like to be salmon, both grilled to perfection. I automatically assumed it would be a Bel Air ad or something similar trying to advertise their meats, telling everyone to come buy it to create one big "ultimate" family backyard BBQ party. The logo of their name in the far right-hand corner did not pop out to me at all. After reading your analysis of the advertisement, and you said it was a promotion of barbeque sauces I was surprised to find it was an ad on sauce! I guess they want their audience to associate a great looking BBQ dinner whenever one sees the brand name bottle Kraft Barbeque Sauce in stores.
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