The purpose analysis of Burger King-English composition (ENG 101) | ASU

The purpose analysis of Burger King-English composition (ENG 101) | ASU

Advertisement of Burger King 

            An advertisement is a tool used in business to market products and services to potential customers. Its main purpose is to notify and convince the public concerning the existence of the product or service it is advertising in the market. Therefore, to ensure that it promotes a viewership to attract engagement, interest, and sales, it has to employ various communication strategies. In this purpose analysis, I will look in depth at the purpose of this Burger King advert and how particular strategies work to support or achieve that purpose. Burger King is a chain of fast-food restaurants that are known specifically for their burgers. The company was founded in 1954 and has over the years grown to become the second-largest chain globally. The chain has more than 10,400 restaurants serving more than 15 million customers daily, selling over 2 billion Burgers annually (Blue Lagoon Drive, n.d.).

            However, it might be hard to reach the top in the business world, but it might be even harder to maintain there. For this reason, advertising is essential to ensure that you maintain relevance in your customer base while still acquiring more. To ensure this, the communication in the advert has to be intentional and purposeful enough. Focusing on the above ad, the first strategy that is quite intentional is its color theme. It uses a bright yellow theme, making it easy to catch your eye’s attention. In advertising, visual is very important since, in such an ad, one can only get the message by visualizing it. And, for one to visualize, the ad has to first attract your attention which the color theme of this ad achieves quite well.

            Having captured one’s attention, an ad aims at maintaining that attention for the longest time for you to decode the intended message in the communication it is trying to convey. To achieve this, it has to be visually appealing to the point you cannot get enough of looking at it. This is the second strategy; looking at this ad, it has been implemented to perfection. Being a hamburger ad, it uses three huge hamburgers of different ingredients that appear to be king sizes just as the name of the chain restaurant suggests. Also, the content of the burgers is perfectly arranged to portray that attractive look. This is despite the fact that the burger one ends up getting is usually not as perfectly arranged as the one in the ad. The ad’s visual interaction with the eye helps it in achieving that second strategy by creating that curiosity in the audience.

            In the process of maintaining the attention of the audience, it is at this time that one gets to interact with the message of the ad. In the case of this ad, the textual message is inscribed at the top using a stylish font. The purpose style used in the font is also intentional to generate an audience with an interest in reading the message. In the message, the ad notifies the audience concerning a new product with the tag name “The Pregnancy Whopper”. By reading the message, it is quite clear who the ad’s targeted audience is, which I tend to think is pregnant women. Therefore, the message also achieves its purpose of communicating to its targeted audience through its third strategy.

            Having read the text messaging on the ad, it now becomes clear why the burgers have some of the ingredients, which in a normal case would be termed as something weird. For instance, in the burger on the left, the pink stuff seems to be ice cream. In a normal situation, it would be weird to include ice cream in a burger. However, being an advert targeted to pregnant women, the ad is intentional on such minor details. This is because it is based on the concept of coming up with pregnancy whopper burgers made from some of the most popular pregnancy cravings combinations.

The concept was developed from a survey carried out by the company from expectant women and mothers, which confirmed that not only are pregnancy cravings true it is not a myth. According to data from the survey conducted by Burger King, 58% of the women that took part in the survey agreed that the phenomenon of craving while pregnant is real, leading to women desiring special food combinations. Of those who agreed, 76% said that they couldn’t resist these cravings (Staff, 2022). Having this in mind, the overall purpose of the ad comes out as tapping into the strong desires of pregnant women. To achieve this, Burger King is providing them with the combination they want, no matter how outrageous it is.

Despite all the strategies used in the ad achieving their purpose, I think the most successful one is the visually appealing burgers. The ad might be highly targeting pregnant women as a result of their cravings. However, with such visuals, I would also be tempted to buy one and get to taste it. This is because, with the appealing and attractive visuals, the ads create a huge curiosity of desiring to buy it. Since it is appealing to me, yet I am not a pregnant woman, I am also sure that it would also be appealing to other audiences who are not. This in itself is a huge success because as much as it is used to focus mainly on pregnant women, the ad would still manage to convince other categories of audiences.

References

Blue Lagoon Drive. (n.d.). Burger King Corporation – Company Profile, Information, Business Description, History, Background Information on Burger King Corporation. Burger King Corporation – Company Profile, Information, Business Description, History, Background Information on Burger King Corporation. https://www.referenceforbusiness.com/history2/13/Burger-King-Corporation.html

Staff, T. (2022, May 6). “The Pregnancy Whopper” – Burger King Indulges Pregnancy Cravings for Mother’s Day. Branding in Asia Magazine. https://www.brandinginasia.com/the-pregnancy-whopper-burger-king-looks-to-help-with-cravings-on-mothers-day/