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Concept

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Submitted By RebeccaV13
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Everyday millions of Americans sit on their couches and watch the world go by. The United States is the world’s most obese nation. However, it is possible to “ have your cake and eat it too.” Yes, the United States has millions of unhealthy foods, but just because there are so many unhealthy foods out there does not mean we need to eat them all the time. A commercial for Chips Ahoy cookies found on Saturday morning, February 20, 2011, on the Nickelodeon channel, shows Americans a creative way to get outside, be active, and still be able to indulge with an unhealthy snack. The Nickelodeon channel is primarily aimed at children ages 6–17, with the exception of their weekday morning program block aimed at preschoolers ages 2–5. This commercial inspires children to get off the couch and spend some time outside, which is beneficial to their health. The setting of this commercial is outside in a park filled with beautiful, full, green trees. A group of friends and two adults are playing football in the bright, green grass in the park. A brown haired boy, wearing a red sweatshirt, passes the football to a little blonde girl, wearing a light blue sweatshirt. Numerous other children scramble for the ball. One blonde hair boy wearing a yellow sweatshirt slide into a huge, muddy puddle as he was running down field. At the end of the field a brown haired man wearing a green sweater stands holding a blue bag of Chips Ahoy. All the children trying to get to the Chips Ahoy bag then tackle him. He fumbles the bag of Chips Ahoy. The children scramble to pick up the bag and start cheering and laughing as they open the bag and enjoy the cookies. Despite the action just described, this commercial has several other appealing aspects. This commercial is appealing to viewers’ needs in several different ways. One way in which this commercial is successful is by appealing to one’s need for affiliation. When watching this commercial one may want to be a part of the game or be part of this group of friends. The children are playing outside together, having a good time. For children who do not have many friends they may wish that they were apart of this group. This commercial could inspire children to possibly get a football game together in the neighborhood and create new friendships. Sports are not only fun but competitive as well. As seen in the commercial football is a competitive sport, and the advertisement shows the aggressive tones in the children’s faces as they run and dive toward the “big guy” holding the Chips Ahoy. This appeal is known as the need to achieve. The children are trying to accomplish something by getting to the cookies. Once they tackle the “big guy” they knock the bag out of his hand and yell, “FUMBLE!” The children then grab the Chips Ahoy cookie bag and rip open the bag to get to the delicious cookies waiting inside. They achieved the goal they were trying to accomplish and are now happily cheering at the end.
When one watches this commercial they may want to go out and play football or try the delicious Chips Ahoy, the advertisement is attempting to appeal to ones need to satisfy curiosity in that sense. In the commercial all the children have smiles on their faces and at the end everyone is laughing and giggling as they tackle “the big guy.” They may also want to try Chips Ahoy, which is what the advisement is trying to inspire one to do. The narrator builds up the ending to make the Chips Ahoy more intriguing by saying, “It was the final play and the GAME was on the line. When down field the big guy broke from the sidelines. Both teams scrambled and JUST like that the goal was no longer the end zone, but the COVETED BLUE BAG!” By building up the end to the “blue bag” the advertisement makes viewers curious as to what the commercial is about, which gets their attention and, may inspire them to go out and buy their product. Everyone has to eat and the commercial is appealing to viewers’ physiological needs in that aspect. They are advertising a food product. As the commercial exemplifies, “With so many REAL chocolate chips, you’ll never forget the moments that are crammed with joy.” The advertisement is trying to get to viewers stomachs by saying that their product is filled with delicious chocolate chips. The last thing shown before the commercial ends is a giant bite being taken out of an oversized cookie with a loud crunch! Unlike most advertisements this commercial was successful in manipulating viewers to buy an unhealthy product, but at the same time it is positively showing them a healthy attribute to life by showing exercise. Society has dramatically changed over the years and now many children sit on their couches, watch TV, and play video games. This commercial reached out to its viewers attempting to sell them their product but also showed kids that it is fun to play outside and be active. Whether viewers actually buy the product or not the advertisement inspired healthier life style choices in a nation that suffers greatly from obesity.

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