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You When You Are Hungry Rhetorical Analysis

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Words 1001
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Ke Yin
2014.11.14.
Media Analysis Essay 2
“You Are Not You When You’re Hungry” Snickers, one of the largest chocolate companies, begins its new campaign, “you are not you wen you are hungry”. This campaign is across different media platforms from TV to press media even on Twitter. As a matter of fact, this campaign successfully run in more than 40 market places and has a huge success not only in revenue but also for representing brand itself. One of the advertisements is on Food Network magazine. It is a print advertisement. On the ad, Snickers connects itself with a picture of a zebra chasing down a lion on the savanna. On the lower right corner, Snickers puts on its campaign’s name, you’re not you when you’re hungry. Snickers’s ad …show more content…
Snickers’s ad is effective because it reaches out targeting market, college young males by the impression of “man’s candy”, by the use of slogan, by the use of image. As professor Steenson mentioned during the lecture in the class, the vital part of targeting marketing is to understand who is the audiences, which includes the loyal devotees of the brand, people who tried the brand before and people who have never used the brand. Meanwhile, Mannering (2013), demonstrates that “Snickers is explicitly marketed by Mars as not a sweet treat.” Snickers has incorporated the idea of “man’s candy” into its ad contents. As people can see in Snickers ad, there is not a single feminine element. In stead, the ad uses zebra and lion as the major content. Zebra and lion are both symbols of men. By using that, people can easily connect the product with an image of wild man. The slogan, “you’re not you when you’re hungry” is also …show more content…
As for a food advertisement, it is usual to put animals in the center of the ad instead of the product itself. Meanwhile, a zebra chasing down to a lion is not a logical scene. Usually the lion is the predator and the zebra should be the one running. This image of switching status on the biologic chain is contrasting. This helps catches audiences’ attentions from other ordinary ads. This ad even goes further more. On the lower right corner is the slogan of the product, “you’re not you when you’re hungry”. According to Prof Steenson, Gutenberg diagonal is a way (direction) people observing the ads; the focal point is where the audience’s attention is directed. On this ad, the focal point the astounding picture of zebra and lion. Following Gutenberg diagonal, people see the slogan, “you’re not you when you’re hungry”. Therefore, by great mix use of focal point, subscribers are able to connect the image with the slogan. Thereafter, people understand the truly meaning of the image. Because “a zebra is not a zebra when the zebra is hungry”, the zebra is able to chasing the lion. Further, Snickers successfully presenting the idea of turning into something people never are by just eating Snickers. On the other hand, people can also imply that Snickers is the product,

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