Deconstructing an Ad – ‘Praise’ Salad Dressings

Photo on 2-03-2014 at 3.53 pmThe ‘Praise’ advertisement is promoting its salad dressings. It is targeted at cooks and chefs and the print advertisement was sourced from a cooking magazine for obvious reasons. Techniques such as weasel words, colour, positive language, slogans and bandwagon are used to attract the reader’s attention and to be persuasive.

Weasel Words are commonly used in advertisements to mislead the viewer, instead of telling the truth. Words like ‘Natural’ are shown in the ‘Praise’ advertisement. Because ‘Natural’ can have never-ending meanings, it can literally mean anything from being packed using environmentally friendly materials to being an unprocessed and organic food. I usually associate the word as a positive and perfect adjective, though this may not be the case. I believe the advertisers have purposely picked the word so that we associate their product as a healthy and organic food.

The ‘Praise’ advertisement has a green hue to attract the reader’s attention. Also, green is associated with fresh and natural, so the advertisers are aiming for its audience to believe that their product is fresh and natural. The advertisers have chosen their colour pallet carefully to emphasize their product being organic, as well as it being eye catching.

Positive language, bandwagon and slogans are used to persuade its audience. In this particular advertisement, ‘Nothing artificial now and forever’ is seen positively because it states that the product should be healthy. The word ‘ new’ is commonly used in advertisements. I think that the target audience will be forced to try it because it is seen as the latest product; and to be cool, well, you should buy it. The Praise slogan is ‘Your food deserves Praise’. Advertisements use slogans and catchy phrases to persuade the target audience and so that we can remember the product easily.

When these techniques are used effectively and correctly, the target audience will be persuaded to buy the product.  The ‘Praise’ print advertisement does that well and as a result, the targeted audience should be persuaded enough to purchase their product. I think I am too!

2 thoughts on “Deconstructing an Ad – ‘Praise’ Salad Dressings

  1. This is really well structured Jovi, and I enjoyed your personal tone. In terms of the target audience, it’s not just cooks and chefs, but everyday cooks too – mums, dads – an adult audience who cooks. The word “palette” refers to colour (a pallet is a crate that things are placed on for transporting). You could talk about the repetition of the idea of “natural” – this is repeated in “nothing artificial” – it’s the same idea. The slogan, “your food deserves praise”, particularly the word “deserve” emphasises that it is something special and of high quality. I don’t think bandwagon is really used in this ad. What about the graphic of the tree? Again, the dressing bottles hanging from the tree is supposed to reflect that the product is fresh and natural, just like picking fruit from a tree. This is a very important component of the ad that you have missed. Overall, this is a great effort, just a little more detail needed in places.

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