Isom 1 Courtney Isom Ms.

Caruso English 1101-075 7 November 2013 Don't Be a Square With so many snack cracker choices on the shelves these days, companies have to find new ways to come across to consumers with their product. Pepperidge Farm advertises their Goldfish product as something out of the mainstream and comes across as something new on the market, even though Goldfish are very original have been around for a while. They use the unique element of their snack cracker to come across to consumers in their advertisement that this is a new and fun product. The first aspect of the Goldfish advertisement that could catch the viewers attention is the placement of the product on the advertisement. The main picture is front and center with the leading phrase above. The picture directly compares goldfish with their leading competitor by showing the image of the competitions cracker with the goldfish outline on it and makes the viewer think about these two products side by side. The interesting thing about this picture is that the actual image of a Goldfish cracker is not directly on this advertisement. Through the design of the image, the illusion of the product is clearly seen through the products outline. The advertisement places the image of the Goldfish cracker inside the audiences head without even showing the actual picture. Using this tactic, the viewer second-guesses their snack cracker choice as they view the competition right before their eyes. This tactic is shown in many advertisements to compare leading competitors. In an advertisement for Flipside crackers, Town House uses the two images of leading competitors crackers coming together to have offspring.
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Isom 2 This is done to to compare their new product and how is better than both other products as it is being portrayed as the best of both worlds. They show this unity by making their image the highlight of the advertisement to show the morphing of the other crackers. In the original Goldfish advertisement, it is also important to look at how big the initial image actually is. This is purposely done to draw one's attention and helps one focus in on the comparison between the two crackers. Through different aspects of the Goldfish advertisement, there is a feeling of fun and uniqueness behind this product, unlike the competition. The company uses the outline of the goldfish shape in comparison to the boring, common square shape other snack crackers represent. The advertisement also uses a play on words when the advertisement states, don't be a square. It is referencing to the square shape of other snack crackers, but the deeper hidden meaning is telling consumers to not be so mainstream and to be unique by buying Goldfish instead. Advertisements convince customers away from other products using little tactics like this, and if done right, they will have successfully done it. Using this modern lingo also appeals to different audiences as well. Most people that come across this advertisement will understand what being a square means and will understand the advertisement is telling them to branch out of the norm and try their product. Younger children might not need the words to draw them to the product as usually Goldfish can be considered a staple food for these youngsters to munch on. All adults can be affected by the advertisement as it will direct them to buy the Goldfish because they do not have the same standard shape as other snack crackers. Using the word play, any consumer can feel the need to buy this cracker because it would make them different and stand out from the norm. By the company including this phrase and wording into this advertisement, the range of target
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Isom 3 consumers grows. Using the special shape of Goldfish and the word play to their advantage, Pepperidge Farm directly calls out on their leading competitors for being too original and mainstream. This bias is very obvious through the image alone. As the colors induce feelings, including the Goldfish slogan at the bottom that gives off a happy vibe as well. The slogan Goldfish. Delight, in a Snack is convincing consumers that buying this product will make them a little more cheerful, just by eating this snack cracker. Some companies choose to make their customers think about their products by including phrases, sayings, or descriptions to catch their attention. In the Kashi snack cracker advertisement, they ask a general question asking why their product tastes so different than the leading competitors. The answer is in the image. Kashi uses all natural ingredients in their crackers and shows all of these fresh, natural ingredients in their advertisements image. While some advertisements need words to clarify what the advertisement is trying to say, some advertisements need nothing more than a simple image to get their message across. Flipside crackers do such thing. Their advertisement has nothing but images of crackers. Their image of two crackers joining together to create something new is self explanatory through their image of a new born baby cracker next to its parents. Pepperidge Farms Goldfish advertisement needed a few words to tie along with the image because of the many different sides to the included image. The phrase solidifies what the image, in this case, is trying to portray. Sometimes words can set the mood, but at other times, what is already included in the advertisement is plenty enough to entice the mood all on its own. The way the advertisement is laid out, the first impression is that this product is something new and different, even though Goldfish have been around since 1962. Again, Pepperidge Farm brings out the element in Goldfish that makes the cracker so famous, its unique
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Isom 4 shape. By drawing the audience to the center image, this shape is easily identifiable. In the bottom, the actual picture of the Goldfish bag is there to help consumers identify the product on shelves and such. The bright and lively colors draw the consumer's attention to the advertisement and gives off a happy vibe. The color also contrasts with the main ingredient in Goldfish and the color of the cracker itself. This color scheme is very inviting, unlike a leading competitors advertisement for Premium saltine crackers. In one of their advertisements, there is nothing on their page but a sentence and two images of a simple black dress and one saltine cracker to compare it with. This image can come across as boring and plain, which can reflect on the product being that way as well. The Goldfish Company attracts the audience into their advertisement through the color scheme to show the fun, out of the ordinary kind of style they have. Along with colors and images, additional descriptions are included in this advertisement as well. A brief description of what Goldfish are and how they are made are included at the bottom to finish off the defensive side to this advertisement. To learn more or continue to investigate this product, Pepperidge Farm is willing to put their website on the advertisement as well. The website shows the confidence Pepperidge Farm has about their product and encourages the consumer to research and see the difference. Other companies are including websites in the descriptions of their products because they are confident enough to let their customers explore the company. Including this website gets the customer interested in the products and included in the experience. Having a current website intrigues customers because we are living in a technological era, and advertising is taking the next step by introducing new ways to get the customers on their side. This makes the product more marketable by allowing for even further advertisements and eventually more customers on their side. Having a new or old product proves
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Isom 5 that you have to be up to date with society to obtain the most customers, therefore more profit. This advertisement can be found in a variety of places. Since the target audience can be a big range, the advertisement can be in any store with a display that includes the product. That way the customers can see clearly what the product is and can immediately compare products through this advertisement. Another key place this advertisement can go is near the leading competition within a store. Using this advertisement as a defensive strategy is a good way to lure the competition's customers to Pepperidge Farm's Goldfish product instead. A general grocery store is a good place to reach a variety of consumers because that is where people do their grocery shopping, especially for snack crackers. This advertisement can also be placed in a magazine. A few important magazines that would include an advertisement like this are food magazines, parenting magazines, family magazines, or any other magazines relating to children or parents. Targeting moms who are usually the ones doing shopping will encourage them to purchase Goldfish for their children and family. One more aspect of this advertisement is subtle inclusion of the main Goldfish ingredient, cheese. Including this ingredient lets the buyers know what is in this product and it lets them know exactly what they are paying for. When comparing this advertisement to one for Kashi snack crackers, Kashi includes all their ingredients on the advertisement and makes it the focus of the page. This ensures the buyers know everything in what they are eating. Goldfish does not include all ingredients because the purpose of this advertisement isn't about all the healthly or organic ingredients, unlike the Kashi company which is primarily health conscious. For a different group of consumers, Kashi crackers might win over Goldfish crackers because the buyers could be health conscious and like to know the ingredients in their products are natural and fresh. All of this varies on how the advertisement is displayed for the public eye and who
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Isom 6 looks at it. Looking back over this advertisement, it seems to be very attractive to any consumer because of the unique layout and approach to the product. This advertisement called out the competition and really makes the consumer think about why they enjoy the Goldfish crackers better than the other snack crackers. Pepperidge Farm really knows how to intrigue their customers and draw them away from the other brands. Some companies choose realistic images of people enjoying their product while others use cartoon images with unrealistic events to help persuade the customers mind into buying that product. Looking over the advertisement now, it is obvious that it takes a lot of thought and detail to attract the customer just right to buy this product. Goldfish has been around since 1962; Pepperidge Farm has the key to successful advertising.
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