¶ … Advertisement:
Appeal -- Combination of fun, fear, and environmental or health consciousness. The fun is in the graphic of the hyped up cat (bug eyed); the fear is in the initial tag concerning the children, and the environmental message is addressed in the ingredients and health benefits.
Executional Style -- Focuses on both humor and guilt. The implication is that parents need to change what their children drink and are not good parents if they allow the child to drink regular soft-drinks. By switching to "Super Juice," they provide a healthy and tasty alternative.
Color -- Colors are earth tones and natural colors. The soft green is designed to make the consumer believe in growing, healthy and natural products; the fading on the information section drives the eye towards the information. Notice also the bright colors of the packaging, the fruits and vegetables pop to the eye.
Font -- The font is "Comic Sans," which conveys a sense of informality and fun, yet is easy to read and somewhat whimsical in nature; befitting a trendy, eco-friendly, product.
Information -- The information given in the ad is primarily geared towards health and a subtle comparison to unhealthy sodas. It provides information designed to inform about nutrition and reasons to purchase.
Benefits and Features -- Low glycemic index, 99% fresh fruit, no preservatives, most of the RDA for vitamins, natural, healthy.
Overall Appeal -- The appeal is designed for more of a young parent audience, 21-35. It uses cute pictures of an animal, slight fear but humor, and bright, vivid colorations that inform and make the assumption that a new parent wants to provide the best possible for their child.
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