e advertisement under focus pictures a girl who has bandage on both sides of her lips giving the impression that she hurt herself while trying to open her mouth to its limit in order to eat the ‘real big burger’. It has become a trend in the marketing industry to allure the teenagers, especially men, through gender appeal. The same tactic has been applied in the discussed advertisement. The face of the girl is only half visible in the advertisement with her cherry colored lips.
The target market of Burger King, as can be analyzed from their overall marketing campaign, consists of moms with young children, teenagers and also middle class income families who have enough income to eat out on occasions.
On the other hand, them portraying women in such a way that they cannot handle ‘Burger King’s REAL Big Burgers’ can make a negative impact on their existing target market and exclude many women from it.
Burger King’s point of differentiation from its competitors (McDonalds, KFC etc) is that it has ‘REAL Big Burgers’ at the same affordable price which makes it a unique and special place to dine out.
In this print ad as well their point of differentiation is depicted through their message intended in this picture. What they intend to say through this message is that our burgers are so big that the mouth of an ordinary person (can also be women) will pierce\cut out if they put it all in their mouth in one go.
In this age we are all surrounded by advertisement everywhere in our homes on tv, on billboards while driving, in the bus stations on the internet everywhere. Hence creativity has become one of the primary factors to be considered while making an advertisement to catch the eye of the audience and this ad is a perfect example of creativity.
It definitely catches the eye of the audience and the exaggerated ironic appeal would surely amuse him. What attracted me, and perhaps many other viewers, is the challenge to eat big burgers of Burger King.
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