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Chips of Chocolate

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Submitted By rileydoyle
Words 374
Pages 2
Chocolate Chips, like you’ve never seen them before! The product being advertised is Chocolate Chips. A good advertisement makes the consumer want to buy the product. Different marketing techniques are used to appeal to different audiences. In this advertisement the techniques that are used are celebrity endorsement, transfer, and positive images. This advertisement is aimed primarily at families and young adults.
In this advertisement Felix Baumgartner was used to endorse the product. Felix is known as for his world record of the world’s highest freefall. He is used in this advertisement to build trust with the audience, that if he eats these chips, the consumer should too. They will remember the product that this adrenaline junkie endorses compared to another chip advertisement. Felix Baumgartner appeals to more of the teenager and young adult audience instead of family and children. The Transfer technique is used in advertisements to transfer the qualities of one idea to those of another. The man known as “Fearless Felix” is looked up upon by kids and young adults everywhere. He is usually described as brave, valiant, heroic, and courageous. The idea is to get these qualities of the skydiver to rub off on the chips. If the consumer eats these chips they could be just like Felix and possess all these qualities. This marketing technique is aimed at mostly male kids and teenagers. Positive images are used in this advertisement to appeal to more of the family and parent audience. It promotes togetherness, family and happiness. The family is running through the field to go get some of these delicious Chocolate Chips. Meanwhile, Felix Baumgartner is flying through the air with a bowl of Chocolate Chips. If the consumer buys this product, it could bring them all together at a picnic or around a warm fire to enjoy the heavenly flavour of Chocolate Chips. Something

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