Visual Analysis. Case Study: Wendy’s Deluxe Ad
The most common elements of an ad are -as stated by Landa (2010 211)-, a line (or headline), a visual, a body copy, a tagline and a sign-off. Sometimes, not every element needs to be included, as each piece of ad differs and is created under a different approach. In this particular case, the product shot is the iconic Wendy’s deluxe hamburger standing at the forefront with a cup of soda and French fries on the back completing the traditional combo. To the right, the phrase “FILL UP FOR LESS” serves as a tagline, which is followed up by a less bolded, but still prominent line presenting the promotion: “Deluxe Value Meals for just $2.99” with the price heightened as the headline. In a more modest font size and color, the body copy follows the headline, promoting the quality of the product and showing two different options (“Crispy Chicken Deluxe” and “Double Jr. Cheeseburger Deluxe”). Signing-off, there’s the very familiar “> Learn More” button containing a link to Wendy’s webpage with more information about the product. At the bottom of the page, there’s a footnote defining the promotional coverage (which is continental U.S.). So, in this particular case, all elements are present, as the visuals comprise both the product shot and text, wrapped up in a compact design.
IMAGE LOGOS
Resorting to human nature is a common strategy usually seen in all formats and types of advertisement. Landon (2010, 67-68) even goes further and mentions Maslow’s pyramid of needs. According to him, humans have a hierarchy of needs that influence their behavior. One of these needs is food. Evidently, this piece of advertisement is promoting a product that fulfills one of humans’ most basic needs. But it doesn’t end in the bottom of the pyramid, two of the upper needs Maslow defines are esteem and safety. These necessities are also influencing the consumer to purchase this product, since it’s aiming it as a dynamic (“The choice is yours”) and healthy product (“fresh, never frozen beef”); and of top of that it’s also a good investment (“Meals for just $2.99”). The company is making an effort on building a campaign that not only shows food, but also the value it has to offer and how it can help fulfilling upper needs in the pyramid. Whether it’s just a deluxe combo at Wendy’s or something more, it is up to the consumer to decide, but these simple expressions are aimed at influencing people, not just informing them about the contents of the product.
IMAGE ETHOS
Wendy’s has been in the market since 1969, when David Thomas opened their first restaurant in Ohio (Wendys.com). Six years later, Wendy’s had already expanded its business to Canada, and in 2009 they celebrated their 40th anniversary with a desirable amount of 6,600 restaurants worldwide. Today, the fast food chain has built up a number of awards regarding its model organization, multiple initiatives regarding its food, systems and social platforms. With a 47-year successful career and a wide physical and intangible exposure, the ad is backed up by a solid company, that not only shares a responsibility with its direct clients, but also built up its empire by giving back through a variety of organizations (such as Wendy’s Wonderful Kids, the Animal Welfare Program and the Dave Thomas Foundation for Adoption). As Wendy’s grows bigger, their responsibility with the community, the nation and even the world does too. This makes the scope of the audience very wide, from children in their early years, to senior generations that got to know Wendy’s when it was taking its first steps from all backgrounds and cultures, inside and outside of the United States.
IMAGE PATHOS
After reviewing the elements of the advertisement, its argument, the audience and background of the company, it’s easier to establish which emotions it’s expressing and through what elements. First of all, the product shot makes up for almost half of the image, with the hamburger being showcased as the main character. It’s intended to look delicious: the crispy chicken meat, with all the familiar ingredients: a succulent wavy layer of bacon, with lettuce and tomato on top. The French fries, looking crispy as well, presumably hot and freshly-made and the refreshing soda, asking to be consumed with its drops of water around the cup. This is not a new product, it’s the very well-known basic Wendy’s combo the target is accustomed to. The colors on the back present a sober background and the space for the text reminds of the traditional, familiar Wendy’s restaurant, with its warm, wooden furniture, appealing to the classical American family. On top of it, the actual content pops up in a red, bolded text conveying the message of “This needs to be read”. “Fill Up for Less” appeals to the consumer who’s thinking about its budget and pocket, looking for a “fresh” (that it’s intended to be read almost as a synonym to healthy) yet delicious meal that he can afford: it fuels the consumer with serenity since he knows that he’s paying an affordable price for a product knows well. In a completely confident move, Wendy’s asking its costumer to trust its product by providing with a delicious, familiar and economic experience ready to be served.
Image 1. Wendy’s “Fill Up for Less” Advertisement. N.d., n.p.
Works Cited
Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas across Media. Hoboken, NJ: Wiley, 2010. Print.
Wendy's. www.wendys.com. N.p., 2016. Web. 21 Mar. 2016. Web.
