Popping Potatoes Is there such a thing as potatoes that pop? Phipps, a new generation of potato chips manufactured without frying or baking released an advertisement in 2012 featuring Kathy Perry. The target audience of this ad is the younger generation of women, taking in consideration their mind-set and preys on their biggest obsession: to lose weight. This ad hinges on the premise that women prefer to eat the foods that they love while at the same time shedding the pounds.The primary purpose of this ad is to convince women that Phipps are a healthy and delicious alternative to ride or baked potato chips that they can enjoy eating without the feeling of guilt one identifies with snacking on regular potato chips.
The first thing one sees by looking at this ad is the popular singer, Kathy Perry. The theme of the ad evokes fun by using a play on words. The ad is presented in a monochromatic color scheme with a blue background and white fonts.The large caption reads “nothing fake about ‘me. “. The caption is simple and eye catching.
Kathy Perry’s photograph is prominently featured portrait-styled, arms to the waist wearing a light blue asymmetrical dress with dark lee spaghetti straps on her left shoulder. There is a subtle white glow behind her, making her image look three-dimensional. She is strategically holding two bags of the all-natural Phipps, with each blue bag positioned over each of her breasts.
Her eyes are looking upward directly at the caption with her mouth open as if she is delivering the line. The caption “nothing fake about ‘me. ” is a double entendre that one could interpret in two ways. It is either referring to the all-natural bags of Phipps or to the buxom singer. Because of her popularity, the target audience sees her as confident and also someone they can relate to. They would be inclined to think that if she can eat these and look that good, then they can eat them too.
Below the caption, the ad also includes a quote from Kathy Perry herself: “I’m not into phonies, good thing there’s nothing fake or phony in Phipps. They only taste like they’re bad for you. ” This further reinforces the themes that eating these chips are good for the losing weight because they are natural and healthy.
At the bottom right corner are phrases like “think popped! “, “never fried” and “never baked. ” All of these also contain words that are related to health and losing weight.In summary, the goal of this advertisement is not only convince one to buy Phipps, but also to show that these all-natural chips are healthy too. By using Kathy Perry, Phipps is positioning their brand as sassy and fun. The advertisement clearly appeals to the thinking that all-natural is better than its fake and artificial counterparts. Kathy Perry’s appeal and easy-going personality is very relatable to the target demographic and makes it enticing for consumers to buy Phipps, as they desire a guilt-free lifestyle. By Roland