Having read the article “Authenticity in
America, Class Distinctions in Potato Chip Advertising”, written by Joshua
Freeman and Dan Jurafsky, I have a new understanding of food advertisement.
In this article, the authors discussed the
upper class and lower class of people by explaining their differences when
speaking English. Then the authors made a research using twelve different kinds
of potato chips. Firstly, they divided these twelve kinds of potato chips into
two groups, expensive chips and inexpensive chips. Secondly, they compared the advertisements of
these products; they mainly focus on the pattern of the sentences, and the
words of the advertisements. Finally they found that advertisements of expensive
chips would probably show them off as if they are unique and comparative, and
emphasized they were natural and healthy. However, advertisements for
inexpensive chips mainly laid stress on their locations and histories.
Otherwise, the advertisement for expensive chips might be much more complex
than that of inexpensive chips.
Through this conclusion, we know that upper
class people focus more on their health, and lower might care more about
locations and histories of the products. So a good advertisement for upper
class people should pay attention to show how natural and healthy the product
is, and for lower class people, the advertisement should demonstrate its
advantage of locations and histories. Because expensive chips have their
special consumer groups, so they do not need to worry about how complex their
advertisements are.
This way of making food advertisement could
be also used in making an oil paint advertisement. I think oil paint has the
same characteristics in some areas as food does.
In my opinion, when a company finds the
right way to create a good advertisement, this good Ad could help them earn
more customers and make more profit.
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