First Print Advertisement

First
Advertisement Analysis

1)

What

the
clients/agencys intention for the advertisement might

have
been?
The

print

advertisement for the "Burger King Super Seven

Incher" is an advertisement made by a locally-based Singapore agency franchisee to

advertise its new product Burger King Super Seven Incher sandwich in Singapore. Its
attempts were to attract consumers to its new product, concentrating on its target
audience group and evoking interests of the target audience toward the advertisement.
This image of the advertisement displays a lady ready to swallow a new BK Super
Seven Incher Burger burger along with the suggestive headline of "It'll blow your mind
away." The print advertisement continues with the body copy of "Fill your desire for
something long, juicy and flame-grilled, explaining the brand new feature of their burger
product which is super long that targeting male consumer that has greater appetite. The
headline "It'll blow your mind away" origin meaning is to get consumer to be amazed at
something amazing. It was intentionally to provide message to consumer of how
shocking of the size of their new BK Super Seven Incher Burger burger which was an
extra-long size burger product.

2) Has the approach of the heading has taken in order to meet it intention?
However, the heading of It'll blow your mind away fails to meet its intention. The
heading meaning perceived by consumer turn up to be message contains references to
oral sex when combine with the image of the advertisement. The image features a wide
eyed and open mouthed young blond lady that prepare to swallow the new BK Super
Seven Incher Burger burger which spread thickly with unnaturally white mayonnaise
had double the meaning of the heading. The photoshopped editing the woman model to
looks just like a blow up doll and purposely photoshopped enhanced creamy white
mayonnaise had created possibly the least subtle suggestion to oral sex. Therefore, the

origin purpose meaning of the advertisement had turned to be extremely controversial

due to its sexual references to oral sex being perceived by most of the consumer.

3) How do you think that the headings could have confused its target audiences?
Undoubtedly, this advertisement is more focused on male consumer rather than female
consumer because the product itself is greater size that aims for greater appetite male
consumers. Besides, it uses a female model to attract the male consumers. For instance,
the advertisement displays a young blonde lady with her wide eye and red lips open
prepared to taste the new BK Super Seven Incher Burger burger. However, the
consequences of the visual perceived by the consumer confused when combined with the
headline. This combination of the copywriting and images of the advertisement perceived
by the audience as the meaning of same amount of pleasure will gained from eating the
burger as they would receive from the oral sexual act. For example, the headline of Itll
blow your mind away, printed in large, bold, white letters, particularly the word of
blow which may refer to the common dialect term for the oral sex act placed down
along with phrases of It just tastes better on the top right corner above it. Moreover, the
sub headline of the Burger King Super Seven Incher generates further controversy
meaning along with the body copy in the bottom right corner placed below the price of
the combo set appears to be like driving the consumers to fill your desires for
something long and juicy, promising them will yearn for more after them try it.
This caused more audience perceived this as not being refers to the new BK Super
Seven Incher Burger burger but to male genitalia. This created the perception of the

burger product represents penis because of the sexual suggestion word of headline which
is the word blow that created double meaning. This is due to the word blow may refer to
the sex act of a blowjob, but at the same time it also provide meaning of something
shocking like the new greater size of Burger King burger product showed here.

4) Provide a balanced, critical discussion on how well you believe the advertisement
will works to achieve the intention and why?
This advertisement had transformed into gender stereotype and sexism advertisement due
to the combination word and visual used. It's insulting to women and unappetizing.
Hence, the advertisement might work well if there is a change in the words and the
visuals used. The Burger King Super Seven Incher advertisement purpose was to
announce the new extra size Burger King Burger that targeting male consumer that have
greater appetite. Thus, the head of a female model opening her mouth wide as to swallow
the burger can change to be a male model with afro hairstyle in humor way. Above the
burger, there is a caption which reads as follows: it just tastes better and the logo of
Burger King can remain. The origin headline of Itll blow your mind away should
replace with Itll explode your mind. At the bottom of the advertisement, the advertiser
can remain placed the image of the new burger, the price and brief description of the new
product. With this, the advertiser can able described the new burger product and provided
the information that highlighting the feature that may attract customers and influence
their buying behavior. The bodycopy of brief description of the product can be replaced
as follow:

Explode your taste bug for something long, juicy and flame-grilled with the NEW BK
SUPER SEVEN INCHER. Crave for more after you taste the exploding size burger that
comes with a single beef patty, topped with American cheese, crispy onions and the A.I.
Thick & Hearty Steak Sauce.

5) Provide a discussion of both potential strengths and weaknesses on the overall

concept of the chosen advertisement.
Strength
This "Burger King Super Seven Incher" advertisement is effective in ability to
attract the attention of the audience. The advertisement successfully attracts the
attention of a large amount of target audience and shows them the new product.
Even though some might perceive the advertisement offensive, but this will make
them rethinking and remember more about the product of the advertisement. If
they continuously think and recall the product for a long period, they predictably
would buy the product as a minimum one time before they are satisfied.
This "Burger King Super Seven Incher" advertisement has created many feedback
and comment no matter good review or bad review all over the world due to its
controversial issue. All these controversy had caused the advertisement much
more well-known. If it is better known, it will be have higher sales compare to
those that was not very controversial.
Weakness

 Even though this controversial advertisement might able to draw a large group of
audience attention, but they generally wont able to move further on. This is due
to the advertisement had raises larger social issues which is the involvement of
controversial sexual issue that unethical and opposing to the societal social norms
and standards. The advertisement perceived by the consumer mind putting the
advertisement to gender stereotypes issue. The advertisement can be said as
portrays the woman in an inferior position in consumer mind. Thus it lost the
potential female consumer when they perceived the degradation of women issue
from this advertisement.
The advertisement also fails to describe the product in more detail and important

issue. As nowadays health issue more concerning by the people, Burger King fails
to mention their product nutrition facts. They failed to include important
information such as calories, carbohydrates, protein, fat, salt intake level per
serving rate which should be included. Although there are a bodycopy of text
included at the bottom of the advertisement describing the feature of the product
but the font size used are too small which make it unnoticeable by the audience.
In fact, the advertisement focus on getting attention of the audiences with the
most space uses for the visual and headline than displays the vital details about
the products.