Lays Kettle Cooked Jalapeno
Upon perusing several magazines, my advertisement of choice is the Lays Kettle Cooked Jalapeno. I have discovered that advertisements for foods have a wide range of complexities. Not only is the image of great importance, but the texture and familiarity with the product have equal value for attracting the consumer and keeping their attention. I found this ad in Better Homes and Gardens Magazine (February 2015).
Overall, I liked this advertisement for Crunchy Jalapenos. Truly, I am not a big a fan of Jalapenos, but this makes me want to try one. The most noticeable image in this ad is the potato chip being liberated from the pepper. The contrast caught me off guard and drew my attention. The texture of a crunchy potato coming out of a soft pepper? If the image doesn’t snap your taste buds into curiosity, the flavor sure will! Many of us find the simple potato chip to be an irresistible treat. This new product appears to be the same crunchy Kettle Potato chip offering a special twist. Lays has added an ingredient; jalapenos. The background in the advertisement embraces the culture of the jalapeno by adding a margarita, whole jalapeno, lime wedge and salsa. And, if you look closely near the bowl of salsa, you will see the standard taco chip has been replaced by a potato chip. This now gives you the incentive to use this new product as a taco chip.
The ad appears to be based entirely on image without much verbiage. I feel this magazine is a good source for this type of ad. This is a “flip through the pages” magazine and see what catches your eye. The minimum use of words is clever and quite creative. Not only does Lays introduce the (hot) jalapeno pepper to their potato chip, but suggests it will “tango across your tongue.” This use of words continue the play on culture and now adds a layer of sensuality. There is the culture, flavor, texture (pepper versus chip) and sensuality (tongue and tango). There is a LOT going on here! And if you chose, it can all happen to you when you purchase Lays Kettle Cooked Jalapeno potato chips.
Cheers to the Chip!
kimberlylabuz 