Image the following scenario: A single women, popcorn in-hand, is watching her favorite romantic comedy. The woman, longing for her own personal George Clooney to appear and sweep her off her feet, gazes enviously at the film’s happy lovers, when a Pepperidge Farm spot flashes on the screen. Finally it clicks: That’s what’s missing—love AND cookies.A similar scenario may be playing out in this Pepperidge Farm Milano cookie print ad that appeared in a 2007 issue of Good Housekeeping. The cookie “man” and chocolate “woman” are locked in an intimate embrace—the perfect combination for a delicious cookie experience. In addition to the sexuality of the embrace, the ad plays on the emotional attachment that women have to love—every woman is searching for her soulmate.
In my opinion, the ad says that cookies are equivalent to love. Overall, the ad is attempting to create an emotional attachment between the viewer, love, food, and the brand. This is an effective combination given that for women, sexual appeals and relationships are much more powerful than blatant sexuality or nudity.
This ad also created a stir for its hints of racism. See Steve Hall's commentary on Adrants for details.
--Posted by Sarah Doss
1 comment:
Can anyone tell me how to get one of those soulmate chocolate figure. I want one for a wedding gift, I love it!
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