The NBA playoffs started this weekend, so I hope your team made it in. Besides this major sporting event, this week, we’re going to analyze some magazine advertisements so let me talk to you about what I’m looking at.
This first magazine advertisement takes me back to my childhood. I used to love spreading ketchup all over my burgers and hot dogs before I’d start watching my afternoon cartoons. Heinz is clearly targeting condiment users who can use ketchup to enhance the taste of everything from fries to steak. The simple words “pass the Heinz” compliment the hi-res photo of each food item. The intention is to drive sales for the product and the value proposition is, you can use Heinz ketchup on anything. Talk about a good strong purchase, which can be used as a staple in the house. 
This second magazine advertisement is one of my favorites because I remember how one little device got me through my deployment in Afghanistan. This advertisement by Apple for the iPod Shuffle shows how joggers, runners, or walkers can step up their park experience. As a past iPod Shuffle user, I used that device to get me through so many runs on the base in Kandahar and this advertisement subtly shows how something so demanding (running) can be fun. The advertisement is clearly meant to increase sales purchases for this Apple product and the value here is to make sure users know that their running/walking experience will not be the same without some tunes. 
Our third magazine advertisement is brought to us by Volkswagen and hammers on the importance of precision parking. Now I don’t own a vehicle, but I have seen my fair share of people “tapping” someone else’s vehicle as they’re trying to fit in a spot. This advertisement reminded me of that cringe because you could imagine the mess of a busted fish bag. The advertisement’s goal is to highlight this important parking feature for the Volkswagen and the value proposition is to assure drivers that they’ll avoid the dreaded “tap.” The intent here is to drive up sales for the vehicle and make sure drivers looking to purchase a new ride think about Volkswagen. 
For the fourth magazine advertisement, I have to question the usage of the image because it not only burst my bubble for shock value but made me think about people’s sensitivity to life events. Now I get it, Burger King, you pride yourself on selling flame-grilled burgers, which are supposed to taste better than regular stove/oven-topped burgers. The advertisement is supposed to grab your attention and I think the value proposition is supposed to ensure you have the best burger out on the fast-food market, but there are some people who’ve experienced house fires. Now don’t get me wrong, I love risk and this advertisement makes you look, but is it over the top? You tell me. 
Our last advertisement is brought to us by Whiskas, which is cat food. This advertisement made me look hard because on one side you see a frame filled by a gazelle running on the other side it’s not as filled with a tiny cat. This advertisement may challenge people, but the message is this cat food will bring out the jungle in your cat. The objective is to obviously drive-up product sales and the value proposition tells buyers that this food will help your cat live a healthier lifestyle. Overall, this advertisement has it all, the sell, the feel, the mindful challenge, and a cute kitty (I’m still a dog-over-cat person, sorry). 
Well till next time everyone.
Hi Greg,
I really appreciated your choice of ads. Looking at the Heinz ketchup ad, it took me back to my childhood as well. I had a cousin who put ketchup in everything, including ice cream. Yuk! The funny part about that is that he hated it on his ice cream, and his mom, who warned him not to do it made him eat it.
After that, he was more careful about not putting ketchup on items that didn’t really call for it. Lol!
Great ads and analysis.
Sala
Hi Greg,
Thanks for sharing your analysis of the magazine advertisements, it was very interesting to read! I particularly liked how you connected with the Heinz ketchup ad and the Apple iPod Shuffle ad on a personal level, as it shows how effective these ads can be in reaching their target audience. It’s also great that you pointed out the potential insensitivity of the Burger King ad, as it’s important for advertisers to be mindful of their messaging and how it may be perceived by different audiences.
Again, thanks for sharing your thoughts!
Patrizia