Paper #2 Rough Draft

What makes an athlete’s performance good? Many peanut product producing companies shout out that it is food, and peanuts in particular. The scream it through the brightly colored images and well developed textual messages contained in their ads. Pictures of dripping marathoners and focused gymnasts flash bursts of hope into the average high school athlete’s mind. It is well known that protein is a muscle building substance, and that peanuts are chock full of it. Does that mean that every peanut tainted concoction is the “healthy choice” advertised on the packaging? The wallets of many fool hearty gym—goers are gradually shedding weight do to the convincing text and images found on so called muscle miracle peanut product advertisements. It is through the design of peanut ads that so many people have come to assume that peanuts in any form equal fitness and therefore confidence.

                An outstanding example of this is in Targets ad for the Crunchy Peanut Butter Clif Bar. In the ad, there are many glaring components that lead shoppers to believe that this extra special granola bar could lead them to athletic success. This first is the image of the rock climber. His bright red shirt brings feelings of confidence, and power. All athletes want to feel as if success is in the bag and that crushing their opponents is guaranteed. The flexing in his tricep, his hunched and exertive posture, and the fact that he only has one foot on the overbearing wall also makes the viewer assume that he has just regained his footing, leading to his glorious comeback. This relates with the feeling of self-doubt that all sportsmen experience at one point in their athletic goals. It leads them to think on their current state of defeat as treatable by a Crunchy Peanut Butter Clif Bar. Similarly, the sunlit mountains below the rock climber could either represent a sunrise or a sunset. Both of these express hope, just like the stance of the rock climber. If the viewer was to interpret it as a sunrise, or a new day, it could be a representation of the second chance this liberating morsel could give them. If they saw it as a sunset, they could create the message that though they may seem incapable now, investing in the Crunchy Peanut Butter Clif Bar will ensure success at the end of the tunnel. The blue sky can also be associated with hope. Lastly, the fact that the mountains are below the climber makes it seem as though the climber has come a great distance. This seems to ensure not only improvement, but extreme leaps of incredible success, putting even more of an edge on the customer’s desire.

                Below the visual ad Target explains even further the benefits of the product. “CLIF® Bar is a great-tasting energy bar made with a nutritious blend of organic rolled oats and wholesome ingredients for sustained energy. Thoughtfully crafted with a combination of protein, fiber, carbohydrates and 23 vitamins and minerals, CLIF Bar provides energy for the athlete and adventurer in all of us.” In these words, the ad uses word like “athletes”, “energy”, “protein”, “adventurer”, “wholesome” and “organic”. All of these words are directly associated with sportsmen and addresses the criteria a product must meet to be satisfactory to one.

Also including the strong facade of a man with a toned build, Yum Yum Peanut Butter draws immediate attention from athletes desiring the same body type. Also similar to the Clif Bar ad, the vibrating ropes of what looks like a boxing arena imply that the athlete has been bounced back into the match. The Lone peanut in middle of the arena added to the heart tattoo including Yum Yum Peanut Butter’s name implant the idea that it was the peanut butter that made it happen. The fearful eyes of the intensely strong and capable man show respect for the peanut butter’s power in the game. The viewer then is likely to assume that if the peanut butter is that effective for an already successful athlete, it could do even more for them. The radiant lights in the back ground ensue the stardom of the renewed sportsman. Again, because of the fear on his face, the customer is able to assume that it was the peanut butter that made him into a star.

                 Though there is limited text on the ad, the few words send a message with as much force as any paragraph could. In the right hand corner, the mustard colored words, “serious about smooth” further explain the majesty contained in one jar of Yum Yum Peanut Butter. The word “smooth” can easily be associated with a confident performance that can be respected and recognized, attributes every athlete strains to achieve.

                The third, though probably most powerful ad, is very simple compared to the others. It is a picture of a girl, legs splattered with mud and one shoe missing, looking courageously into the eyes of the viewer. Her tousled hair and lopsided jersey signify the exertion she has willingly suffered. Most impressionable is the fact that she only has one shoe on. This immediately draws the viewer in, filling them with questions. Is she alright? Why is she so calm? The message written in the color of her opium explains the answers to all of these concerns: “Ran out of my shoe at 1.2 miles. Never ran out of energy.” This advertisement by National Peanut Butter Board sends many messages to the viewer. Through the visual representations of her efforts, which were definitely note-worthy, coupled with her confident statement about the constant energy supply given to her buy peanut butter tells the shopper of the reliability of the product. Her confident stance in her posture and her message insure it as truth and gives authority to make such an argument. Also contributing to the authenticity of peanut butters abilities is the statistic given on the right, which states, “Peanuts have more energy-boosting protein than any other nut.”

                It is amazing how the use of a few pictures and the emphasis on certain words can lead to unquestioned belief, and even well-established theories. Catching a measly glance of the design of a product can create a lifestyle if the viewer is not careful to view the actual identity of the merchandise. Confusion about a products real abilities can result in waste.