Advertisement Analysis: Logical Appeals in the i Can’t Believe It’s not Butter

Advertisement Analysis: "I Can't Believe It’s Not Butter"

An effective advertisement requires audience research and attention to detail to reach the greatest level of accomplishment in appealing to an audience. A few of the details that must be focused upon are visual and written appeals that are exciting and catch the audience’s attention and effectively reach the audience’s emotional and logical appeal. The advertisement “I Can’t Believe It’s Not Butter” is mostly successful in connecting these elements into one advertisement.

The “Butter” advertisement’s main goal is to persuade consumers to switch their butter brand loyalty to a new brand by offering a relatable life comparison. Although not a completely successful advertisement, the advertisement is successful in connecting with the audience on a humorous and emotional level. There is also a logical appeal in the advertisement, and that is to get people to realize that they can get the same great-tasting butter for not just fewer calories but as a more healthy option.

Advertisement Message and Persuasion

?The argument in the ad is that everyone should switch to “I Can’t Believe It’s Not Butter.” Once someone switches to “I Can’t Believe It’s Not Butter,” their lives will change instantly for the better. The consumer will become healthier, look better and feel better in the present and the future. The advertisement also convinces the consumer that besides being healthier, making the switch will give the consumer a better-tasting butter product. The advertisement, humorously, is making the argument that “I Can’t Believe It’s Not Butter” can be a significant figure in your life if you just make the easy choice and make the switch. In the ad, it states, “This could be the one!” referring to giving this butter a chance to be the butter you will be sticking with for the rest of your life. Finally, it is suggested that something as simple as making the switch to “I Can’t Believe It’s Not Butter” will boost self-esteem, unlike regular butter, which will have an adverse effect on your self-esteem as it will cause weight gain and worry about losing out on relationships.

Target Audience Insights

?As the audience views this advertisement, the big words in bold print that stand out are “One Night Stand” and “Long-Term Relationship.” The creators of the advertisement may think that this is an effective way of reaching a large, diverse audience, but it appears to target primarily female consumers, possibly even single women. Men don’t look at an advertisement and see the clever, hidden meanings. If a man is buying butter, he looks for the least expensive brand or the brand that is in front of their face. A woman, on the other hand, will see the advertisement and might think it is “cute” and be drawn to the emotional ties to purchase and will give it a try and see if it is worth the money. The reason “I Can’t Believe It’s Not Butter” can get away with this segmented advertisement and likely even increase consumer buying behavior is because women do the vast majority of the grocery shopping and will give “I Can’t Believe It’s Not Butter” a try once drawn to it through the advertisement. This is not a universally appealing advertisement. It definitely appeals to a type of audience; married women looking for a healthy option to give their families the best food options and single women who are looking to settle down not just with a butter brand but also in a relationship. Although the “I Can’t Believe It’s Not Butter” advertisement struggles with selling to all types of consumers, it does a good job with the target audiences in mind.

Visual Appeal and Persuasive Techniques

?The “I Can’t Believe It’s Not Butter” advertisement does a good job connecting the humorous appeal, which makes the product memorable, with the evidence of making a healthy choice. The ad says “one night stand” by the generic butter and “long-term relationship” by “I Can’t Believe It’s Not Butter.” This insinuates that if you choose the generic butter, then you should only choose it once. The generic butter does not have the same health benefits that “I Can’t Believe It’s Not Butter” has. “I Can’t Believe It’s Not Butter” has only 60 calories and 70% less fat than generic butter. Obviously, from this advertisement (at least they want us to believe) that all consumers should choose “I Can’t Believe It’s Not Butter” because it is the healthier version. It is known as a “long-term relationship” because it should be the butter you are married to buying the rest of your life. In the long term, using “I Can’t Believe It’s Not Butter” will help you physically and mentally to be a healthier person. That is another way “I Can’t Believe It’s Not Butter” works as a “long-term relationship.” Although “I Can’t Believe It’s Not Butter” doesn’t have a mind or a voice, the advertisement hints that people feel better eating this brand, just as a significant other would. It may be a stretch, but the advertisement might open someone’s mind to finding a significant other to make their life healthier. If “70% less fat” than a generic stick of butter doesn’t get people thinking about a long-term relationship, nothing will.

?The “I Can’t Believe It’s Not Butter” advertisement does a good job of selling great taste through visual appeal. The largest point of differentiation is that the pasta looks more delectable on the side of “I Can’t Believe It’s Not Butter” as opposed to the side of the generic butter. The contrast of the blue background as opposed to the grey background not only makes the pasta look better but it makes it look less bland. With the blue background, the pasta pops off the screen. Another big visual appeal is how the generic butter is on a platter. “I Can’t Believe It’s Not Butter” is in a tub. The generic butter is boring and just shows that there is nothing special about it. “I Can’t Believe It’s Not Butter” has a tub that is colorful and catches your eye. This will automatically get the consumer to look at “I Can’t Believe It’s Not Butter” and want to choose it over the generic butter. The visual appeals of the advertisement show that “I Can’t Believe It’s Not Butter” is an easier choice to make when it comes to the choice of butter, from making your food look better to having packaging that has more shelf appeal to catch the consumer’s eye to want to buy that type of butter.

?The advertisement’s primary focus is emotional appeal, but there is a hint of logical appeal. At first glance, the advertisement is very emotional, alive, and colorful, with varied fonts. A secondary focus of the advertisement is the logic of the nutritional facts. These facts put in print for all to read show that “I Can’t Believe It’s Not Butter” has nothing to hide. The advertisement attempts to grab attention with emotion but convinces the purchase the product with facts that will improve the health of the users. The fact that the butter is low calorie and low in saturated fat will be convincing to those health-conscious consumers who need facts, not emotions, to convince them to buy. Although logic is less the objective of this advertisement, there is a sampling to capture the attention of a more diverse audience.

?The advertisement “I Can’t Believe It’s Not Butter” overall does a quality job of combining all of the aspects and details that make an effective marketing advertisement. The creators target their intended audience very well with the visual and written appeals in their advertisement. Although they do not hit an all-encompassing audience, they do a very good job marketing their product to their target audience: single and married women who want the best nutritional options for themselves and family. “I Can’t Believe It’s Not Butter” does a good job of persuading its intended audience to make the switch to this product as soon as possible. “I Can’t Believe It’s Not Butter” succeeds at making an advertisement that utilizes mostly emotional appeal, a touch of logical appeal, but definitely effective visuals in advertising their product.

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