Advertisement Analysis - Wendy's

Paper Summary:

This paper offers an analysis of Wendy's advertisement for its latest hamburger offering, the "Spicy Baconator". The paper summarizes and describes the television commercial and discusses Wendy's corporate slogan: "It is way better than fast food". The author analyzes Wendy's choice of promoting the Baconator in view of the recent criticism that the fast food industry has come under fire recently for unhealthy food and lifestyles and discusses the terms of the associations created by the people, objects and context of the advertisement.

From the Paper:

"This may seem odd, given the monstrosity of the burger would seem to be part of its appeal. When asked if the advertisement would motivate them to purchase the Baconater, or the "Spicy Baconator," most friends and family members said that it did look like a 'heart attack on a bun.' However, some male friends did note that although they would not make it a regular order, they might consider ordering it 'once' just to see what it tasted like, for experience's sake. And perhaps that is the real appeal of such monster-burgers--people, even die-hard fast food consumers do not order them regularly, but the challenge of eating one occasionally lures many people in, which establishes the habit of going to fast food chains in general, for all sizes of burgers."

Sample of Sources Used:

• Boyle, Matthew "Can you really make fast food healthy?" CNN.com. Aug. 9, 2004. http://money.cnn.com/magazines/fortune/fortune_archive/2004/08/09/377886/index.htm (accessed 19 Apr 2008).
• Clay, Rebecca. "Advertising as science: Consumer psychologists and basic scientists are behind ever more effective advertising campaigns to promote both products and causes." APA Online. 33. 9. October 2002. p.38. http://www.apa.org/monitor/oct02/advertising. html (accessed 19 Apr 2008).
• Gresko, Jon, Lynn Kennedy, & James Lesniak, "Social Psychological Factors Underlying the Impact of Advertising. "Social Psychology & Advertising. Miami University of Ohio. 20 Apr 2002. Revised 29 Mar 2003 http://www.users.muohio.edu/shermarc/p324ads.shtml(accessed 19 Apr 2008).
• Lesniak, James "Advertising: Appealing to Fun and Pleasure." Social Psychology & Advertising. Miami University of Ohio. 3 May 2002. Revised 29 Mar 2003http://www.users.muohio.edu/shermarc/p324ads2.shtml (accessed 19 Apr 2008).
• "Wendy's." Official Website. TV commercials. http://www.wendys.com/ads/ (accessed 19 Apr 2008).

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