Close Reading and Deconstructing Media
Sprite and its emotional appeal
Sprite has been known since to be leading lemon-lime soda product geared toward the market, more specifically teenagers. The continuing success of Sprite is largely due to its innovative aspects of marketing promotion including advertisements. Sprite is promoted through their television advertisement and applied the concept of emotional appeal. Emotional appeal in advertisements is designed to stimulate “primitive drive” of consumers. It is understood that most advertisements shown in national media can be understood as having two orders of content. The first is the appeal to sub rational impulses and desires of consumers. The second is information regarding the goods or service being sold including its name, its manufacturer its picture, its packaging, its objective attributes, and its functions (1).
The need to satisfy physiological needs
In connection, the ad of Sprite carries a message of “Obey your thirst.” At the start of the television ad, it shows teenagers stay in groups and having a good time despite the hot weather. This climate raises the need to fulfill the physiological need of drinking. Drinking is a primitive drive that all human being can relate to. Aside from teenagers, the market of Sprite also encompasses other age groups old enough to drink soda as all people need to drink to replenish their thirst.
The need for affiliation
This element usually presents itself centrally and forwardly to the reader or viewer as a key to appeal the audience. People often seek companionship as social beings. Sprite also appeals to the need for affiliation especially for teenagers who often cluster based on same interest.
Sprite and its persuasive techniques
Sprite and the persuasive techniques used are designed to stimulate “sub rational impulses and desires of consumers.
The most recent advertisement of Sprite (soda) opens with catchy background music where a group of friends stay in a public basketball court. The target market of sprite is teenagers or adolescents. It is a stage when most adolescents engage in competitive sports that pose a need to satisfy their thirst. This imagery associates peer affiliation and camaraderie. It depicts how fun and good times with peers are accompanied by patronizing Sprite. Sprite then strategically put their brand as a lemon-lime soda that teens can relate to and have positive imagery of playing with their friends. When these adolescents advanced into more mature years, they can always reminisce and recall Sprite as a brand name that they have patronized.
There are no dialogues observed in the commercial. The prominent tag line is “Obey your thirst.” It isn’t played as a question but rather as a command. It is a repetitive for easy brand recall to lure people to choose Sprite as a thirst quencher soda. The Sprite ad primarily made use of background music which is hip and modern to match the modern taste of young adults.
Choice of color
The predominant color of Sprite and its marketing campaign whether in print or television is green. Green effectively represents the brand Sprite as a lemon-lime soda and the color green when used in the Sprite bottles can further appeal to the eyes of consumers.
Sprite selects plain and average folks having no celebrity status in their ads. The choice of these normal, everyday people as endorsers of Sprite creates the feeling of familiarity so as to make its target market and audience relate to the ad easily without having to compare themselves and their social status.
Fowles, Jib. Excerpt from Common Culture: Reading and Writing About American Popular Culture. Ed. Upper Saddle River: Prentice Hall, 1998. <http://www.cyberpat.com/shirlsite/education/essay2/jfowles.html>