"Has been a lifesaver so many times!"
- Catherine Rampell, student @ University of Washington
"Exactly the help I needed."
- Jennifer Hawes, student @ San Jose State
"The best place for brainstorming ideas."
- Michael Majchrowicz, student @ University of Kentucky
The world has become so technologically advanced that even advertisements
have been brought up to par. The Internet and e-mail play a major in a majority of
people’s lives and Hershey’s candy company knows this and incorporates it into one
of its advertisements. Some Hershey’s advertisements have been bizarre (remember
the little ant crawling across the picnic table carrying the Hershey’s chocolate bar?),
but this ad is simple and yet provokes much thought. The ad brings attention to
people’s everyday lives and the fast-paced society that we now live in.
The ad depicts an e-mail message from a father to his son concerning his
son’s difficult age and what website to go to in order to find information about. The
father depicted is too busy to sit down with his son and discuss the birds and the
bees. Hershey’s draws attention to the time factor in society and goes on to include
that Hershey’s has been unchanged since 1899 and change is bad. I noticed that the
“Change is bad” statement was placed in capital letters in the ad. This tool was
used in order to draw an audiences attention to the ad because large, bold letters are
hard to miss.
This particular ad was placed in the magazine Entertainment Weekly and I
believe that this was done in order to target the readers. The readers of this
magazine range in age from 18-45 respectively. Most readers are also avid Internet
and E-mail users in order to keep up with entertainment. The target audience
would appreciate this ad because it uses an exaggeration of society to be humorous
while promoting their candy. The ad makes the audience wonder about their
continuously changing lifestyle and lets them know that a Hershey chocolate will
The advertisement makes many assumptions about its audience. First of all,
Hershey’s perceive that everyone knows what e-mail is. This assumption maybe a
ludicrous one, but many of the elderly are not computer literate. This also backs up
the reason for this ad being placed in Entertainment Weekly and not Prevention.
Another assumption is that with the changing society, people want something that
will always be a standard. This is a good assumption because if something is already
good why try and better it. Hershey’s has never changed their trademark chocolate
bar and they are promoting that fact in hopes to sell more unchanging chocolate
bars to its changing market. Another assumption that this ad makes is that
Hershey’s chocolate is well known. The ad uses no fancy descriptions of the
chocolate with words like delicious, tasty, and scrumptious nor does it use any catch
phrases such as the “Taste the rainbow” slogan that Skittles candy uses. The ad
simply shows a small Hershey’s chocolate bar at the bottom of the page going on the
audience’s knowledge of the candy bar. The ad assumes its selling to an intelligent
audience that knows of Hershey’s.
Hershey’s presents an argument that change is bad in its advertisement using
logos, pathos, and ethos in order to make appeals to its audience. Using ethos, the
advertisement uses the idea that change is bad to appeal to conservative which then
brings a political view to the ad. Conservatives believe that the world can continue
on without change and would never want to go to the extent in society that the
e-mail in the advertisement depicts. The ad appeals to the conservative mindset in
that it lets the audience know that even though the world is changing, Hershey’s
chocolate will always be the same as you remember it.
The ad uses pathos in the e-mail segment of the advertisement. The e-mail
presents a situation, the birds and the bees, that every one can relate to. The ad
brings about a feeling of how technologically advanced society is that a father can’t
even stop for a very important discussion that his son needs. The ad hopes to make
people think about their fast-lane lifestyle and help them remember when they
didn’t have deadlines or meetings. Hershey’s wants the audience to feel the need to
take time out of their hectic schedule and eat a Hershey bar, which is aided in the ad
by the idea that the father is too busy to even have a talk with
View Full Essay
Candy bars, Hershey, Pennsylvania, American brands, Kosher food, The Hershey Company, Hershey, Chocolate, Advertising, Milton S. Hershey
More Free Essays Like This