The two Halo advertisements both presented a message of allowing you to enjoy their ice cream, guilt-free. They focused on reaching different audiences and used different styles and advertising techniques. Both advertisements focus on the health benefits of Halo Top, depicting it as a treat that allows individuals to eat as they please without compromising their fitness goals. To start, both of them make it a point to highlight that Halo Top is a healthy alternative to regular ice cream. In the first advertisement, this is portrayed by the calorie count being the center of attention, which targets those who pay more attention to their intake of calories. The second advertisement I used underlines Halo Top’s keto-friendly nature, which tries to draw in people who follow diets restricting carbs. Both of these health claims are the main points of these ads and reflect the broader trend of food advertisements promoting indulgence without guilt. Freedman and Jurafsky (2011) said that marketing of food most of the time gravitates to advertising the health-related benefits to draw consumers that prioritize wellness in the choices of foods. This brand taps into this trend by putting ice cream in a position as a guilt free indulgence that would …show more content…
The phrase used in this ad, “A KETO LIFESTYLE DOESN”T MEAN YOU SHOULD SKIP DESSERT”, is directly speaking to the demographic that is seeking low carbohydrate options that fit into their dietary restrictions. This demographic includes both women and men and the ad reflects the trend of medicalized advertising of food, where health claims such as low carbs or keto-friendly, are the main appeal (Freedman & Jurafsky, 2011). The loud design of the ad and the focus on the ketogenic diet show Halo Top’s efforts to get into the growing market of keto diet