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Restaurant Chipotle: Ad Analysis

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In the ad, “The Scarecrow,” the restaurant Chipotle attempts to demonstrate its commitment to providing a natural, healthy foods by contrasting it with its competitors manufactured alternatives. The ad begins by showing a colorful farm scene, complete with barn, scarecrow, and rolling hills in the background. Almost immediately, the camera moves away from this picture and as it does so, the picture loses its colour and the words “CROW FOODS INCORPORATED” appear in a dark, bold font on the side of the building the painting is shown to be on. A scarecrow is then seen walking towards the building, being watched by a metallic crow sitting on a fencepost. The scarecrow enters the building, picks up his tools, and is greeted by yet another metallic crow who this time perches on his shoulder. He looks distraught and jumps onto a conveyor belt with other scarecrows who have crow perched on their shoulders. The camera pans from the conveyor belt to show 3 tanks with silhouettes of a cow, a chicken, and a pig. The tanks are filled with an unknown liquid which …show more content…

Upon doing so, he is greeted by metal boxes with tagged cows in them, being milked on an industrial scale. One of the cows makes eye contact with the scarecrow just before the plate is pushed to. The scarecrow at this point looks to be very depressed and looks to the fellow scarecrow, whose mouth twitches in acknowledgement before a crow appears and squawks at the first scarecrow loudly before flying away. The scene fades, and the scarecrow is shown to be on a train, and gazes at a Crow Foods ad labeled “Farm Fresh.” This is followed by the camera panning down to show crow-shaped machines spewing dark green clouds at the ground, and a crane building a sign which says “Feeding the World” with a Crow Foods logo on

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He comes up to a man holding onto two tacos. The confused man looks over to the dog, and the little chihuahua says, “ Yo quiero Taco Bell (I want Taco Bell)”. Analyzing the Taco Bell commercial and its use of ethos, logos, and pathos to persuade the audience to buy their food.

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Though most of the image consists of darkness, there is a little bit of light contrasting from the dark. The light colors in the background gives some happiness as well as giving an image of life. Logos also plays a great part in the advertisement by showing the statue of an angel giving CPR to the grave. The angel is representing the texts: “Help before it’s too late,” and “Attend first aid training.” The overall image that an audience gets from the angel giving CPR to the grave, is that it’s too late because the person in the coffin has already died.

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1448 Words | 6 Pages

Chipotle is one of the most successful restaurant in the U.S. but every organization got some weakness and problems, today I would like to share with you what is the biggest chipotle’s problem ever that cost this restaurant a lot of money and lose trust from costumers and bad image in the media which is POISONING !! :- The fifth-biggest multistate sustenance harming flare-up of 2015 was the E. coli episode connected to nourishment served at Chipotle eateries in nine states. No less than 52 people were sickened, 20 of them were hospitalized. The episode was one of a few nourishment harming flare-ups connected to Chipotle this year including a Salmonella flare-up that sickened more than 60 individuals in Minnesota.

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618 Words | 3 Pages

“God Made A Farmer”, this advertisement plays on emotions, using sentimental appeal. The sentimental appeal is shown by describing how caring, loving, gentle and even strong a farmer is. Farmers are described through their actions like how they’re caring enough to help out a neighbor in time or trouble even when they have work needing to be done. In the advertisement, they showed the farmers caring attitude by stating “God had to have somebody willing to ride the ruts at double speed to get the hay in ahead of the rain clouds and yet stop in mid-field and race to help when he sees the first smoke from a neighbor's place.”

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1529 Words | 7 Pages

The Scarecrow starts talking to Dorothy explaining how he wanted brains. At last Dorthy allowed the Scarecrow to join

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1065 Words | 5 Pages

Food, Inc. leaks a certain mystery behind, which contains the true secrets about the journey food takes. Food, Inc., a documentary that demonstrates the current and growth method of food production since the 1950’s, is designed to inform Americans about a side of the food industry. Food Inc. also used persuasion to demonstrates some components of pathos, logos, and ethos while uncovering the mysterious side of the food industry in America. Robert Kenner, the director of Food, Inc., made this film for a purpose. Uncovering the hidden facts and secrets behind the food industry in America.

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2699 Words | 11 Pages

Abstract Chipotle Mexican Grill is a well-known company that deals with fast food and has made significant and distinctive progress compared to other companies in the fast food industry. The company not only prepares food in front of customers but also makes sure that food is made with integrity. The integrity is enhanced by finding, evaluating, and choosing the right ingredients, which are from animals, farmers, and the environment (chipotle.com). These are the principles that serve to direct and guide the organization and help position it as a leader in the industry.

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1385 Words | 6 Pages

Sensitivity Analysis The sensitivity analysis focuses on examining how Chipotle’s valuation changes when some key inputs vary. Two of the most important inputs of the valuation are the weighted average cost of capital (WACC) and the perpetuity growth rate. In this thesis, it is assumed that Chipotle would have a WACC of 6.65% and a perpetuity growth rate of 2.84%, which would result in a share price of $443.90 for Chipotle.

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The Scarecrow’s real world counterpart are the farmers. While Dorothy and the Scarecrow are walking through the forest the yellow brick road was uneven and broken at times. Because the scarecrow had no brains he kept of falling over but, “it never hurt him, however, and Dorothy would pick him up and set him upon his feet again,” (Baum). This compares to the farmers in the real world. While many people thought that they were dumb (or that they had no brains), others believed that they were smart.

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531 Words | 3 Pages

Within the ad itself, it quite literally says to eat more chicken. With this, it somehow manages to be obvious and also subtle about telling people to eat more of their food. This would encourage both those who have and haven’t eaten at Chick Fil A before to come and eat the food. These techniques are both aimed at the sub-consciousness of the consumer and are brilliantly used in such a simple

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1324 Words | 6 Pages

Chipotle Strategic Profile and Case Analysis Purpose Chipotle Mexican Grill founded in 1993 by Steve Ells became known as the fast-casual dining in the restaurant industry (Hitt, Ireland, & Hoskisson, 2013). It was the first of its kind when Ells first opened his first restaurant and brought the idea of made-to-order burrito. The concept is so simple, and the consumer is in control of what ingredients goes into their burrito. “The immediate success from Ells’ first restaurant allowed him to repay the $80,000 loan that he borrowed from his father within a month of opening” (Hitt, Ireland, & Hoskisson, 2013, p. 71). Furthermore, this gave him the confidence to open his second restaurant in just two years.

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514 Words | 3 Pages

He had asked to tag along so that he might ask for a brain since he did not have common sense. Even though the Scarecrow did not believe he had brains he proves the readers wrong of this idea. The Scarecrow comes up with various genius ideas to help the group of travelers on their path to the Wizard of Oz. He had helped with the first problem on their journey, crossing the ditch in the ground. This was not the only instance he had helped the group.

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929 Words | 4 Pages

Dolce and Gabbana is a high-end Italian clothing company that was founded by Stefano Gabbana in 1985 targeting women primarily, famous for their superior sartorial content. It was not until 1990 that menswear collections started to appear and made its entrance in Dolce and Gabbana stores. In 2007, Dolce and Gabbana released their spring/summer ready-to-wear collection that targeted individuals in the upper class who wanted to dress casually but still feel expensive. This advertisement caused controversy amongst women about objectification. However, the advertisement also targets the social group of men being represented as dominant, powerful and in control in order to sell clothes and the idea of confidence through wearing Dolce and Gabbana clothes.

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1564 Words | 7 Pages

Francis Aguilar (1967) is the first known reference to the origin of the PESTEL analysis. In his study known as Scanning the Business Environment, he studied the environmental factors that affect business environment and come up with the first acronym ‘ETPS’ which meant the Economic, Technical, Political and social factors (Aguilar, 1967). Later Arnold Brown (1967) focused on the study and came up with a new perspective towards the study of social-technical, economic, political, and ecological (STEPE) factors. In 1980, Porter among other authors scanned the business environment and came up with the current acronym PESTEL meaning political, economic, social, technological, legal, and environmental factors (FME, 2013). According to Collins (1997),

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926 Words | 4 Pages

A large proportion of people do not consume the minimum recommended daily servings of milk products. This problem has created a nationwide stir for increasing milk consumption and persuading more people to pick milk over other beverages. One such product is the “Got Milk” campaign, which uses celebrities to encourage younger customers to buy more milk products. “Got Milk?” campaign launched in 1993 by the California Milk Processor Board, which is funded by dairy products. The purpose of this campaign was to counter falling sales of milk in the U.S. as consumers were switching to health drinks, sports beverages, soft drinks, and other beverages.

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