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Similarities Between Chick Fil A And Dunkin Donuts

886 Words4 Pages

The recipe for an advertisement captivates elements of an individual's subconscious mind. Chick-fil-a’s advertisement presents a cow holding a billboard as the focal point; whereas, Dunkin Donuts’ advertisement illustrates a polychromatic donut, an incomplete quarter, and the company’s simple, yet memorable logo. Although both advertisers highlight pathos and present a similar appearance of the typography, the portrayal of ethos, the color scheme, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement. The appearance of the typography effectively highlight the ads’ claims. Capital but, bolded letters capture the audience's attention and cause the audience to read the words at a slower pace, …show more content…

Although the advertiser fails to mention the brand, Chick-fil-a, he presents the cow, a well-recognized symbol, as a focus point. Chick-fil-a specializes in “find[ing] new and charming ways to introduce the cows to the world and build up their fan base, [ which contributes to] Chick-fil-A scor[ing] the title of No. 1 fast-food chain in terms of sales per store” ( Richards, Katie). The avoidance of imaginary establishes the brand’s credibility since Chick-fil-a is widely recognized throughout the United States. Dunkin Donuts advertisement not only mentions the name “Dunkin” but shows shows the company’s initials by displaying the logo. The difference between the advertisements illustrates ethos by highlighting Chick-fil-a’s credibility, while demonstrating Dunkin Donuts’ lack of …show more content…

When an individual engages in dishonesty, he or she tends to look towards the left; whereas, motions towards the direction, right, signifies honesty (Tam, Nguyen). The cow's tail is on the right, not left side of the advertisement. The placement of the cow’s tail shows the audience that Chick-fil-a is a reliable company since individuals subconsciously associate the direction, right, with trustworthiness. Whereas, the direction, left, signifies dishonesty. The neutral color scheme found throughout Chick-fil-a’s advertisement exhibits the ad’s effectiveness. The advertiser characterizes the ad with a beige background, and the colors, black and white, reoccur amongst the cow holding a billboard. When one views the ad, he or she notes that the color brown empathizes “ richness, politeness, helpfulness and effectiveness, [and the color white illustrates] purity, devotion, contemporary, and truthfulness”( Geer, Kurt). Displaying these colors throughout out of the advertisement shows the audience that Chick-fil-a is a trustworthy, yet classic

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