![]() ![]() ![]() ![]() ![]() They do this by using humor and a celebrity endorsement to appeal to consumers.Į) Why you believe it was effective in achieving it. Popchips also wants consumers to believe they are a fun and trustworthy company with no additional ‘fake’ ingredients. The persuasion objective is to persuade consumers that popchips are a healthier alternative to other potato chips because of the way they are cooked. The Huffington Post published an article stating, “In a Januarticle by USA Today reporter Bruce Horowitz which surveyed more than 30,000 consumers in more than 60 nations revealed that more younger consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations” (Watson). Healthier living has also been trending recently and the number of gyms and health food stores and restaurants have been increasing so popchips have come around at a good time. This demographic listens to pop music and the radio so it is likely they would know of Katy Perry. The target audience is millennials and young adults. Popchips clearly wants their audience to not see them as any diet brand chips but as fun and still good-tasting despite being a healthier option which is why they used a celebrity famous for her fun-loving attitude a exciting shows and music videos. They only taste like they’re bad for you” –Katy Perry. Good thing there’s nothing fake or phony about popchips. This is shown by the quote, “I’m not into phonies. The main message of the ad is that Pop Chips are healthier than the competitors but they still have a great taste. Katy is holding two bags up to her breasts as if to say, “nothing fake about ‘em” in reference to breast implants which makes the ad funny to most viewers. Phrases such as, “nothing fake about ‘em” and “never fried, never baked” allude to the healthier side of the chips by showing how they contain less fake products than their competitors. The visual aspects of the ad are visually pleasing and the background color is a calming blue that matches Katy’s dress. My reaction to the popchips ad was positive because I found it humorous, Katy Perry is in it and I’ve had personal experiences with songs by her which made the ad more relatable and relevant to me and created more trust in the brand before even knowing what they were selling. ![]()
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