Advertisement Description
The “Lamesa” nutrition company advert shows two neighbors sitting on their backyard patio and enjoying their purchases from the line. As they taste the food, they express their absolute satisfaction by comparing it with their homemade dishes. Such an affirmation of authenticity and quality is reinforced when a young boy, interested in their reactions, tastes the food and announces its deliciousness with great pleasure, explicitly mentioning the brand, “Lamesa.” The neighbors respond cheerfully to the boy’s comments, which is thus overwhelmingly a source of satisfaction and enjoyment (MIM 0:10). In this regard, the advertisement successfully communicates the idea that Lamesa’s products are authentically made with taste and experience as natural and recognizable as homemade meals, touching consumers’ emotional side and drawing their mouth-watering preferences.
Persuasive Techniques Used, Demographics Targeted and Impact of the Advertisement on the Audience
The commercial for the Lamesa food brand is designed with persuasive methods and reflects its positive impact on the audience. To begin with, testimonials can be seen by the fact that the neighbors personify certain historical ages; they call others to use the product due to its authenticity and universalism across different generations. Their pleasure in the dishes means they are confident customers who can be trusted. Lamesa is the trusted name of pure food. The second technique, the bandwagon effect, focuses on the appearance of people from the neighborhood, presents them as the group of Lamesa food consumers, and places the product in the community’s context. Therefore, the advert implies that a buyer, by buying Lamesa, is joining a tight group of people interested in something quality (Foley, 2021). The community also employs emotional appeal to evoke familiarity and generate a warm and communal atmosphere through food sharing. Through this, the audience evokes a sense of history, nostalgia, and belonging, breeds positive emotions toward the brand and its connection. Finally, by way of an excellent example of the influence and the positive reactions of the neighbors and the young boy demonstrate that Lamesa is a well-known brand with many followers; therefore, the appeal to the consumers is further reinforced.
Lamesa food brand advertisers target a targeted audience, mainly families with long-held traditions and sharing communal experiences. The picture of older adults sharing the tasting process illustrates an interest in the older generation who appreciate the flavoring of homemade products and remember the deliciousness of old times (MIN 0:02). Such a group of consumers could be attracted by the example of Lamesa establishing the similarities between its offer and traditional family traditions and making a familiar connection with comfort and nostalgia. Meanwhile, the wizard has a sidekick who helps portray the brand to a broad age segment like kids. Such an advertisement is created with various characters of different generations as its focus. This approach appeals to families who value dining together and relish the experience of having intergenerational fun minus age-related differences. Ultimately, the ad adeptly reaches families that emphasize values such as tradition, neighborhood, and wholesome food options—positioning Lamesa as a brand that matches their choices.
The Lamesa advert will be necessary for the audience to create positive emotions and connect with the brand. The advertiser represents Lamesa as someone who makes everyone’s favorite homemade-style foods that go to the next generation, so this event would create the impression that Lamesa is trustworthy and reliable among viewers (Foley, 2021). When seeing the satisfaction of the senior neighbors and the young boy out there enjoying the tasty food, viewers may get a positive feeling about Lamesa as a brand with pure authenticity and pleasure fulfilled. This depiction makes consumers associate Lamesa products with family meals and gatherings, where such products are likely to be considered by consumers who have been influenced by the effectiveness of the ad, which portrays the brand as a choice for people who want healthy and fulfilling meals. Hence, this ad may make a big difference in listeners’ minds, increasing sales for the Lamesa brand.
Analysis of Propaganda Techniques and Current Uses of Propaganda in the Media
Lamesa, the advertised product, applies propaganda in different ways to encourage and touch the minds and behavior of its viewers. Initially, to achieve this, it starts with an appeal to tradition whereby it focuses on the taste of homemade products from Lamesa, lures viewers to experience some familiarity, and raises the brand’s image to a traditional and authentic position. Lamesa’s positive association with neighbors’ Gathering area’s warm and homey setting is directly linked to the Lamesa brand (Foley, 2021). With this assertion, the product makes the consumers feel warm and cozy like they are at home. Moreover, persuaders use glittering generalities via imprecise yet positive words like delicious and yummy, which are devoid of particulars, to create a positive image in the audience’s mind. The mirroring of characters found of the elders, neighbors, and the kids matches the plain folk’s technique in which Lamesa is also an icon that can be attached not only by contemporary but also by ordinary people. The specific methods, such as character placement, angles, and lighting, impact how viewers interact with the brand of Lamesa.
Propaganda is everywhere, including news, entertainment, and social media. We cannot forget political propaganda, which is still widespread during campaigns. This propaganda is rather sophisticated, and its primary goals are to change the citizens’ views and influence the electoral process. Social media platforms like Facebook and Twitter are no less than battlefields in a war that spins around secret campaigns meant to trick public thinking and operations (Foley, 2021). Meanwhile, corporate propaganda is constantly increasing in advertising, diligently bringing forth persuasive approaches that showcase products, drive consumer tastes, and build the company brand. In other words, these examples reflect the rigid condition of propaganda in modern-day mass media infrastructure and its influence on geopolitical narratives and consumer preferences.
Analysis of Techniques in Written or Visual Persuasive Messages
The analyzed advertisement employs various persuasive techniques to influence audience attitudes and behaviors. By appealing to emotions, leveraging social proof, and associating the brand with positive experiences, the ad aims to persuade viewers to choose Lamesa products (Foley, 2021). These techniques work together to create a compelling narrative that resonates with viewers, ultimately encouraging them to consider Lamesa as their preferred choice for food products.
Definition and Explanation of Each Strategy and Technique
Testimonial: The process of appealing to consumers’ confidence by harnessing messages or promos from already satisfied customers or celebrities to promote a product
Bandwagon: The pull toward joining the majority in doing something or becoming a part of a crowd informing the changes in behavior or belief system of people.
Emotional Appeal: By creating some more special emotions, for example, nostalgia or a sense of belonging, it will bring viewers into the connection, which will translate into a positive perception of the product.
Social Proof: Showcasing that others are accepting, applauding, or adopting the same product, service, or idea; you, in similar motion, will have no option but to do the same.
Appeal to Tradition: Using common or traditional values, customs, or practices to make a product or idea more appealing to a customer.
Transfer: Attachment of the attributes, values, and adjoining positive emotions with a product or brand will change the customers’ beliefs and attitudes towards that particular product and brand.
Glittering Generalities: By issuing fuzzy and emotional words while avoiding firmly fixed details and facts.
Plain Folks: Making the products, ideas, or spokespersons seem non-arrogant, knowledgable, and familiar to get in touch with mainstream consumers at every level.
In Conclusion, The analyzed advertisement for Lamesa food brand exemplifies it as a case in point that shows manipulation in media to change the audience’s beliefs and behaviors (Foley, 2021). The ad deploys testimonials, emotional appeal, and peer influence to link Lamesa to healthy and pleasant eating while at the same time positioning Lamesa as the caterer of choice for individuals of all ages. Understanding mass media manipulations should be part of what is necessary to develop the media literacy of audiences and critical thinking skills, which give audiences the power to approach messages adequately.
Reference
Foley, S. (2021). Understanding media propaganda in the 21st century: Manufacturing consent revisited and revised. Cambridge Scholars Publishing.
Lamesa (2016) https://youtu.be/J6dW0E24IpM?si=4N7HxNN2CNnbxSHN
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