Fanta is one of the global brands that have dominated the soft drink market for long. The brand has relied upon numerous marketing strategies to sell it as a unique product from its competitors. To understand this concept, a TV advert was used to evaluate several strategies the advertiser uses to lure customers. One needs to use the link, https://www.youtube.com/watch?v=Zf8BJls9hOc&feature=youtu.be to watch the advert. The paper focuses on the argument presented, the credibility of the claims the advert makes, and its emotional appeal. It also highlights the reasoning fallacies and the language used.
Argument Presented
Fanta is a reputable soda brand that has a presence across the globe. In their TV advert on the orange flavoured drink, the manufacturer uses various traits to ensure that the customer gets the message more appropriately and attractively. The video contains orange fruit visuals which are used to emphasize the presence of flavour that strongly resembles it. This is used to make the consumer aware of such quality and be able to make a quick decision on which brand to select. The second claim made by the manufacturer is that the product is the real orange juice contained in that Fanta bottle. The advert starts with a girl hitting the fruit and in turn squeezing it to produce the juice. There is also a demonstration of the orange fruit being peeled to be used to make the required product. The third claim the advert makes is that Fanta Orange is a favourite among young people thus being an ideal beverage for anyone in the teenage years. This is because all the models used in the video are young-looking and having fun which is common among teenagers. The fourth claim the advert makes is the fun side of Fanta Orange. The video has all the models engaging in sporty activities and putting happy faces. This is an illustration of the good sensation one feels after drinking Fanta Orange. Lastly, the advert claims that the new Fanta Juicy Plus is an improvement of the previous brand in terms of quality. It states that the new product has more orange juice and better sensation as compared to the older version.
Delegate your assignment to our experts and they will do the rest.
The credibility of the Claims Made by the Advert
However, the advert contains some pieces of information that are credible while others cannot be substantiated. First, the claim that the product contains orange flavour is true from the sensation one gets after drinking it. It has a unique taste as compared to other brands thus proving this statement (Miraj, 2014). Secondly, Fanta indeed is one of the favourite brands preferred by young people. The majority of the consumers of this product are the youth who prefer it for its qualities. The third claim which can be substantiated is about the product as an improvement of the previous flavour. However, the claim that the product contains real fruit juice cannot be accepted as the real truth (I. et al., 2012). Coca Cola just like other soda manufacturers relies on artificial additives to make their brands. This is due to the high cost associated with using natural flavours (Ali, Ahmad, Rehman, & Kamal, 2018). Another claim which cannot be proved is about a unique sensation one feels after drinking it. Most soft drinks are almost similar in quality making one unable to note each unique feature.
Emotional Appeal of the Advert
The advert uses several emotional appeals to pass its intended message to a particular market. First, the advert contains a musical side to make the customer identify it easily. As one hears that beat, he/she can identify the product being advertised even without watching it. Secondly, the advert uses colourful visuals to emphasize the message being passed. As it is advertising Fanta Orange, the dominant colour is orange so that the consumer can easily identify the type of brand being talked about. The third emotional appeal the advert uses is the facial expression of its models. All actors in the video have put a happy face to express the kind of feeling one gets after drinking Fanta. Fourth, the advert uses a straight-forward language to make the consumer understand easily without getting confused. Near the end of the video, few words express the main qualities of the product. Lastly, the advert employs audio features that auger well with the majority of the customers. The voice is not too low or loud thus making the customer get the information clearly without being disturbed.
Reasoning Fallacies Used
The first reasoning fallacy the advert uses is the emotional appeal. It has employed various factors like dramatization to elicit the emotions of the viewer. Secondly, the advert creates a bandwagon fallacy by assuming that every person should try the new Fanta Juicy Plus. The third fallacy used involves is a false cause where the advertiser creates an issue and its outcome (Walton, 2011). There is an impression that when one drinks Fanta he/she experiences a happy feeling. The fourth fallacy the advert uses is the false dilemma where the advertiser has created the impression that no other beverage contains natural orange juice. The truth of the matter is all soft drinks contain almost similar ingredients. Finally, the advert uses hasty generalization by creating an impression of Fanta using natural orange juice without concrete proof.
Language Used
First, the advert avoids the use of negatives to describe Fanta Juicy Plus. They have not highlighted any unpleasant effects of the product. Secondly, the advert uses simple tenses in all sentences. This is used to emphasize the current features of Fanta Juicy Plus. The third type of language used is the simple vocabularies in describing the qualities inside that product. This is in every statement the advert makes(Bayle-Tourtoulou, Badoc, Bayle-Tourtoulou, & Badoc, 2020). The fourth characteristic of the language used in the advert is repetition, especially on the song part. Finally, there is the use of short sentences to pass the message easily to the targeted audience.
Persuasion in the Language Used
The advert has employed several features in the language used to persuade the customer to buy Fanta Juicy Plus. The simplicity in the vocabulary helps the audience get the information easily without any struggle. Secondly, the advertiser uses a song with repetitive lyrics with a view of emphasizing the qualities inside Fanta Juicy Plus. The advert emphasizes the presence of orange juice as the primary ingredient. Third, the advert concentrates on the positive side of the product without highlighting any negativity. This persuades buyers to buy Fanta Juicy Plus without evaluating any side effects. Finally, the advertiser uses short sentences to make the message straight-forward to the audience. This makes the customer understand the information faster as compared to when long sentences are used.
Fanta Juicy Plus has various features that make it unique as compared to other beverages. The product has a great orange taste which makes one want to drink it. The Fanta manufacturer has employed a strong advertisement features to ensure that the consumer gets the message easily and in an attractive manner. The advert contains strong visuals that emphasize the presence of orange flavour as the main ingredient. The facial expression of the actors represents the happy sensation one feels when he/she drinks Fanta Juicy Plus. Will all these features, a person will easily endorse the product while foregoing its competitors.
References
Ali, T., Ahmad, I., Rehman, A. U., & Kamal, S. (2018). Understanding Customer Experiences Through Social Media Analysis of Three Giants of Soft Drink Industry. Proceedings - 2018 5th International Conference on Behavioral, Economic, and Socio-Cultural Computing, BESC 2018 . https://doi.org/10.1109/BESC.2018.8697304
Bayle-Tourtoulou, A.-S., Badoc, M., Bayle-Tourtoulou, A.-S., & Badoc, M. (2020). Advertising language. In The Neuro-Consumer . https://doi.org/10.4324/9781003019978-21
I., B., M., C., J., C., P., C., V., R., & M., J. (2012). Effect of cariogenic diet on oral health of adolescents. European Journal of Epidemiology . https://doi.org/10.1007/s10654-012-9722-6
Miraj, Y. (2014). Competitive advantage of coca-cola.
Walton, D. (2011). Defeasible reasoning and informal fallacies. Synthese . https://doi.org/10.1007/s11229-009-9657-y
