The Scarecrow ad describes how meat food products are prepared. The creators aimed at evoking emotions such as sadness, anger, surprise and disgust. Chemicals are used to enlarge chickens, creating scare, fear and disgust emotions from the type of chemicals used and the adverse effects they have on the users. The video evokes anger from consumers due to the feeling of betrayal by the companies and restaurants they depend on to provide healthy foods. Anger will make an individual consider healthier sources of food, where no chemicals are used in production. Consumers depend on the companies to offer healthy foods, but they are driven by greed to make more money, inducing sadness due to how unethical people have become, not caring about the effects of the chemicals. The substance labeled 100% Beef-ish from the cow kept in a tight metal box indicates that it was not 100 % beef (Goodvertising, 2019). People are not aware of how meet food products are prepared yet prefer them more. Chipotle hopes to brings feelings of hope and happiness to the people by using green products to make healthy foods. The ad is meant to inspire people to compare the differences between the meat products and vegetables and make a choice of vegetables produced naturally, without any chemicals that may later cause health problems.
The Scarecrow commercial operates on reflective design. It is aimed at calling upon rational thought and cultural standards, emphasizing long-term benefits. The ad shows a production center where meat products are manufactured. There are lots of customers who buy food but are not aware of the preparation process. Inside the factory, a chicken is seen being administered with a green substance, and it increases in size. A cow is held in a tight place with pipes taking a substance to the packaging site. On another side, vegetables are seen growing on the farm, and they are used to prepare food. The commercial educates people about the chemicals they consume with meat products and provides an alternative of vegetable products which are grown naturally without chemicals (Hernandez, 2013). The consumers are being called to think rationally about the possible health effects which may happen with excessive consumption of the chemicals used in meat products. They are given the alternative of healthy vegetables, which are used to make healthy foods such as vegetable burgers. The cause of action is associated with long-term health benefits. The vegetables are associated with different health benefits, unlike meat products, which cause issues such as gout and other health problem.
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Several elements of the commercial inspired the different levels of emotions. The song talks about taking people in the world of imagination. It indicates that what will be seen in the video will be used in the explanation (Goodvertising, 2019). The song evokes anger, as people’s imagination of how the meat food products are prepared is changed. People have an image of safe food, but they are surprised by being fed with unhealthy food. The song changes, giving people hope of better food products, stating that it would modify the world with the introduction of vegetable food products. The use of robots and the way animals are handled in the commercial create the emotions of fear and scare. The robots are not humans, and they will do whatever is fed to their system, even if it is unsafe for human consumption. The use of the term “100 % Beef-ish” in the products is imagery, indicating that the product is not made of beef products alone. The use of scarecrow is a symbolism of emotions expected from customers on being scared of what they eat. The video makes consumers evaluate the type of meat food they eat and consider switching to cultivated healthy products.
References
Goodvertising. (2019, November 4). The Scarecrow. Retrieved November 4, 2019, from https://vimeo.com/98800121.
Hernandez, S. (2013, September 16). INTERVIEW: The brilliant minds behind Chipotle's haunting scarecrow ad. Retrieved November 4, 2019, from https://theweek.com/articles/460005/interview-brilliant-minds-behind-chipotles-haunting-scarecrow-ad .
