Royshawn McClain

Commercial Essay

One of Frito-Lays most popular snack is the beloved flavorful bag of doritos. That was

simply an example of one of the many generalization Frito-Lay displays during their promotion

for the snack bag. Not many truly knows what exactly Frito-Lays techniques are for their

advertisements, or if they will ever change from the comedic shorts of which they are now. That

is why throughout this paper I will analyze two of their past commercials of which were

premiered during the Super Bowl, which will include a breakdown of which persuasive

techniques Frito-Lays marketing department uses. I chose to analyze their Super Bowl

commercials because during that time, they have an opportunity to adjust their target audience

based on who they believe is watching.

Just like every major marketing company, Frito-Lay was well aware of the audience for

the 2011 Super Bowl. In respect to viewers based on gender, there was nearly a 50/50 split

predicted amongst the global audience, according to numerous demographics, which disabled

marketing directors from choosing a gender-biased advertisement. However, the commercial

featured to young adult males instead of debuting a co-ed promotion or even a commercial with

two females. The decision of featuring two males instead of a co-ed commercial may have been

chosen for the simple fact that Frito-Lay had a desire to display a bond of friendship without

intimacy. Also, the major snack producing company possibly disapproved of premiering a

commercial with two females to dissuade viewers that the company is attempting sexual

orientation.

Using the knowledge of credible experts, Frito-Lay also predicted that approximately

only less than 20% of the Super Bowl viewers were under the age of 17. With this information,
Frito-Lay insisted on airing an ad that targeted adults, more specifically, those that are in between

the age of 20-40, since this is the age that mostly watches football. During the end of the

commercial, one of the male characters grandfather was revived using Doritos which would

appeal to viewers who has lost a loved one. This advertising technique uses the persuasive

ideology of pathos, which entices an audience by revealing their emotions. Frito-Lay was

attempting to lure possibly consumers by influencing the statement that Doritos help people feel

closer to those they love, which is shown by the revival of the young mans grandfather,

reuniting the two displaying a happy ending. Also in accordance to the target audience of young

adults, the House Sitting Doritos commercial influences the fact that all adults eat doritos..

This is demonstrated by having the young adult mainly featured throughout the commercial

enjoy the product.

The 2006 House Sitting Doritos commercial consisted of a repetitive glittering

generalization that doritos make everything better. This is first shown by the actor sprinkling

doritos over a dead fish bowl with gloomy, foggy water. Not only was the fish revived, but it

appears that the area around the fishbowl was given color, adding a sense of life and happiness.

The second instance in which this statement is visually shown is when dorito crumbs were then

sprinkled over a sullen, lifeless plant. Just like the fish, the plant was revived and more color and

life was added to the house. The third and final installment of the generalization is when the

deceased grandfather was brought back to life. When this was done, the house that was once

filled with trash was now fully restored and completely organized. Once again as with many of

their previous and future commercials, Frito-Lay exposes the use of pathos, which is an

informative technique that persuades a persons heart. They execute this action by causing

viewers to feel a sense of happiness, insisting the fact that doritos will make you happier.
 The 2015 Doritos Super Bowl commercial was titled Girlfriend Material. Based on the

trend of the increasing amount of female viewers, which was indicated by demographics reported

by Sports Business Daily, Frito-Lay decided to take make a strategic move and release a

commercial that targeted the female audience. Many would say that this was a strategic move

due to the way Frito-Lay targeted their audience. The commercial involved a group of males that

were easily won over by a platoon of lifeless mannequins. Frito-Lay was attempting to

exemplify the statement that doritos will help anyone find that special someone. Obviously, this

advertisement didnt deeply insist on applying the persuasive technique which is often to as

logos, which often advertises using logical appeals. Instead, the company created this

commercial with humor, so that both genders can enjoy the commercial without feeling directly

targeted.

In the beginning of the advertisement, only one of the male actors was shown with a bag

a doritos since he was the sole member of the group who was in a relationship. Once his

friends learned what the reward was for having a significant other, they quickly found

mannequins to be in a relationship with just as the first did. In the end of the advertisement,

there was a party in which the only food in sight were doritos and the only attendees were the

group of males their mannequin companions. This image implies the belief that the way to a

mans heart is through doritos which will tempt females to purchasing a bag of doritos. Along

with the message of the advertisement, the time period also plays a large significance to to

commercial. This commercial as aired during the Super Bowl which is often premiered during

the month of February, also known as Valentines month. Many of societys amorous emotions

are heightened during this time period, which is another reason for Frito-Lay to persuade

possible consumers using pathos.

 After analyzing Frito-Lays doritos commercials I have arrived at the conclusion that

many of their new advertisements will always include some form of persuasion that will attempt

to sexually entice consumers. As numerous demographics show, a large amount of the Super

Bowl audience is the age of 20-30. It is most common for adults of this age to usually begin

finding a significant other, or engage in sexual activities. Frito-Lays marketing department have

previously discovered this reasoning and decided to exploit humanitys sense of compassion.

They perform this act by simply placing subtle erotic hints throughout their advertisements so

that viewers are able to associate doritos with pleasure. For example, during the 2006 House

Sitting commercial there were no hints at intimate relations of any kind. However, during the

newer 2015 Girlfriend Material advertisement, there were multiple clothless female

mannequins throughout the promotion. Even though the mannequins showed no outlining body

parts, it still gave adults (and few imaginative adolescents) the image of clothless women. This

is one of the few reasons of why I deducted the generalization that many new snack commercials

will begin taking a different route amongst advertisements.