The advert above is trying to emphasise how fresh food chain
Subway can help to lose weight. The individual is holding, what would be his
old jeans, to show his original size. Therefore those who would like to be
slimmer can eat at Subway and gain results.
However, as we know we cannot make this association simply
by the advert shown. Firstly, what is
Subway? Someone without any knowledge of the fresh sandwich brand will not be
able to acknowledge the brand and make a quick association. So there needs to
be more emphasis on specifically how Subway can help to decrease weight. There
is no mention of how it has fresh breads baked on the day and the ability to choose
as much salad as you like.
If Subway were specifically hoping to attract those who may
be looking to watch their figure or downsize, I would have used a credible
source in a short video rather than a single image. A reliable individual could
actually explain the benefits of Subway. Rather than this individual just showing
a larger pair of jeans with the brand image above.
A dietician or nutritionist would be more trustworthy than
the average individual portrayed above. So an improvement would be to use the Expert-Unknowing
Public Altercast technique. Their
knowledge and expertise in the field can help to influence the benefits of
Subway on your health. They can explain the facts regarding: decreases in
calorie intake, fat and salt. All of which can help you to lose weight.
Research by Pratkanis and Gliner (2004-05), highlighted how
message effectiveness differs depending upon the individual conveying it. Two
types of messages were given to a set of students, nuclear disarmament or the
existence of a tenth planet. The source of the message differed; it was either
a child or an expert in the area. Figure 1 below shows how an expert source is more effective, when the message is
technical, like the existence of a tenth planet. But a child is a more
effective source when the message is regarding protection.
Figure 1
Overall from the research we can suggest for a technical message, a short video
advertisement with an expert source stating the facts and benefits will be more
effective. It may encourage individuals to buy a healthy lunch, from Subway.
Reference
Pratkanis, A. R., & Gliner, M. D. (2004-2005). And when
shall a little child lead them? Evidence for an altercasting theory of source
credibility. Current Psychology, 23,
279-304.
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