Link: https://www.youtube.com/watch?v=4eKYR_iL5eU
Purpose: In this Super Bowl ad for Doritos and Mountain Dew, the purpose is to capture the viewer with dramatic visual effects and to make them want to purchase the products. They purposefully include fire and heat visuals for the “Blaze” Doritos to help the viewer understand how spicy and fierce the flavors are. They then juxtapose this, with the icy and refreshing imagery when promoting the “Ice” Mountain Dew. Both products coincide to form the perfect “fire and ice” combination. All working together to make the viewer want to purchase the products. They also use songs and character to make each of the products personas more significant. Peter Dinklage lip syncs a song by Tupac, both fiery characters. While Morgan Freeman lip syncs a song by Missy Elliot, both of which personify the Ice Mountain Dew well.
Audience: The intended audience are the people who will be watching the Super Bowl on Sunday, as well as any viewers on YouTube and social media.
Context: This ad is in context to the consumer as a whole. If one eats something as spicy as “Blaze” Doritos, then they will need something refreshing to go with it. Therefore, they should purchase both products to have the full experience.
Text: While visuals are the focus point of this advertisement, text is used in order to ascertain that the viewer knows what they are watching an ad about, and possibly what to look for in the store. In this way, the advertisement has close ups of both products with the name in clear view. As well as at the end they provide a dedicated close up of the product with a hashtag. The hashtag provides a way for the product to reach social media and reach a larger audience.
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