This add is a subway add that pictures Jared Fogle who had lost a significant amount of weight by eating subway. I decided to use this add because obesity is a leading topic among americans. Americans are constantly looking for easy fast ways to loose weight and Jared Fogle happened to be the perfect example. This add uses Jared as an interactive participant because the add is appealing to obese people that they can be like jared. That connection between the onlooker and interactive participant is what draws the onlooker to subway, gives subway the business, and in turn they’ll eventually look like Jared. I think that this add campaign with Jared was very successful because it is easy to identify with Jared’s old situation and in a quest to have a socially acceptable body type many people literally buy into this campaign.
March 2, 2010 at 7:48 pm |
Fun choice, Grant. This ad campaign certainly seems to have had great success over the years. Why did ad designer have Jared look Jared directly in the eye? Also, what would you say about this image’s modality? How is low or high modality achieved and to what effect? Thanks. Laurie
March 23, 2010 at 2:20 am |
I think that Jared posing and looking into the camera gives the viewer an image of someone posing for a picture after they won a prize or received a trophy. His pants serve the purpose of showing the beginning of his journey eating at subway and as a result losing a lot of weight. Since the picture gives the achievement trophy feel it then adds a high modality or credibility to the campaign. The public will see that Jared using a subway diet lost hundreds of pounds and the subway diet could potentially do the same for them. The add appeals to a logic side of the public by identifying they could be like him and in turn the Jared campaign was very successful.