Stop & Shop your Friend in Times of Trouble
I recently viewed a commercial for the grocery store Stop & Shop. The ad was promoting their new Holiday Rewards Card, which allows the consumer to accumulate points and get benefits for consistent spending. What was interesting about the commercial was the way it was presented, using the recession to sell the savings.
The advertisement depicted a family doing things a little differently to save the extra penny. The mother is narrating discussing all the cutbacks they have had to made since the recession began. It ends with the mother shopping at Stop & Shop because they are the common folks friend in the recession.
This commercial purposely created this typical family to persuade viewers to buy their product. There is heavy emphasis on the use of plain folks to sell their product. It’s your average American family, suffering through economic turmoil. Luckily their local Stop & Shop is their to help them spend less! It also tries to flatter it’s audience by telling them they really deserve it for all the hard work they’ve put in. This is all done to communicate that the values the typical hard working American has are shared by their good friend Stop & Shop.
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