Underlying Messages in Advertising – Nicolette McCann

Last week in the interview we watched with Gary Kenton, he mentioned how advertising presents audiences with a multitude of messages. Not only do they present a persuasive message about their product or company, but they also present a message about society.

This statement struck a chord with me. I am currently in a Writing for PR and Advertising class which directly correlates with his comment. We have been researching companies and their advertisements. Recently we have been looking at Krispy Kreme and its comparison to Dunkin’ Donuts.

We concluded that Dunkin’ Donuts makes use of the societal trend of being on-the-go. Their whole campaign strategy is this idea. The slogan, “America runs on Dunkin’” uses a play on words to capture both the idea that we as Americans need Dunkin’ to survive, but also the fact that we literally run with it. There is no time any more for a slow-paced lifestyle. They have taken this societal trend and used it to fuel their whole business.

I have seen a lot of commercials for Dunkin’ lately, but I went back and looked up one of the first commercials of this campaign. I have provided the link below. The commercial consists of coffee being poured into an ever changing coffee cup to signify both the longevity and tradition of Dunkin’ and its adaptation to the world of today when the commercial finally ends with a styrofoam take-away cup.

This campaign really resonates with what Gary Kenton said because it not only sells its product to the world of today, but helps to manufacture this idea that the world of today is constantly moving and therefore you need a Dunkin’ to-go cup in your hand.

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6 Responses to Underlying Messages in Advertising – Nicolette McCann

  1. mediaphiles says:

    After reading your blog I applaud and have so much respect for advertisers for their creativity in creating commercials, slogans, etc. I think advertisements not only present a message about society but they present a message to society. That way, for example, the Dunkin commercial is appealing to their regulars, while trying to convince non-coffee lovers that their “on-the-go/quick service” can be useful to them too. –Jenna Romano

  2. mediaphiles says:

    I love the advertising and media connection you made here. Media is connected in so many different ways and at times it seems like sitcoms are all advertising something in now way or another. Whether it is trying to teach the viewer a valuable lesson or even having a character drink a certain brand of coffee in an episode to promote that company. Advertising is everywhere.
    Kendall Fischlein

  3. mediaphiles says:

    This is awesome and I love the “bigger-picture” connection! It’s crazy to think that truly everything is intentional because for so long, I haven’t really ever thought about the behind-the-scenes implications of what meets my eyes on television or in other radio. It makes me think, though, about Norman Lear’s sitcoms, attempted audience, and otherwise intended messages that are misconstrued. I often wonder what I’m interpreting incorrectly (in terms of ‘against’ what the author intended) and how that shapes my own personal viewpoints and opinions. Sometimes it makes my head hurt to think about it… hahaha. Great post! – Corey

  4. mediaphiles says:

    I appreciate your creative approach to this blog post!! As we all know, advertising and media are interconnected, but you bring up an interesting perspective here on advertising in our society today. I find that Dunkin’ Donuts has maintained its successfulness throughout the years by making sure to keep themselves relevant and on top trends. They have worked hard to stay with-the-times, constantly adapting to the ever-changing social media world, and implementing new products such as the Dunkin’ On-The-Go app. I remember watching a similar advertisement posted by Dunkin’ Donuts this summer in which they cleverly introduce their new app in a unique manner, which allowed their brand to stand out amongst their competitors.
    Link: https://www.youtube.com/watch?v=zR1D31dVq38
    – Eleanor Raether

  5. mediaphiles says:

    Wow! This blog post is very insightful! It is very interesting how advertisements can influence such a wide-scale audience. Over the years, people have placed the value of time above anything else. Dunkin has popularized itself throughout the years as a faster food and beverage alternative and now has an outlet to tell millions of people to buy their product due to the fact that their food can be prepared and received within minutes. They also have to do this, at the very most, a thirty second window, which means Dunkin has to instantly capture the attention of those who tend to flip through commercials. -Shelby Halliman

  6. mediaphiles says:

    I got a minor in advertising while I was at the University of Alabama (roll tide), and one of the major premises of modern advertising is that you’re not selling a product, you’re selling an idea: a concept or a lifestyle that you must convince your audience they cannot live without. Dunkin’ Donuts isn’t selling coffee, they’re selling a quick and convenient fuel for those living a fast-paced, on-the-go life that requires a lot of energy. The hook is not in the product itself. Nobody really cares about that any more. We know what coffee is, tastes like, and what it does for us, so we don’t need advertisements to convince us to buy coffee. The goal of advertisers is to sell the audience not on the good or service itself, but on the larger ideal it represents that no other competitor can provide.

    –Kevin Pabst

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