Doritos ad analysis.
Have you ever seen a Doritos commercial? They attempt to sell you on buying their specific bag of chips instead of other brands doing the same exact thing. Do you ever wonder why, if the product is so unhealthy, given there is almost 0 nutritional value to it, why do people seem to think they need the product for one reason or another.
In 2015 a Doritos company ad was uploaded to Youtube under a popular youtuber’s channel named “Matter collective.”. This ad depicted a new student who wishes to make friends, talking to their parents right before getting on the bus for their presumed first day. Their mother hands the child a bag of Doritios, saying “Try to make friends”(“The New Kid”) before they go onto the bus. At the first moment the child opens the bag of chips, every kid on the bus looks at them and screams “DORITOS!!!”. The ad shows children of all ages on the bus, a bully who was just bullying someone, two teenagers making out, and even the bus driver. Once the bus driver goes up to the kid to ask for Doritios, the camera then shows that the bus was not being driven by anyone. Sending them off screen and crashing just as the Doritos logo appears on the screen. That is the entire ad, and my analysis on this commercial is that this ad is preying on children’s suggestibility, and parents care for their kids, by using rhetoric and fallaciousness to manipulate and plant ideas into the peoples heads for their benefit.
The ad is based on the usage of a fallacy. False proof is the term that defines connecting a result to a cause that would not cause it. The ad gives the idea that if you brought Doritios to school you would make friends. But this cause does not result in the effect, all it does is influence the listener that it could. This directly persuades the mind, placing the idea that one would give you something you desire, and then you would feel an urge to buy Doritios. Cause who wouldn’t want to make friends if it was that easy right? That's how manipulation works, and what way they were using it. There are other persuasive tactics used in this ad to support the one above, they showed different comedic scenes many kids would not understand. For example the scene in the commercial shows the bus driving off screen and plays a crashing sound effect. This under my review is directed towards the parents. Pathos is the rhetoric that defines everything under emotional connection or usage, this directly ties into that by giving it a sense of humor. This on top of parents who may feel bad for their kids not having friends, make it less likely for them to be able to deny their kid the bag of Doritos. Placing a moral obligation on the parents based on their own child’s belief, it creates a situation that is quite hard for any normal household to transverse without just giving in and buying the doritios, just like they wanted.
Continuing the ad applies a visual effect. With the camera angels they target specific groups to apply the idealization that they work for all groups. Moving to the other camera views for example in “The New Kid” they show the child with doritos surrounded by many different groups of kids all asking for the bag of chips. This shows a visual effect that would reach the parents mainly. Making them feel like it would be the best result to give them the chips rather than deny them. This also further presses the idea to the kids that the chips would give them a higher chance of making friends. Combined with all the other manipulative effects and rhetoric this will dig deep into their memory as visual memory on top of the wording they use, leading to a lasting effect that will last way longer past the duration of the ad
When this takes effect and many children begin to think positively of Doritos, it leads to a lasting effect when they grow up. What you eat during your childhood has a direct tie to your pallet later in life. Say you lived with vegan parents and never got to eat very much chicken if at all, you were most likely influenced by your parents to be vegan. Or the other way around given the same conclusion, the results of your environment and beliefs shape what you would eat later in life. Now what's particularly bad about this for the Doritos company is they provide 0 health qualities. They are a processed food with artificial food dye that provides nothing of value. This is disastrous as you grow up because you grow accustomed to eating something you shouldn't be eating once you're older, and your metabolism shifts. While all putting money into the company’s pocket because you continually eat their products from this influence.
This ad truly does affect people from start to finish. Leading to a complete shift in people’s lives by changing exactly what they become when they grow up. Manipulating people in order to get more money as a result of corporate greed. As a whole, Doritos. Continuelies presses the idea that their product improves the consumers life, so they can make more money. Using many fallacies like for this ad “The New Kid” applying the idea that might leave the kid with a lasting idea that doritios is the reason they have friends or they need them to make friends. Aswell as applying manipulation towards adults to create situations where they can’t deny their kids the bag of chips using guilt to push them. Overall this has a giant negative effect because its solely based on manipulative effect, and grants the consumer 0 personal gain they would be spending the money to gain.
Work cited page
Citation(s): “The New Kid | Doritos Commercial.” YouTube, uploaded by Matter Collective, 15 November 2015, https://www.youtube.com/watch?v=fvyBCesuxMM
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