Ad Analysis Ice Cream Ads

Ad Analysis
Have you ever been walking down the ice cream aisle at the grocery store, and there are 12 different brands for the exact same flavor? If you have, and if you are as financially stable as I am, you almost always reach out for the cheapest one in your range of vision. One of the Ben and Jerry’s advertisements in the People’s magazine may make you think twice about the type of ice cream you are purchasing. This ad is an explosion of color, with an interesting layout, and a play on font sizes. Did you know that Ben and Jerry’s ice cream company works to make the best ice cream possible? I’m sure you’re thinking that every advertisement is going to tell you that their product is the best; but this ad gives a legitimate reason as why and how they make their ice cream “the best
possible”. Not only does the advertisement tell you how they make this ice cream better than others, it also shows you. The layout of the ad is mostly simple, but a handful of creativity and imagination is woven through. The background of the ad is plain and white, like a blank canvas. Then, towards the top, there is a signature pint of Ben and Jerry’s Chocolate Chip Cookie Dough ice cream. The white back ground makes the pint the sole focus. The container is on its side with the illusion that the substances within are pouring out; as it would do if ice cream spilt out of it. There isn’t any ice cream spilling out though; it’s something you wouldn’t expect. Tumbling out of the container of goodness, is a full scale landscape. The advertisement makes it seem as if a painting is melting out of their product’s container. The scene of this melted painting is that of a wide open farm. The colors are vibrant, with clear blue skies, and green grassy hills. It gives the impression that the area is surrounded with tranquility. There are cows wondering amongst the open fields eating fresh, green grass. A bumblebee rests upon a flower, while a small little butterfly settles down on the edge of the Ben and Jerry’s pint ridge. In the distance you can see an old fashion, red barn, with a tractor and some hay. And even further into the horizon you can see a house; it is a simple quaint, white house. This art grabs the viewer with clenching fingers with its bold colors causing the attention span to extend. Below this artistry, there is a bold print, the largest on the page.
It reads “FAMILY FARMS”. The next text on the size scale suggests, “It’s what’s inside that counts.” Now this alone reiterates what the advertisers are showing you; but now instead of showing they are telling. As a magazine reader, we have an understanding that this spilling portrait is that of a family farm. If you have the patience and audacity to read the even smaller print even more would be revealed about the product. The brownish text continues to explain the main idea of the ad. The advertisement states that their cows are not treated with rBGH. According to BenJerry.com “This is a genetically engineered growth hormone that is injected into cows to increase milk production. But it also increases the risks of serious health problems in cows and it doesn’t help family farmers make a decent living”(Inside the Pint). The company of Ben and Jerry are attempting to pull ahead of its competitors by showing that their milk is better. Their argument is not only that they treat their cows with love and care at family farms, but also that they do not use this growth hormone like some of their competitors
may. The whole advertisement is focusing on the contents of the pint of ice cream displayed at the center of the page. The simplicity of the white background controls the focal point to remain at the splashes of colors in the center. Also, the font sizes are used in variety in order of importance. If a reader was just skimming through the magazine, the biggest to smallest font size is in correlation to the order of importance. So now maybe the next time you are walking down that frozen section in your nearest grocery store, this ad may have made you more aware of the choices you make. RBGH may be something that from now on catches your eye, or it may not.