The Carl's Jr.: Persuasive Tactics

Persuasive Tactics
Thesis: The Carl’s Jr. commercial uses three different propaganda techniques to promote a cranberry, apple, walnut, chicken salad.

Topic Sentence: First of all, Carl’s Jr. uses glittering generalities to market salads.

Topic Sentence: In addition, the advertisement uses the transfer method to lure consumers into purchasing their food.

Topic Sentence: Most importantly, the testimonial tactic in the Carl’s Jr. commercial entices viewers with a well known person.

Conclusion: In short, The Carl’s Jr. commercial uses propaganda mechanisms such as glittering generalities, transfer, and testimonial to persuade an audience.

Persuasive Tactics
What is propaganda? Propaganda is information that can be misleading or
one-sided to promote consumer goods; propaganda can persuade a person’s decision or attitude about a subject or product. An individual can view propaganda on billboards while driving, hear propaganda through radio; a person can see on the internet, and on television commercials. On television commercials, propagandist use clever techniques to spread their advertisements. For example, the Carl’s Jr. commercial uses three different propaganda mechanisms to promote its cranberry, apple walnut, chicken salad.
First of all, Carl’s Jr.
uses glittering generalities to market salads. The glittering generalities method are appealing ideas or words that intrigue the viewer; therefore, stimulating a positive emotional response from the audience. Once the viewer has associated the glittering generalities to his beliefs and values, he is now convinced to consume certain product. To begin with, the Carl’s Jr. commercial , starts with a phrase of neat freak. Then, as the commercial advances the first spokesperson surrounds the chicken salad with lavish words such as clean, crisp, and tasty. Next, towards the end of the commercial, the second announcer uses the phrase “who said a salad can’t be hot.” Finally, at the end of the commercial, the grilled chicken salad is surrounded with words such as premium and
new.
In addition, the advertisement uses the transfer method to lure consumers into purchasing its food. The transfer tactic relates the product to a highly known symbol or a well known person such a celebrity or a person of power. For example, in the Carl’s Jr. commercial Kim Kardashian, a well known celebrity is shown eating the cranberry, apple, walnut, chicken salad. Then, in the middle of the commercial, a diet Coca-Cola foam cup and smiling golden star appear by the dresser in the advertisement. At the end of the advertisement, the smiling golden star appears next to the name of the fast food restaurant.
Most importantly, the testimonial tactic entices viewers with a well known person.
The testimonial technique uses a respected person of power or a highly known celebrity to endorse a product. The purpose of the mechanism is to convince the audience that such product is good enough for the respected person then it should be fine for the average person to consume. In the Carl’s Jr. commercial, Kim Kardashian states she “enjoys eating the clean, crisp, and tasty salad.” Then the commercial goes on showing Kim Kardashian eat pieces of grilled chicken and stating “the best things in life are messy” while dropping salad dressing on herself. Finally, Kim Kardashian ends the commercial with her in a bathtub filled with bubbles, eating salad, and stating “it is fun to get
cleaned.”
In short, the Carl’s Jr. commercial uses propaganda mechanisms such as glittering generalities, transfer, and testimonial to attract and lure their audience into consuming its product. Consumers should be aware of the skillful methods advertisers use in their commercials; having a good understanding of propaganda techniques will save the consumer money. The consumer will be able to differentiate factual statements from opinions. The person should examine the product and purchase the goods based on research and not on emotions.