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It´s a commercial analysis about the Doritos Brand...

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Doritos Commercial Analysis

Bernardo D Ortega Grand Canyon University English Composition I 105

Tracy Black, Debbie Hampton 14/11/2021

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Doritos Commercial Analysis

Through the years advertising have been the best way for companies to show the world how their products are the best in the market. This useful tool create a perfect stage so firms can be persuasive and have the opportunity to get more costumers, for almost all companies this is a great way to communicate a direct message to their audience and finally they can purchase or consume the product or service. A successful commercial it is always remember by the audience because, how the brand and message are good behind the ad. Doritos use style, animation and a good theme for the product to persuade the costumer to buy the product. In this amazing commercial, Doritos won over a large part of the audience for the creativity that the director used when filming it. The commercial begins with a memory of a very famous Mexican singer "Juan Gabriel", the character takes place in a costume shop where he sees an astronaut suit at that moment he eats a Dorito and begins to imagine a trip through the galaxy, the next scene appears in his spaceship floating seeing a new world, he eats another Dorito which leads him to continue imagining bigger, he continues to travel which causes a planet to crash and that generates a Big Bang, the last scene we can see a couple on a mountain lying in the car looking at the sky, and in the sky we can see the stars form the face of the astronaut. Doritos commercial made a perfect example of how to incorporate a great style in advertising. Being enough creative to create a commercial requires more than add music and characters for a 30 seconds video, in marketing knowing the different styles of advertising its fundamental in order to persuade the audience that this product will fit perfectly into their lifestyle. “Findings from experimental studies encourage advertisers to pay attention to unique

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cultural characteristics when designing their advertising contents and messages.” (Jang, J. M., & Shin, S. 2019, para. 1). Doritos made a great use of different styles in their commercial, by adding unique characteristics and creativity, they used a good palette of colors and they made a reference to a well-known Mexican character in order for the audience to be familiar with the video. Doritos included a really good animation to their commercial, this is one of the best ways to gain a new audience and attract new customers. The main character started in a costume shop and this is when the animation begins, the main character eat a Dorito and we read the phrase “3 Doritos after”, he turned into an astronaut in the moon, the way they made the spaceship and the astronaut suit looks great, next thing we saw its again the phrase but now it says “5 Doritos after”, next scene it is the main character travelling in the universe and he end up crashing with a planet to create a Big Bang. The whole animation used in this commercial its overall perfect, including some unique, fresh and creative elements. This commercial used a good theme to position the product firmly into the minds of target customers. Advertising its created under campaigns with a clear theme to have a direct message for the audience, having a good advertising theme has proved to be more effective in customers. “Both themes and executions are outputs of the creative process: however, there are key differences between them. Theme is the content of the message, that is, the "what is communicated." (Bongjin Cho, Up Kwon, James W. Gentry, Sunkyu Jun, & Fredric Kropp, 1999, para. 3). Doritos made a perfect theme and execution in this commercial, by adding a clear message and a good sequence of scenes. The director did a good job showing the audience how Doritos want their company to be seeing by them.

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Doritos innovative mix of product style, animation and a good theme helped the viewers to form good association with the product that they will remember. Doritos was able to run this new commercial during a great time for the year (Mexican Independence Day) therefore it had to make sure that the techniques utilized were suited for this audience in order for it to be successful. Well-known Mexican characters appeared to advertise Doritos through a hilarious scenarios, resulting in a popular and engaging commercial.

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References Callcott, M. F., & Lee, W.-N. (1994). A Content Analysis of Animation and Animated SpokesCharacters in Television Commercials. Journal of Advertising, 23(4). https://doiorg.lopes.idm.oclc.org/10.1080/00913367.1943.10673455 Jang, J. M., & Shin, S. (2019). Content Order in Advertising and Thinking Styles: A CrossCultural Study of the United States and South Korea. Journal of Advertising, 48(5), 457– 472. https://doi-org.lopes.idm.oclc.org/10.1080/00913367.2019.1663319 Bongjin Cho, Up Kwon, James W. Gentry, Sunkyu Jun, & Fredric Kropp. (1999). Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials. Journal of Advertising, 28(4), 59–73. https://doiorg.lopes.idm.oclc.org/10.2307/4189125...