 |
| Burger King Whopper Ad in USA (Lungyeki) |
 |
| Burger King Whopper Ad in Canada (Burger King) |
Although both ads advertise the same product, they are done in completely different ways to appeal to the targeted demographic.
In the American ad, the Whopper is compared (size wise) to the Big Mac, its biggest rival, both products centered at the top of the advertisement. Towards the bottom of the ad, we can clearly see the Burger King logo, and some text. While in the Canadian ad, the Whopper is the main focus of the ad, with some text above briefly describing the burger.
The American ad, appeals more to an audience of 16-17 years or older, as the use of the humor and phrase down below would be difficult for younger audiences to figure out. Also the fact that they use this kind of comparative humor, shows it appeals to a lower, working class audience. While the other ad, targets a more general audience; patriotic Canadians, seen through the use of symbolism of Canada; the maple leaf, maple syrup, etc.
However, each ad serves a different specific purpose. The American one, aims to achieve popularity by putting itself above its competition. Specifically through the advantageous use of quantity, size, and humor. The Canadian one aims to achieve popularity through the use of Canadian ingredients, and portraying the product as very Canadian. Thus we can deduce that the theme for the US ad is 'quantity over quality,' while the Canadian ad focuses on patriotism and Canadianism.
The tone of these two advertisements differ dramatically as well. The tone of the US ad is very humorous and intense, there is also a sense of superiority. This is mainly caused by the comparative humor against one of its biggest rivals, making it seem like "shots have been fired," adding to the intense tone. Also the black background helps emphasize on the superiority felt, as black usually symbolizes power and authority, and since it is Burger King, it portrays the Whopper as the superior. The burgers are mounted on stages set up like spotlights, making them the central point, and making it seem like a "showdown" between the two, creating a more intense tone. While the Canadian ad possesses a more mellow and patriotic atmosphere. This is seen through the multiple use of Canadian symbols, such as the maple leaf, the maple syrup bottle in the background, the phrase "100% Real Canadian," etc., adding to the patriotic atmosphere. However, the image possess very little text, all of which is very informative, not humorous, making the tone more laid back compared to that of the American one.
The text in the US ad is very effective, utilizing various techniques to achieve its purpose. Within the phrase "We know, we know. We should pick on someone our own size," Burger King utilizes immediate repetition on the phrase "we know," emphasizing to the viewer that they are confident in what they are going to say next is true; further emphasizing on the point of quantity. Also the saying "Pick on someone you own size," is a term often repeated to bullies, thus characterizing the Whopper as bully to the Big Mac, making it seem more dominant and powerful. The use of statistics in the phrase "With over 25% more beef than a Big Mac, Whopper is once again America's favorite burger," makes the argument seem more official and significant to the eye of an uneducated, working class American (showing that it appeals to this demographic). As an educated would know 25% more beef would mean that both burgers possess materials of non-meat substances, thus making the ad more effective and revealing the demographic to the viewer. In the second part of the phrase, we can see the usage of bandwagon. As they mention that it is America's favorite burger, making it seem like to the reader that all Americans are doing it and approve the burger (showing that it is good), so you (fellow American) should do it as well.
In the Canadian ad, the language used is very informative and patriotic; "Thicker hardwood smoked bacon maple BBQ sauce, 100% Real Canadian Cheddar." Numerous adjectives are used to describe the ingredients, such as "smoked," "thicker," etc., helping the viewer visualize and imagine the taste of the burger, seducing their appetite for a Whopper burger. Also the use of 100% Real Canadian Cheddar, helps adds to the patriotic atmosphere through the ad, especially since they state the use of Canadian cheddar. Canada is not known for making flavorsome cheddar, thus this discretely implies that the advertisement is targeting the less educated demographic. In detail, the use of actual numbers mimics a "facts and figures" type of technique, making the statement more believable and persuasive to the viewer.
I, personally, understand that these two ads reflect on the country's culture it advertises in. The US ad, advertises its burger through comparisons, showing that burgers are a common culture in America, and thus the effective way of successfully advertises one is to compare it with its competition, as the people will anyways eat a burger, but it matters which burger they choose. While the Canadian ad, advertised its burger through patriotism; showing how Canadians love their country, and thus it is effective to use this to persuade consumers to buying Burger King.
