Ad Analysis: Kentucky Fried Chicken (KFC) Franchise in Utah

Ad Analysis
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Introduction
Advertising is a critical component of marketing. It is the process of creating awareness about a product or service through carefully crafted messages. The purpose of advertising is to influence consumer behavior by creating a sense of need or want (Zheng, 2020). Advertising can create awareness about a product or service, stimulate demand for the product, increase sales, or build a brand (Zheng, 2020). Effective ads use catchy slogans and memorable images to capture consumers’ attention. They also use persuasive language to convince consumers to buy the product. In contrast, unsuccessful ads often use outdated technology or graphics and feature too many slogans or irrelevant images (Zheng, 2020). Additionally, some effective ads apply the theory of cognitive dissonance to induce a highly emotive response in the receiver, effectively leaving a lasting impact. On the other hand, an unsuccessful application of this theory produces conflict in the receiver, inducing an aversion to the product or service. The ad analyzed here is unlikely to be persuasive because it appeals to customers to purchase and consume unhealthy amounts of sugary soda to support a cause for fighting diabetes.
Theoretical Background
Cognitive dissonance is a psychological phenomenon that occurs when an individual simultaneously holds two or more conflicting beliefs, ideas, or values or is confronted with new information that contradicts existing ethos (Ong et al., 2017). The theory of cognitive dissonance has been shown to have real implications for advertising (Jeong et al., 2019; Zheng, 2020). First, it can lead to cognitive distortion, wherein advertisers make distorted judgments about their products or services to maintain the dissonance. This can result in overly positive or negative ads, exaggerated claims, and unrealistic expectations (Zheng, 2020). Second, cognitive dissonance can lead to attitude change, whereby consumers adopt a more favorable view of the product or service after experiencing dissonance. This can result in increased brand loyalty and sales. Finally, cognitive dissonance can lead to decision changes, whereby consumers make different choices based on conflicting beliefs about the product or service. This can result in decreased sales and increased customer churn.
Cognitive dissonance can reduce the effectiveness of a campaign by causing people to question their purchasing decisions. It occurs when there is a discrepancy between what people think and what they do (Ong et al., 2017). For example, if someone believes smoking is harmful but continues smoking, they may experience dissonance. This can create a conflict between what they believe and what they see or experience (Zheng, 2020). In addition, a singer’s declaration of political affiliation can backfire if it causes dissonance in their fans (Jeong et al., 2019). This dissonance can effectively alienate a portion of their audience.
Ad Description
In 2011, a Kentucky Fried Chicken (KFC) franchise in Utah started a marketing campaign for a good cause that urged its patrons to help combat the diabetes pandemic (Nestle, 2011). Customers of the ch...