Visual Communication

Visual Communication: Introductory Reflection

Visual communication seems to be everywhere; on billboards, in magazines, on the internet, etc. While learning about visual communication, I realized that I had never thought critically about the ads that businesses put out- I had just thought of them as pictures that were trying to get me to buy a product. So, when I heard of the techniques of businesses using ethos, pathos, and logos to sell items and services, it surprised me since I had never really noticed it before. While we looked at numerous ads in class, I thought it was interesting how everyone would have different opinions on the same exact ad- this taught me that every part of an ad is important; color, font, word choice, location… any little aspect could change the meaning or feeling that an ad portrays. So, with my new, improved way of thinking about visual communication, I analyzed a Diet Dr. Pepper billboard and it is amazing how much depth one ad can have.



Cute and Catchy with Meaning

“Nothing diet about it.” is the cute and catchy slogan appearing on a billboard advertisement for Diet Dr. Pepper. From experience in today’s world, we all know that ads are used for promoting certain products and increasing sales, but in our fast paced lives we might not realize that ads can have deeper contextual meanings. So, while it is obvious that the Dr. Pepper marketers put out this ad to promote their product and increase sales, there are other parts of this ad that aren’t so obvious and need to be analyzed. We need to think about why Dr. Pepper put this ad in the location it is in, why it is so simply organized, and how ethos, logos, and pathos are used. Also, when I first saw the “Nothing diet about it” slogan, previous knowledge of America’s obesity epidemic and diet fads came to the front of my mind. I think this simple, catchy phrase represents the problem of obesity in America today.

First, because location and organization are related in this situation, let’s start with the decisions Dr. Pepper had to make considering these two topics. The ad is on the side of a fast moving, traffic filled street in Des Moines, Iowa and features a Diet Dr. Pepper can on its right side, with five delicious looking cupcakes lined up to the left of the can. The clever slogan sits directly above the cupcakes. “Nothing diet about it” is printed in big, easy to read, white text that stands out from the dark background of the billboard. The Diet Dr. Pepper can is the biggest object on the billboard and the text and cupcakes lead the potential buyer’s gazes to the can. Overall, the ad is organized simply and easy to read so that people driving by or pumping gas into their car at the nearby QuickTrip can comprehend it quickly. Since the ad is quickly comprehended and located right next to a QuickTrip (which would have Diet Dr. Pepper) the people driving by or pumping gas into their cars could stop to buy a Diet Dr. Pepper in a matter of a few minutes. But, why would these consumers use their time and money in order to get a Diet Dr. Pepper?

Because the cute little cupcakes and Dr. Pepper name pull out ethos, pathos, and logos, the ad is persuasive, causing consumer to use their effort to get a Diet Dr. Pepper. Most people who see this ad know of the many years of success the Dr. Pepper brand has had. Because of this, they think that if Dr. Pepper has sustained itself so long then it must be a good company and they can trust that the ad is telling the truth. Cupcakes might make a person crave a sweet bite of food, so they think that Diet Dr. Pepper will satisfy their craving just as a cupcake might. Also, the cupcakes in the picture are bright and colorful and people associate these little morsels with happiness and celebrations (such as weddings and birthday parties), so one would assume Diet Dr. Pepper must give off the same effect. However, too many “fun” cupcakes can lead to a bad effect, so with respects to the obesity problem, this ad uses pathos for those on diets.

Currently, an estimated 65.2 percent of U.S. adults, age 20 years and older, and 15 percent of children and adolescents are overweight. 30.5 percent of these adults are obese (Obesityinamerica.org). These percentages are determined by a calculation known as Body Mass Index, which uses the height and weight of a person to determine whether or not a person is healthy, overweight, or obese. With 65.2 percent of Americans being overweight, many are on diets (ever heard of Weight Watchers, low carbohydrate diet, or Jenny Craig?) that consist of foods that aren’t necessarily their favorites and that are frustrating, therefore “nothing diet about it” makes them want to try Diet Dr. Pepper. In this ad, the Diet Dr. Pepper can sits in a cupcake holder like the actual five cupcakes do, so potential consumers think that the pop is as good as the cupcakes. The marketers at Dr. Pepper know that a lot of people are on diets (look at all of the diet pills and products on the shelves at the grocery store) that they are tired of and that these dieters are looking for something they can have that is diet, but doesn’t taste diet. Therefore, knowing about obesity and dieting in America, this ad is not only catchy, cute, and clever; it represents a bigger meaning.

The reason why Dr. Pepper chose to market their product like with this ad is important and interesting. Dr. Pepper recognizes that many Americans are overweight and on diets, so by marketing their pop in this way, they catch the attention of a big group of possible customers. Also, the target group of this ad isn’t only made up of people on diets, but also people who simply like to drink pop. As I said earlier, most find that diets get frustrating and people want new foods they can eat and new products to help them out while trying to lose those extra pounds. If the dieting person looks at the billboard and sees the cupcakes they might think of all the bad foods they shouldn’t eat, making them discouraged, but then they see the Diet Dr. Pepper which they can have because it is diet but doesn’t taste diet. This would appeal to them because Diet Dr. Pepper is something they could have and not feel guilty about.

Advertising is a big business worth a large amount of money, so the marketers behind the advertisements know exactly what they are doing; location, convenience, simplicity of the ad, and the world view behind it. Every detail matters- from the color of the text to the overall effect. Us as potential buyers see hundreds of ads everyday, so an ads job is to put out a positive view of the product and get our attention quickly to make us think that if we use this product, it’ll make us a better person. However, sometimes the ad has more of an effect than just making us want the product; it can represent bigger issues in our world today such as unhealthiness in America.



Works Cited:

ObesityinAmerica.org. 2004. 21 Feb. 2008.
<http://www.obesityinamerica.org/bythenumbers.html>.