Pan Pepin created an advertisement for their hamburger buns that uses visual metaphors and a simple design. The ad depicts a burger with camping gear in place of typical ingredients like a tent for the top bun. The slogan states the buns are "an essential part of all your summer activities," subliminally suggesting consumers need the product. By sparking excitement for summer and camping in targeted upper middle class men, and using a simple yet memorable design, the ad aims to influence viewers to purchase Pan Pepin buns.

1. “Burger” AdAnalysis
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Brionna Cook-Grimes
Pan Pepin “Burger” Ad Analysis
Prof. Rachel Robinson

2. “Burger” AdAnalysis
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Pan Pepin “Burger”
Captivating an audience and influencing a new market to consume or acknowledged your
products is the main goal of most advertisements. There are various paths that advertisers can
take in order to achieve their goals. In Pan Pepins “Burger” ad for their hamburger buns , at first
glance, you see a spread apart cartoon burger. In a matter of seconds you begin to see the top bun
that was replaced with a tent, a green sleeping bag in replace of lettuce, a campfire that presents
ketchup or a tomato, logs for the patty, a folded yellow blanket for cheese ending with a bench as
the bottom bun. On the bottom of the ad, you see their slogan in an 8 bit font , “An essential part
of all your summer activities.” Pan Pepins “Burger” ad , in an attempt to gain more upper middle
class Caucasian men ,that may enjoy adventures or grilling, to their consumer base, uses
subliminal persuasive wording in their slogan, uses visual metaphors to create excitement as well
as simplistic imagery.
By using the word essential in this advertisement, Pan Pepins “Burger” ad is subliminally
persuading their prospective audience to buy their product. Their ads slogan “ an essential part of
all your summer activities” gives the consumer the idea that without their product, you are
missing all of your basic needs without directly saying “hey, you NEED to buy this product.”
According to John Bargh(1999), without directly telling a consumer to get a product, if the
message in influential you will still be able to make an impact and “influence people’s voting
behavior”(Bargh, J, 1999). By using a suggestive word such as essential, a consumer may
subconsciously correlate the word with a need of the product; this may also produce the idea
that without Pan Pepins, hamburger buns, you will not have a great summer.

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Using the depictions of camping for the burger itself, it creates an emotional response in the
consumer by sparking excitement for not only summer but also the idea of camping. When most
people think of summer, they think of happiness. The advertisers use camping gear in place of
the typical contents of a cheeseburger. . In a way they are making themselves relatable to this
demographic in order to build a rapport based off of common interest. Meaning, if someone gets
excited over the thought of summer and camping and they see an ad that relates to their interests,
they may be more inclined to purchase the product. According to Matt Rosenau (2012),
advertisers use the persuasive technique pathos in order to create an emotional appeal. By
creating an emotional appeal ,excitement, in their ad, Pan Pepin creates an interest in their
product.
By using simplistic imagery in the ‘Burger” ad, it leaves less room for interpretation making the
image and product more memorable. By having a simple image on a blank background, the
customer viewing the ad may feel more inclined to view the ad due to less distraction. We all
know the common saying ‘Less is more” and by having such a simple message it may be able to
create a world of imagination for the consumer. Though the imagine is composed of many
smaller images, it also sends a very simple message; the burger and the camping components that
create it. According to Rick Peters, Michel Wendell and Rajeev Batra (2010) “complexity hurts
attention to the brand and attitude toward the ad.”

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With a subliminally persuasive slogan, a the emotional appeal of excitement, and the simplistic
imagery Pan Pepins “Burger” ad may effectively gain new consumers. By being a simple ad that
suggests it’s “an essential part of all of your summer activities” as well as spark a sense of need
for their product as well as possibly a need for a camping trip, the ad may effectively influence
the targeted demographic and peruse them to buy their hamburger buns.
Work Cited
Burger by Pan Pepin [Advertisement]. (2014, July). Retrieved from
https://www.adsoftheworld.com/media/print/pan_pepin_burger

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Rosenau, M. (2012, March 12) Pathos, Ethos and Logos in Advertising. [Video File]
retrieved from https://youtu.be/BpTb2RjbMn4
Bargh, J. A (1999) The Most Powerful Manipulative Messages Are Hiding in Plain Sight.
Chronicle of Higher Education. Vol 45. Issue 41. pB6 1p
Pieters, R., Wedel, M., & Batra, R. (2010). The Stopping Power of Advertising:
Measures and Effects of Visual Complexity. Journal of Marketing, 74(5), 48-60.
doi:10.1509/jmkg.74.5.48