Campbell's Campaign 'Light Versus'

Campbell’s Campaign Most advertisements seen on television compel viewers to buy a company's product. These companies have strategically created commercials that will not only persuade viewers to choose their product, but it also makes them feel bad, if they pick differently. The targeted audiences for commercials vary depending on the product being promoted, for instance if a toy is being advertised children would be the targeted audience, but a commercial for trucks would lean towards the middle aged man.The Campbell's commercial “Light Versus” appeals to the older generation of women that want to live a healthy lifestyle. Campbell’s advertisement is used to convince people to purchase their soup instead of the competing brand. The message …show more content…
The commercial “Light Versus” tears down the credibility of Progresso by speaking negatively speaking about there product. In the advertisement women go back and forth listing the ingredients inside Campbell’s Light soup and Progresso's Light soup. The actresses seemed distressed and confused as they name off all of the ingredients in Progresso soup. They mention that Progresso's light soup has artificial flavor, monosodium glutamate, and sodium, compared to the eighty calories and heart healthy ingredients like the real sea salt and no artificial flavoring, in Campbell’s.
In the end of the commercial, a woman looks cheerful as she asks for a second bowl of Campbell’s Light soup, letting viewers feeling as though it is alright to enjoy the soup and have another healthy bowl. The last image on the screen is a can of soup and it is surrounded by real vegetables and leaves the audience with a sense that choosing Campbell’s is the healthy choice. The Campbell’s commercial persuades their audience by using pathos, ethos, and logos, that to live a healthy life one simply needs Campbell’s Light