The last one was a little bit sexy, don’t you think? I think what makes Telekinesis Studio’s parody funny is that it is so accurate. Despite that fact that there is an evident formula to making a pizza commercial, Papa John’s commercials are very effective in stimulating behavior in the audience (to go out and buy Papa Johns Pizza!).
A few persuasive techniques being utilized in these ads taken from the ACME Coalition for Media Education:
Plain Folks: The opposite of testimonial; persuading by appealing to the common man or portraying yourself as “just one of the guys/gals.” CEO and Founder of Papa John’s portrayed as just an average Joe starting up a multi-millin dollar pizza chain. He reaches out to his customers by revealing a little about himself: his favorite pizza.
Beautiful People: Persuading through images of good-looking individuals to sell products, lifestyles, behaviors, or ideas. There’s no denying Papa is a handsome guy! And the make-up helps!
Hyperbole: Persuading by making exaggerated claims. Found all the time in advertising media. “Better Ingredients, Better Pizza, Papa Johns”. Better than what, really? And how do we know?!
Reptilian Brain: In the second Papa Johns commercial, the slow motion images of the food being prepared targets a part of the human brain known as the “Reptilian” brain. This brain reacts to stimulation in four ways: Eating, Mating, Fighting, or Flighting. The slow images of the food trigger the primal brain to want to eat.
Do you see any other persuasive techniques in these commercials that might make an audience want to order for delivery?! Let me know your thoughts below!