Advertising: Key Conventions

The key conventions included in this advert involve the company brand name and logo including the name, 'Burger King' along with instantly recognisable crown which audiences often associate with Burger King. This allows audiences to know that the advert is by a trusted company that will provide quality food which increases the chances of a consumer actually buying the product. Additionally, the use of the central image which in this case is the product the company is selling allows audiences to know what exactly they are getting in the meal when they are purchasing it. This also connotes that Burger King is proud of the food they sell and is more than happy to provide a picture for audiences to see that for themselves. Furthermore, the fact that the prices of the products are involved makes audiences know whether they're getting a good deal or not and they are able to quickly decide if they can get it because the price is clearly written. This connotes that Burger King wants their customers to be aware of how much their food is before purchasing which could be due to the fact that seeing such cheap prices could entice certain audiences. This could be a technique that Burger King uses in adverts in order to gain more customers as cheap prices are sure to attract a lot more people than high prices. The fact that the font used in the advert is sans serif connotes that Burger King is a modern day fast food chain that is staying trendy and is actively creating new recipes that appeal to consumers. The use of the pun 'we didn't chicken out' also suggests that Burger King is quite playful and could even make audiences laugh due to the fact that they were making fun of KFC's chicken crisis. This could close the gap between the company and audiences as it suggests that they are more than just a company that sells chicken but can also make jokes like any other person which is quite a different approach than other countries and so this could be seen as a unique selling point. I know this because it is not too common for companies to advertise their product by belittling other companies and so this is a unique selling point.  The fact that Burger King is emphasising that they have reduced their prices also suggests that they really want audiences to purchase their product and so the call to action is for audiences to purchase the product especially in the UK. This would really appeal to audiences in the especially due to the fact that in the UK all the stores have reduced prices which will make you more likely to purchase the product.