Anticipated Burst

Anticipated Burst

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juicyfruitThis ad does a lot of things right. The stark yellow catches the eye, associates the color with the brand, and associates the cartoon image with the package. Readers anticipate the bursting of the inflatable and infer, with the help of the line at the bottom of the ad, the bursting of Fruity Chews in their mouths.

But what prospective buyers really want is not just any burst. They want an appetizing, fruity burst and this image of a hippopotamus is neither appetizing nor fruity. Why not have them anticipate and imagine the bursting of a cartoonishly oversized lemon or strawberry?

The ad is effective in helping readers anticipate the experience of an attribute of the product. But it doesn’t help readers anticipate product reward.

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