Original Snickers Ad

This original ad for a Snickers chocolate bar uses an interesting technique to sell the product to consumers. The slogan “you’re not you when you’re hungry” can apply to everyone – since everyone gets hungry at one point or another, so the target audience is very broad. This is also a simple yet memorable slogan that aims to emotionally identify with the consumer. I myself hear my boyfriend say I get “hangry” hungry/angry when I have had little to eat, and sometimes in that state it can be quite irritating. I can assume that the majority of people feel similar angst when hunger sets in, and by playing off of this emotion the advertisement is making the consumer believe that the ad is speaking directly to them specifically. By placing adjectives (which hold negative connotations) on the bars it is implying that when you are in a state of hunger (and without a Snickers) you are somehow less than your potential or not yourself. By targeting peoples’ insecurities (laziness, confused, dramatic etc.) the Snickers brand is insinuating that in some way you would be better off – or more of yourself – if you obtained this product. It is aiming to be a “solution” to a “problem” that many people feel as though they have when they are in a state of hunger. The style of the ad is simple – and thus creates the idea of a simple “solution” to these negatively viewed states of being (laziness etc.)