Panera Bread Ad Analysis Essay

Panera Bread is one of the largest chains in America, and differentiates itself from its competition by creating a more relaxed environment, and catering to a more health conscious crowd than McDonalds or KFC. Advertising plays no small part in maintaining this image. For instance, this ad for Panera Bread, which appeared in Eating Well magazine’s April 2016 issue, appeals primarily to health-conscious women through its use of color, perspective, and various appeals. Most of the ad is made up of “white” space. This makes the ad less “loud” and helps to set a relaxing mood. The primary color of the ad is green, a color that is used in stop lights and other visual mediums to mean good, or safe. It is primarily a color associated with positive

The reason for this is to further develop the open and relaxing theme that the white (green) space was used for. Around the focal point are 5 lines, each leading to a listed ingredient and back to the focal point. The line leading to the last of the five ingredients also points directly at the Panera bread logo in the bottom right corner. Leading the reader’s eye right to it.

Another, less apparent feature of the ad is the time in which It appeared in the magazine. April is a month in spring, a season which many associate with regrowth of plants and fresh produce. The ad makes sure to use plenty of green, placed prominently in the soup to leverage this association with spring and freshness to improve the appeal of their soup.

Lastly, the ad makes use of the appeal to adventure. The opening text of the ad states “An exotic blend of ingredients just waiting to be explored.” The ad’s use of the words exotic and explore attempt to immediately appeal to a sense of adventure. The ad also mentioned exotic ingredients, which may appeal to a consumer looking for something out of the ordinary. The ad goes on to list 5 of the aforementioned “exotic” ingredients to help corroborate their claims and further pique a prospective buyer’s curiosity. The ads final line also states to “eat adventurously” clearly stating the advertisement’s use of the