KFC is a fast-food restaurant. Over the years in which it has been operating the restaurant has been able to satisfy the needs of its customers especially with the variety of chicken combinations which it offers (Duiker 2009, 348). Recently, KFC has launched the Buckets for the Cure Campaign aimed at raising money to fight breast cancer by creating awareness of the disease to the public. Since this campaign concerns health issues, I believe that the advert for KFC should be changed to display a theme that is more conscious of health. This is because the original advert is already facing a lot of criticism from the medial and the public as well.
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Criticisms of the Campaign
KFC and its partner for the Buckets for the Cure Campaign Susan G. Komen have faced a lot of criticism from the media and the public. They view campaign to be an avenue for the restaurant to make money instead of creating awareness for breast cancer. Furthermore, they criticize the campaign through its slogan on its advertisement each bucket makes a difference since it infers that the more one buys the more they save lives. The critics do not view it in this way since they think that consumption of excessive chicken leads to obesity, a condition that is fatal and may in the long run lead to breast cancer. As stated earlier the advert needs to change together with the slogan for the campaign.
Techniques for Change
The existing technique for the current advert was scale. This was exhibited by the large bucket full of chicken. To reflect a health-conscious advert the technique of ideal people should be used. A picture of a slim lady holding a piece of chicken should be perfect for the advert. This will persuade the customers that the correct consumption of their chicken will not lead to obesity. At the same time it will be in line with their ongoing campaign which aims at creating awareness for breast cancer.
The target audience for the advert will be those individuals who have got health problems. This is because they are the most sensitive individuals in the society in terms of health. They have the highest risk of being affected while consuming KFC products. Once it has been proven that they consume KFC products and yet they are healthy then KFC and their campaign against breast cancer will gain a lot of support from the entire public. Support from the public is essential for the success of the campaign.
The placement of the advert will also have to change. This will be conducted on the storyline of movies and television programs which can be viewed by all family members. The placement could also be in news programs. The choice of these options is based on the fact that we want this information to reach out to every individual in the society regardless of their age, sex or race. This mode of placement will achieve this objective easily.
Change of Other Items
The only item that needs to be changed in the advert is the picture of the bucket full of chicken. I think that this picture has a theme of consuming a lot of chicken which is actually not healthy. In fact I believe that this very picture brought about a lot of criticism for the Buckets for the cure campaign in the first place. In its place I suggest a picture of a slim lady holding a piece of chicken smiling. This picture will have a health theme being aired out supporting the campaign against breast cancer. The slogan for the campaign will remain the same.
The ethos in the original advertisement was the image of the bucket full of chicken. This picture had an initial impression of quantity and quality of KFC chicken. However, with the breast cancer campaign the picture should be changed to a slim lady holding a piece of chicken. This will convey the theme of health consciousness. Image is very important for the success of the campaign since customers will believe that the product will not cause obesity which might lead to cancer.
The initial advert was logos-driven. This was conveyed by the bucket full of chicken and the slogan. As stated earlier, the bucket should be replaced with a lady holding a piece of chicken but the slogan should remain the same. This is because it has a statistical appeal of every bucket counts. Therefore the more one purchases the more he or she helps.
The initial advertisement pathos was contained in the slogan of the advertisement. This slogan was each bucket makes a difference. This slogan had an emotional impact on the customers since they felt to have been involved in the campaign with every purchase that they made. I think that the pathos was well reflected thus the slogan should be maintained. This is because it makes the customer want to be involved in the campaign by purchasing KFC products.
It is necessary to change the current KFC advert. This will solve the criticisms the campaign is facing. These criticisms are affecting the campaign for breast cancer awareness and the reputation of the company. This can be achieved by changing the image of the advertisement, the target audience and the placement of the product. In doing so the campaign is going to be successful and KFC will also maintain its customers and maintain its reputation which it has struggled over the years to build.
Duiker, William J. (2009). Contemporary World History. Kentucky: Cengage Learning.