Introduction
Burger King is a notable, fast food restaurant, which was established in 1954 and is the second biggest fast food chain on the world. They utilize outwardly engaging promotions, typically ones that slam McDonalds, to pull clients regard for their name. Burger King’s advertisement for the whopper shows an extended image of the item on a Big Mac box, to demonstrate a point that they are greater, and better than McDonalds.
Additionally, they add water beads to show the newness of the fixings, for example, tomatoes, lettuce, and even pickles. This notice was posted on the web, with a statement expressing, ‘Senseless Whopper, that is a Big Mac box’ and on the last a little logo with ’50 years Burger King Whopper’.
This may influence the perused by leaving and thinking, ‘Burger King is new, and has been around for quite a long time with a similar incredible help’. Burger Kings Whopper with new, fresh, lettuce, shouts at you with layers of onions, and pickles with mayo, on a newly arranged meat patty served on a pleasant sesame seed bun. Burger King, have it your way.
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Bari Mani low was the one who created the campaign. The message behind the campaign is Bigger is always better. Utilizing augmented photos of the Whopper in the rivals Big Mac box, is attempting to make an impression on cause you to feel that Burger King is fresher, heartier, and superior to its competitors. Burger Kings quote ‘Silly whopper, that’s a Big mac box’, is utilized to attract a group of people to the include a silly way.
By amplifying the image, it causes you to feel hungry, yet in addition demonstrates that it’s sufficiently large to fulfill your yearning. Likewise, by extending the Whopper, you get the chance to take a gander at the detail of the substance inside the item which would make them envision: the fresh lettuce, onion and pickles, with the sweet tomato, and steaming meat patty in your mouth, as you clench down through the layers of the pleasant, delicate sesame seed bun.
Burger King adopts a major strategy in publicizing to general society about their items by demonstrating that they are better than the other contending organizations. They are reliably attempting to state that they are better than McDonalds, and they have ensured new quality, with more than 50 years of administration.
Additionally, in the developed photos of the Whoppers, Burger King consistently guarantees quality items are being utilized on the things on the menu by indicating the newness and splendid shades of the fixings. Burger King’s intrigue to the world and this nation is striking and enormous. They generally make a dramatic exit and with certainty that their items are better than some other contender’s items around.
By doing this they are influencing the individuals who see these notices in a manner that makes them consider Burger King and what they bring to the table. Individuals might be attracted by the fine subtleties of the fixings inside the items, and may have Burger King for their next feast. By utilizing a motto, ‘Have it your way’, the organization makes an extraordinary expression and administration that individuals will always remember.
Propaganda is any systematic, widespread dissemination or promotion of particular ideas, doctrines, practices, etc. to further one’s own cause or to damage an opposing one. A propaganda campaign can either be positive or negative. This burger king propaganda campaign is negative as it overthrows MacDonald’s, and a successful campaign should reveal the strengths of the product itself without overthrowing another product in a visible way!
Application
There are five factors in the definition of propaganda which can be applied on this campaign.
- Deliberate Attempt: “silly whopper that’s a big mac box” campaign was a deliberate campaign by which their aim was to prove that their smallest whopper “silly whopper” is the biggest sandwich in Macdonald’s “a big mac box” they want to view that their products are better than those of Macdonald’s.
- The Desire to create: This campaign was tryig to convince people that the “silly whopper” is bigger and better than the “big mac box” so by this way they make people love their whopper sandwich and for the people who already love but might think that the big mac is bigger in size so they convey a message that they will be more full by eating the whopper rather than the big mac.
- Propaganda is addressed to a group: The “Silly whopper it’s a big mac box” Campaign has a social significance as it targets a massive number of people, it targets all ages, genders, and nationalities.
- Propaganda attempts by means of communication instruments to control attitudes: This campaign used various ways to convey its message and to reach people. They used this phrase “silly whopper it’s a big mac box” in order to show that the smallest “silliest” whopper they have is the biggest “big mac box” not only this, but they also used a visual representation in a picture by putting a huge whopper sandwich alongside a small big mac box.
- The intention that the reaction of influences in any given situation will be the one they desired: The “Silly whopper it’s a big mac box” campaign looked forward to the results by influencing the consumer’s reaction towards burger king by letting them buy the whopper instead of the big mac box, so they definitely were looking forward to a result from the consumers.
The art of propaganda:
- Glittering Generality: This technique is used to inspire positive feeling towards a product which helps sell a product. They used the phrase “Silly whopper, it’s a big mac box” to glitter their whopper sandwich by how big it is.
- Transfer: This technique is used to let audience view certain items in a specific way by using certain things that might be sounds, words, colors… etc They conveyed this technique by widening the whopper sandwich beside the big mac to show that its bigger.
- Name Calling: Burger king used this technique by letting another product from MacDonald’s as a competitor and showing that they are better than their competitors.
Conclusion
The “Silly whopper, it’s a big mac box” Campaign was a quite different campaign. As it was one of a kind, it was different than any other campaign made by burger king. This time they targeted all people and especially Macdonald’s consumers. They wanted to shift Macdonald’s consumers to Burger king consumers.
By viewing how big the whopper sandwich is to the extent that it doesn’t fit into the big mac box sandwich. By this technique they succeed to shift the consumers and to convey their message. But they also had to bear in mind that there are some MacDonald’s consumers are committed to them and that they won’t shift to Burger king instead, they might even buy two big mac sandwiches if they are still hungry.
Recommendations
- Regarding the “Silly whopper it’s a big mac box campaign, I think that they chose a great caption to grab consumer’s attention which made this campaign successful.
- They might have conveyed their message without using the name calling technique because somehow this might threaten the consumers of Macdonald’s and buy this way they might lose these consumers even if these consumers are buying sometimes from burger king.
