"Carl's Junior, Paris Hilton- Thats Hot"

This commercial is representing the fast food company, Carl’s Junior, by promoting their new Spicy BBQ Six Dollar Burger. This new burger is loaded with meat, toppings and barbeque sauce, and is priced affordably for only six dollars. I first came across this advertisement during one of our Survey of Advertising classes this semester, while I was reading our course textbook. This advertisement has a clear demographic target audience, as demonstrated by the erotic/risqué dancing Paris Hilton performs in the video. This demographic target audience has to be males ranging from age 15-40. The psychographic segmentation target audience for this advertisement also includes only males, who enjoy fast food, pretty girls, and expensive cars. This psychographic audience also values looks, and good deals, as demonstrated by the affordable burger.

However, despite this remarkable and certainly eye-catching advertisement, Carl’s Junior faces stiff competition from other fast-food competitors. These competitors include McDonald’s, Wendy’s, Taco Bell, and Burger King, among others. These other competitive brands offer similar pricing and quality, so it is very important that these respective companies have advertising that sets their product apart. Carl’s Junior sets their product apart through this advertisement. This advertisement caused a lot of word-of-mouth communication about the product, which helped the brands image. However, Carl’s Junior’s main weakness is that it is not as well known as a brand as some of the other big names in fast food.

This advertisement conveys the strength of the brand namely because it has an incredibly famous celebrity endorsing their product- Paris Hilton. The fact that Paris Hilton is endorsing this product is going to cause some attention, and automatically creates brand strength. This advertisement was perfectly designed to appeal to the target audience. As stated earlier, the target audience is males ranging in ages 15-40. Anytime when Paris Hilton is dirty dancing while eating a cheeseburger, it is going to absolutely appeal to the target audience. I know I consider myself part of the target audience, and I loved the advertisement. Overall, I have never seen an advertisement appeal to so many people across so many levels, as well as cause more word-of-mouth communication.