Advertisement Analysis

The print advertisement that I have chosen to analyze is for a local Italian restaurant in Eureka, MO. As a local restaurant, Joe Boccardi’s has to separate itself from the big chains through advertisement. In this particular example, they use a strong claim, pathos, and St. Louis history to attract the intended audience to their product. The audience doesn’t necessarily have boundaries in this case. While they are primarily directing their efforts towards those who have the ability to spend money, they are also attempting to grab the attention of those who can influence the ones with money; perhaps the kids (very young ranging all the way to teenagers) of parents. They do so by making the strong claim that they have “St. Louis’ Favorite Pizza”, which gives the audience the desire and necessary feeling to go to the restaurant and test that claim: see if it is true or not. They also provide the viewers with a very juicy picture of their pizza, backing up the claim that they have made. Another aspect that is strongly evident in the advertisement is pathos. The artist toys with the pride that St. Louisans have by including the symbol of the city: the arch. They successfully link the pizza that they serve with the city of St. Louis. In the audience’s eyes, the two are now paired together, giving the restaurant an overall good standing position in their thoughts. One thing that I think is missing from this advertisement is contact information. They leave the audience wanting more by not giving them a way to find the hours or addresses of the various locations around the city.