INTENDED AUDIENCE: This magazine states it is "for women of style and substance," mainly middle-upper to upper-class women in their late 30s and 40s and early 50s.
Note: The first photo was taken without flash to show the foam (the whole point of the advertisement). The second photo was taken with flash to show the advertisement's true color.
The Elaboration Likelihood Model best describes this advertisement. This model uses elaboration to mean "the conscious scrutiny we use in making an evaluative judgment and requires both the motivation and the ability to process information" (Larson, 2010, p. 93). The model places elaboration on a continuum with the central route on the high end and the peripheral route on the low end (Larson, 2010). People use the central route when they think critically, more slowly, and with higher effort (Larson, 2010). The peripheral route requires "much less cognitive effort and sometimes surveying less information than in the central route" (Larson, 2010, p. 93).
The central route is the play on words in the copy: "Get lost in the foam-ent." Reading the words requires conscious effort as does thinking through the fact that one would usually say "Get lost in the moment." The hyphen is an excellent way of setting the word "foam" apart, and it allows the mind has to concentrate as well to reach the moment of "Oh, I get it." The central route is also in play in the copy at the bottom which tells you the name of the product and what it's price would mean to you: "20 cents a cup." The consumer has to think hard to remember the name of the product. The fact that this coffee is only twenty cents a cup will also cause the consumer to think about how much he/she currently spends on coffee.
The peripheral route is shown in the emotion in the advertisement. This is seen in the strong visual. The woman's happy and peaceful face shows her sheer joy in the foam. The consumer subconsciously imagines that maybe she has just dipped her nose near the cup to get a whiff of the coffee and is enjoying the scent in the moment the photograph depicts. Perhaps, she hasn't even noticed that some foam has gotten at the end of her nose. Also in the peripheral would be the feeling of the foam on her nose and the particular scent of the coffee. Other peripheral cues would be the woman's hair, in a way representing the heat of the coffee since it is red and since it is around her and not tucked behind her ears or pulled back. Also peripheral is the smile on her face and the fact that the coffee is in glass so that the consumer can clearly see the delicious coffee. These cues are picked up subconsciously by the consumer, who perhaps likes coffee and loves savoring all the little things that go with drinking coffee such as its foam, its scent, and its worth.
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