The tagline in this ad is "Silly Whopper, thats a Big Mac box". This advertisement for Burger King is trying to make a jab at their competitor, McDonalds. It is showing the consumer what kind of portion they would receive if they ordered a Big Mac at a MacDonalds location, by comparing the box of a Big Mac to that of a Burger King Whopper. It can be clearly seen that the Whopper is to big for the Big Mac box, and therefore superior to the Big Mac itself.
Burger King and McDonalds have been rivals since they first opened their doors and they will continue to compete with each other. This is just one of many ads that are shown by both Burger King and McDonalds in order to have the consumer frequent their place of business instead of their rival. They continually bring up each other in their campaigns in order to make their competitor seem to have inferior products than their's.
This ad is targeted at the average American. The American population is one of the most morbidly obese populations in the world and this has alot to do with fast food and the terribly large portion sizes. As you can see in this commercial, many people and companies feel that bigger makes everything better. The fast food chains continue to compete with each other by trying to match or increase their portion sizes so that consumers feel that they are getting the better deal by going to the place that will give them more bang for their buck.
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