According to National Retail Federation, Kroger is one of the top five retailers. Wal-Mart, Target, Costco, and Home Depot are the other top retailers. For over five years, Kroger ranks the largest supermarket chain in the United States. Many of Kroger’s products and services can be found at a variety of other stories including their top competitors. How does Kroger maintain their rank as the largest supermarket chain in the U.S.? Among other strategies, Kroger utilize advertisements to promote their goods and services. Since their goods and services can be found in other stories, Kroger must also promote their stories individuality and unique qualities to entice consumers to continue to shop at their stories. The image above is a Kroger advertisement. This particular advertisement is located inside of a Kroger supermarket. Kroger is the author of the image. The advertisement is in bold vivid colors. They want their customers to pay attention to the advertisement as they shop. Their primary audience is the shopper of the store in which the advertisement is locate; however, the advertisement also target every consumer in the country. It purpose is to get consumers to start and continue to shop at Kroger. Kroger hope their current customers will enjoy the experience, and invite their family, friends, and associates to shop at Kroger.
The image farthest to the left is a picture of a woman smiling as she drives a car. The text below the image says, “Wow! You save with fuel points!” The middle image is a picture of groceries on a cash register belt. The text below the image states, “Yes! Low Prices and weekly deals.” The image on the right is a picture of a young girl sitting in a grocery buggy outside in a parking lot. The text below this image says, “Nice faster checkout and a smile.” Let’s examine each section to reveal it underlining message.
Let’s start with the image of the woman smiling as she drives a car. This advertisement employ the logos appeal, and spot lights the fuel points program to attract its audience attention. The image implies the woman is a Kroger’s customer. Subsequently, she is happy she saved money with Kroger’s Fuel Points Program. The Fuel Points Program allows value card members to save cents per gallon on fuel when they have acuminated enough points. Card holders earn points by using their value cards while shopping at Kroger. The more the customer spends, the more fuel points adds up. The Fuel Points Program is one way Kroger keep their customers entering their stories. The image and the texts work together to state it is logical to shop at Kroger and save money.
Next is the middle section of the advertisement. A picture of groceries on a cash register belt with the text, “Yes! Low Prices and weekly deals.” The bananas, grapes, and flowers are fresh. The orange juice, package of granola bars, and Tide detergent are command high demand products. Kroger want their customers to expect high quality produce and plants. They also want to ensure customer Kroger stocks top name brand products. The text suggest their customer will get products at an affordable price. It also reminds them of the weekly special. Weekly deals are another way Kroger use logos to encourage their customers to shop at Kroger. It indicate shopping at Kroger and taking advantage of the low prices and weekly deals will save them money.
Finally, Kroger exercise the pathos appeal to encourage consumer to shop at Kroger. The image on the right, is a picture of a young girl sitting in a grocery buggy in a parking lot. The text below this image says, “Nice faster checkout and a smile.” The girl’s smiling face displays she is happy. The image and text works together to ensure customer their children will also enjoy the shopping experience. The words “nice,” and “smile,” is referring to the customer service their staff will provide. In addition to being a cute little girl, this girl holds another special quality. In comparison to other advertisement from one or two decades ago, advertiser of that time have used a small number of models of different races to give example of United State diversity. Today, advertiser are using one model that can represent many cultures as a reflection of the United States. Kroger are appealing to different races with one child. Looking at this child one can assume she is African American. However, one can also assume she is of a mix race, Spanish, Ethiopian, or even Indian. Race identification places a role since Kroger are appealing to the hold United States population. At the same time, Kroger like many other advertiser want to make wise financial decisions. Why pay five or six models when that can pay one.