Mikaya Carter

Visual Rhetorical Analysis

As you can see the following ad above promotes the brand of Popchips. For those who
are unfamiliar with this brand, Popchips is a brand of processed potato and corn products
marketed as like potato chips. These chips are manufactured by process potato starch at high
pressure and temperature, in a process like that used for puffed rice cakes. This company was
rated by Forbes as among Americas top 20 most promising company in 2011. Popchips provides
its snack through a network of retail stores including Target, Safeway, Walgreens, and online.

Although the company reaches out to a diverse selection of consumers the main audience
the brand is trying to target is overweight individuals and/or people who seek healthier eating
habits. As you can see Katy Perry is positioned sitting on an exercise ball symbolizing fitness.
Her attire consisting of yoga pants, a sports bra, and a sweat headband also hints that she has an
active lifestyle. All of this while holding two bags of the advertised Popchips up high brings
attention to her well-toned arms. These key factors combined in one picture creates a great
persuading visual to the targeted audience.

The goal of this visual artifact was to promote health and attractive/fit body structure. In
little font located at the bottom left corner the ad includes Think popped! Never fried. Never
baked. Baked chips are widely known as the heathier chip because they are lower in calories
and fat than traditional potato chips. With this slogan Popchips are inferring that theyre an even
healthier choice than whats already considered healthy. Although Popchips promote how they
give theyre un-fried chips a dash of good high oleic oils with your (the consumers) favorite
flavor with half the fat, what they dont promote is that they contain more carbs, sodium and less
protein.

Although Pop chips already are popular and well-favored brand, the company still
utilizes strategies to lock their consumers in and to attract more consumers as well. Katy Perry
playing an obvious strategic role being the celebrity endorser brought a huge amount of attention
to the ad. Her being a favored singer and songwriter assuredly influence the mind of many to
purchase this product. Another strategy used was the catchy line centered in extremely small font

that adds I curl Popchips straight to my lips, good thing they dont go straight to my hips. This
line benefits the company by having the ability to loan peoples time and attention by putting
consumers at the heart of the solution. It also infers that you wont gain weight eating this snack,
attracting consumers seeking weight-loss.

The main attracting slogan Love. Without the handles is whats capable of making or
breaking this ad. This line is a play on words referring to love handles which is access fat at the
side of a persons waistline. While this attracts people who wants to get rid of their love handles
it also offends those with them and makes people question if they are trying to impose that a
lovable, accepted, ideal body is one without love handles. Despite the negative connotations, Pop
chips remains a favorable choice and are recommended to many people across the U.S.