Journal #12

The roof is on fire.. roof of your mouth?

I do not think that this ad could have been executed any simpler. You have two elements; the picture and the brand name. The image in the ad is of a hand holding a bottle of hot sauce. The hand has the thumb on the lid, symbolizing the motion you would do when using a lighter. A lighter produces burning flames that hurt to touch. The hot sauce in place of the lighter is showing that it is too extremely hot to the point it burns to eat.

All three of Frank Jefkins’ principles were met in the ad, which is why it works. The ad gives interest and value to the reader. It is very precise and simple, making the point very straightforward and clear. It is also concise, so concise that no words are necessary except for the brand name place in the bottom left hand corner of the advertisement.

The ad is just trying to demonstrate how hot Goody Hot Sauce really is. In conclusion, I feel that an ad is extremely powerful if it relies heavily on its image to tell you about a product. I think this ad was designed very well.