Advertising Critique on "Krave" Snack Bar

In my opinion this ad takes a central route to persuasion. Following the ELM theory, this ad persuades the readers to think about this message, evaluate the statements regarding taste and nutrition and form a positive attitude about the brand. This elaboration is possible because of the fact that the reader has high MOA. By virtue, Men's health is a high involvement magazine; therefore receiver has high motivation, ability and opportunity to process the information given in the magazine and subsequently the messages in the print ads. The ad provides the needed MOA elements (Personal Relevance- healthy food, Stimulus Factors, Quality of presentation- the holistic print ad presentation, reader who is capable of comprehending). Relative size of the product's picture compared to the full page length of the ad also suggests that there is an expectation of high MOA from the reader. This ad primarily focuses on "central cues" in the message. The ad attempts create cognitive and emotional responses to arguments and visual cue presented. The overall conclusion of this print ad is that it forms a positive attitude about the brand and product. This will lead to better recall and more lasting persuasion.…