Kenco Coffee "How does this advertisement attempt to persuade consumers to buy Kenco's Purely range of instant coffees?"

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Arnoldus A. Nedwika

11 JL

Kenco Coffee

“How does this advertisement attempt to persuade consumers to buy Kenco’s Purely range of instant coffees?”

        Kenco coffee have attempted to persuade consumers into buying their product by many different ways, though the content, language, as well as the design of the media. Though noble the cause, this marketing campaign was motivated solely on one objective, which is to increase the number of consumers therefore Kraft Foods receive more revenue.

        Even from the beginning of the advertisement we can see an emphasis on the importance of Coffee to the people and the environment, as the title suggests “essential”. And in this particular case it focuses on Columbia, a developing country with an increasing variety of threats to its natural environment on “which they depend” heavily, especially the coffee business. All around the main passage Kenco coffee is portrayed as a high-standard commodity to consumers’ lives. It’s exclusiveness, “unlike most instant coffees”. Shown as the original coffee bean, pure bred as it is “harvested in a single country”. Its purity of the coffee can also be put into context with the pureness of the cause to create a sustainable environment for Colombia.

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        Throughout, the advertisement has given the readers useful information about coffee, Colombia, Kenco, WWF and the environment, just enough to lure people into submitting to the cause. The “Andean region” growing “arabica beans” which are processed to make “Kenco Purely Colombian” coffee, with a little fraction of the sales going in support of “WWF’s People and the Planet campaign”. Quite deceivingly as well in my opinion this advertisement gives an implication that one of Kenco’s main priority of selling its products is to help out communities and the environment rather than making large profits.

        Since the purpose of this ...

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