Pizza Hut advertisements in Singapore and US
This Pizza Hut advertisement was produced in January 2013 in Singapore, to attract Chinese customers and to increase sales during Chinese New Year. Pizza Hut launched this new type of pizza that has a square hole in the middle. The shape represents the copper coin which is the currency in ancient China. There’s a bowl of copper coins beneath the pizza to prominent this connection. The big text on top expresses the main message of this print: “Let good fortune rain with our tantalising festive flavours.” The advertisements try to convey the idea that their pizza is somehow related to fortune and therefore suitable for the festival. This advertisement only works based on these shared values among Chinese: good fortune is worth celebrating during the festival, especially Chinese New Year; and eating special food is a way of celebrating. This value is shared with the Chinese. In Chinese New Year, people will put a coin in one dumpling, whoever get that dumplings are considered to be really lucky. Traditionally, Chinese don’t eat pizza, most old people still don’t eat pizza. This advertisement shows that pizza can also be connected with Chinese traditions. The background is red, which also represent good luck and good fortune in Chinese culture. For people from other cultures, first of all, they won’t know about copper coins. It might also be weird to celebrate having money. In Chinese culture, a good fortune leads to prosperity, flourishing, thriving and is a reward for working hard. However, many other cultures hold the value that happiness should not be relevant to money, and they would look down on people who values fortune too much. Or some people will find it offensive to adapt pizza to fit Chinese culture. To them, seeing this advertisement might make them less likely to go to Pizza Hut. In conclusion, I believe this advertisement from Pizza Hut is effective in attracting Chinese customers during the New Year, although it might push away other potential customers since Singapore is really diverse.
Pizza Hut is based in Texas, United States. They open restaurants all over the world. This advertisement was made in November 2015. Although this triple treat box comes out globally, it’s $19.99 only in the United States, so by inference, this particular advertisement is specifically for the US. In this advertisement, the “triple treat box” is portrayed as a Christmas gift. There are Christmas tree lights on the bottom and the packaging looks like a gift box, a drawing of a bow tie is on the box. I’m aware that in Asian regions this product is portrayed more like a family meal. The target consumer for this new product is young people in American because usually, only young people order food delivery. They are the targeted audience of this advertisement. This advertisement aligns with the western tradition of giving gifts during Christmas, and those gifts typically come in these kinds of boxes. This advertisement also emphasises the large quantity with low prices, instead of focusing on quality, taste, health or delicacy. The idea that pizzas come in a gift box is also very fun and inviting. From what I know, people sometimes have pizza parties as a dinner together. “The gift you can open any night” and the packaging suggest that this pizza is for delivery. The triple treat box is very good for sharing and building a lively atmosphere. This matches the values of Americans and the values of young people. This group tends not to mind fast food or eating healthy, they want things cheap and fun. People like me, who are not part of that culture, might be picky about only can choose one topping for pizza, and I don’t have a situation to order that much food anyway. To me, it’s the weirdest thing ever to eat a chocolate cookie with pizzas. My culture is not used to having dessert. Also, the black background pulls my feeling a bit heavy and constrained, I wouldn’t choose this colour to celebrate a festival. But in this advertisement, the black colour actually makes the whole thing looks cool. Dark background kind of represents night, which goes with the Christmas light and the overall party theme. It also contrast with the white text. The text uses sections of straight lines to replace curves, and uses all capital letters, creating a strong tone. Capital letters represent yelling. In conclusion, this advertisement makes pizza seems to be a fun gift you can buy for yourself and your family or friends, instead of a boring dinner. It conveys messages and emotions clearly and effectively.