Emotion in Tradition

This is an ad for Shopko, a chain of retail stores that has its headquarters in Ashwaubenon, Wisconsin. The ad includes a collage of former football players who represented the greatness of the Green Bay Packers. At the heading of the ad is three simple words: Celebrate the Tradition. Since the color scheme of the Packers is green and gold, it makes sense that they would make the collage itself with yellow hues, and the text green. The paragraph describes Shopko’s “shared excellence” with the Packers, and this is evident in the fact that Shopko started in the 1960s, which was right when the Lombardi era began. It is clear to me that there are two emotional appeals used, the need for affiliation as well as the need for prominence, and the ideas of the psychologist Jung. This ad is effective in grabbing the consumer because of its attention to detail and history.

The first emotional appeal that caught my eye was the need for affiliation. When you think of professional sports teams, retail store chains are not the first thing that pop into your head. However, Shopko does a good job of connecting their brand to the Green Bay Packers. Because they advertise with a team that welcomes families as fans, it is clear to see that they are affiliating and marketing themselves as a family friendly brand as well. The more overwhelming emotional appeal is the need for prominence. The Packers are a well respected franchise in the NFL, and own for themselves thirteen world championships. When Shopko gets their name on an already admired and well liked brand, it is easy for them to gain respect and admiration as well. It also helps to bolster Shopko’s social status. Not necessarily in a luxurious way, but still by putting your logo on an ad with a household team like the Packers will put you above your competitors in the retail business. It is easy to see that ideas employed by the psychologist Jung, where in the ad a direct quote is, “You feel it the moment they step on the field”. The idea of every ad subconsciously making you want to be the center of your own story is essential to Jungian ads. This ad does this through directly placing you on the field with the Green Bay Packers. This is effective because it makes me want to use this brand, cause I will then be a part of the Packers brand.

One demographic that is touched on in this ad is race. Dave Robinson (no. 89) was an all-pro outside linebacker in the 1960s and 70s. He was a leader on the football team, just as much as Forrest Gregg (no.75) or even the head man himself, Vince Lombardi. while the ad could just be using Packers players from a certain era the were absolutely phenomenal, Shopko could just be using it to show their inclusiveness in their chain of stores. Wisconsin, at least in the 2010 census, had a white population of over 80%. It could have been very easy for them to have thrown Bart Starr on there, because he was the quarterback, the perfect child of Lombardi. By using Robinson it could attract the African American demographic a bit more, as he was a star player and true leader of the Green Bay Packers.

In conclusion, it is clear to see that the ad does a terrific job of making the consumer stop and think. Combining and excellent football team with the way you shop is for sure going to get your product, or in this case store, noticed. The ad is a winner in my book because it connects the prominence of the Packers to the retail store of Shopko. The overall impact of ‘if I shop here, I am carrying on a tradition like no other’ is too powerful to go unnoticed by the average consumer eye.

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