In American consumer culture, there is a general and widespread reluctance to adopt, let alone try soy products. As Americans have slowly inched towards food and drink that have a greater perception of healthfulness, Silk soy milk has had some success in the United States and print advertisements like this one are a notable contributing factor. Most Americans grew up without exposure to soy products. Consequently, many view soy as a strange-tasting, unattractive alternative to more traditional sources of protein - such as chicken, beef, pork, milk, and cheese. Americans are attached to the taste of their milk and are thus unlikely to give soy milk the light of day, unless it is proven that soy milk tastes delicious and delectable in its own right.
This advertisement makes a blatant effort to connect to the American love-affair with their sugary treats. The poster-boy of all tasty treats - a chocolate ice cream cone is depicted within the waterfall of Silk soy milk as it collects (and is about to overflow) within the glass. This imagery serves as a means of communicating that Silk is a savory treat - easily likened to chocolate ice cream.
The small blurb in the lower left corner touts Silk for it's heart-healthy protein and it's ability to both strengthen your body and satisfy your taste-buds simultaneously. Making mention to the heart was a strategic move because Americans have been taught since the national low-fat campaign in the 1950s that foods high in saturated fat (many of which are protein-rich foods) should be avoided. Silk is thus, a perfect protein source, as it is heart healthy, natural, deliciously guilt-free, and a means to both physically and symbolically gain strength.
Take another look at the outflow of Silk as it nearly reaches the glass. There is an image of a woman excitedly traveling down the slide of Silk. She has her hands up as wind blows through her hair - much in the same way someone would experience a ride at a theme park. Marc Gobe, author of Brandjam: Humanizing Brands Through Emotional Design would enjoy this experiential and emotional play on what it means to immerse yourself in a smooth chocolatey glass of enjoyment. Silk, as suggested by this advertisement, contends that every precious glass offers a wonderful experience for your senses - as it appeals to one's sense of experiential deliciousness and to intelligent healthfulness.
Another author who would make a special connection to the imagery of a woman speeding down a Silk slide of enjoyment is Clotaire Rapaille, the author of The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. According to him, the American culture code for health and wellness is MOVEMENT. With that said, this woman is clearly moving at a high rate of speed down into the pool of soy milk, having metaphorically punched a one-way ticket to health&wellness-ville by making the choice to drink Silk.
The first word that came to mind as I viewed this advertisement was the seduction. The marketing team at Silk is obviously keen to the trend of American consumers reluctance to make soy products a part of everyday life. This advertisement is thus, a means to seduce consumers into trial - by appealing to some pretty strong sensory images. Clotaire Rapaille would also be able to draw a conclusion from this insight because he states that the American code for seduction is MANIPULATION.
In all honesty, this advertisement and the marketing mindset behind it, is a means to manipulate their target audience into at least trying Silk soy milk to see whether or not they find any chocolate ice cream-like qualities in their first trial.
I personally have tried Silk in the past and it is indeed delicious. The imagery in this print ad only makes me want a glass right now. My feelings towards this product however, cannot be applied to cover a mass audience of American consumers though. I have crossed the threshold and tried it. Many American consumers, unfortunately may never get that far.
Source: Silksoymilk.com
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