Snapchat Has a Lazy Marketing Team

     As I was flipping through a copy of People magazine (it's my mom's, I promise) looking for a print ad to write a post about, I eventually found a Lunchables ad that wasn't great, but good enough to settle for. By chance. however, I flipped to the back cover of the magazine before I started writing and found this:

     This is much more interesting than Lunchables. The entire back cover of the magazine was occupied by this: a yellow background fit with the recognizable Snapchat logo. No text, no brand name, no slogans. Seems lazy, but it's effective.

     An ad like this relies solely on reification. Objectively, the ad is simply the silhouette of a ghost on a yellow background. The ad's meaning comes from the knowledge that this shade of bright yellow is characteristic of the Snapchat app, and that the simple outline of a ghost is Snapchat's logo. In this way, the advertisement transcends its objective reality even without the use of text. Because this relies on the knowledge that this is what Snapchat's app looks like, the ad appeals to the need for affiliation. When one sees this ad (which may be confusing for those unfamiliar with the logo) and recognizes that it advertises Snapchat, he or she feels as if they are part of a special group that "gets" the ad. This makes them feel included by using Snapchat.

     But the majority of people who see this ad probably don't understand it. The target audience of People is young to middle-aged women who are interested in popular culture. That means the target audience of the advertisement is likely the same. However, only young women who already use Snapchat are likely to understand the ad. 

     What's the point of an ad if the only people who understand it are those who already use the product? The ad's lack of text probably leaves most readers asking questions. Middle-aged readers who see this ad may be compelled to look up the logo on their own or ask a younger relative to explain it to them, much like my parents did with me. This means that the target audience is actually middle-aged or older moms who read People because the ad relies on a younger, more up-to-date person to help inform the reader. The ad is thus an attempt to get older people interested in Snapchat. 

     It seems strange that a print ad with no words can have a message; but the implicit message of this ad is that consumers need to be informed on popular culture. Think about it: the ad only makes sense to those up-to-date on popular culture, and people not up-to-date are likely to look into Snapchat to become more informed. Whoever is familiar with pop culture benefits the most. 

     All this from a simple ghost on a yellow background.