Seven Deadly Sins

Author: IHOP Franchise
Date: January 21, 2015
Place of Publication: Corporate Office in Glendale, CA

Upon first examination of this IHOP advertisement, one notices the immense stack of pancakes on the right side of the publication. There is a large heading that reads, "The STACK is BACK," with emphasis placed on the words "stack" and "back," as a result of them being a much bigger font, as well as a brighter, different color than the surrounding words. Below that there is a descriptive, persuasive paragraph followed by very small print that states that the advertised "stack" is only available for a limited time. Lastly, at the very bottom of the advertisement there is an added note that the "coffee is never ending too!" Overall, this publication is very inviting and attractive because of the bright blue and red colors, the pretty and light sky background, and the stack of pancakes that looks absolutely delicious.

But, when one takes a deeper look, past the superficial qualities of the advertisement, he/she can see that there is a lot more at play here. For instance, IHOP is attempting to appeal to many people's lack of self-control when it comes to food - making that enormous, never-ending stack of pancakes absolutely irresistible to its customers. This could very well be touching on the deadly sin of gluttony, and using that as a persuasive device. By stating, "All you can eat," this company is literally implying that one can eat as many pancakes as they desire, and not only that - never ending coffee, too! In a way, IHOP is also encouraging pride and sloth, via the language used in the paragraph under the heading. The phrase "just for you," can be interpreted to mean that the employees are serving the customer and doing everything necessary to please him or her, instilling a sense of pride in him/her. Also, by including "we'll make 'em fresh" just before that, it hints at the fact that these IHOP employees are doing all the work while the customer just sits back, relaxes, is attended to, and can be lazy, or show sloth.

The audience that this franchise is intending to reach through an advertisement like this one is one composed primarily of people living in countries that have the benefit of having an IHOP in their vicinity, particularly those who enjoy pancakes, or food in general, and may eat a few more than they should, if you catch my drift. Because what is being advertised is unlimited pancakes for one set price, this intended audience is most likely not of the highest economic class, or the most wealthy citizens. In fact, I believe IHOP may be attempting to attract just the opposite - middle- to lower-class families that will come to their various restaurant locations ready to pig-out on never ending pancakes and coffee. There is not a lot of intelligence or deep thought required of the members of the intended audience of this unlimited pancakes advertisement; most of them probably do not hold large amounts of cultural knowledge. What they do know is that IHOP's pancakes are yummy and that they enjoy being able to eat as many as they desire, until they are all "pancaked-out."