Visual Rhetoric: Bread Ad

Picture taken near where I lived in Sarigurren, Pamplona, Spain in front of a Panderia (Bread shop)
Translation of phrase: Always with you

The bread ad offers a persuasive argument for repeat buyers promising to be “always with you”, suggesting that their mission is to offer sincere, reliable service to everyone. Through their non-flashy poster, the ad draws in everyone through the use of white space as a means to be transparent and show that providing you bread is their only concern. Centered in the top of the poster is the word siempre (always) in bold red print emphasizing the continuity and consistency of the company providing the bread. Under the word siempre is the end of the phrase con usted (with you) which is seen in simple black print and also in a simple sans serif font indicating the simplicity and with the simplicity, sincerity of the ad. Under the simple title lies the top of a baguette loaf cut perfectly and sprinkled lightly with flour which informs the casual observer exactly what the ad is for: bread. Without this simple picture, or with more than the simple picture, the ad loses its very nature of being powerful because of its simplicity.

The simple store ad for the small local store contrasts greatly with the large chain stores and their typically flashy and more complex ads, giving the idea that the small family store has a more sincere business compared to the larger chain stores that are in the business only to make the largest profit.

The use of the singular formal you (usted) indicates that the store is committed to you individually and the formal offers a respect that many people in Spain feel is dying out. It is always better, when in doubt, to go with the formal as to not offend when possible. I particularly enjoy investigating other languages, especially romantic languages, because they have two forms of you: formal and informal. To me, being from the US where we only have one form of you (though some people count ya’ll as another form of you) it is difficult for me to understand when to use each of the forms. The one used in this ad (usted) is the formal singular you, which indicates that this ad is really for anyone because the company did not assume any familiarity by using the informal form (tu). The audience of this ad is everyone. Even if you cannot read, the large loaf of bread indicates that this is a bread shop (panderia).

Less is more. There are few bright colors and no louds pictures to draw the passerby to the ad. In today’s ad campaigning it has gotten to the point where we often ignore bright, loud ads because we see them so much. With the white background, 3 words, and simple picture, no study of the ad is needed to understand the message, which is perfect if you are just riding by on the bus or in a car or even jogging by.

I choose this ad for many reasons, but mostly because I spent so much time looking at it. I saw this ad everyday while in Spain. While waiting for the bus, I would stare at this ad across the road. The first day that I saw it I literally laughed out loud. “Always with you” sounded like a creeper ad. But as the days went on, I would contemplate the ad more and more, and then, when I saw this project, it was a great opportunity to investigate the ad further and attempt to figure out why it is effective and what it really means.