Friday, November 4, 2011

Marketing and Advertising

Hello All,

For this post, watch the two Chipotle videos (Back to the Start and Abandoned), and answer the following questions:

1.  What message is the advertisement trying to portray?  What emotions/concepts does the advertisement give Chipotle?
2.  What symbols and archetypes does the advertisement use to portray that message?

26 comments:

  1. Video one is trying to portray a message about how chipotle doesn't use processed or unnaturally raised meat. They get their meat from family owned farms that naturally raise livestock. A symbol used is that of the caregiver, beacuse they are going back to taking care of the animals naturally and protecting them from harmful horomones used by big factory companies.

    The second video is about how farmers are being forced to leave their land because they can't keep up with these hard economic times. The advertisement makes you feel sad and empathetic towards farmers everywhere. The innocent is used to show how family farmers leave everything behind. They start out niave and then his eyes are slowly opened to how devistating it is for a family to leave it all behind.

    ~Kayla Risenhoover

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  2. The first video is describing how Chipotle is taking a stance on how consumers should eat. They portray a family with a child giving into the norm by pumping animals with steroids, but finally realizing this is not a healthy living for them or others. A symbol of a caregiver is illustrated, because Chipotle is willing to take care of their consumers by giving them the best product.

    The second video is revealing how farmers are not able to financially keep their lands. They are being run out buy larger corporations that are willing to produces faster. The symbol of an explorer is rendered, because farmers are maintaining independence by taking their families out of chaos.
    Lakela Spencer

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  3. The Chipotle in the very first video is showing how we should eat healthy to live a healthy life. This is sort of like the johnson-johnson advertisement we gave in class; caregiving, is the the symbol they propose to their chipoleter's. They make there statement by giving quality product. Farmers are losing product and land and going down hill. The symbol of

    The next video unfortunately was on farmers not being financially stable to keep up with their property. A larger company with more power and money are ready to create. The dilemma of innocent/explorer plays the symbols throughout the farmers holding their own to be able to succeed and get back land.

    - Rob Hayes

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  4. The first video relays the message that Chipotle uses a much more natural and more "human" way to produce their ingredients. It uses the hero/caregiver archetype to show that Chipotle is making a bold move that is food processing norm and also shows that Chipotle cares about the well being of the animals and what their consumers will eventually eat.

    The second video relays the message that independent farm families are steadily decreasing in number. Chipotle supports these independent farm families rather than the big farms because they are advocates for a more natural way of raising animals and crops, which doesn't produce quantity but quality food. The innocent archetype is presented in the kids that are exploring the abandoned farmhouse. Chipotle uses this archetype to show that they support independent families; as a result they are indirectly supporting the innocent, which makes them the good guys.

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  5. In the first video, "Back to the Start," Chipotle uses the archetype of the caregiver to demonstrate that they care about the animals and the consumers. After seeing how the food industry mistreats animals, one definitely feels sympathetic towards the pigs. Towards the end, the farmer who decides to "go back to the start" symbolizes Chipotle and ultimately makes them the "hero."

    The second video, "Abandoned," Chipotle uses the innocent archetype to depict the farm families who had no chance at competing with the major food industry. Once again, this video succeeds at making the viewer sad, which makes Chipotle the hero for supporting farms like this.

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  6. Video 1 shows how the farmer feels sad and controlled because he's giving up his animals on his farm. The animals are sent to factories. The advertisement is informing people that they care for their animals. The animals are being raised and cared for, which gives them more quality. One symbol/archetype is the cell. The cell shows feelings of being helpless and trapped. The farm can also be a symbol/archetype of freedom and life. The farm has a lot of room for the animals to roam around, which is the opposite of the cell. The farmer's animals are on a farm with green trees, which can be life.

    Video 2 sends the message that farmers are unappreciated, and are having difficulty keeping up their land. The video demonstrates Chipotle's concern and understanding of the farmer's struggle to maintain their farmland. One symbol/archetype is the dusty trophy, which can be success from the past because of the dust. The trophy may have been for the farmer, but the farmer may have left the trophy behind with the land. The farmer might have had no time to take all his/her belongings because he/she was not prepared to move away.

    Francisca Torivio

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  7. The first video is taking a stance on the way animals should be treated. Chiptole believes that they should be be steroid free and raised in an open environment. They use the archetype of a hero to portray this message. Near the end of the video a man goes and knocks down the buildings to allow the animals to roam more freely. Chipotle is showing that they are making a stand for a more humane and steriod free animal instead of the current way animals are being raised and processed for consumption. They are also saying in their video that technology is not always the right way to treat animals. Just because we have the technology doesn't mean we should use it.

    In the second video, the message is that many farmers are struggling to survive. The video shows some boys exploring an old, abandoned farmhouse. The video evokes the emotion of sadness as you are watching one of the boys look back at what the family left behind. They use the archetype of the innocent to portray that message. If we continue to allow the farms to be lost, then it will be the younger generation that will suffer the most.

    Ashley Coyle

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  8. The first film was influenced by chipotle trying to raise the awareness of hardships amongst family farmers. With the increase in industrialized American agriculture systems the more farmer are forced to adapt to these agriculture systems. So the farmer in the film is slowly forced to fall under the new agriculture system to fit with the modern day system. The farmer by the end of the film recognizes his mistakes and soon turns his farm back. Important symbols and archetype in this film are the pigs and farm. So chipotle with this film is trying to emphasize the importance of developing a sustainable food system. Chipotle is also portray the role of a caring fast food consumer. It cause us to separate chipotle from the others fast food chains and believe that chipotle is caring


    The second film is also influenced by chipotle, trying to raise the importance of the increasingly industrialized American agriculture system. The films shows three young boy breaking into an abandoned farmhouse, where one boys began to realize that the abandoned and his own farmhouse are very similar. He then rushes off, possibly to appreciate his farmhouse more. The films archetype and symbols that can be found in this film are the young boy and the abandon farmhouse. This film is developed through the chipotle cultivate foundation. Chipotle is trying to show compassion. They want customers to know that they are trying to avoid the norm and help stop the factory style American agricultures.

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  9. The first video is portraying a wholesomeness sense of how food traveled from the farmland to one's dinner table. It shifted to the unnatural enlargement of farm animals traveling from the land to factories,being injected with foreign substances and then carelessly packed and shipped to grocery stores. The ending is similar to the starting of the video. It shows that Chipotle is going back to doing things the way they were originally done to provide wholesome and natural food to its customers.
    The video provides a sense of nuture. Chipotle is shown as a caregiver to the animals. They do not inject foreign substances or place them on an assembly line which shows that they care for how their animals are treated.

    The second video is portraying a special family bond that no longer exists. It is not until the end of the video that we find out is was one of the hundreds of farmhouses that becomes abandonded. The video evokes emotions of sadness and mystery. A symbol the video is using is the explorer. One of the boys curiously wonders around the house looking at photos of the family and reading newspaper articles. Just like the audience, he is wondering what happened to that family.

    -Monica Fraga

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  10. The first video "Back to the start" shows Chipotle's integrity. Most of the pigs are raised on factory farms and are given steroids to raise them faster. However, chipotle's pigs are raised by ranchers: Chipotle's way of raising pigs went back to the start. The farmer started from "the start" and then had a factory farm, but then he realized that that wasn't how pigs should be raised, so he went back. By the time he started again, his son is already and adult and his wife is old. Also, their pigs are now taken care of and are not given antibiotics: they are naturally raised.

    The second one also portrays Chipotle's integrity because it shows that they care about farmers going out of business. The song says that mothers don't want their children to be cowboys because cowboys ride old trucks and are always alone. Therefore, family owned farms go out of business because big corporations start producing vast amounts of foods. However, chipotle supports farmers and shows compassion for farmers: Chipotle wants to help farmers be productive.

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  11. 1. Both advertisements are trying to raise awareness of the origin of the food they are producing. Some emotions that are associated with the advertisements would be homesickness and desire to revert to old traditional ways.

    2.Advertisement one uses factories and conveyor belts to show how depressing the modern way of cultivating food from farm is. The second advertisement uses an abandoned house to depict that they have abandoned the traditional ways of cultivating.

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  12. In the first video the audience can see that the farmers care about their livestock and dislike the fact that many farm animals are being raised with hormones to make their productivity larger in size and are being slaughtered in slaughter houses. This video demonstrates to the audience that Chipotle cares about their consumers and provides them with well raised meats. Chipotle benefits from this advertisement because the message sent is that of a caregiver. The farmers and Chipotle are portrayed as the caregivers towards their consumers.


    In the second video the audience can witness that many farm families are unfortunately unable to maintain their lands and livestock. This then results in the poor economic they are in and/or the main-stream corporations taking over the naturally raised livestock production. The message is then portrayed with the symbol of the innocent because the children in this video reflect back on the days at the farm, therefore making the audience feel pity towards them. The video then advertises the corporation to help the farm families.

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  13. Video one is trying to recruit consumers by advertising the fact that they do not use processed meats. Two symbols that I see are the caregiver and the Hero. The caregiver because its providing people with good quality food, and the hero because it prevents consumers from consuming processed meats which contain hormones.

    The second video is basically portraying the situation many farmers out there are living; not enough money to maintain their lands. These farmers cannot keep up with the companies that are processing their food at a higher speeds because of all the hormones they use. In this video they are using the innocent archetype which sends the message that Chipotle is helping small farm families.

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  14. the first video show the importance of the natural things. Chipotle want to come back in time and forget every industrialization products that can affect our health. The caregiver is provide in the girl with the baby, but chipotle can be a caregiver because it take care of cistumers.

    The second video empathises the innocence of child, but it is interrupted for the economic problerms of the farmers. "Abandoned" is somethirng forget and children abandoned their infancy to find the real problems like economy. These situation make people think in all the farmer's problems and how they can helpo to raise their lands again.
    Mayra Sosa

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  15. The first video has an important message; asking us to think about what is good for us, how we should eat healthier, and how animals should be raised naturally. The meaning and symbols in this video are caregiving and consciousness.

    Second video: Clipotle describes its purpose, intentions, goals, objectives, and the concerns on how to help farmers who are going out of business keep their business going. The innocence of the boy gets him to explore and find out the reason the farm was abandoned; as he searches for answers he finds out that farm owners are losing their property and that makes him wonder what can happen as he goes into his house.

    -- Heriberto Osorio

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  16. The first movie’s message highlights the devastating effects of industrialized processing to the animals and environment, and it portrays Chipotle as having a persona as the model company that has reverted to using an eco and animal friendly process of doing business. This video is using the symbols and archetypes of the innocent, the caregiver, and the sage to convey the message that not only does Chipotle strive to improve the defenseless environment, but they are also attempting to provide for a process that is more humane to animals as well.

    The second video has more of a drawn out, subtle approach, depicting the abandonment of farms. It is using the symbols and archetypes of the common guy/gal to convey the message that ordinary people are being displaced from their homes and forced out of their farming jobs by big business corporations and what Chipotle is doing to help the situation.

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  17. The first video Chipotle uses the symbol of a caregiver to show that they not only care about the treatment of animals humans consume, but about the effects the production of these animals have on our planet. They are trying to convince us that their food is as friendly as it gets towards animals which is also a healthier way.

    the second video Chipotle uses the innocence to help chipotle look like the "hero" in order to convince consumers to help farm aid farmers and the chipotle cultivation foundation. They use kids to exemplify innocence and they expect you to be the hero and help those farmers in need .

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  18. In the first video Chipotle video is trying to portray the message that they care for the process of food. The concept they use is starting over again. They use the same song as Coldplay's "the scientist" because in the video the scientist he reverses time. The video uses the archeotype of caregiving.

    The second video Chipotle is trying to portray teh message that they are going to help the farmers that are in need of help. The video use the archeotype of hero.
    Eric Baylon

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  19. The first video portrays a message that the cows, chickens, and other animals used in Chipotle's food comes from happy farms with a lot of room to move around freely. The video uses a pretty emotional Coldplay song to grab the viewer in. The video uses the archetype of the caregiver to try to get people to start eating at Chipotle.

    The second video portrays a message that "cowboys" and farmers are facing tough economic times and are doing a hard job that doesn't garner much respect from the general public. A barebones, emotional song is used as well as darkness to portray this message. The archetypes that the video uses are the innocent and the hero.

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  20. In the video "Back to the Start", Chipotle uses the symbol of a caregiver. This is seen from the very begining of their food process till the end of their shipment. The company makes sure that the food is healthy for their customers consumption.
    The second video, the Chipotle commercial shows the archetype of a "hero". By demonstrating that they are able to help and give back.


    Griselda Gonzales

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  21. The first advertisement portrays the message that the animals that chipotle use is actually fresh farm animals. Not animals that have been given any type of chemicals, to enhance the size of the animals. Chipotles animals that are used for their food is family farmed owned and healthy animals.

    The second advertisement portrays an emotional message. It portrays the life of farmers all around the world that might or lost their income, which was there farm. The concept of the advertisement was to bring the concern of family farms lost, to the many people around the world to help those in need.
    ~Michelle Regalado~

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  22. The Back to the Start video is implying that Chipotle uses meat that comes from animals of local farms. Most importantly, the video portrays that the animals they use do not contain any hormones and live freely as opposed to animals who live under constricted spaces. In order to portray this message, they portray a farm and slowly it becomes industrialized with all the animals becoming encaged and fed antibiotics and hormones. However, towards the end the video portrays humble farmers with freely roaming animals whose nutrition does not involve hormones.

    The Abandoned ad is portraying the outcomes of the farmer’s hardships due to financial crisis. They are forced to leave behind their farms. The ad makes the audience feel empathy for the farmers. The ad uses an abandoned house and young children to portray this message. The abandoned has represents the family of farmers previous life, while the children represent the people who are blind to his issue.

    Erica Hernandez

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  23. The first video explained how eating healthy can benefit us having a healthy life and how Chipotle doesnt use processed or unaturally raised meat.
    The secon video is exposing how farmers are not able to keep their lands due to financial issues and larger corporations are taking over, that can offer more.

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  24. 1. What message is the advertisement trying to portray? What emotions/concepts does the advertisement give Chipotle?
    - The message the first video tried to portray was the fact that now days technology has surpassed the human ability. Machinery is used for everything, even processing food and all types of meats. I believe that this is all negative impact for those farmers who cultivate their own fruits/vegetables and raise their animals for sale. The advertisements give Chipotle credit for caring for their customers. They care for getting the best quality of meat that is chemically free because it comes from a farm. The advertisement also specifies that animals should not be treated in an unfair way if they are going to be eaten by human beings. Animals should be treated with care and not overflown in a warehouse. Unlike farmers, they house their animals in spacious farms where they are treated all with care and fed properly for better produce.

    - gthe second video portrays the financial disaster that farmers are facing more and more these days. They are leaving their homes and farms because they no longer can afford to keep and run their farms properly. The mechanical corporations that do it somewhat faster are not helping but affecting the farmers. People are caring less to where their products come from and purchasing them from processing corporations is becoming normal gto all the people.

    2. What symbols and archetypes does the advertisement use to portray that message?
    - Video one uses the factory to portray the machinery used to kill animals. The farms represent stability to farmers. They worked hard to lift their farm to let a machine take over. Chipotle however, acts more like the caregiver because he cares for the people and the farmers. They will not buy processed meats because it's unhealthy for the clientele.

    - Video 2 uses caregiver archetype by trying to raise money for those farmers who have lost their homes due to financial instability. Chipotle seems to care because they believe that their is more value to the quality of meat that resides in a farm than in a meat processing industry.

    -Sandy Torrealba

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  25. 1. What message is the advertisement trying to portray? What emotions/concepts does the advertisement give Chipotle?
    - The message the first video tried to portray was the fact that now days technology has surpassed the human ability. Machinery is used for everything, even processing food and all types of meats. I believe that this is all negative impact for those farmers who cultivate their own fruits/vegetables and raise their animals for sale. The advertisements give Chipotle credit for caring for their customers. They care for getting the best quality of meat that is chemically free because it comes from a farm. The advertisement also specifies that animals should not be treated in an unfair way if they are going to be eaten by human beings. Animals should be treated with care and not overflown in a warehouse. Unlike farmers, they house their animals in spacious farms where they are treated all with care and fed properly for better produce.

    - The second video portrays the financial disaster that farmers are facing more and more these days. They are leaving their homes and farms because they no longer can afford to keep and run their farms properly. The mechanical corporations that do it somewhat faster are not helping but affecting the farmers. People are caring less to where their products come from and purchasing them from processing corporations is becoming normal gto all the people.

    2. What symbols and archetypes does the advertisement use to portray that message?
    - Video one uses the factory to portray the machinery used to kill animals. The farms represent stability to farmers. They worked hard to lift their farm to let a machine take over. Chipotle however, acts more like the caregiver because he cares for the people and the farmers. They will not buy processed meats because it's unhealthy for the clientele.

    - Video 2 uses caregiver archetype by trying to raise money for those farmers who have lost their homes due to financial instability. Chipotle seems to care because they believe that their is more value to the quality of meat that resides in a farm than in a meat processing industry.

    - Sandy Torrealba

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  26. The first video is showing the process that farming has taken over the years. The video starts out as a very natural farming environment and moves slowly to a mechanical environment. The animals were originally in open fields and as the video went on it shows them in cages and factories. The emotions of sadness and remembrance are portrayed in this video with the farmer bowing his head and walking in the dark and remembering the way things used to be. This advertisement is trying to show how chipotle is against the mistreatment of animals and they care about the food their customers eat. The concept of Regeneration of Time can be seen in this video with the farmer changing things back to the way they were.

    The 2nd video portrays understanding and guilt. 2 of the boys are trashing the abandoned house and 1 boy stops to check out the details of the house and realizes that there used to be a family that lived there. They were driven out due to the industrialization of the food industry. This video shows chaos because the kids are trashing the house that used to be someones home.

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