(Donut) Holes in the Logic

Original Ad

Counter Ad

Persuasion Technique

I am not one who complains about the evils of fast food chains, especially not those that specialize in serving desserts.  Dairy Queen, Krispy Kreme, and Dunkin Donuts know what they are, and we know what they are.  They serve treats.  Any mildly informed individual should know that the products they sell are not meant to be healthy foods, and that many of their signature items are high calorie, empty calorie desserts.  No warning labels are required, and, in general, they are not trying to deceive the public.

This is why I am surprised by the pure chutzpah behind a slogan like “America Runs On Dunkin.”  Runs?  There are many valid interpretations of the word “runs,” but the graphic that accompanies the slogan seems to take them all away.  The little man running seems to imply “runs” in the most basic sense of the word: physically moving quickly, like a sprinter or a marathoner.  It is as if Dunkin is claiming to be a necessary part of our culture’s active, fast-paced lifestyle, like fuel to an engine.  What’s wrong with this?  Well, the problem is that the slogan attempts to take Dunkin out of the world of treats and goodies, and into the realm of providing energy (like a basic food group).

I would liken this tactic to “The Big Lie” persuasive technique.  If it’s true that people are more suspicious of small dessert related lies like “No trans fat” and “All-natural ingredients”, then maybe it stands to reason that a big (implied) lie like “Donuts give you sustained energy” expressed with total confidence can make people feel like a daily stop at Dunkin Donuts is a good thing.

Research

Just in case anyone still wants to give Dunkin’s advertisers the benefit of the doubt, consider visiting the company’s homepage: 

“Our menu offers great tasting products that will get you going and keep you running throughout your busy day. Made to order just the way you like” (Dunkin, 2013). 

This statement appears near the access point for nutrition information, and is located near food-guide chart, even though sweets is not a necessary food group.  This statement is meant to support their ad campaign’s implication that Dunkin Donuts provide sustained energy.

Near the nutrition charts, the company claims:

“Dunkin' Donuts is committed to offering great-tasting food and beverages that meet many different dietary needs. Here you'll find the nutritional information you need to make the right choices for your lifestyle. Explore the menu or search our nutrition catalog to customize the beverage or food that is right for you. And be sure to check out our DDSMART® menu of delicious better-for-you choices that keep you eating smart when you're on the go” (Dunkin, 2013).

Yes, caffeine, fat, and sugar are fun to consume.  I quite like them, and they do give you a quick “buzz.”  However, no doctor or nutritionist or public school health teacher would support the idea that donuts and coffee will “keep you running” throughout the day.

It seems clear to me that Dunkin’s advertisers were attempting to help the company rise above the current media frenzy to blame restaurants and grocery stores for the “obesity epidemic.”

The Counter Ad

For my counter ad, I chose to alter the original in much the same way as the examples counter ads I observed on the Media Literacy Project website.  I also chose not to refute “The Big Lie” directly but to illustrate the consequences of falling for the original ad.  

Reference

Dunkin donuts. (2013, Sep). Retrieved from https://www.dunkindonuts.com/content/dunkindonuts/en/menu/nutrition/nutrition_catalog.html?nutrition_catalog_hidden=0&nutrition_catalog_needType=All&nutrition_catalog_selPage=1&nutrition_catalog_perPage=100