Research Paper on KFC "Finger-Lickin' Good" Ideology

Introduction

In a society so heavily influenced by marketing campaigns and messaging strategies (hyperactive saturation), it is essential to develop effective literacy. All too often, products are lining the shelves of local stores with claims that are unsupported, exaggerated, overstated, or false. For instance, KFC's "Finger-Lickin' good" illustrates this ideology best.

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Kentucky Fried Chicken (KFC) is among the leading chain fast food restaurant in America and Europe. The companies headquarter in Louisville in the United States. KFC has been a brand, and operating segment termed a concept of Yum! Since 1997. However, the fast-food chain restraint has changed its market message a couple of time to the current one "Finger-Lickin' good" that was adopted in 2000. In a business report presented in 2007, the fast-food chain restaurant was making approximately $520.3 million annually. The parent company is Yum Brands. Main products include chicken in all forms (fried, grilled, etc.) and French fries.

KFC primary targets are urban populations most of the located in densely populated areas. Majority of the KFC customers range from teenage to senior adults. However, the most significant market segment is made up of young adults to middle-aged adults most of the working. In terms of psychographics, the market segmentation is quite diverse with not specific cultural limitation. However, in some countries in the Middle East and Asia, some of the KFC ingredients are not allowed. KFC market is global, and from recent reports, the food chain is picking fast in Africa.

A persuasive message typically aims to influences or modify a consumers behavior, perception or attitude towards something (Simons, 1976, p. 21). Several theories have been incorporated into the message. For instance, the narrative paradigm is evident. This plausible theory emphasizes that a product message should give a story that a consumer can relate to and evokes a positive reaction (Cialdini, 2007). Usually and a meal that requires one to lick their fingers is perceived as delicious food, probably only done of Thanksgiving or Christmas Eve. KFC presents the same ideology on its product message. Another theory that might have been used is the Elaboration like a hood model that emphasizes that a customer needs to be motivated to take action (Cialdini, 2007). One way of promoting a potential customer is by assuring them on the quality and value of what they intend to purchase, and this argument has been well illustrated on the message.

Unsupported or exaggerated advertising message can be misleading and even cause harm psychologically, socially as well as financially. False claims or instead approved product messages have an immense adverse effect on consumer behaviors. The moment a consumer finds out that, they have been deceived they have the right to sue the manufacturer. Consequently, more sensitive products such as edibles can cause serious health complication including allergies or food poisoning.

Conclusion

In conclusion, the persuasive message typically aims to influences or modify a consumers behavior, perception or attitude towards something. Product and service producers should consider using convincing theories before designing the message and as much as possible observe the ethical issues about advertising.

References

Cialdini, R. B. (2007). Influence: The Psychology of Persuasion. New York: HarperCollins.

Simons, H. W. (1976). Persuasion in Society (1 ed.). London: Sage Publications.