Ad Analysis

This is an advertisement for Chipotle talking about the methods they use to prepare their food and the overall quality. It mentions the quality of their cheese and the skill they use to produce the best tasting food. The slogan at the top of the ad says it all. "Responsibly Raised, Skillfully Made."

This ad has a strong ethos that persuades the audience to know their cheese is the best quality. "Cheese from cows never given growth hormones." This grabs people's attention because nowadays, just about all the cheese we buy at the grocery store has been processed, preserved, and all sorts of strange things have been done to it. Most fast food chains also have very sketchy process's to their cooking and how they produce their ingredients. The point Chipotle is trying to make is that they are fast like a fast food restaurant, but have a much better quality. The picture also provides ethos because it supports the idea that they prepare their food in a quality way.

The ad also has a strong logos. "We actually cook in our restaurants--chopping, marinating, grilling, mixing, mashing, shredding, whisking, sautéing, and slicing--by hand, every day." By listing these methods of food preparation, it gives the audience support for what is actually going into their food. The fancy hand motion the chef is using to sprinkle the cheese in the picture supports this preparation claim as well.

Overall, I think this ad is honest because I've seen many more of their ads that support all the arguments presented in this one. They wouldn't have a need to prepare or serve their food in a bad way because they are not as large of a food corporation as a McDonalds or Wendy's who need to find the easiest way to produce food on such a large scale. This often includes modifying animals and adding strange chemicals to the food which Chipotle does not do. I've eaten at Chipotle countless times and the picture in this ad is very accurate to how the food is prepared and served.