Abby Willow once said, "The average American adult consumes 11.7 pounds of chocolate each year, or the weight of about 6 pairs of shoes!" With so much chocolate consumption by Americans, it is crucial for numerous brands to advertise their products in a way that could potentially dominate the competition in sales. There are endless ways a company can capture the public's attention and gain the upper hand on the chocolate sales competition. Advertising is a key aspect in determining the success of a brand when compared to a similar product. Although Snickers and Reese's Peanut Butter Cup are similar, they are also different; the differences are significant because they demonstrate how some competitors choose to go above and beyond for their advertising while others choose to take a path of a more simplistic nature. In the world of advertising, there are various appeals that can be used to describe your advertising. For example, Snickers commercials are known to incorporate some type of celebrity such as Betty White or Robin Williams. If you consider Reese's, the vast majority of their commercials don't even contain a single human being. Having celebrities in the commercial can help attract the attention of the audience to convince them to make the purchase of that particular product. Another tactic used by Snickers is the need for affiliation. The need for affiliation plays into the relationships in one's life, whether it be friendship, courtship, or just feeling part of a larger group in general (Fowles 78). Snicker commercials usually make someone who is not up to their normal standards and to fit into their r...... middle of paper ...... feel like they are a part of something. There are no gimmicks involved and the commercial literally makes the viewer feel like they are independent and can make their own decisions about what to think of the product. Reese simply leaves it up to the viewer to decide whether or not they feel pressured to buy his product. But Snickers prefers to involve many factors that might seem irrelevant to its product in hopes of attracting the viewer's attention. Ultimately, Snickers and Reese use different tactics to elicit the emotions the viewer might feel towards their similar products. Works Cited Fowles, Jib. “The Fifteen Fundamental Appeals of Advertising.” Common Culture: Reading and writing about American popular culture. Ed. Michael Petracca and Madeleine Sorapure. 5th ed. Upper Saddle River, New Jersey: Pearson Prentice Hall, 2007. 73-90. Press.