Chipotle: The SaviorChipotle's "Back to the Beginning" advertisement captures public sentiments by portraying the practices of Chipotle's competitors as unethical. In both the “Back to the Beginning” and “Scarecrow” ads, Chipotle attempts to align itself with society's growing belief that human agriculture is better. Chipotle's advertisements present their practices as ethical, which sets their products apart from the competition. However, Chipotle's message uses the same sentimental appeals and logical fallacies that are effective in competitors' advertisements. The “Back to the Beginning” advert depicts the life of a farmer as he converts his farm into an industrialized animal factory. The scene opens in darkness and transitions to dawn as a bird begins to sing, thus creating a peaceful atmosphere and making the viewer appreciate the beauty of the Earth. These emotions are further captured with the sight of a vast fertile landscape in the background. This is an example of how advertisers combine positive emotion with their product, so we seek it out. Fast food businesses are adept at connecting with viewers on a deeper level, evoking emotions such as happiness and sadness. McDonald's is one of the leading advertisers using emotional appeals. Their emotional appeal allows them to entice customers to purchase their product. In order for McDonald's to do this, it must be precise with its advertising and understand how the target market thinks about an advertisement. Jack Solomon, semiologist, expert popular culture analyst, and author of Signs of Our Times, has written extensively about advertisers' use of subconscious manipulation. Solomon noted that McDonald's markets its products to a multitude of groups, particularly......center of paper......with frequency. The "Back to the Beginning" advertisement establishes that society is dominated by the big food corporation. The only way to escape their authority is to join Chipotle's movement to "cultivate a better world." However, despite these appeals, Chipotle's "Back to the Beginning" ad is just another ad from big food companies that proves their product is admirable in a very biased way. Works CitedBack to the beginning. Announcement. Youtube. Chipotle, August 25, 2011. Web. October 10, 2013. The Scarecrow. Announcement. Youtube. Chipotle, September 11, 2013. Web. October 10, 2013. Solomon, Jack. “Masters of Desire: The Culture of American Advertising.” The signs of our time: the secret meanings of everyday life. New York: Harper Collins, 1990. 59-76. Jack Solomon Reading. Network. October 10. 2013. .