The purpose of the ad is to one show the nail biters of the world what they visually look like when they are in the process of their habit and secondly to inform them there is a product out there to help them kick their habit.The intended audience is those with a nail biting habit or anyone who knows a nail biter and would like to help them kick the habit.
The ad is pretty funny and creative with having the head appear to be life like so when the consumer is holding the bag it does look as if it is biting their literal nails.
It is definitely more visually appealing just for the humor concept alone, but the words "nail biter?" down below helps bring the visual concept of the whole ad together.
This ad definitely plays on the identification communication speaking to the nail biting tribe. It also plays with the intellect communication adding the humor of the visual literal nail biting.
The cultural value this ad touches on is that each of us probably do have an annoying, embarrassing habit.
The witty placement of the mouth is awesome! The text is clever as well because it is not too overwhelming and does not take over the main focus of the ad. It is a simple font as well that doesn't pull our attention too much away from the picture, but definitely informs us.
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