Chipotle: The SaviorChipotle's "Back to Top" ad captures the public's feelings by portraying the practices of Chipotle's competitors as unethical. In the “Back to the Start” and “Scarecrow” ads, Chipotle attempts to align with society’s growing belief that humane agriculture is better. Chipotle's advertisements portray their practices as ethical, which sets their products apart from competitors. However, Chipotle's message uses the same sentimental appeals and logical fallacies that are effective in their competitors' ads. The “Back to the Beginning” ad depicts the life of a farmer as he converts his farm into an industrial animal breeding factory. The scene opens in darkness and shifts to dawn when a bird begins to sing, creating a tranquil ambiance and making the viewer appreciate the beauty of the Earth. These emotions are further captured with the view of a vast fertile landscape as a backdrop. This is an example of how advertisers combine positive emotion with their product, which is why we look for it. Fast food companies are able to connect 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 appeals allow them to encourage customers to buy their product. For McDonald's to achieve this, it must be accurate in its advertising and understand how an ad's target market thinks. Jack Solomon, semiotician, expert analyst of popular culture and author of Signs of Our Times, has written extensively on the use of subconscious manipulation by advertisers. Solomon noted that McDonald's presents its product to a multitude of groups, particularly...in the middle of the newspaper......frequently. The “Back to the Beginning” ad establishes that society is dominated by big food companies. The only way to escape their authority is to join Chipotle's movement to "Cultivate a Better World." Despite these calls, Chipotle's "Back to the Start" ad is just another ad from big food companies demonstrating that their product is admirable in a very biased way. Advertisement. Youtube. Chipotle, August 25, 2011. Web. October 10, 2013.The Scarecrow. Advertisement. Youtube. Chipotle, September 11, 2013. Web. October 10, 2013. Solomon, Jack. “Masters of Desire: American Advertising Culture.” » The signs of our times: the secret meanings of daily life. New York: Harper Collins, 1990. 59-76. Reading by Jack Solomon. Internet. October 10. 2013. .