Scholarsteve’s Blog

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Mouse pad rhetoric

For the Papa Johns customer appreciation day, I was given a free mouse pad. The images on the mouse pad suggest a very specific identity for the company. First of all, the dominant colors on the mouse pad are red and yellow. As we discussed earlier in the year, these are food colors. Even more specific, I would say that they are pizza colors. The color choices are interesting since the Papa Johns logo is green, red, and white, so the dominant scheme doesn’t match the company identifiers. I think that this was necessary to tie Papa Johns to hunger since there is not a pizza image on the mouse pad.Without the image of the food being sold, color was a good way to make customers think about the product at a glance without read the mouse pad text. Though the text is mainly contact information and a phrase that says “Just a click of the mouse, Papa’s in the house.”

The text noted brings me to the second major theme of the mouse pad: a trendy attitude towards Papa Johns pizza. The text provided tries to be hip, possible appealing to a younger crowd. A deliver vehicle is shown for the company, though rather than the standard delivery vehicle, it is a yellow Z28. Yellow again for an association with hunger, and a cool vehicle to make the image of the company cool by proxy. The founder of Papa Johns is imposed in close proximity to the car, red shirt (food) and smiles outward, his gaze towards the audience. The association here is strong. The vehicle will bring Papa Johns pizza to your home, and yet through the gaze of Papa John, he is already in your home. He is a good person to have in your home, he is associated with hunger and his car makes him seem cool. But furthermore, it seems to suggest that he is down-to-earth and will be delivering the pizza due to his proximity.

The mouse pad effectively molds the company into a place that can cure hunger, is cool and trendy, but familiar and close to its roots. Not bad for a mouse pad!

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November 25, 2009 - Posted by | Eng 350

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