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 many brands to advertise their products in a way that could potentially dominate their competitors in sales. There are countless ways for a business to attract the attention of an audience to gain an upper hand over the competition in selling chocolate. Advertising is a key aspect of a brand's success in relation to a similar product. Although Snickers and Reese's Peanut Butter Cups are similar, they are also different; the differences are significant because they demonstrate how some competitors choose to go above and beyond in advertising while others choose to take a more simplistic route. In the world of advertising, there are different appeals that can be used to describe one's advertisement. For example, Snickers commercials are known for incorporating some sort of celebrity such as Betty White or Robin Williams. Looking at Reese's, a vast majority of their ads don't even contain a single human being. When celebrities appear in an advertisement, it can help attract the attention of the audience in order to persuade them to purchase that particular product. Another tactic used by Snickers is the need for affiliation. The need for affiliation plays out in life's relationships, whether it be friendship, courtship, or just the feeling of being part of a larger group in general (Fowles 78). Snickers commercials usually feature someone who is not at their normal level and, in order to fit back into their middle of paper, makes them feel like they are a part of something. There are no gimmicks involved and the ad literally makes the viewer feel independent and able to make their own decisions about what to think of the product. Reese's simply leaves it up to the viewer to decide whether or not they feel compelled to purchase their product. But Snickers prefers to involve many factors that may seem unrelated to its product in hopes of grabbing the viewer's attention. Ultimately, Snickers and Reese's use different tactics in order to evoke the emotions the viewer may feel toward 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, NJ: Pearson Prentice Hall, 2007. 73-90. Print.