The image serves as the crucial part of the ad. The size and location of the image also conveys a message to the viewer without relying on the text for explanation. The box of candy fills the page and features the drink can in the center. This directs the viewer’s eye to the image, where the Dr. Pepper logo is prominently displayed. This strengthens the claim that Dr. Pepper does not sacrifice taste in their diet product. The image of a diet drink in a box of chocolate draws a parallel between the sweet, appealing taste of chocolate and the taste of the soft drink. The connection breaks the stigma of bitter taste which is often associated with diet soft drink products. The flavor claim that this diet soft drink is no less flavorful than chocolate might prompt a consumer to select diet Dr. Pepper over a drink whose ads make no claim about taste. Thus, the image makes a logical appeal to consumers who seek a diet cola drink without the typical taste of a diet product. Additionally, the ad appeals to a particular demographic. The ad’s location in Allure, a beauty and fashion magazine, indicates that the stereotypical viewers are mainstream, image-conscious females in the 20 to 40 age range. A diet soft drink appeals to those who consume diet drinks primarily because of a concern with physical body shape. This makes an appeal to the sense of self in image conscious readers. In contrast, it is unlikely that the ad would appear in a publication oriented to the extreme health-conscious. Pairing the product with chocolate creates a claim about taste rather than health or dietary benefits. Thus, the ad largely appeals to an image-conscious audience. Using a large, intriguing image that typically draws in an image-conscious audience, this diet dr. Pepper ad builds a case for the product’s taste.