So to pick on this wonderfully 90’s ad, I thought I would focus in on on specific (not so great) aspect: the soundtrack. Now believe me, I’ve heard some interesting soundtracks, but this one might just take the cake. I’ll do my best to rhetorically analyze it and keep my own comedy out of the rest of this post, but I can’t promise anything… As a small side note, to help me be focused solely on the sounds you hear while listening, I played the video while looking at another tab. And believe me, this killed two birds with one stone. Not only did I get to focus on the audio, I didn’t have to endure the unbelievably cheesy images!!
So the ad starts off with this slowly rising tune in an obviously major key. The strings play beautifully in the background just as this majestic choir comes in as backup. Honestly, it reminds me of when the high school choir sings God Bless America before the start of the homecoming football game. Actually, it might be more like a bunch of nine-year-olds on the Fourth of July. Regardless, these two aspects come together to give the ad a very bright, optimistic mood. Which, when you think about it, makes sense given the claim they’re making. They want to be thought of as “America’s buffet restaurant” (yeah, I know, what an American dream), and using these tonal devices they actually help to create the right atmosphere. The visuals, though, might challenge this success.
Carrying on, though, the lyrics to the song provide another interesting feel. One part in particular grabbed my attention. As the music crescendoes and builds toward a key change, the singers echo “We will make the most of all, the best that freedom brings.” And again, this coincides with the idea of portraying the restaurant as the American restaurant. At least they’re consistent, because the cheesiness of these lyrics defeats the purpose. Perhaps it’s just because I wasn’t even close to born when this was released, but I find the lyrics to be so unbearably ridiculous that if I were watching the ad, I’d turn it off.
If I were a brave soul and decided to leave the god forsaken ad on my tv, though, I would be somewhat impressed by the audio after that point. The narrator, whose name I can’t identify, adds a nice touch, as the deep voice complements the trumpets and other horns in the background. He also describes the restaurant in a less-ridiculous way. Don’t get me wrong, his societal analysis of the 1990’s goes a little over-the-top, but I won’t critique him too much when there’s so much other cannon fodder. Overall, the narrator does his job without making the audience roll their eyes too much. Much appreciated, Mr. Narrator, sir. Unfortunately, though, the singers come back on to explain how the countless choices make Sizzler the choice for those who endorse freedom. Now I get it, choices equate to freedom. That’s what freedom is all about, right? Right. But again, the fact that someone took the time to compose this musical score probably has J.P. Souza rolling over in his grave!
In summary, I actually have mixed feelings about the advertisement. The music is actually well composed. The sounds blend well, especially from the horns. Not to mention, the voices singing aren’t as deplorable as one might expect on a 1990’s tv ad. However, the excessive cheesiness just drives the whole musical/auditory component to bits. The lyrics go way too far, and for that reason, I have to say that on the whole, the auditory component of the ad fails to effectively recruit business by conveying Sizzler as the “restaurant of freedom.”