This is the label from a half gallon jug of Mayfield Orchard Pure Orange Juice™. The topic is obviously the orange juice itself. The author is the Mayfield Dairy company. And the purpose in making the label is to get their audience (the consumers) to purchase this particular brand of orange juice.
The label uses very positive language to promote the product such as ‘pure’, ‘100%’, and ‘Calcium’. The goal of the label is to depict the product as good for you. Other words that stand out are the blue circular label showing that the orange juice has as much calcium as milk.
The audience is most likely individuals that buy their own food and are health conscious. Because of its target audience the label promotes health in several different ways. Apart from the health related words, the image on the label shows cut and whole oranges which remind the consumer that this product comes from fruit and is natural. This imagery is used to entice the customer.
Another aspect of the label that is used to draw the consumer to the product is the color scheme. The main colors are green and orange which are the colors of leaves and oranges respectively. These colors along with the complimentary blue color are all bright and contrasting colors which draw the eye in to the image.
These features that invoke a sense of health are what cause consumers to want to purchase this orange juice. It is not marketed toward a more specific group of consumers other than just people who buy orange juice.
In my experience the Mayfield company succeeded in their goal by making me buy their orange juice instead of Tropicana’s (the only other brand sold at CVS). In my opinion, this label is a fairly effective advertisement.