Submit a 2-3 page analysis
of a print advertisement from either a newspaper or magazine. The analysis
should be double-spaced and written in paragraph style using subheadings (listed below.) Proofread carefully and use spell check. Point deductions will be taken for spelling and grammatical errors. Note: be sure you analyze an AD
not a news ARTICLE.
Each area below is worth 20% of the assignment's grade (15 points each.) Be sure you answer each question in your analysis
Description Begin by describing the ad
. Tell why you selected this ad
--was there something about it that caught your attention? In what publication did it appear? What size is the ad
? What is the headline? Is there a subheading; if so, what is it? Is there a photo or illustration? Is the ad
in black and white or color? Is there a lot of body copy or use of "white space?" What type of signature did the advertiser use? For a definition of signature, please see page 540 in your textbook.
Target Audience Describe who you think the target audience is and how this is communicated. Considering the target audience, is this publication appropriate?
Execution Does the ad
communicate rationally or emotionally? What is the objective of the ad
(to inform, convince, or remind) and what is its execution style* (see below for explanation of execution styles)? What is the tone of the ad
(positive, humorous, warm and fuzzy, factual, or technical, etc.)?
Social Responsibility State whether you believe the ad
is socially responsible, in other words, has the advertiser communicated openly and honestly or is the information exaggerated or misleading; is the product beneficial or harmful to society?
Recommendations State your opinion regarding the effectiveness of the ad
; in other words, do you believe it would motivate its target audience to take action. Think critically about the ad
and provide suggestions for improving it. (It is not acceptable to state that the ad
Slice-of-life: This shows one or more persons using the product in a normal setting. A family seated at the dinner table might express satisfaction with a new biscuit brand.
Lifestyle: This emphasizes how a product fits with a lifestyle. A Scotch ad
shows a handsome middle-aged man holding a glass of Scotch in one hand and steering his yacht with the other.
Fantasy: This creates a fantasy around the product or its use. Revlon's ad
for Jontue features a barefoot woman wearing a chiffon dress. She comes out of an old French barn, crosses a meadow, and confronts a handsome young man on a white steed, who carries her away.
Mood or image: This builds an evocative mood or image around the product, such as beauty, love, or serenity. No claim is made about the product except through suggestion. Many cigarette ads
, such as those for Salem and Newport cigarettes, create moods.
Personality symbol. This creates a character that personifies the product. The character might be animated (Jolly Green Giant, Pillsbury Doughboy, Mr. Clean) or real (Marlboro Man, Morris the Cat.)
Technical expertise: This shows the company's expertise and experience in making the product. Thus Hills Brothers show one of its many buyers carefully selecting the coffee beans, and Italian Swiss Colony emphasizes its many years of experience in winemaking.
Scientific evidence: This presents survey or scientific evidence that the brand is preferred to or outperforms one or more other brands. For years Crest toothpaste has featured scientific evidence to convince toothpaste buyers of Crest's superior anticavity-fighting properties.
Testimonial evidence: This features a highly credible, likable, or empathetic source endorsing the product. It could be a celebrity or ordinary people saying how much they like the product.
Execution style information from Marketing Management, 6th edition, Philip Kotler
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