Description
Find an Ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (Maslow). Ask the follow questions (questionnaire format)
- What product does this ad attempt to market, and where is the ad from? Describe or attach
- To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience? - What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used? - Does the ad attempt to describe the source of its product information (e.g., “dentists agree
that _” or “experts suggest ?” Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not? - What about the communication itself? Are the arguments weak/strong, one-sided/twosided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices? - What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture? - Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc. – your choice) is relevant to the ad’s persuasiveness.