Advertisement Analysis

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)

  1. What product does this ad attempt to market, and where is the ad from? Describe or attach
  2. 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?
  3. 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?
  4. 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?
  5. 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?
  6. 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?
  7. 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.

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