Advertising Review--What's your Top Spot--Bottom Spot & Why?
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00___Whatsyourtopspot-bottomspot-why__11-15classthenpostonD2L.ppt
Assignment:
Top Spot—Bottom Spot—Why
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Analyze Persuasive Strategies:
- Purpose/Value—What's the ad trying to persuade you to do? Is a strong benefit featured? Is ad consistent with brand's history & reputation?
- Target Audience—Who’s target? Does ad engage audience?
- Reasoning/Evidence—What reasons does the ad give for why you should buy product or do what they want you to do? Do the reasons given in the ad make sense?
- Relevance—Does the ad try to persuade you with irrelevant information?
- Unique—Did ad stop & make people watch yet stay true to the brand? Will the brand & benefit be remembered? Viewer's thoughts favorable?
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STARBUCKS DOUBLESHOT
“Double the You”
-Multitasker
-Workhorse
-Eager Beaver
STARBUCKS DOUBLESHOT
“Multitasker”
“Double the You”
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STARBUCKS DOUBLESHOT
“Workhorse”
“Double the You”
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STARBUCKS DOUBLESHOT
“Eager Beaver”
“Double the You”
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Objective: To illustrate that Doubleshot drinks make you a better you; they make you look prepared for anything at anytime.
Target Audience: Young professionals looking for energy to excel in their everyday roles.
Evidence: Drinking Starbucks Doubleshot will open doors to opportunities that even you didn’t think you were prepared for, but Doubleshot will be your motivation.
Relevance: Images of the Eager Beaver and Multitasker distract you from the actual product being sold.
Reasoning: The ad puts too much power in holding a can in your hand, which doesn’t support that main attraction of the ad-the beaver and multitasker.
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● The ad makes the Doubleshot drinker look like an underachiever, or someone who is not prepared to take on any responsibility.
● The ad is named after the “multitasker” and “eager beaver” yet doesn’t connect those characters to their actual product.
● The ad doesn’t actually portray the two real benefits of the drink which are taste and an increase in energy.
REASONING WHY AD CAMPAIGN IS WEAK
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