Ad Analysis
nette-amos
AdAssignment.docxPlease find 2-3 advertisements or commercials. One ad at a time, go through the following questions and write down your well-thought-out answers. Please include a link for the commercial or a picture of the article. Then create your own ad using the questions at the end of this form.
Ad 1
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Do you think this was 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)? 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)?
5. What about the communication itself -- are the arguments weak/ strong, one-sided/two-sided, overt/implied, 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 (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Ad 2
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Do you think this was 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)? 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)?
5. What about the communication itself -- are the arguments weak/ strong, one-sided/two-sided, overt/implied, 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 (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Ad 3
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Do you think this was 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)? 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)?
5. What about the communication itself -- are the arguments weak/ strong, one-sided/two-sided, overt/implied, 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 (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Based on what you have learned about the importance of the four elements of communication, design an ad for the product of your choice.
Product
Intended Audience
Messenger
Message
How communicated?
