ADAnalysisESSY

1

English 1301

AD ANALYSIS ESSAY (1000 + WORDS)

**Use the above information to create a thesis. The thesis statement will include: ad + assertion + goal of the ad + element #1, element #2, and element #3) formula**

Image Analysis Thesis Sheet

Name: Why Fanta is Shaking Up Soft Drinks

Goal of the ad:

The ad aims to communicate an appealing message to my audience to promote the product. The ad has taken the form of online ads, outdoor billboards, and more. The ultimate goal of the ad is to persuade the audience to purchase the product and sign up for newsletters. To achieve this goal and capture the attention of its audience, it uses catchy slogans, bright colors, and engaging visuals. Once the audience's attention has been captured, the ad communicates its message clearly and effectively, which is where the content of the ad becomes critical. The message is concise, persuasive, and relevant to the audience's needs and desires.

Success of the ad (judgement/assertion):

The advertisement's success can be measured in various ways, depending on the objective of the advertisement. One way to measure the advertisement's success is to examine its impact on sales. The ad led to a significant increase in sales; hence it can be considered successful. Additionally, a more accurate measure of the ad's impact on sales can be achieved through A/B testing, where one group is exposed to the ad, and another isn't, and then the sales of both groups are compared. The group exposed to the ad increased the number of people who are aware of a brand or its products, which was measured through surveys that asked consumers about their awareness of the brand before and after the ad campaign.

The ad was successful because it changed how consumers think about the brand and its products. In addition to these measurable outcomes, the success of an ad can also be judged based on subjective factors, such as its creativity and memorability. A well-crafted ad that resonates with consumers and sticks in their minds can be considered successful even if it doesn't immediately increase sales or brand awareness.

Target audience:

The ad aims toward teenagers and all communications coming out of the brand is targeted to the youth.

Elements used to build credibility with the target audience (Ethos):

The ad elements used to build credibility with the target audience is one consistency by delivering high-quality products and timely responses to inquiries establishing a reputation for reliability and dependability. Additionally, the company has incorporated social proof by using trusted influencers and displaying customer reviews, and testimonials that demonstrate the effectiveness of the product.

Elements used to logically support the ad’s argument (Logos):

In advertising, one common technique used to persuade consumers is the use of expert testimony. In this case, the ad would use an expert in the field to provide evidence for the product being advertised. By using an expert, the ad is able to add credibility to its argument and convince consumers that the product is worth buying.

Elements used to invoke the target audience’s emotions (Pathos):

One of the most powerful elements used to evoke emotions is storytelling. When the message is presented, it is in a story format, becoming relatable and memorable. Another element that invokes emotions is the use of visuals. Images convey emotions more effectively than words. Language is also another crucial element in evoking emotions. The words in the message create a particular tone that can affect the audience's emotions.

Ad Analysis Thesis

This ad aims to communicate an appealing message to my audience to promote the product. The ad has taken the form of online ads, outdoor billboards, and more. The ultimate goal of the ad is to persuade the audience to purchase the product and sign up for newsletters. To achieve this goal and capture the attention of its audience, it uses catchy slogans, bright colors, and engaging visuals. Once the audience's attention has been captured, the ad communicates its message clearly and effectively, which is where the content of the ad becomes critical. The message is concise, persuasive, and relevant to the audience's needs and desires.

Overall, the goal of an ad is to persuade its audience to buy the product, which has been achieved through attention-grabbing visuals, persuasive messaging, and strategic placement and timing. As an advertiser who understands their target audience, they have crafted messages that resonate with the audience to succeed in their advertising efforts.

The advertisement's success can be measured in various ways, depending on the objective of the advertisement. One way to measure the advertisement's success is to examine its impact on sales. The ad led to a significant increase in sales; hence it can be considered successful. Additionally, a more accurate measure of the ad's impact on sales can be achieved through A/B testing, where one group is exposed to the ad, and another isn't, and then the sales of both groups are compared. The group exposed to the ad increased the number of people who are aware of a brand or its products, which was measured through surveys that asked consumers about their awareness of the brand before and after the ad campaign.

The ad was successful because it changed how consumers think about the brand and its products. In addition to these measurable outcomes, the success of an ad can also be judged based on subjective factors, such as its creativity and memorability. A well-crafted ad that resonates with consumers and sticks in their minds can be considered successful even if it doesn't immediately increase sales or brand awareness.

Overall, the success of an advertisement depends on the objectives of the campaign and the metrics used to measure its impact. A successful ad should achieve its intended purpose, whether that is increasing sales, brand awareness, or changing consumer attitudes. It should also be memorable, creative, and resonate with consumers. Considering these factors, the ad has created more effective campaigns and achieved better results.

The ad elements used to build credibility with the target audience is one consistency by delivering high-quality products and timely responses to inquiries establishing a reputation for reliability and dependability. Additionally, the company has incorporated social proof by using trusted influencers and displaying customer reviews, and testimonials that demonstrate the effectiveness of your product.

In advertising, one common technique used to persuade consumers is the use of expert testimony. In this case, the ad would use an expert in the field to provide evidence for the product being advertised. By using an expert, the ad is able to add credibility to its argument and convince consumers that the product is worth buying. When engaging with a target audience, it is essential to connect with them emotionally because it plays a significant role in decision-making. One of the most powerful elements used to evoke emotions is storytelling. When the message is presented, it is in a story format, becoming relatable and memorable. Another element that invokes emotions is the use of visuals. Images convey emotions more effectively than words. Language is also another crucial element in evoking emotions. The words in the message create a particular tone that can affect the audience's emotions.

References

Putera, I. M. V. N. B., Atmadhi, R. G., Arpin, N. P. R. L., Dewi, P. C., & Susanto, P. C. (2022, February). Analysis of Visual Elements and Responses of Generations Z On Coca-Cola “The Great Meal” Advertising Video. In  Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA) (Vol. 4).

Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis.  Spanish Journal of Marketing-ESIC.

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