Individual Ad assignment

Print Advertising Evaluation Form

1. Using the circulation demographic information provided plus your own analysis of the ad you selected, define the target audience for the ad (maximum of 50 words).

TARGET AUDIENCE:

2. Evaluate the headline, illustration, body copy (ignore the tiny copy at the bottom of each ad) and layout/design of the ad by discussing its strengths and weaknesses. For each of these four elements indicate whether you feel the element would effective or ineffective and explain why.

HEADLINE:

ILLUSTRATION:

BODY COPY:

LAYOUT/DESIGN:

Example:

Target Audience:

The target audience for this ad is travelers and thrill seekers who want to capture their adventures on video. The age can be anyone above the age of 12 but the median age is around 25 years old. This certain demographic loves to be outside and seeing new things but want to avoid having a large camera strapped somewhere on their body. For this reason, GoPro Hero Vision could also be used by parents and older generations that want to capture footage of family vacations and trips. This ad could be found in outdoor, adventure, and style magazines.

Headline:

The main headline for the ad is “The world’s sleekest HD camera…Your sunglasses.” This headline does a good job at peaking the reader’s interest and having them question “how can a pair of sunglasses be a sleek HD camera?”. It is also on the top of the page so it is the one of the first things that readers will see when they are flipping through the pages.

Illustration:

The illustration does a very good job at capturing the attention of the target audience. The target audience is very intrigued with the outdoors and trying out new things. This picture gets the reader excited to go to the beach or to the mountains to get cool footage to make a video. Likewise, the reader can clearly see where the camera is on the sunglasses and they even get a zoomed in picture of what the camera looks like. Also, the sleek glasses add to the appeal of the product for current GoPro users. One of the complaints of GoPro is how bulky the camera is and when you see these sleek sunglasses, GoPro users will be very excited about getting the same footage while looking good at the same time.

Body Copy:

The body copy is very simple and does a good job at showcasing the benefits of the Hero Vision sunglasses. The contrast between the text and the sand is very clear and can be easily read. There is not too much information that it overwhelms the reader but simply states the most important features of the Hero Vision sunglasses. These features are important to showcase because GoPro users care about the quality of the footage they will get and that will surely be the first question they have about the new product.

Layout/Design:

Visually, the ad is very appealing. The picturesque beach and warm colors are very attractive to readers and really burst off the page. The blue sunglasses and blue sky also subliminally associate to the GoPro logo, which is made up of different shades of blue. These are all positive features of the ad design.