Ad Analysis Essays and Research Papers

Instructions for Ad Analysis College Essay Examples

Title: Ad Analysis

  • Total Pages: 3
  • Words: 811
  • Bibliography:0
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Ad Analysis
Submit a 2-3 page analysis of a print advertisement from either a newspaper or magazine. The analysis should be double-spaced and written in paragraph style using subheadings (listed below.) Proofread carefully and use spell check. Point deductions will be taken for spelling and grammatical errors. Note: be sure you analyze an AD not a news ARTICLE.
Each area below is worth 20% of the assignment's grade (15 points each.) Be sure you answer each question in your analysis:
Ad Description Begin by describing the ad. Tell why you selected this ad--was there something about it that caught your attention? In what publication did it appear? What size is the ad? What is the headline? Is there a subheading; if so, what is it? Is there a photo or illustration? Is the ad in black and white or color? Is there a lot of body copy or use of "white space?" What type of signature did the advertiser use? For a definition of signature, please see page 540 in your textbook.
Target Audience Describe who you think the target audience is and how this is communicated. Considering the target audience, is this publication appropriate?
Ad Execution Does the ad communicate rationally or emotionally? What is the objective of the ad (to inform, convince, or remind) and what is its execution style* (see below for explanation of execution styles)? What is the tone of the ad (positive, humorous, warm and fuzzy, factual, or technical, etc.)?
Social Responsibility State whether you believe the ad is socially responsible, in other words, has the advertiser communicated openly and honestly or is the information exaggerated or misleading; is the product beneficial or harmful to society?
Recommendations State your opinion regarding the effectiveness of the ad; in other words, do you believe it would motivate its target audience to take action. Think critically about the ad and provide suggestions for improving it. (It is not acceptable to state that the ad is "perfect.")
*Execution styles:
Slice-of-life: This shows one or more persons using the product in a normal setting. A family seated at the dinner table might express satisfaction with a new biscuit brand.
Lifestyle: This emphasizes how a product fits with a lifestyle. A Scotch ad shows a handsome middle-aged man holding a glass of Scotch in one hand and steering his yacht with the other.
Fantasy: This creates a fantasy around the product or its use. Revlon's ad for Jontue features a barefoot woman wearing a chiffon dress. She comes out of an old French barn, crosses a meadow, and confronts a handsome young man on a white steed, who carries her away.
Mood or image: This builds an evocative mood or image around the product, such as beauty, love, or serenity. No claim is made about the product except through suggestion. Many cigarette ads, such as those for Salem and Newport cigarettes, create moods.
Personality symbol. This creates a character that personifies the product. The character might be animated (Jolly Green Giant, Pillsbury Doughboy, Mr. Clean) or real (Marlboro Man, Morris the Cat.)
Technical expertise: This shows the company's expertise and experience in making the product. Thus Hills Brothers show one of its many buyers carefully selecting the coffee beans, and Italian Swiss Colony emphasizes its many years of experience in winemaking.
Scientific evidence: This presents survey or scientific evidence that the brand is preferred to or outperforms one or more other brands. For years Crest toothpaste has featured scientific evidence to convince toothpaste buyers of Crest's superior anticavity-fighting properties.
Testimonial evidence: This features a highly credible, likable, or empathetic source endorsing the product. It could be a celebrity or ordinary people saying how much they like the product.
Execution style information from Marketing Management, 6th edition, Philip Kotler
Excerpt From Essay:
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Title: Magazine Ad Analysis Post Purchase Evaluation

  • Total Pages: 2
  • Words: 638
  • References:1
  • Citation Style: MLA
  • Document Type: Research Paper
Essay Instructions: Type of document: ANALYSIS- Magazine Ad

Make sure that the ad has at least one internal or external influence highlighted/utilized in it. Analyze the magazine ad and justify/explain why it is a good example for the “Post Purchase Evaluation” stage of the Consumer Making Decision process, what the influences are, and how effective the overall ad is. Could the advertiser make it more effective by using another external/internal influence? Justify your answers.

Format for the magazine ad analysis report:

1) Name of the product/brand/company.
2) Potential target market and the media.
3) Stage of the Consumer Decision Making process targeted (in this case it is Post Purchase Evaluation).
4) External or Internal influence being highlighted/utilized in the ad.
5) Explanation/justification. In this section, utilize appropriate terms/jargons/concepts to help make your case and highlight them (using Word’s yellow highlighting tool) in your report.

Word document, 10-point Verdana font. **Single-space the text and double space between paragraphs with 1” margins on all sides.**

I will emailemail the actual magazine ad to review and the e-book source login information.

Excerpt From Essay:
References:

The rather complemented style of employing both types of influences makes this advertisement really effective as it appeals to reason, emotion, and cultural realities.

Reference

Babin, Barry J. & Harris, Eric G. CB. Ohio: South-Western Cengage Learning. 2009.

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Title: Magazine Ad Analysis Need Recognition

  • Total Pages: 2
  • Words: 628
  • Bibliography:1
  • Citation Style: MLA
  • Document Type: Essay
Essay Instructions: Type of document: ANALYSIS- Magazine Ad

Make sure that the ad has at least one internal or external influence highlighted/utilized in it. Analyze the magazine ad and justify/explain why it is a good example for the “Need Recognition” stage of the Consumer Making Decision process, what the influences are, and how effective the overall ad is. Could the advertiser make it more effective by using another external/internal influence? Justify your answers.

Format for the magazine ad analysis report:

1) Name of the product/brand/company.
2) Potential target market and the media.
3) Stage of the Consumer Decision Making process targeted (in this case it is Need Recognition).
4) External or Internal influence being highlighted/utilized in the ad.
5) Explanation/justification. In this section, utilize appropriate terms/jargons/concepts to help make your case and highlight them (using Word’s yellow highlighting tool) in your report.

>>Word document, 10-point Verdana font. **Single-space the text and double space between paragraphs with 1” margins on all sides.**

-I will emailemail the magazine ad and access code to the online book that needs to be used as a source.



Here is the online access to the e-book that needs to be used:

https://secure.coursesmart.com/login

EmailEmail:
Password: lkd416

Book: CB 2008/2009 Babin/Harris
Excerpt From Essay:
Bibliography:

Although the internal type of influence which the advertisement relied heavily on is laudable, this paper argues that an external type of influence can still be used to increase the effectiveness of the ad. For example, our cultural standards dictate that the more nurturing character of the two parents is the character of the mother. Hence, an increased emotional appeal on the mother segment could have been used instead of the rather generic image of the girl at better state because she used Claritin. An image of a caring mother in the ad could have made it more effective. After all, mothers are normally the household decision makers when it comes to the products that are needed by the household anyway.

Reference

Babin, Barry J. & Harris, Eric G. CB. Ohio: South-Western Cengage Learning. 2009.

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