...Johnston, I. (2009, march 28). Government advertisements run 10,000 times a day .The Telegraph. Retrieved from http://www.telegraph.co.uk/news/politics/5066238/Government-advertisements-run-10000-times-a-day.html Advertising Analysis Format: This image is in color although the colors are all neutral gray tones. There are no bright or cheerful feeling colors in this image. Due to the grayish tones used the image feels sad and serious. Kind of image: This image is a realistic image representing a combination of people. The image is representing one particular person, but at the same time sending the message that the person could be any individual. Audience: There are two intended audiences, even perhaps three. The first of the main two audiences this image is speaking to are current smokers to make them realize their smoking is an addiction and there is help to treat it. The second audience is non-smokers to scare them away from smoking by showing how smoking hooks you and how hard it is to break away from. The third possible audience is former smokers as a reminder of how smoking takes control of you. Emotion: The girl in the image looks in pain and as if she is being pulled in a direction by something she is not in control of. The image looks sad and very serious. These emotions are intentionally expressed for the purpose of discouraging one from smoking. Composition and layout: The most prominent aspect in the image is the sadness the girl in the...
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...Advertisement Analysis The advertiser of this ad is the makeup company Estee Lauder. The agency of this advertisement is unidentifiable. Estee Lauder is a national company that any woman will recognize even if she does not use makeup. I got it from Cosmopolitan Magazine, which is a very popular women’s magazine. It was located randomly in the middle of the magazine a few pages before a major article. This is good placement for the advertisement because women typically like looking at new products to try and compare with other products. Even if the reader of the magazine decides to flip to the main article they may come across this ad since its just a few pages away. This advertisement is trying to influence an attitude. Estee Lauder is making the audience believe that in order to look young they have to have youthful eyes. By using this night cream the audience will look younger, feel younger and be more beautiful. After reading this ad anyone with any of the negative features listed such as fine lines, crows feet, dark circles, puffiness or uneven texture may feel insecure and immediately want to do something to cover it up because they may feel like now they are not as beautiful and that this may be something others notice about them. This advertisement will appeal to many women because women are always trying to look beautiful for others. I believe this because in the advertisement, all the possible eye problems that this night cream. Also, there are various sayings...
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...Target Audience When analyzing the target audience the first thing that came to mind was Mothers between the ages of 28-35. These would be the primary consumers for two of the three products located on the advertisement. This is the primary age range for moms to have babies and toddlers. These mothers are in the middle to upper class. They have a high education level. The thought behind this is that the nature of the product is a little more expensive due to its organic ingredients. The pouches shown are sold individually, making one think that they are a little more expensive, usually what you see out of the Dannon Oikos line. Proposition The proposition was a very lacking in this advertisement. It seemed like the Stonyfield was satisfied with the proposition “Organic is good.” Some hints at this are the lack of creativity on the aesthetic piece of the advertisement. Nothing jumped out as memorable or even hinted at effort of developing a campaign that would draw the audience in. This could be intentional. The idea behind this campaign might be that the audience already knows that organic products are better for them. If the assumption was made that the people in this target are already purchasing and consuming organic products then the use of a freestanding insert with a coupon attached might be effective. When examining the nature of this product this does not seem to be the case. The nature of the packaging tells the story of a healthy snack that is quick and easy. This...
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...Exegesis on Decoding Advertisements “We can only understand what advertisements mean by finding out how they mean, and analysing the way in which they work. What an advertisement ‘says’ is merely what it claims to say; it is part of the deceptive mythology of advertising to believe that an advertisement is simply a transparent vehicle for a ‘message’ behind it” (Williamson 17). In the world today, advertisements can be seen nearly anywhere and everywhere. In fact, it has been estimated that the average person sees as many as 5000 advertisements per day (http://www.cbsnews.com/news/cutting-through-advertising-clutter/). As Williamson explains above, the most important question to ask when consuming advertisements is not “what” but rather “how”....
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...successful marketing campaign into account, I believe Allstate should outsource the starring role of its next advertising campaign during next years’ college football season to users of Twitter, Instagram and Vine. In this campaign, users of these social media sites, prompted by the promise of prizes such as tickets to the College Football Playoff National Championship Game, will share, through videos and or tweets, what does “being in good hands” means to them. These shared messages will ultimately be collaged for an advertisement that will air during the College Football Playoff National Championship Game with the contests winners’ submission airing at the end of the...
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... Lee From: Yuhui Mo Subject: Current Advertising Campaign Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus On Communication 1 Convey...
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...The final advertisement was advertised through the Internet. The aim of this advertisement is to entice audience to drink Coca-Cola on a hot sunny day. As illustrated in the appendix, a colourful image was used to attract targeted audience; the youth. The image displays a man enjoying his time at the beach until he discovered it misplaced . At the same time, a penguin was hidden behind the individual’s chair and enjoying Coca-Cola for itself. The chief focus of this advertisement is to persuade and entertain the audience by bringing mainly pathos into the picture. The image illustrates the penguin happy and relaxed after consuming Coca-Cola, whereas the man looked troubled and confused for misplacing his drink. Consequently, it persuades...
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...Introduction Campbell’s Soup Company is an international brand, their products sold in 120 countries around the world. The company objective is providing high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages for customer. The company’s marketing campaign is “Ideas for Innovation” and they mainly concern about “nourishing people`s live everywhere, every day”. The advertisement promotes the “select series” of Campbell’s soup. It is one of the most popular series in Hong Kong. Let us talk about the advertisement theories. Analysis and Theories in use Market Segmentation: Market segmentation helps the company to classify the most potential customers into their target group. First, the advertisement mentions the soup eating methods. For the first method, you just need to microwave it for three minutes without adding water. For another method, you can add spaghetti inside the soup to make a good dish. Its targets people who are too busy to cook and are convenient-oriented. It based on personality trait and lifestyle of consumer rooted to segment their customers. Since the soup cooking methods are very easy, people who like convenient will be attracted by this advertisement. Second, the advertisement indicates the special promotion, people can use the special price $12.9 to purchase the soup “Russian Borsch” during the promotional period. It can attract loyal customers and people who are sensitive of price to buy immediately...
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...In Katie Jensen “Negative Impacts of Advertising” article, she argues that advertising has a lot of negative impact to the people who view those advertisements. Jensen argues that advertisements are detrimental because the advertisements don’t live up to what the consumer saw in the ad and it also manipulate people to thinking whatever they see in the ad is true. Jensen supports her argument by listing some of the negative impacts that advertisements has. One of the impacts is unrealistic expectations which is when “Beauty and health products may also not live up to their promises, resulting in wasted consumer dollars.” People might think that those beauty and health products would maybe make them look and feel better according to the advertisements,...
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...Case Analysis of ban of tobacco advertising in India Here is the brief background information. On Feb 6, 2001 Indian government announced they were going to enforce a ban regarding tobacco advertising in their country. Banning included barring tobacco industries from advertising their products, sponsoring sport or cultural events. The ban was aimed to discourage young mind in India to take part in smoking. The ban, however, heated a debate between the supporters of tobacco companies and the opposition parties. In this paper, I will summarize the arguments that support the ban on tobacco advertising in India and the arguments that oppose the ban. In addition, I will discuss the conflict of interest issue pertaining to Indian government as well as I will describe my opinion on what governments should do in regards to tobacco advertising. 1. Summarize the arguments in favor of the ban on tobacco advertising in India To begin with, the advocates of the ban argued that this action of government was nothing unconstitutional. The government, in fact, has the right to interfere since their main concern was their citizen well-being. They gave this example. We know that guns are bad, so every nation has banned the public advertisement against guns so why tobacco should has a special privilege? Secondly, they used statistic from World Health Organization (WHO). They pointed out that over 3 million were killed by consuming tobacco products in 1990 and the death rate increased to 4.023...
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...There are three simple rhetorical appeals that the author might rely on when advertising life or health insurance to connect to his audience. Firstly, the author could use data, facts, and statistics, to make his purpose clear for the audience. The author might state: “Over 30% percent of Americans find themselves in need of health insurance but cannot afford it.” By doing so, the audience is attracted to the commercial, because by citing factual evidence, the author made himself more reliable. Next, he could create logical reasons as to why his life/health insurance company would be best for his clients. He might say: “X company is the best option for health insurance because we offer low prices, a lifetime of secure insurance, and excellent...
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...Sunny Johal 3492527 1 Analysis of Advertising and Behaviour Control by Robert L. Arrington Observation: In his essay, “Advertising and Behaviour Control,” Robert L. Arrington provides a discussion on the power of advertisements. He attempts to solve whether or not businesses are acting unethically when advertising. The question raised asks: Do advertisements lead to a loss of autonomy in humans? Arrington begins his argument by presenting advertisements that suggest unrealistic outcomes from the use of certain products. He refers to this practice as “puffery” (283), a perfectly legal advertising tool which precisely appeals to consumer “needs and desires” (283). Human autonomy is questioned with the belief that these “needs and desires” are not original to the human and are instilled by the advertiser for it’s own benefit. Arrington attempts to show the origins of “needs and desires” and how they are affected by advertising through four segments: “(a) autonomous desire, (b) rational desire and choice, (c) free choice, and (d) control or manipulation” (285). Arrington’s intent is to provide arguments in order to determine if “puffery” in advertising is necessary for business and completely ethical or if it is exploitative and unethical. Interpretation: In order to understand if advertisements lead to nonautonomous “needs and desires,” one must first establish true autonomous desires. It is very concerning to believe that 1advertisers first instil desires within consumers and then capitalizes on them...
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...your teeth, it is just a harmful thing to your body. It is just how amazing why would people fall for that, and believe it even though it is certainly not true at all. It is a masterful marketing skill, first putting a dentist in the advertisement to earn the audience trust, and the dentist, saying he encourage to smoke cigarettes. Drawing more non smokers to be interested, and making them believe smoking is healthy and drawing them to start having cigarettes. This also related to the culture back to that time, people think that smoking is a cool thing to do, also it was a social thing. Almost everybody smokes, so it is normal to have a cigarette. So you can't blame them for believing in the advertisement. Finally, this is a powerful advertising technique, using cartoons to sell products. While the colors, words, and punctuation draw attention to the advertisement, the pictures and diagrams convince the audience that Viceroy cigarettes are better because they filter the smoke and are therefore healthier than other cigarettes. The rhetorical techniques are effective in presenting this argument. Back in that time, Viceroy might be the best and healthier cigarettes, because their products have filters in them. It is less dangerous than regular cigarettes, however, there are still fallacies in the advertisement. Using a dentist to recommended their products, but there were not any data support it. It still leave people to question if they should smoke their cigarettes. Also, there...
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...The acceleration of a fist towards a man’s face, both displaying painted images of vehicles, mimicking a car crash. Don’t drink and drive: the words printed upon the image under the point of collision between the fist and the man’s face. A stark black background contrasts with the colored text and the image of the truck and the car painted upon the bodies of the subjects of the advertisement. The man’s face is pained, pushed upward by the force of the fist. An advertising campaign, Stop the Violence or Chega de Violência designed to stop dangerous driving. Taking a metaphorical approach, the advertisement uses the empathy of its viewers to draw attention to a largely ignored but very serious issue. The pained expression on the man’s face leads the viewer to have a desire to cringe their self, similarly to seeing someone get injured. It appeals to the desire to assist those in need, and creates a deeper sense of urgency than simply hearing about a car accident, despite how unreasonable it sounds. Simply hearing statistics or seeing vague depictions of calamity is less impactful than seeing a specific example of the calamity taking place, and the metaphorical approach to creating the example leads to a more intriguing display which allows...
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...As technology widens in a growing society, advertisements has changed to appeal and affect people over time. Companies and organizations use many different rhetoric skills to try to connect to an audience and to bring attention to whatever they may be trying to focus on. In the “#CATmageddon” YouTube ad, truthorange, an anti-smoking organization tries to appeal to the young generation through the use of cats. Truthorange uses pathos as a rhetoric skill to appeal to the younger generation by connecting with them using pop-culture and emotional connections. Since the founding of YouTube in 2005, they have reached up to 3 billion views per day. There are 48 hours worth of video uploaded every minute (geek.com). With the usurped amount of YouTube videos, there are over 2 million that feature cats, totaling up to nearly 25 billion views just about cats along (tubularinsights.com). With these statistics, it is safe to say that the takeover of cats on the internet has led to a mainstream culture shift. Companies and organizations have taken advantage of this popular fad by using cats to catch the attention of the younger generation. Truthorange takes advantage of making a normal informational ad that one might view as boring, and turns it into something that is popular in today’s society to catch the attention of viewers. Using cats to grab the attention of viewers is an example of pathos because it evokes a love for cats, and draws the viewer to continue to focus on the ad...
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