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Advertisement Analysis

 

This original advertisement analysis assignment will consists of evaluating 3 common type of advertisements using the Elaboration Likelihood Model. This assignment also requires developing your own original advertisement for a product. Create your original advertisement on the same line of reasoning as the advertisement that you evaluated.

The purpose of this paper is to analyze an advertisement in the media. Your goal is to apply what you have learned regarding social influence and persuasion to your analysis of 3 advertisement and when creating 1 original advertisement. You are free to choose any print advertisement or TV/video for this analysis. The 3 advertisements that are evaluate need to be American advertisements and properly cited in accordance with APA guideline.

In evaluating each advertisements answer the following questions and use the Elaboration Likelihood Model.

a. What is this advertisement attempting to “sell”?
b. 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?
c. 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?
d. Does the ad attempt to describe the source of the information (e.g., “dentists agree that” or “experts suggest”)? Do these sources come off as credible and/or attractive?
e. 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 culture?
g. Target age group.
h. The appeal.
i. ****How Social Learning is applied to the advertisement****?

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