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3. GENERAL QUESTIONS: • Are you attracted by advertising messages? Why or Why not? • Do you feel able to fully understand an ad message? • Do you feel overpowered by advertising? • Do you feel manipulated? • Do you think advertising stereotypes can affect social behaviors? • Do you think it can generate over-consumption and/or false needs? • When can an ad message can be useful to the community? • Do you think advertising can raise awareness also on social/environmental issues?

4. When readers look at an ad what do they see first? • Visual • Caption • Headline • Copy • Signature (Advertisers name, contact information) in that order

6. Appeals to Need • Need to achieve • Need to dominate • Need for prominence • Need for attention • Need to escape • Need to feel safe • Need for aesthetic sensation • Need for Autonomy • Need to agress • Need for guidance • Need to nurture • Need for affiliation • Need for Sex • Physiological Need • Need to satisfy curiosity

7. Demographics • Sex/Age/Race • Marital Status • Level of Education • Employment Status/Industry/Occupation • Individual Employment Income • Reason Not in Labor Force • Hispanic Origin • Primary Language in Household • Language Preferred • Household Size/Income • Number of Adults in Household • Presence of Children by Age • Home Ownership/Market Value • Tenure in Current Residence • County of Residence • Zip Code

8. How do they reach these people? • Nostalgia • Bandwagon • Transfer/Fantasy • Humor • Sense Appeal • Statistics • Testimonial • Make a metaphor • Promise a benefit • Mention a problem • Get really real • Create a character • Inject dramatic conflict • Exaggerate • Eye candy • Make it human • Take a position • Make an offer

9. Nostalgia Could be a “plainfolks approach” or an appeal to an earlier time period

10. Bandwagon Everyone is buying this product! Don’t be left out. -- coca-cola “perfect harmony”

11. Transfer/Fantasy Superhero, white knights, super athletes, Advertiserxz hope that the consumer will transfer these qualities to the producst AND themselves.

12. Humor People may remember an ad if it makes them laugh and they create a positive association with it.

13. Sense Appeal Products that appeal to the senses

14. Make a Metaphor Create a symbolic representation of the key idea you want to communicate by using two images or statements that are completely different, but when placed together create a new idea. You can use words. Or visuals. Or both. You can create a metaphor to represent a characteristic of the brand. Or a feature of the service. Or a benefit of the product.

15. Promise a Benefit Promise readers a compelling benefit that the product or service can deliver. A benefit is something of value to the target audience. Ask, “what can this product or service do for me?” And the answer is a benefit. The persuasive energy in a benefit ad comes from two characteristics. First is the importance of the benefit to the reader. Second is the specificity of the benefit. A good example, the headline, “Introducing a washer so gentle it can actually help your clothes last longer."

16. Mention a Problem Problems. Everyone has them. And some products solve them. A TV commercial opens with the kids screaming, “We’re hungry, mom!” A headline reads, “Do you have enough money for retirement?” This is a technique to grab attention, to engage people who have the problem. Or people who want to avoid getting the problem. Or those who are concerned about the problem for other reasons, like the guy whose wife has headaches every night.

17. Get Real Show what people really think. About the opposite sex, their job, or relatives. Show how people really feel. About money, their spouse, or financial security in old age. How people really dress and act at home. What people really think about at work. Like sex and petty insults. Depict the attitudes, jealousies, and insecurities that rattle around inside us all. Like many creative techniques, there is a spectrum from moderate to extreme in the way you get really real. From the nose-picking, overweight, insecure side of life. To the kinder, softer side that people present to children, friends, pet animals.

18. Create a character Create a character that adds interest, story value or recognition to your campaign. Could be an actor playing a role. Or a cartoon character. Or a dead politician. He, she or they are all "created" characters because you define the role they play in the advertising. While a brand character must represent a characteristic or the personality of the brand. An invented character does not. Some of the world’s best advertising campaigns have been built on invented characters. And the best of these characters frequently do not reflect the brand or even demographic profile of the target audience.

19. Drama Create a campaign that uses drama to focus attention, to heighten interest in your message. The essence of drama is conflict. And that conflict can be between: Husband vs. wife. Mom vs. her children. Girl Scouts vs. nature. Dog vs. mailman. Teenager vs. her conscience.

20. Exaggeration Take the basic idea you want to communicate, your concept, then exaggerate it. Take it to extremes. Push it beyond reason, beyond reality. In the copy. With visuals. Or both. Exaggerate the benefit. Exaggerate the problem. Exaggerate size, the physical appearance.

21. Eye Candy Create a visual so luscious, unusual and striking that it leaps off the screen to grab attention. Eye candy ads work the same way a Salvador Dali illustration works. These ads stop and engage readers with the look of "Wow. I've never seen anything like that." Eye candy is the visual equivalent of "Let me show you something new and interesting."

22. Personify Give human characteristics to your product, or to something that represents your service.   This technique - personification - can help you create ads that are more interesting, and relevant to viewers. More human and engaging. You can literally turn the product into a person. Or give it human abilities, such as speech, thought or emotion.

23. Positioning We’re Number 1: Gender:Marlborough is masculine. Virginia Slims is positioned for women. Price / Value leader:People naturally assume that things costing more are worth more. And that's the territory Evian, Haagen-Dazs, Rolex, and Mercedes have staked out. As L'Oreal says, "because you're worth it." The Specialists:It's Starbucks for coffee. OgilvyOne for direct. And Children's Hospital for sick kids. The innovator:The inventor creates a new category. In the early days of the Internet, this paid off for companies such as eBay.com, Amazon.com, and Hotmail.com. The opportunist:The opportunist looks at the competition. Then looks at the market, the consumer. And determines what positioning opportunities are not being filled in that market area. 1

24. Make an offer Make the audience a compelling offer, and tell them exactly how to get it. This is the essence of direct response advertising. "Hey, Mr. Viewer, Here's what you can get, and here's how to get it."

25. Subliminal advertising

26. Provocation Ads that push the envelope of appropriateness. While these ads may alienate some viewers, they may also create an impression so strong that they keep the product in the viewers’ mind.

29. Your Task – Analyzing Print Ad • You will create a portfolio of 15 pri nt ads that focus on either : • A specific DEMOGRAPHIC • young women, adolescent suburban men, first time mothers, retirees, etc. • OR • A specific PRODUCT Shampoo, cars, food, alcohol, tobacco, pharmaceuticals, • Your ads should come from a variety of magazines .

30. For each of the 15 Advertisements…. • You will write a paragraph describing what you see in great detail. YOU ARE NOT MAKING ASSUMPTIONS….rather you are literally noting the specifics of the ad • You will then identify what you believe the targeted “need” was that the ad was focused on • You will also identify what you believe the advertising techniques were that the ad was using. • Finally, you will make a note of what demographic you feel your ad was targeting OR how effective you feel the ad was in targeting its demographic.

31. The Thesis Statement • Your thesis should make an argument about how the advertisements you’ve chosen function overall. In order to do this, you first need to analyze your ads thoroughly, and come to some sort of conclusion about how the ads functions, or achieves its goal. • Example 1: Automobile advertisements utilize sex to sell its product to young male consumers.  • Example 2: Lotion advertisements sell their products by playing on the female consumer’s sense of an “ideal” body image.