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Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more subtle techniques, including the use of attractive people in the advertisement, images of positive social situations associated with a product, or incorporating “buzzwords” or buzz phrases such as “natural” for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs. peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., “dentists agree that _____” or “experts suggest ____?” Do these sources come off as credible and/or attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/twosided, overt/implied, discrepant with the audience/in-line with the audience, or not present at all? Were these good choices?
6. 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?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions, attitudes, self-monitoring, etc. – your choice) is relevant to the ad’s persuasiveness.
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