February 24, 2010

Dear Sirs:

I have heard that you are seeking a company to produce your new advertisements. It is my hope that you will consider Jason’s Ads for your advertising needs. To demonstrate our expertise I will explain how an ad created for “G” sports drink reaches its target audience.

The ad you see is for the product “G” a sports drink. This ad we created for G is primarily charcoal or black. This dark background contrasts with brightly colored photos take up the left half of the ad, and on the right half there are check boxes as though the reader is answering a multiple choice question. The ad copy is in white to stand out from the background. We chose a bold, blocky font to seem strong. The main copy asks,” Who do you want to be?” The multiple choice options are “Choice A” with a box that is empty, and “Choice G” which has a checkmark the same color as the “G” trademark lightning bolt. Choice A aligns with the photo of two football players who look like they lost, whereas Choice G aligns with the photo if the Superbowl winning Broncos quarterbacked by John Elway.

I wish to point out the techniques used in my ad. Firstly there is the technique of transfer. Transfer is a technique that attempts to associate positive (or negative) qualities to the product by using words and images with positive qualities. In this ad, we can see transfer working because there is a negative association with the picture of the losing athlete and a positive association with the winners. The winners are celebrating with “G” dumping it on their coach, so that ad associates victory and celebration with “G”. Weasel words are also used in this ad. This technique appears with the use of the expression “THAT’S G!”

The intended target audience for this ad is males who are interested in sports and are likely active themselves – someone who would choose a sports drink. We want them to choose “G”.  The audience values victory in competition.  This ad appeals to this value by showing pictures of all star competitors victorious. The preference is for victory, not loss – the box for “Choice G” is marked and not the box for “Choice A” next to the losers. The target audience’s desire for victory causes the ad to reach them where their values lie.

It is our hope at Jason’s Ads that you notice our work is quality and well planned. We are eager to serve your advertising needs.

Sincerely,