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Advertising Portfolio

Page history last edited by Russell 14 years, 2 months ago

Mass Media – Analysis of Ad Techniques 

Overview: In this assignment you will create a mini-portfolio of advertisements and explanations that illustrate your skill in identifying and explaining how ads and ad strategies work.

 

You may work in a group of UP TO THREE people. Pairs and singles are fine as well.

Procedure:

  1. Select four ads from a range of current magazines, newspapers, and/or Internet sites. Select ads that use different ad strategies. (You must use at least two magazine ads. Use at least two different sources so as to avoid having all ads look/feel similar.)
  2. Using your notes on ad strategies and propaganda, identify the strongest ad technique in each ad. Once again: Select four ads that utilize four different ad strategies.
  3. For each ad you select, answer these questions. (One sheet of paper per ad.):
    1. Product name
    2. Specific tag line or slogan
    3. Other relevant text that is NOT the tag line or slogan
    4. Full description of what is seen in the ad by the viewer, including location of different elements, colors, expressions on faces, race, status, physical movement, etc.
    5. Explanation of how the viewer should be able to identify the strongest ad strategy used in the ad. (Identify the ad strategy first, then explain/teach your reader about how to see it for themselves.)
    6. Identification of the likely target audience (explain how you reached your conclusion)
    7. Explanation of what the ad implies if the consumer uses the product.  (Caution: Many ads suggest more than one result should you use the product.)
    8. Explanation of what the ad seems to sell beyond the product: Are there values being sold along with the product? Values related to family? Gender? Physical beauty? Behavior? What makes someone happy?
  4. Reflection page (one page per group member): Limiting yourself to one piece of paper, compare your understanding of advertising before this unit began to how you see advertising now. This reflection is about how you feel regarding advertising: its goals, its strategies, its arguments, its presence. Any angle you wish to employ is acceptable, but make it clear what you have learned and what you think about it.

Order of finished product:

  1. Cover page (like you would use for a formal research paper)
  2. Ad one
  3. Analysis sheet for ad 1
  4. Ad two
  5. Analysis sheet for ad 2
  6. Ad three
  7. Analysis sheet for ad 3
  8. Ad four
  9. Analysis sheet for ad 4
  10. Reflection pages (one reflection per group member)

This is a project so take your time in thinking about and editing your responses before assembling your finished portfolio. In addition, cut out your ads carefully to show you take care in the quality of your work. You will be graded on:

q       Completion of four analyses plus a reflection

q       Identifying ad strategies accurately (question “e”)

q       Identifying what ads “sell” beyond a product

q       Reflecting meaningfully on the unit (so far)

 

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