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assessment_one_guide_line - AMB220 Advertising Theory and...

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AMB220 Advertising Theory and Practice Assignment 1: Advertising Analysis Output: Strategic Review Report via Blackboard Submission To deconstruct an ad means to take it apart, analyse, or break down the ad into its component parts to understand how and why it was created. Consider the ad executions presented in this brief, analysing the strategy and tactics illustrated in this campaign. DO NOT choose other advertising examples. You may wish, though, to search and review the brand website for additional background. BACKGROUND (NOT OUTLINE ) TO THE PROCESS OF AD DECONSTRUCTION Advertising creative is composed of several elements. In reviewing advertising creative executions, consider things like A. The Message of the Ad Background : Where and when does the advertisement appear? What is the size of the print ad or the length of the TV or radio commercial? What product or service is the ad selling? Target Audience : For whom is this advertisement intended? What is the age, sex, social class, values and life-styles of the intended audience? What details suggest this particular audience? Hook and Story : How does the ad get our attention? What is happening in the ad -- many ads tell stories. What "problems" will the product solve? What are the advertisers trying to get you to believe? Summarize the story briefly. The developmental techniques of the story will be addressed in other sections. Primary Informational Message : Some advertisements provide you with knowledge about a given product, but many ads say nothing about the actual product. What actual knowledge/facts, or lack of, have been provided in the ad? For example, car advertisements focus on mileage, acceleration, comfort and style. Secondary Messages (techniques of structure) : These are the messages that are designed to "seduce" the potential consumer. The may take the form of appeals to emotion, associations, or fear tactics. They may appeal to the needs and desires of
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individuals such as: guilt, security, sensuousness, social interaction, self- improvement, community, cleanliness, get up and do, desire to own, status, power, the need to help others. What are the associations the ad makes with the product.
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