Pre-superbowl - Ads that Appeal to Our Emotions
•Association – products with popular ideas/symbols; ads try to convince you that purchasing the prod. will associate you with the same ideas or status
–Certain perfume will make women feel beautiful
•Bandwagon – promotes the idea that everyone is using the product
•Celebrity – involves a celebrity to sell the product
•Claims of authority – convince consumers by having an authority figure (doctor) promote the product; doctor recommended
•Seeing is believing – infomercials
Carefully examine advertisements (3) that appeal to your emotions. (you may pick one that is targeted at adults). YOU MUST TURN IN THE ADVERTISEMENTS—make sure you can rip them out of the magazine.
Answer EACH of the following questions that pertain to your advertisements. These cannot be as simple as “No” and “Yes”. You need to explain your answers.
- What type of advertising tactic is being used – should be one from the list above
- What does the environment look like or how does it make view of the ad feel?
- In what way is the advertisement appealing?
- What makes the people in the ad attractive?
- Examine their clothing and facial expressions. Do the men appear to be macho? Are the women made to look sexy? Describe/explain details that you see in the ad.
- Is there an implication of fun or rebelliousness within the group? How do the people in the ad appear to be relating to each other?
- Does the ad imply that the product will produce a good time or romance?
- Is there any suggestion (beyond any required warnings) that it is risky to use this product?
General questions – these do not pertain to a particular ad
- Do you believe advertisements manipulate teenagers? If yes, how do you feel about being the targets of manipulation? Explain your answers.
- What specific characteristics common among teens are exploited by advertisers? (e.g., the desire for independence, the desire to be different – especially from adults)
- To what extent do you see alcohol abuse an issue among teens because of exploited ads geared towards teenagers and young adults (flavored vodkas)?
- Please comment on the tension between the First Amendment right to free speech and the need for society to protect vulnerable citizens from being manipulated.
- Is it appropriate that banners advertising alcoholic beverages be in the background of televised sports games/events? Would it be appropriate for the government to ban such sponsorships or to limit the ways in which sponsors display their products and logos? Explain your answers.