Research Paper: Content Analysis of Nine Creative Concepts Found in Magazine Advertisements.

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

To analyze advertising in mass media, there are numerous approaches the analyst may take. One technique that can be utilized to analysis the example of Old Spice’s advertising campaign, The Man Your Man Could Smell Like is guided by the teachings of noted semiotician, Roland Barthes. In this theory, one can identify three primary tenets in which meaning is thought to be transmitted by mass media (Barthes & Lavers, 1993). In this theory of analyzation, the three basic ways

Because of this, the route of persuasion used is peripheral. This is apparent in the fact that very little is said about the actual product itself, other than the fact that there is “cheese in the shell”. Instead of spending time trying to captivate an audience with specifics about the item and the restaurant, they make use of classical conditioning and are able to use the commercial to create positive associations with the product with elements such as high quality production, humor, and the use of easily recognizable people and

The ad that my partners and I analyzed is one with interesting components to it. This assignment made me think more about how ads convey the intentions of the creators as well as what one can interpret through studying the ad. My partners and I studied the Ray Bans still ad (pictured below) (Copyranter 1).

Anytime a business makes a commercial, its main goal is to get whatever product they are showcasing to sell. Several methods are used to attract the audience that is being targeted to purchase a product. You can explain the word advertising as a promotional strategy that is design to encourage purchase and re-purchase through brand loyalty. For this paper I am going to analyze a famous advertising campaign by Old Spice. Old Spice is a well-known company that develops men’s hygienic products such as body washes and deodorants. The company has an advertising campaign for their line of men’s body wash. The TV and Internet advertising campaign are very appealing and humorous. These advertise are designed to get the products noticed in marketplace.

Advertising is a partnership between creative and media strategies. Each play a very important role in creating an advertisement, that it is almost impossible to draw a line between the two. Alasdair Reid (1994) asserts that as early as in the 1990s creative and media strategies were still very much inseparable due to the fact that advertising “used to be a very simple business” (1994, p. 15) – producing an ad was more focused on creation of the content, rather than the placement. These days, however, with new media spawning, separating media and creative

* Giving Value to a product after we understand our consumers’ needs and motivation for purchase can increase positive interaction with our market.

For an Ad campaign to be successful there is always a clear message and a well thought out consumer insight that intersects between the interests of the consumer and features of the brand. The main intention of the consumer insight is to connect with the target audience on a deeper more personal level and to achieve this as an advertiser you must understand their underlying mindsets, motivations, desires & aspirations. For consumer insight to compliment the campaign it needs to work in synergy with the media chosen to appeal to the particular target audience. This paper will assess three successful campaigns where the brand has affectively reached its audience through consumer insight and its use of media to deliver the one succinct message.

There is also the ‘product image ad’, where the product is given special qualities by means of a symbolic relationship, the product becomes embedded or situated. In ‘personalised ads’ people are explicitly and directly interpreted in their relationship to the world of the product, and ‘lifestyle ads’ have more balanced relationships, that are established between the elemental codes of person, product and setting. These classifications are similar in nature; both Dyer and Leiss depict a system of classifying advertisements that can include ads from both the past and present. These systems of classification depict how different elements of advertising can be used to construct meaning in ads. There are also other ways of classifying ads; one of those ways is through the themes that are shown.

Television commercials or print ads are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised. Creative personnel in agencies defend the use of these ads by noting that they are novel and provide a way to break through the high level of clutter on television and in magazines. Evaluate the pros and cons of this argument. Find an example of a television commercial or print ad that takes an unusual creative approach and discuss whether you feel it is effective or ineffective.

This essay is a critical analysis which supports the thesis that advertising requires creativity and should be regarded as an entertainment and art form. An in-depth look will be given into the various different persuasive and promotional functions of advertising, different perspectives of leading figures in the advertising industry, changing patterns in consumer behavior, the impact of digital technologies on media consumptions, advertising saturation and creativity as a gendered construct.

Journal of Advertising, vol. 37, no. 2 (Summer 2008), pp. 99–117. © 2008 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2008 $9.50 + 0.00. DOI 10.2753/JOA0091-3367370208

3. Media Decisions: After finishing the creation of the message we must decide what reach and frequency are needed to achieve advertising objectives. We decided to expose our advert in magazines but also outdoor on billboards. The advantage of using magazines is that they have high geographic and demographic selectivity, they are long life and they have good pass-along readership. As for the billboards they have high exposure are easily noticed and the cost is low.

To elaborate his point the author added the analysis by Cronic in 2000.who argued about the imagination of audience and their relationship and said that they cannot be discovered. Moreover he discussed the post modern and cultural critiques of advertising which were based on the modes of consumption. Then he put studies by Matterlart in 1991 and Kenway and Bullen in 2001 which emphasized on the domination of public space and consumption of advertising where as Jameson in 1991 and Baudrilland in 1988 argued about post-modern ways of criticizing advertising. They said that there is a lack of distinction between the real and imaginary world. The main crux of their studies was that advertising creates hyper reality.

Advertising is one of the most important elements that come under the umbrella of marketing management (Bass et al. 2005). It has the tendency to target the audience in an efficient manner. The main perspective of this assignment is related to media analysis, in which five different commercial advertisements are likely to select, and then analyse them completely from different angles (Gretzel et al. 2000). The researcher will collect the advertisement of the top notch companies in order to get its data with complete efficacy and ease. The assignment is divided into three main sections which are introduction, analysis & discussion and conclusion. All the pertinent headings will be discussed under the heading of Analysis &