ritique an existing advertisement for a product or service Your task involves analyzing either a product-oriented or service oriented persuasive ad. In order to accomplish this you must choose an existing advertisement. All ads must be approved by Dr. Erlandson. In terms of specifics, this assignment includes both a written paper and an oral presentation. Structurally, the paper should an introduction followed by a thorough analysis of your ad and why it will be persuasive. The focus of this analysis section is the Theoretical Rationale for the ad you have chosen. Successful ads should use research and theory to inform their choices. Your analysis should include a discussion of the intended audience and how the ad addresses this particular audience. You must explain and justify or critique strategy choices, media choices, goals, etc. with both logic and research. For example, you might explain particular layout choices for your ads website in terms of heuristic processing or might discuss the use of slightly discrepant messages in print ads to slowly move target attitudes anchor points over time (Social Judgment Theory). In other words, I do not want to see you haphazardly critiquing an ad based on your own preferences, ideas, opinions, biases, et cetera (we see enough of that already). Instead, you are working to argue from a theoretical position whether and ad utilizes empirically supported theoretical linkages and mechanisms or whether it fails to do this. Your ultimate goal in this assignment is to demonstrate to me that you can apply theories and concepts in a real-world context and understand how all of these individual ideas work together to ultimately explain how persuasion works. Consistent with that goal, the following criteria will be used as a basis for evaluating y
Critique an existing advertisement for a product or service
Your task involves analyzing either a product-oriented or service oriented persuasive ad. In order to accomplish this you must choose an existing advertisement. All ads must be approved by Dr. Erlandson.
In terms of specifics, this assignment includes both a written paper and an oral presentation. Structurally, the paper should an introduction followed by a thorough analysis of your ad and why it will be persuasive.
The focus of this analysis section is the Theoretical Rationale for the ad you have chosen. Successful ads should use research and theory to inform their choices. Your analysis should include a discussion of the intended audience and how the ad addresses this particular audience. You must explain and justify or critique strategy choices, media choices, goals, etc. with both logic and research. For example, you might explain particular layout choices for your ads website in terms of heuristic processing or might discuss the use of slightly discrepant messages in print ads to slowly move target attitudes anchor points over time (Social Judgment Theory). In other words, I do not want to see you haphazardly critiquing an ad based on your own preferences, ideas, opinions, biases, et cetera (we see enough of that already). Instead, you are working to argue from a theoretical position whether and ad utilizes empirically supported theoretical linkages and mechanisms or whether it fails to do this.
Your ultimate goal in this assignment is to demonstrate to me that you can apply theories and concepts in a real-world context and understand how all of these individual ideas work together to ultimately explain how persuasion works. Consistent with that goal, the following criteria will be used as a basis for evaluating your work:
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