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Advertising
The textbook explains that, although counterintuitive, advertising should
not focus on the product or service being sold, but should rather focus on
the needs and desires of its target market. It quotes Michael Newman
(2003) stating:
“Don’t tell me about your manure, tell me about my flowers”
View the advertisements, below. Then, select three and explain if and
how you see the above concept in action. Describe what product or
service each of the three ads is trying to sell (e.g., manure). Then,
explain what you think each ad is actually selling (e.g., a beautiful
flower garden). Finally, describe whether you can think of any ethical
concerns related to this approach of communication.
Nike: My better is
better (http://www.youtube.com/watch?v=rHHMaiNyztk) Obama:
“Hope” (Political Campaign
Poster) (http://en.wikipedia.org/wiki/File:Barack_Ob) “We Can Do It!”
(Propaganda Poster) (http://en.wikipedia.org/wiki/File:We_Can_Do_It!)
Old Spice: The Man Your Man Could Smell
Like (http://www.youtube.com/watch?v=owGykVbfgUE) 1984 Apple's
Macintosh
Commercial (http://www.youtube.com/watch?v=OYecfV3ubP8)
Volkswagen: “Think Small” (Print
Ad) (http://en.wikipedia.org/wiki/File:Think_Small.jpg)
Guided Response: Respond to at least two of your peers. How did your
interpretation of the advertisements differ from theirs? How was it
similar? Finally, looking at the possible differences in interpretation,
what does this tell you about communicating a message in advertising?
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