CGD 218 Week 4 DQ 2 Advertising
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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?