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Rate the motivating power of each ad on a 1 to 10 scale where 1 means NOT AT ALL MOTIVATING, 10 means EXTREMELY MOTIVATING, and 5 means ABOUT AVERAGE FOR THIS TYPE OF PRODUCT ADVERTISING. 1 2 3 4 5 6 7 8 9 10 Ad A Ad B Ad C Ad D Ad E We will be watching five advertisements that promote different brands of pizza. The titles of the five ads and their order of play are shown on this card. After you watch the five ads, divide them into three groups. That is, arrange the ads into those you... 1. Will watch over and over again 2. Might watch several times 3. Never want to watch again Of the ads you say you'll watch several times, which ad would you probably watch most often? Ad A Ad B Ad C Ad D Ad E Let's watch the ad you said you would watch most often again. What people, characters, or things stand out in the ad? What thoughts and feelings is each person or character having during the ad? How do you know that? What does the ad say about the product? Where in the ad do you see, hear, or feel that? v What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that? What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting? What are some impressions that you take away from the ad? Is that impression positive or negative? On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad. achievement and success living an active and full life making smart choices freedom to be one's self self reliance being accepted by others caring for others, particularly the underdog being young at heart and in appearance personal security being a good parent making a better world living a comfortable and contented life Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like the people or characters shown in the ad. Next, let's watch [test ad or benchmark ad if test ad has already been discussed]. What people, characters, or things stand out in the ad? What thoughts and feelings is each person and character having during the ad? How do you know that? What does the ad say about the product? Where in the ad do you see, hear, or feel that? What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that? What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting? What are some impressions that you take away from the ad? Is that impression positive or negative? On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad. achievement and success living an active and full life making smart choices On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad. achievement and success living an active and full life making smart choices freedom to be one's self self reliance being accepted by others caring for others, particularly the underdog being young at heart and in appearance personal security being a good parent making a better world living a comfortable and contented life Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like the people or characters shown in the ad. Now let's look at all five ads one final time. After watching each ad, tell me how strongly you think it will motivate people like you to purchase the product during the next one or two weeks? Why do you rate ad [A/B/C/D/E) so high? Why do you think it will motivate people like you to purchase the product? You rated ad [TEST AD] as a [SCORE] on the ten-point scale. What are some things about the ad that make it [INEFFECTIVE (RATING 1-3)/ABOUT AVERAGE (RATING 4-6)/REASONABLY EFFECTIVE (RATING 7-8)/VERY EFFECTIVE (RATING 9-10)] in motivating ________? 10 Questions to Ask About Your Advertisement 1.Is the advertisement focused on communicating your community’s promise? 2.Does the advertisement make you want to learn more? 3.Do you feel rewarded for having invested the time to read the advertisement? 4.Is the advertisement distinctive so you’ll stop to read it? 5.Does the idea focus on the benefit of your community’s promise? 6.Is the advertising idea meaningful to your target audience? 7.Does the advertisement make you think AND make you feel something? 8.Is there ______ in the advertisement that brings the benefit to life? 9.Does the advertisement visualize the benefit? 10.Does the advertisement include an authentic reason to believe the benefit will be experienced? ? What is the subject of the advertisement? ? What is the occasion of the advertisement? (What is happening in the world at large that influences the use of/need for the person/product/service? BE SPECIFIC.) ? Who is the anticipated audience? BE SPECIFIC. ? What is the purpose of the advertisement? What does the advertiser hope to achieve? Is this clear? ? Who are the imagined consumers/user of the product/service advertised? ? Who is the assumed authority on the product? (That is, who would know the most about it that may be drawn upon from a credibility standpoint?) ? What elements seem to be handled in the same manner as the others you are considering? What elements are handled differently? (Answer this question once, after you’ve looked at all of your ads. It is asking you to consider similarities between each ad. For instance, is the product shown in each ad? Is there a person in each ad? Text? Etc.) 1. What is the general ambience of the advertisement? What mood does it create? How does it do this? 2. What is the design of the advertisement? How are the basic components or elements arranged on the page? 3. What is the relationship between pictorial elements and written material and what does this tell us? 4. What is the use of space in the advertisement? Is there a lot of ‘white space’ or is it full of graphic and written elements? 5. What signs and symbols do we find? What role do they play in the ad's impact? 6. If there are figures (men, women, children, animals) what are they like? What can be said about their facial expressions, poses, actions, hairstyle, age, sex, hair color, ethnicity, education, occupation, relationships (of one to the other)? 7. What does the background/setting tell us? Where is the advertisement taking place and what significance does this background/setting have? 8. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.") 9. What theme or themes do we find in the advertisement? What is it about? (The plot of an advertisement may involve a man and a woman drinking but the thematic idea might be aligned with jealousy, faithlessness, ambition, passion, etc.) 10. What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter/screenwriter: humor, alliteration, definitions of life, comparisons, sexual innuendo, and so on? 11. What typefaces (a.k.a. fonts) are used (if any) and what impressions do they convey? 12. What is the item being advertised and what role does it play in American culture and society? 13. What about aesthetic decisions? If the advertisement is a photograph, what kind of a shot is it? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of color, angle of the shot? 14. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? 1) How would you define advertising? 2) Would you like to work in advertising? 3) Do you prefer advertisements on TV, in newspapers, on the radio, on the Internet or in the street? 4) Do you think advertising is an art? 5) Would you like there to be no ads on TV? 6) What do you think of the ads in other ________? 7) Have you ever placed an ad in the classified section of a newspaper? 8) Do you think advertising is _______? 9) What products depend most on advertising? 10) What do you think of advertisements for language schools? 1) Is advertising a good or bad thing? 2) What factors are essential in making a good advertisement? 3) Do pop-up ads on the Internet bother you? 4) What adverts have you seen or heard that you particularly liked? 5) Do you think you are easily persuaded to ______ things after seeing or hearing an ad? 6) Do you agree with an advertising ban on cigarettes? 7) What regulations should be applied to adverts to protect consumers? 8) What would the world be like without advertising? 9) Have you ever been angry about an advert? 10) Which _______ produce the best ads? |