AD IT UP An example

Author –Who created this message? –Include the product being sold as well as the company in charge (sometimes these are different What not to do: Fruit, Dole This is better: This ad is selling fruit bowls and the company in charge is Dole.

Directed Toward –Who is the audience for the ad? –How do you know this? OR What makes you think this? What not to do: Parents Or Parents are the audience.

Directed Toward This is better: This ad is directed mainly towards parents. I think this because they are the ones that buy these cups, usually for their children. Also, it talks about 100% fruit juice and most kids wouldn’t care about what their fruit is sitting in. Also, most kids wouldn’t even think about buying fruit.

Ideas –What ideas and emotions does this ad connect to the product? –How do you feel when you look at it? Why do you feel that? What not to do: Happy and hungry Or I feel happy and hungry when I look at this ad.

Ideas This is better: When I look at this ad I feel hungry because the fruit on the right looks delicious with the juice splashing out of the cup. I also feel troubled and upset because I didn’t realize all the junk the “other cups” were using in their fruit cups. The slogan, “Wouldn’t you rather have your fruit in 100% fruit juice?” made me take notice of all the bad stuff in other cups.

Techniques –What techniques are used to attract your attention and/or “sell” this product? Think about the persuasive techniques we just discussed (bandwagon, negative appeal, gimmicks, etc) –Be sure to explain how this technique is demonstrated in the ad –Include whether or not you think it is effective in selling this product

Techniques What not to do: Product comparison and physical attraction Or This ad uses product comparison and physical attaction

Technique This is better: This ad uses product comparison to sell their fruit cups. They show how tasty and healthy the Dole cup is by showing the 100% fruit juice splashing out of the cup. The “other cups” looks more syrupy and less appetizing. The slogan “Wouldn’t you rather have your fruit in 100% fruit juice?” also shows the difference between the two cups.

Technique Continued Another technique this ad uses is physical attraction. They make the Dole fruit look appetizing, again by using the splashing fruit juice. The Dole fruit even looks tastier because you can see the fruit more clearly because it doesn’t have the sticky syrup on it. Also, the Dole label is inviting and appealing because of the sunburst in the middle of the O.

Unsaid –What is NOT said in this ad? Why might this info be important? –What might the company in charge be implying? How do you know this? What not to do: Price, nutrition info/sugar content Or This ad doesn’t show the price or nutrition info.

Unsaid This is better: What is left unsaid in this ad is the price. Maybe because they use 100% fruit juice it is a lot more expensive than the “other brand.” Also, the ad does not include the nutrition information. The fruit juice could contain more natural sugars which might cause it to have a higher calorie count.

Production –Is this ad successful? Do you think people would buy it? Why or why not? (Keep target audience in mind) –Changes What might you change to improve the ad and why? OR Why would you keep it the same? What not to do: Yes, no changes Or I think the ad is successful and people would buy the product. I wouldn’t change anything.

Production This is better: I think the ad was successful. The product comparison really helped me see how gross the other product is. I think parents, who are concerned about their child’s health, would buy this product. I would not change anything about this ad. I think the fruit splashing is very effective in selling Dole and the use of the pitcher vs. the syrup dispenser was effective in not only grabbing my attention but also in driving home the point that the “other cups” are very unhealthy.