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Members:

Maluenda, Eliza Mae

Beker, Dazzle Jean

Parpan, Ma. Ella

Durano, Dahna

Calub, Angela

Pondong, Gie

Definition of an Advertisement:

An advertisement is a form of communication used by businesses,

organizations, or individuals to promote or sell a product, service, idea, or
cause. It is typically a paid, public message designed to inform, persuade, or
remind the audience about something they might need or want.
Advertisements are created through various media, such as print, television,
radio, digital platforms, or outdoor spaces.

Description of an Advertisement:

An advertisement can take many forms, but all share the core objective of
influencing potential customers or audiences. Here are some common
elements and characteristics of an advertisement:

1. Medium: Advertisements can be delivered through diverse platforms such

as:

• Traditional Media: TV commercials, radio spots, print ads in newspapers or

magazines, billboards, etc.

• Digital Media: Social media ads, banner ads on websites, online video ads,
email campaigns, etc.

• Out-of-Home Media: Billboards, transit ads, digital screens, etc.

2. Visual and Audio Components:

• Images, Colors, and Layout: Visual design plays a key role in making an ad
engaging and memorable. Colors, typography, images, and overall layout are
carefully chosen to catch the audience’s attention.

• Audio: Music, jingles, and voiceovers are often used in ads to enhance the
emotional appeal and message delivery.

3. Message:

• Content: The core message is what the advertisement is trying to

communicate, such as promoting a product, service, or idea. This message is
typically crafted to appeal to the target audience’s needs, desires, or
emotions.

• Slogan or Catchphrase: Many ads use memorable lines or slogans that

encapsulate the brand’s message or identity.

4. Target Audience: Advertisements are tailored to specific groups of people

based on factors like age, gender, interests, and socioeconomic status. The
language, visuals, and tone of the ad are designed to resonate with this
audience.

5. Call to Action (CTA): Most advertisements include a call to action, which

directs the audience on what to do next (e.g., “Buy now,” “Visit our website,”
“Sign up today”). It motivates immediate action or behavior from the viewer.

6. Persuasive Techniques: Advertisements often use various strategies to

influence the audience:

• Emotional Appeal: Ads evoke feelings like happiness, fear, excitement, or

nostalgia to create a connection.

• Logical Appeal: Providing factual information or statistics to persuade the

audience based on logic.

• Credibility: Using expert opinions, testimonials, or celebrity endorsements

to build trust.
• Scarcity and Urgency: Creating a sense of limited availability (e.g.,
“Limited-time offer”) to encourage quick decision-making.

7. Branding: Advertisements also aim to build brand identity, making a

product or service recognizable and creating an association with specific
values, quality, or emotions. Logos, brand colors, and distinctive fonts are
often used to reinforce this.

Purpose of an Advertisement:

The main goals of advertising are to:

• Increase Awareness: Introduce a new product or service, or remind people

about an existing one.

• Create Desire: Make the audience want to buy or engage with a product or
service.

• Encourage Action: Motivate the audience to take immediate steps, such as

purchasing or signing up.

• Build Brand Loyalty: Foster long-term relationships with customers and

create brand recognition and trust.

When analyzing an advertisement, there are several key guidelines to follow

to assess its effectiveness, message, and appeal. Here’s a structured
approach:

1. Identify the Target Audience:

• Who is the ad meant for? Age, gender, income level, geographic location,
interests, etc.

• Does the advertisement cater to a specific demographic, lifestyle, or social

group?

2. Understand the Purpose and Message:

• What is the main goal of the ad? (e.g., to inform, persuade, entertain)
• What is the primary message being conveyed? Is it clear and easy to
understand?

3. Examine the Visuals and Design:

• Colors: How do the colors impact the mood or feelings associated with the
ad?

• Layout: Is the ad visually appealing and organized? Does it draw attention

to key elements (e.g., brand logo, product)?

• Imagery: What images or symbols are used, and how do they relate to the
product or service?

4. Assess the Language and Tone:

• What type of language is used? Is it formal, casual, emotional, or

humorous?

• Is the tone appropriate for the target audience and purpose?

• Are there slogans or catchphrases? How memorable or impactful are they?

5. Evaluate the Product or Service Representation:

• Is the product or service shown in a positive light?

• Are the features and benefits of the product clearly communicated?

• Does the ad suggest how the product or service solves a problem or fulfills
a need?

6. Consider the Use of Persuasive Techniques:

Does the ad show customer testimonials or social validation (e.g., ratings,

reviews)?

• Scarcity or Urgency: Does the ad create a sense of urgency or scarcity

(e.g., “limited-time offer”)?
7. Look at the Call to Action (CTA):

• Is there a clear and strong call to action? (e.g., “Buy now”, “Visit our
website”, “Sign up today”)

• Is the CTA compelling and easy to act on?

8. Analyze the Media and Platform:

• Where is the ad displayed (e.g., TV, social media, billboards)? Is the format
suited to the medium?

• Is the ad optimized for the platform? For instance, is it short and engaging
enough for social media?

9. Assess the Ethical Considerations:

• Does the ad respect diversity and inclusivity?

• Are there any ethical issues or controversial tactics used (e.g., stereotypes,
false claims)?

• Does the ad promote any harmful or negative behaviors?

10. Evaluate the Overall Effectiveness:

• Does the ad achieve its goals (whether it’s awareness, action, or

engagement)?

• Is it memorable or likely to drive consumer behavior?

• What impression does the ad leave on the audience?

• Emotional Appeal:

Here are a few examples of different types of advertisements across various

media:

1. Television Commercial

Example: Coca-Cola’s “Share a Coke” Campaign

• Description: In this ad, Coca-Cola replaced its iconic logo with popular
names and terms like “Friend,” “Family,” and “Share a Coke.” The
commercial featured people sharing a Coke bottle with friends and family,
emphasizing the idea of connection and togetherness.

• Target Audience: All ages, with a focus on young adults.

• Goal: To promote the idea of personal connection through the sharing of

Coke and to make the product more relatable and personal.

2. Social Media Ad

Example: Nike’s “Just Do It” Campaign on Instagram

• Description: Nike frequently uses athletes and influencers in short,

impactful videos or images posted to platforms like Instagram. These ads
often showcase athletes pushing their limits or using Nike products,
accompanied by the iconic “Just Do It” slogan.

• Target Audience: Sports enthusiasts, fitness-minded individuals, and young

adults.

• Goal: To inspire and motivate the audience to take action, while reinforcing
the brand’s association with athleticism and determination.

3. Print Ad

Example: Apple’s iPhone Print Advertisement

• Description: A full-page magazine ad showing a sleek image of the latest

iPhone model, often with minimal text, highlighting key features like camera
quality, screen size, or innovative technology. The ad usually emphasizes the
premium design and functionality of the product.

• Target Audience: Tech-savvy individuals, professionals, and Apple brand

loyalists.

• Goal: To showcase the high-end design and innovative features of the

iPhone, enticing potential customers to purchase the product.

4. Billboard Ad
Example: McDonald’s “I’m Lovin’ It” Billboard

• Description: McDonald’s often uses simple, visually appealing billboards

that showcase popular menu items like the Big Mac or McCafe drinks. The
slogans like “I’m Lovin’ It” are designed to resonate with a broad audience,
featuring images of delicious food and bright colors.

• Target Audience: A broad demographic, including families, young adults,

and people on the go.

• Goal: To create instant recognition of the brand and prompt consumers to

stop by for a meal or snack, especially when they’re on the road or in high-
traffic areas.

5. YouTube Ad (Video Ad)

Example: Old Spice’s “The Man Your Man Could Smell Like”

• Description: This humorous and quirky commercial features a confident,

over-the-top male spokesperson addressing the camera and delivering
absurdly exaggerated statements about how Old Spice can make a man
more desirable. The ad is fast-paced, engaging, and memorable.

• Target Audience: Primarily men, but also women buying for men (e.g., for
gifts or partners).

• Goal: To create a fun, memorable, and unique ad that positions Old Spice
as a brand for strong, confident men, driving interest in their body wash
products.

6. Email Marketing Ad

Example: Amazon Prime Day Email

• Description: Amazon sends personalized email ads to its subscribers

promoting special deals during Prime Day. These emails often include images
of discounted products, countdown timers, and the call-to-action “Shop Now”
with links to exclusive sales.

• Target Audience: Amazon Prime members, especially those who are regular
online shoppers.
• Goal: To drive immediate sales by creating urgency and offering exclusive
deals to subscribers.

7. Radio Ad

Example: Geico’s “15 Minutes Could Save You 15% or More”

• Description: A catchy, repetitive jingle that promotes Geico’s insurance

savings, often with a humorous or memorable dialogue. These ads play
frequently on popular radio stations.

• Target Audience: Car owners, individuals seeking affordable insurance.

• Goal: To create brand awareness and convey the ease and savings of
switching to Geico.

8. Influencer Marketing

Example: Glossier’s Influencer-Driven Instagram Posts

• Description: Glossier uses beauty influencers and content creators to

promote their skincare and beauty products on Instagram. Influencers share
their personal experiences with the products, often featuring before-and-
after results and giving genuine reviews.

• Target Audience: Primarily young women interested in beauty and skincare.

• Goal: To build trust and engagement through personal recommendations,

leveraging influencers’ credibility to drive product sales.

Each of these ads serves to showcase the product or service while aiming to
persuade, inform, or remind the audience in a way that resonates with them
on an emotional or practical level.