Question Set #3:
3. Your Advertisement (Jim Carrey Super Bowl Commercial 2022)
3.1. What is the ad that you’ve chosen to analyze?
3.1.1. What’s the name of the product, the company that makes it, and the title of the advertisement itself?
3.2. What’s going on in the ad? Summarize the plot/story.
3.2.1. What are the people/characters doing?
3.2.2. Is there a problem that needs to be solved, or is there another underlying issue?
3.2.3. How does the product/good/or service solve the problem of the characters?
4. After watching your chosen advertisement, create a list of all of Fowles’ appeals that appear in your advertisement. If you can’t find at least 3 different appeals, you should consider finding another advertisement to analyze.
4.1. After identifying the appeal, note where in the ad you’ve found it.
4.1.1. Describe, in detail when, where, and how each of the appeals is used in the ad.
4.2. Under each appeal, briefly summarize each of the appeals in your own words (2-4 sentences).
4.3. After summarizing each appeal, find a direct quote from the text that helps to illustrate what that appeal is all about. Make sure to include in-text citations for each quote
4.4. Remember, there are 3 aspects to a good quote, so…
4.4.1. After summarizing each of the appeals and providing a quote about them, write a brief explanation of what that quote means in relation to your explanation of the appeal in your ad.
4.4.2. Remember, to ask yourself:
-What is the appeals purpose in this ad?
-How does the appeal function to convince the viewer that they need the product?
-How is the emotional appeal displayed & used to draw the viewer in to watch the ad & make a connection?
For example, The Need to Feel Safe (page numbers come from Writing & Reading Across the Curriculum textbook).
This appeal deals with people’s own fears of the unknown and of any potential dangers or harm that might befall them. Advertisers using this appeal know that people are fearful by nature and use this to their advantage to sell a product that can provide some sense of security or comfort to them.
According to Fowles “We naturally want to do whatever it takes to stave off threats to our well-being, and to our families. It is the instinct of self-preservation that makes us responsive to the [ad’s appeal]” (551).
Using the Brink’s Home Security commercial: “Wrong Door”
The need to feel safe is evident in the advertisement that highlights the fear a mother and her daughter have while home alone at night when a stranger break in their front door. We often like to think of our homes as a safe sanctuary for us and our families; but what happens when someone violates the sanctity of your home that you worked so hard to achieve? What are you supposed to do in such a frightening situation? This scenario could have played out much differently than in the commercial, had there not been a Brinks Home Security System installed at the property. We live in a world where violence against women and girls is a sad and commonplace occurrence. This mother and daughter could have easily become victims to the violent criminal breaking into their home, possibly loosing much more than property which could always be replaced. Though these people are just actors, their plight, and fears rest at the hearts of every person who fears for the safety and happiness of their families. This safety, security, and peace of mind is easily achievable, if your purchase this particular home security system. The fear in the face of the would-be burglar when the alarm sounds helps to demonstrate for the viewer how effective Brinks Home Security is at keep you and your family safe from danger.
CONCLUSION
Question Set #5
5. How has Fowles effected the way you, and subsequently your reader, view advertisements in general?
5.1. What about the ad you’ve chosen to analyze specifically?
5.2. How have the appeals you’ve found affect a person’s decisions when it comes to buying the product?
5.3. What does the ad or product promise to deliver to the consumer?
5.4. Is this a realistic portrayal or pure fantasy?
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