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CHAPTER 11 ASSIGNMENTS:
***please number answers to questions – thank you!
Examine the Print Ads on the following pages and answer the questions:
A. Verbal Messages: Figure 11-3; question 2; page 250
**figure 11-3 is on page 249**
QUESTION 2 – (1 PAGE)
2. The two Harley Davidson ads shown in Figure 11-3 were created by Todd Tilford, who is quoted at the beginning of this chapter. Look at the way in which the copy creates an impression about the type of person who would buy a Harley Davidson motorcycle. Study both ads and give your analysis of how these ads work. Include the following:
a. The verbal message, including how the ad copy works to set a tone and persuade the viewer.
b. The visual message, including how the photograph presents an image geared to impact upon the viewer.
c. How the visual and verbal messages work together
END OF ASSIGNMENT A
B. Verbal Messages: Figure 11-4; question 3; page 251
**figure 11-4 is on page 250**
QUESTION 3 – (1 PAGE)
3. Look at the ad for Time Magazine in Figure 11-4 and then answer the following:
a. How does the dialogue in the ad give the reader a sense of what is at issue in date rape?
b. Why do you think this ad received awards?
c. Assumme that you run an advertising agency. What might be an alternative way to present an issue on date rape for Time?
END OF ASSIGNMENT B
C. Visual Messages: Questions 1-3; page 252. For the photo of the ad discussed you can visit the Benetton Web Site, at:
Once here, click Enter or Press up in left corner, then click photo gallery, then click Institutional Campaigns (Campaigns) for ad campaigns to 1999.
QUESTIONS 1 – 3 – (2 PAGES)
Eighty-four percent of Germans surveyed found the Benetton ads “distatesful,” and there is some concern that the ads touch on a raw nerve because of Germany”s involvement in the two world wars, with Jews in WWII concentration camps getting numbers tattooed on their arms. One German shop owner said, “No more Benetton, because we condemn the scadalous advertising using misery, war, sickness, and death” (as noted by Nathaniel C. Nash of the The New York Times).
1. (Group 1): Give an argument in support of using such ads as Benetton”s that show poverty, disease, death, and destruction.
2. (Group 2): Give an argument in opposition to such ads.
3. (Group 3): What exactly is the role of advertising? Is advertising only to sell a product, or does it serve some other (maybe even very different) functions in our society?
END OF ASSIGNMENT C
D. Political/Social Issues in ads: Examine Figures 11-10, 11-11, and 11-12; questions 1-4; page 265
**figures 11-10, 11-11, and 11-12 is on page 266 & 267**
QUESTIONS 1 – 4 – (4 PAGES)
Look at the collection of ads that raise political and social issues (see Figures 11-10, 11-11, and 11-12) and then answer the following:
1. Which ad is most powerful (or persuasive)? It doesn”t matter if you agree with the political message-your task is to analyze effectiveness. Give reasons for your choice.
2. Which ad do you think would most infuriate an opponent of the political or social message being conveyed? Give reasons for your choice.
3. Select one of the ads and discuss the visual message, the verbal message, and how the two work together.
4. Pick a political or social issue that you care deeply about. Assume you are creating an ad for your side of the issue and your audience is radio listeners (so you do not need to do any visuals). Write (or create) an ad that would present your position and motivate a listen to act.
***p/s WRITE an ad that……..and motivate a listen to act.****
END OF ASSIGNMENT D
E. Visual Messages: Figure 11-6; question 2 a-d page 254
**figure 11-6 is on page 255)
QUESTION 2 a-d (2 pages)
2. Study the American Cancer Society ads in Figure 11-6. For each one:
a. Consider the visual message and its effectiveness.
b. Consider the verbal message and its effectiveness.
c. Comment on the overall effect and persuasiveness of the ad.
d. After you do a study of each individual ad, comment on how the series of ads work together.
END OF ASSIGNMENT E.
F. Answer question 1, 2, 3, OR 4 on pages 268-269.
QUESTIONS 1,2,3 OR 4 – (2 PAGES)
Work for 15 minutes in groups, and each group can share their key ideas or recommendations to the class as a whole.
PLEASE: SHARE YOUR KEY IDEAS OR RECOMMENDATIONS:
1. (Group 1): Given the problems with alcohol and cigarettes (in terms of health risks and societal problems), should we, as a society, allow them to be advertised?
2. (Group 2): Is it wrong of a company to misrepresent a product”s effetiveness? Where should the line be drawn between truth and misrepresentation? Set out your criteria.
3. (Group 3): What should be the limits, if any, to advertising aimed at children? Be specific and justify your position.
4. (Group 4): Are there any limits to what could be shown in ads (for example, in terms of sexuality, violence, or socially unacceptable behavior)? Clarify what you think those limits should be.
END OF ASSIGNMENT F
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