BUS 117 Fall 2018 Assignment 2 Due Date November 29, 2018

BUS117fall2018assignment2duedatenovember292018thisa

Choose one advertisement from this year’s Super Bowl. Watch the commercial several times and analyze it based on the following criteria:

1. Planning and Development. (4 points) Identify the elements of creativity used in the ad and determine the major selling idea.

2. Implementation and Evaluation. (4 points) Describe the appeal used and assess whether it aligns with the major selling idea. Discuss the execution technique and whether it matches the appeal.

3. Overall Thoughts. (2 points) Consider if you would have changed anything to strengthen the ad’s overall message. Reflect on whether spending $5 million on this ad is justified or if other advertising methods would have been more effective.

Write a 2-3 page, double-spaced, 12-point Times New Roman paper that thoroughly explains your reasoning and thought process for each of these questions.

Paper For Above instruction

The Super Bowl stands as one of the most significant advertising events, where companies invest millions to capture consumer attention through memorable commercials. This analysis focuses on an advertisement from this year's Super Bowl, examining its creative elements, appeal and execution, and evaluating its overall effectiveness and value.

1. Planning and Development

The selected commercial employs a distinct combination of humor and emotional appeal to engage viewers. The element of humor is evident through clever visual gags and witty dialogue, designed to evoke laughter and create a memorable impression. Additionally, the advertisement integrates emotional storytelling, often highlighting themes of family, friendship, or societal values, aiming to forge an emotional connection with the audience.

The major selling idea centers around the brand’s commitment to quality and innovation, positioning its product or service as essential for enhancing life or solving a common problem. For instance, if the ad features a new technological gadget, the primary message might emphasize how this device simplifies daily routines and improves lifestyle, thereby reinforcing brand superiority.

2. Implementation and Evaluation

The primary appeal used in this advertisement is emotional, targeting feelings such as happiness, nostalgia, or pride. This approach aligns well with the major selling idea by fostering a positive association with the brand, encouraging consumers to envision the benefits or emotional fulfillment associated with the product.

The execution technique includes a mix of cinematic visuals, compelling narrative, and a memorable jingle or tagline. The visuals are bright, engaging, and dynamic, capturing viewers’ attention quickly. The narrative flows logically, reinforcing the appeal and selling idea through relatable scenarios or aspirational imagery. The use of humor or emotional cues enhances memorability and creates a lasting impression, which is critical during the high-competition environment of the Super Bowl.

3. Overall Thoughts

In considering improvements, I would suggest integrating a clearer call to action, perhaps through a memorable slogan or a direct prompt for viewers to visit a website or purchase the product. While the ad’s emotional and humorous elements are effective, providing a tangible next step could enhance overall effectiveness.

Regarding the substantial investment, the $5 million spent on a 30-second commercial can be justified if the ad successfully boosts brand recognition and sales. Given the Super Bowl’s massive viewership and cultural significance, a well-crafted ad can generate extensive coverage and social media buzz, amplifying its reach well beyond the game itself. However, if the ad lacks creativity or fails to resonate emotionally, other advertising mediums such as targeted digital marketing or sponsorships could potentially offer better ROI, especially for specific audiences.

In conclusion, this Super Bowl ad’s creativity and emotional appeal align to reinforce its main message. Its execution effectively captures attention and fosters positive brand associations. With minor adjustments, its impact could be strengthened, and its investment justified by the vast audience reach and potential to influence consumer behavior.

References

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