Ad+Group+9


 * Back to Analyze Advertisements page **


 * Initials of students in the group: OJ2, VL, KD **


 * Background Information: Language of Persuasion summary (see Language of Persuasion for full text) **
 * 1) **Association**: links a product, service, or idea with something already liked or desired by the target audience
 * 2) **Bandwagon**: everyone is using the product
 * 3) **Beautiful people**: good-looking, beautiful people use the product
 * 4) **Bribery**: buy something to get something else, like a discount
 * 5) **Celebrities**: famous people testimonials
 * 6) **Experts**: scientists, doctors, engineers, etc
 * 7) **Explicit claims**: tell exactly the price, ingredients, etc - and often compared to similar products
 * 8) **Fear**: if you buy the product a bad situation will not happen (bad breathe, car accident, etc.)
 * 9) **Humor**: humor attracts attention, makes us feel good and feel good about the product.
 * 10) **Intensity**: many superlatives (greatest, best, etc)
 * 11) **Plain folks**: A type of testimonial but with "regular person" just like you using the product
 * 12) **Repetition**: words and sound repeated to become more familiar to viewers
 * 13) **Warm & fuzzy**: sentimental images especially of families, kids and animals.


 * Assignment **
 * **View 5 of the Super Bowl 2014 advertisements. (see links on Huffington Post)**
 * **Select one to study in more detail. Provide the URL of the ad. (Each group will do a different ad.)**
 * **Then answer the questions below about the message in the advertisement on the assigned wiki page**

Who created the message?
 * Bud Light created the message.

Why is this message being sent? What is your evidence?


 * The message is that if you have their product, you can have as much fun as the people in the commercial. The evidence is that the guy who was randomly picked had fun with the celebrities featured in the commercial.

What is the target audience? What is your evidence?
 * The target audience were those over 21 and those who enjoy Bud Light.

How might different people (of different age groups, religious groups, nationalities, etc.) understand this message differently? What is your evidence?
 * Younger people might not understand what happens to the guy, that this is an ad for alcohol, and who the people are that are featured. Also, people against drinking and alcohol might frown on the message that drinking alcohol leads to all these good things.

Which language of persuasion is used in the ad? Provide evidence from the ad. Would you buy the product? Why or why not?
 * The type of persuasion which this ad used is using celebrities such as Arnold Schwarzenegger, Don Cheadle, and Alpaca called Lilly.
 * I would not buy the product because the ad says nothing about the quality of the product nor anything about the taste. All it shows is that it will let you do things that normally you couldn't do, such as meet celebrities.

What creative techniques are used to attract attention of the target audience? (see bullet list below)
 * logo (when and where?) Beginning, in the lower right.
 * lighting? (bright? dark?) Dark
 * camera angles- from up top and/or level with the people
 * distance of shot (close-up, medium, long shot) medium- zooms in on people it's focusing on and a close-up on the beer.
 * number of shots- N/A
 * sound track- One Republic
 * special effects- scrolling text, lens flare
 * characters (people and/or animals or animated product) Arnold Schwarzenegger, Don Cheadle, and Alpaca/llama called Lilly.
 * celebrities (Why is this celebrity selling or demonstrating or using the product? Do you think they really use it?) Arnold Schwarzenegger, Don Cheadle- they probably are only in the commercial for show.
 * costumes- none
 * setting: a concert and a party
 * other? alpaca/llama?