You will produce a written report (1500-word count), prepare a PowerPoint of your analysis. Your paper must have a Turnitin score that is =15%, your paper will earn a zero. Television/Internet Commercial/Ad Analysis Instructions: The purpose of this assignment is to evaluate your ability to apply, analyze, and synthesize the information in this course to new pieces of information. Selected a television, Internet, or commercial ad and critically analyze it using the information you have learned from this course. You will produce a written report (1500-word count), prepare a PowerPoint of your analysis. It is related to the following course objectives: Analyze consumer behavior involved in the selection, purchase, use, and choice of products or services. Explain sound consumer decision-making in the current economic environment. Explain defensive tactics that consumers can take in response to ethical and social responsibility violations in advertising and promotion. Evaluate how personality, lifestyle, and attitude impact buyer behavior and influence marketing practices. Write clearly and concisely about consumer dynamics in the marketplace and apply related information and personal experiences to course concepts. Write effectively about exploitation and other issues that take place in the marketplace with respect to the legal and regulatory environment, both nationally and internationally. Compare and contrast – both orally and in writing – evolving concepts related to consumer behavior in the global environment, such as social class, ethnic/racial subcultures, exploitation, age, culture, cultural symbols, values, emerging and changing consumer cultures in transitional economies, and branding Below is more information specifically related to the assignment. The following questions will guide your analysis: What is the commercial about? Are the characters credible? Who are they and what is it about the characters that make them credible (or not)? For example, if one of the characters in a commercial is wearing glasses, does that make the character seem more intelligent? Is the character hip or square? Why do you think these elements were introduced? Who is the target market? Where would this commercial or advertisement be shown or placed (on what television channels or in what magazines)? What persuasive techniques are used? Do they work for you? What learning or memory techniques are used? Do they work for you? What is the expected consumer behavior? In other words, how are consumer expected to react? What decision making is desired (cognitive, habitual, and/or affective)? What cultural influences are anticipated? These might include cultural values, reality engineering, cultural stories, sacred or profane consumption, and/or global cultures. How is consumer and social well-being affected? This might include satisfaction, addictive consumption, or consumed consumers (the “dark side” of consumption). What perception-related elements take place? Visual, sound, touch, etc. What stages of perception take place? What components of “self” occur? This includes fantasy, self-concept, symbolic interaction, personality, brand identification, body image, etc. Are attitudes involved? How are they expressed? What components of consumer identify are expressed? This includes gender identify, ethnic and racial subculture, religious subculture, and age. What components of social class are expressed? This includes income, class, status and social capital, and lifestyle identify. What other components are expressed? This might include word-of-mouth communication, opinion leadership, innovation adoption, exclusivity, etc. What other observations can you include? What have others said about this commercial? Does it work for you? For others? Why or why not? What might you do differently if you were the director or marketing consultant for the product? You can conclude by asking fellow students in the class for additional observations, comments, or questions.
