Television/Internet Commercial: This is a fun and interesting assignment that addresses personal evaluation and analysis of a television commercial. For your written analysis you will watch a presentation from Carol Perruso our Consumer Affairs Librarian. During the presentation she will teach you how to navigate the library’s website and show you how to find ispot.tv/browse, where you will find a variety of commercials to choose among. You will also use the libraries resources on the Consumer Affairs Research Guide to support the analysis of your commercial. You can use some of the following questions to write your analysis. Write a minimum of 750 words for this assignment. You must provide a link to your commercial in the comments section when uploading your paper to Beachboard Dropbox. This paper needs to be written using the 7th edition of APA format with a title page and reference page with the reference of the video you watched, the book (as you are connecting terms), and a source from the library. This is a formal paper, which includes an introduction (with the purpose of the paper), body, and conclusion. Keep your originality score at 15% or lower.
Television/Internet Commercial: This is a fun and interesting assignment that addresses personal evaluation and analysis of a
television commercial or print advertisement. For your written analysis due, use some of the following questions to write your
analysis. Write a minimum of 750 words for this assignment. You must provide a link to your commercial when you post to
dropbox. Paper must be written in APA format.
• 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.