Assignment # 3 – Advertisement Analysis Below, find your Advertisement Category based on the first letter in your last name (My last name is Winter, so I would be in category 3). Then, find an advertisement that falls into the description in that category, and analyze the ad from a psychological point of view. If you can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as best you can. Again, copy and paste your responses into the blackboard dropbox folder. You can keep it in the questionnaire format below (which is actually my preference) or write it out in paragraph format. Just make sure to give a thorough response! Categories: Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about this in terms of human hierarchy of needs (biological, safety and security, belonging and love, self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these needs from an intro psych course covering Maslow. Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based on the premise that you should buy or do something because many others do so (social suggestion) or some well-known person makes a recommendation (prestige suggestion). Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more subtle techniques, including the use of attractive people in the advertisement, images of positive social situations associated with a product, or incorporating "buzzwords" or buzz phrases such as "natural" for food and beauty products. (Five Points Possible for Each Question) 1. What product does this ad attempt to market, and where is the ad from? Describe or attach 2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Was this a good strategy for this product/audience? 3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs. peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or peripheral cues are used? 4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree that _____" or "experts suggest ____?" Do these sources come off as credible and/or attractive? If there was no expert, do you think one would have helped? Why or why not? 5. What about the communication itself? Are the arguments weak/strong, one-sided/two- sided, overt/implied, discrepant with the audience/in-line with the audience, or not present at all? Were these good choices? 6. What about the target of the communication? Who are the advertisers targeting, how can you tell, and was that a good decision? How might this ad be different if directed towards an audience from a more interdependent culture? 7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions, attitudes, self-monitoring, etc.

1. Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first
letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an
advertisement that falls into the
description in that category, and analyze the ad from a
psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise,
vividly describe the ad as
best you can. Again, copy and paste your responses into the
blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually
my preference) or write it out
in paragraph format. Just make sure to give a thorough
response!
Categories:
Last Name A – H: Find an ad that appeals to or is based on a
creation of needs—think about
this in terms of human hierarchy of needs (biological, safety
and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-

2. actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige
suggestions—techniques based
on the premise that you should buy or do something because
many others do so (social
suggestion) or some well-known person makes a
recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and
images—these tend to be more
subtle techniques, including the use of attractive people in the
advertisement, images of
positive social situations associated with a product, or
incorporating "buzzwords" or buzz
phrases such as "natural" for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the
ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective,
behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this
product/audience?
3. What route of persuasion do the advertisers seem to use (e.g.,

3. central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice?
Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product
information (e.g., "dentists agree
that _____" or "experts suggest ____?" Do these sources come
off as credible and/or
attractive? If there was no expert, do you think one would have
helped? Why or why not?
5. What about the communication itself? Are the arguments
weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with
the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the
advertisers targeting, how can
you tell, and was that a good decision? How might this ad be
different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have
discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc. – your choice) is relevant to the

4. ad’s persuasiveness.
Grading Rubric (Applies to each of the 6 questions above)
Poor (0% of points) Fair (50% of points) Good (100% of points)
Content/Idea
Development
Up to 3 points
each question
- No key elements are
present
- No understanding of
material
- No analysis of content
- Some key elements are
present
- Little understanding of
material
- Little analysis of content
- All key elements are
present
- Content is accurate
- Clear understanding of

5. material
- Strong analysis of
content
Style/Mechanics
Up to 1 point
- Lots of grammar or spelling
mistakes
- Few or no grammar or
spelling mistakes
Organization
Up to 1 point
- Did not follow directions
- Followed all of the
directions
A good “Example” paper from a prior student is on the next
page
Advertisement Analysis (Assignment #3) – Paper from a prior
student (Last Name A-H)
1) What product does this ad attempt to market, and where is
the ad from? Describe or
attach - This ad is marketing the Colgate Total product family
and found in People magazine.

6. 2) To which component(s) of attitudes (e.g., affective,
behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this
product/audience? The
advertisement is working on both affective and cognitive
appeals. It’s affective attitude appeal
is in choosing a spokesperson and then running the headline as a
quote from Kelly Ripa; this
elicits a (hopefully) positive emotional response and then
associates the neutral stimulus
(Colgate Total products) to the positive response; additionally,
the audience should want to
imitate/emulate the successful traits of a celebrity, therefore, if
Kelly Ripa uses this product
and has white teeth, then if I use this product I will have white
teeth like Kelly Ripa.
Additionally, it appeals to ones’ cognitive attitude by
establishing a unique selling point,
“Eliminates 15x more bacteria to improve the health of your
mouth” It also posits this in a
feature/benefit way; feature = eliminates 15x more bacteria,
benefit=improves the health of
YOUR mouth. This was a good strategy in it assures the greatest
message comprehension in
its audience reach by using two attitudinal appeals.
3) What route of persuasion do the advertisers seem to use (e.g.,
central/systematic route
vs. peripheral/heuristic)? Was that a good choice? Specifically,
what central or
peripheral cues are used? They seem to be using both routes. By
choosing a celebrity
endorsement, Kelly Ripa, the advertisers frame this as a

7. peripheral/heuristic persuasion- those
persuaded by this spokesperson’s claim would be convinced
after reading her quote. By also
including a USP backed by a fact (a numerical claim has more
validity than one without) it
appeals to the centrals. By providing the “central-routers” with
accurate and useful
information and providing an emotional appeals (in the form of
a spokesperson) to the
“peripheral-routers” the advertiser is able to cast its net wide in
its message acceptance.
4) Does the ad attempt to describe the source of its product
information (e.g., "dentists
agree that _____" or "experts suggest ____?" Do these sources
come off as credible
and/or attractive? If there was no expert, do you think one
would have helped? Why or
why not? I don’t think an expert would make the message more
credible. Because this ad is
already utilizing two different persuasion techniques, any more
messages in this ad would only
take away from the already effective message (it would add too
much clutter).
5) What about the communication itself? Are the arguments
weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with

8. the audience, or not
present at all? Were these good choices? The tactics used in this
one-sided argument is
strong. This ad is successfully on-target with its audience
because it is making two separate
appeals: 1) an emotionally AND implied (quote/endorsement by
celebrity Kelly Ripa)
argument along with 2) a logical AND overt (scientific claim of
effectiveness) argument.
6) What about the target of the communication? Who are the
advertisers targeting, how
can you tell, and was that a good decision? How might this ad
be different if directed
towards an audience from a more interdependent culture? This
ad came from People
magazine. People’s audience being comprised of 70% women,
and Live with Kelly and
Michael’s primary target audience comprised of women 25-54.
The advertisers are clearly
targeting women; this decision is on-target because of the great
overlap in choosing this
spokesperson for this ad/placement combination; this was a
good decision. Another
spokesperson would have been needed in a more interdependent
culture- Ripa’s appeal is
because she is a hard-working INDEPENDENT woman. Perhaps
a spokesperson who adhered
more strongly to conservative gender roles (for example Ree
Drummond, the Pioneer
Woman).
7) Describe how AT LEAST ONE concept that we have
discussed (e.g. dissonance,
emotions, attitudes, self-monitoring, etc. – your choice) is
relevant to the ad’s

9. persuasiveness. By using a celebrity endorsement, a person who
identifies with Kelly Ripa
will likely maintain a degree of self-monitoring that aligns with
characteristics of Kelly Ripa
(mimicking a celebrity). Example, “Gee, I totally ‘get’ Kelly
Ripa, she’s just like me in a lot of
way…oh look she uses Colgate…Cool so do I -OR- maybe I
should consider buying this.”
Said another way, because the audience can identify with the
celebrity, they would be more
prone to take the behavior that exhibits traits of said celebrity
(Kelly Ripa uses it, so will I).
just in case here's a link to ad-Kelly Ripa uses it, so will I
https://www.dropbox.com/s/bulvyvy0mzhwjrg/photo.JPG