The document provides background information on the Special Olympics organization, which was founded in 1968 by Eunice Kennedy Shriver to encourage physical activity for people with disabilities. It discusses the Special Olympics' target markets of local, national, and worldwide athletes, volunteers, coaches, and families. The document also outlines creative advertising strategies like using emotional words and transferring techniques, as well as methods like pathos and rational appeals. Research findings show the Special Olympics served over 4 million athletes worldwide with over 300,000 coaches in over 50,000 competitions, generating $257 million in revenue. The outcomes include improved attitudes and eliminating discrimination. The Special Olympics is deemed a successful cultural event that is rewarding, educational, and life changing.

1. Advertising
Analysis
Jessica Trunfio
Naomi Cabrera
Courtney Robinson

2. Background
• Founded in 1968
• Helps the disabled, encouraging physical
activity
• Competitive atmosphere
• Eunice Kennedy Shriver was the founder

3. “Different Abilities, Not Disabilities.”

5. Target Market
• Local, National and Worldwide event
• Volunteers
• Coaches
• Athletes
• Families

7. Creative Strategies
• Emotional Words /Dramatic Emotion
– emotional connection to the event
– influence the viewer to donate or get involved in
the Special Olympics
• Transfer technique
– using pictures or the name of famous people instead of quotes

10. Methods of Advertising
• Pathos
– persuade the viewer to get involved in the Special
Olympics.
– evokes a positive emotion from the viewer

12. Rational
• Create a world that fosters acceptance and people
of all kind
• Athletic competition with many different Olympic-
type sports
• Adults and children with disabilities

14. Research Conducted
• Special Olympics served 4,004,415 athletes
worldwide
• More than 306, 652 coaches supported the
event
• Organize 53,601 competitions
• 257 million USD in cash revenue

15. Outcome
• Improved their attitudes
• Eliminates discrimination
• Pledging to eliminate the word “retard.”

17. Success
• Cultural sporting event that does more than
spend a day with a person with a disability
• Rewarding
• Educational
• Life changing