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