Advertising

Imagine you work for an ad agency and you are pitching a visual display ad to a client (for a web site or magazine). Then, use what you’ve discovered to sell the ad to your client, the company for which you have (in principle) prepared the ad. This is called the ‘pitch’ where you outline the ideas about content and audience demographics that would inspire your client to invest in the campaign. 1. What product are you advertising? 2. Who is your target audience? 3. What want or need does your product solve for the audience? 4. What product features (or meanings) do you highlight in your ad? 5. What option(s) for action do you offer the audience? Action may be immediate, or delayed. 6. What creative techniques have you thought of to present an attractive image of the target audience to itself? o actor or model's hair, fashion, props, body shape and language, expression, age, gender, race, ethnicity, signs of occupation, educational level etc. 7. What creative techniques have you used to present the product as meaningful? o Camera angles, lighting, color schemes, locations, symbolism, action 8. What rhetorical techniques will you use to persuade your audience? o Any words or distinctive phrases or slogans used (could come from the brand) o Ways of talking to the target audience o 'Arguments' being made on behalf of the product Pick an ad to analyze 2 - 5 paragraph written reply to the questions above.