DeVry University Commercial Effectiveness Analysis Questions
All of us are subject to powerful influences on our thinking, influences that we are often unaware of. For example, advertisers spend billions of dollars to manipulate our thinking in ways that are complex and subtle (Chaffee, 2004). In this manipulation, not only is imagery a component of persuading us to be attracted to a commercial and product, but also the use of language. When we listen and focus on these messages, sometimes we can pick out the language used. However, many times we do not realize how the language affects us (such as subliminal messages). Language is very powerful, and when used correctly, control can come your way!
For this assignment, you will use your listening skills to determine particular elements of television commercials, specifically language and imagery that influence our thinking.
Instructions:
- Watch three commercials on TV. If you do not watch TV, you can use YouTube. You may do this assignment with others (friends, family, significant others, etc.) to discuss the techniques each advertiser is using to shape your thinking. However, you may not collaborate with another classmate and have the same info and answers. Each student will submit a separate assignment.
Here is what you will do:
1. Describe each commercial and the intent. Explain the message and the language used then analyze how each of the elements in the commercial – images, music, and most importantly language – affects an audience.
2. Pay particular attention, and listen closely, to the symbolic associations of various images and words (what do they symbolize/what is the meaning), and identify the powerful emotions that these associations elicit. What emotion is used? Think of what is said. If there is no speaking, are there words on the screen? Did they fit with the commercial and create the tone? Was the language use effective?
3. Are the commercials effective and what makes them effective? What influential roles do these commercials play in our culture as a whole (what do the do)?
For instance, think about how the impact of Nike commercials extends far beyond merely selling athletic shoes and sportswear to creating idealized images that people strive to emulate (Chaffee, 2004). Such as in the 1990’s with “I want to be like Mike!” and “Just do it!”. Today: “I’m lovin’ it!”, “Like a good neighbor.”
- Type this assignment in an essay/paper format. You may write this in third person (“I believe that the Doritos commercial utilized imagery that…”)
- Use proper internal documentation if you use another source.
- Name each commercial, state what the commercial is, and then describe the elements and the effect in a separate paragraph.
- For each commercial, answer the questions and give a detailed description of the language used, music (if any) and the language in the music and how it ties into the commercial, and how it affects (or is supposed to affect) the viewers.
- Format your paper using the correct, basic APA style with a cover page (APA7 no longer requires a running head for student papers. Just the title centered in the center of the page in bold, quadruple space – set to double space and hit enter twice – then your name, Department of Communication: Florida State College at Jacksonville, SPC 2608 Fundamentals of Public Speaking, professor name (Professor Mindy Peck Kurtz), then the date) .
- An abstract page is not needed for this assignment as it is your analysis.
- Submit your paper as an MS Office word document
- Typed, double-spaced, 12 point, Times New Roman or Courier font (APA7 allows for several different font styles, which is really not a good idea in academic writing. I am requiring Times, please use that.)
- Use correct grammar and spelling. Run your Grammar and Spell Check if needed.
- If you use other references, cite your references within the paper when you paraphrase the information or quote someone. Your references should be documented according to APA style.
- Use the Perdue Owl APA page for help on formatting if needed.
