Tobacco Ad Analysis

How does advertising work?

Print ads use these methods of advertising to get people to buy their products

§         association - suggests that you can be like the person in the ad (having fun, appealing, in control, rugged, independent)

• comparison - says the product is better than others ( Winston cigarettes claim they have "no additives" fooling people into thinking they are healthier)
• rewards - offers free prizes if you use the product
• factual- makes factual sounding claims about product
• testimonial -personal stories about product success
• bandwagon - suggests that everyone is using the product
• repetition - repeats the same imges, phrases, or slogans which eventually consumers start to believe (Just do it!)
• cool humor - entertains you for a moment; the makers of the product know how to make you laugh (frogs for beer)

Directions: You will each be assigned a tobacco ad. Your job is to make the ad truthful. First, discuss what message the tobacco companies is giving through the ad. Then talk about ways you can make the ad truthful. You may want to use the theme, picture, or slogan from the original ad to create a parody that tells the truth about tobacco. You can cut and paste pictures or simply draw their own versions.

Analysis:

1) What method is the ad using? Explain how.

 

 

 

 

 

2) What is not truthful about your tobacco ad?

 

 

 

 

 

3) How are you going to make your new ad “truthful?”