Ad Dissection

Joe KolleyChris Johnson

Advertisement 1

Ad 1 Dissection

• Attention is drawn toward the glass with off-center placement and bright, contrasting colors, change of slogan used to seem fancier

• Directed more towards an average adult that could recognize the imitation and would still buy Oreos

• Creates a want to be fancier by imitating a drink that is served with a garnish, which is more typical of expensive or exotic drinks

Ad 1 Dissection

• Intended to make Oreos look more desirable and classy

• Fairly successful • Snob appeal, due to imitation and change of

slogan• Nothing exceptionally unethical about the ad

Advertisement 2

• http://www.youtube.com/watch?v=i-NaKb44xQ8

Ad 2 Dissection

• Quick cuts based on the Bing vs. Google challenge process, real life footage designed to believe Bing won

• Directed towards both Bing and Google users, mainly Google users

• Shows a variety of people taking the challenge and presumably voting for Bing over Google, creates a want to conform because of this

Ad 2 Dissection

• Designed to make Bing look like the more common choice among random people

• Successful to a point, no real conclusive evidence is given, taken as an act of faith

• Bandwagon appeal, weasel word claim, some statistical claim

• Fairly unethical. No real statistics, confirmation bias, may not be random

Advertisement 3

• http://www.youtube.com/watch?v=E9yeiGmriYw

Ad 3 Dissection

• The commercial is designed to show off the main character of the game and what they can do, high contrast and epic situations used heighten viewer interest

• Directed at 17+ year-old hardcore gamers• Creates a want to be as epic as the character

in the commercial

Ad 3 Dissection

• Successful• Glory appeal, uses the desire to achieve glory

as a selling point, “use our product and this could be you”

• Ethical, while advocating violence, it is all fantasy and isn’t intended to bring any form of harm to anyone

• Under definition, mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media.

• Consumers fall into general categories known as markets, which corporations target to sell their products to a mass of people.

• Using appealing strategies, a product can be easily wanted/”needed” by one or more markets.