I had to chose a ad to do a presentation on about what makes it a good ad. But t

Question

I had to chose a ad to do a presentation on about what makes it a good ad. But the teacher said to look at the commercial as an advertisment expert vs a consumer so cant give vague descriptions such as the ad is good because it is funny. worst part is the teacher hasnt tought us anything yet so i dont have any clue on what to do and i am the first to present so i dont have anything to go off of as a refrence.
http://www.youtube.com/watch?v=gRS4shfH1Pw please watch and give me advise on what to put in my presentation.

Explanation / Answer

From the companies point of view, an ad is effective if it makes people remember the product, or feel good about purchasing the product. Ads with jingles (like a good neighbor, state farm is there) allow us to remember state farm. Also, the idea that State Farm is a "good neighbor" plays on our affective behavior - we like good neighbors, it makes us feel good about State Farm. For many years McDonalds and Coca Cola ran ads that purely focused on feelings about their product (old people at McDonalds, or cuddly bears drinking coke while "I'd like to teach the world to sing" was playing). A funny ad may be amusing at the time, but if the ad cannot be recalled by the viewer, it fails to help the advertiser. If the ad creates a negative impression (for me the ads with bears with toilet paper stuck to their butts), this may create negative associations. (This can be a problem with ads using spokespeople. When Tiger Woods got into trouble, some advertisers stopped their ads with him because people had negative feelings about Tiger and these could be associated with the product.

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