Being a critical consumer of messages is more important than ever in the increas

Question

Being a critical consumer of messages is more important than ever in the increasingly mediated society that we live in. This means being able to analyze all messages for purpose, audience, intended message and effectiveness. The skills learned from analyzing media messages can also be used in analyzing all messages – whether the messages are from the mass media, CMC, coworkers, our children, other family members, friends or other sources. Therefore, for the unit 9 Assignment, you will need to analyze messages for purpose, audience and intended message.

First, what you need to do is to view at least 5 advertisements (commercials) on the television or Internet. You will probably need to watch the ad more than once.

Then, analyze the advertisements and explain your thoughts on the following questions. Provide specific examples and information from the class material to support your analysis.

Each explanation of the five advertisements (ad) should be in this format and include these elements:

1. What is the product/ service of the ad?

2. Where did you see the ad? Medium, time, day and other information (TV or Internet site, etc.) Note: If from an Internet site – needs to be an ad with both visual and audio elements (not just a written ad).

3. Who do you think is the intended audience?

4. Does the ad seem to adhere to basic ethical standards of persuasion in terms of forthrightness, completeness and honesty? Or does it use manipulation? In general, is the ad ethical or not. Explain with specific examples.

5. Do the visual message and the nonverbal codes match the verbal message? Explain why or why not with specific examples from the ad.

6. What is the goal of the advertisement? Is it successful? Explain with specific examples from the ad.

7. What are the strengths of the advertisement?

8. What are the weaknesses?

9. Did this ad work for you? Explain why or why not with specific examples from the ad.

Explanation / Answer

Ad 1: Vivo Phone

1. Mobile phone

2. TV during IPL in India

3. Smartphone users desiring a phone with excellent camera

4. The ad is ethical since they are showing the real photographs captured by the camera in a homely setting emphasizing honesty

Ad 2: Vodafone ad

1. Home delivery of 4G SIM

2. TV all through the day

3.People needing an excellent 4G services with added convenience of home delivery(specifically in metro cities)

4. It does involve manipulation since it shows that it has full network in places where other 4G networks have zero coverage which may not be true in most of the places

Ad 3: ThumsUp

1. Carbonated beverage

2. TV all through the days

3. Young audience having a knack for adventure or those who want to showcase their masculine side

4. It is not ethical as it shows people performing unbelievables stunts after having a taste of the beverage like it gives them instant courage which is not possible in reality

Ad 4: Samsung S9

1. Flagship Smartphone

2. TV all through the day

3. Highend smartphone users who are looking for a cutting edge smarphone with all the latest/premium features

4. The ad is ethical as it showcases the real uses of smartphone like sl-mo video, low light camera stills, real life emojis. Hence, the ad is completely honest in its functionality

Ad 5: Amazon.in

1. Home delivery of all goods

2. TV thoughout the day

3. Regular people fed up with running around the city looking for their stuff to enjoy the convenience of ordering online and easy returns

4. Yes, the ad is ethical as it shows the honest benefits of ordering online and after sales services like easy returns which they are offering to the customers

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