Analitical Essay

Choose two magazine advertisements to analyze in a closed-form essay. The two ads

must be for the same product, but they must also promote two different brands and use two

different advertising appeals as defined in Jib Fowles’ “Advertising’s Fifteen Basic Appeals.”

Describe your two advertisements in detail so that your reader can easily visualize them

without actually seeing them. Look for ads that are complex enough to invite a detailed analysis

and that illustrate the primary appeal of each. Also analyze the perceived target audience of each

ad in terms of the values system and demographic group that audience represents. Other key

points of analysis might include angle of vision, camera techniques, and compositional features.

Continue your essay with the analysis of a third ineffective advertisement and explain

why the ad fails to appeal to a particular consumer need, target a particular consumer group, and,

as a result, successfully promote its product.

Conclude your essay by describing what you believe to be the essential elements of

successful advertising.