Ads are always designed with a target audience in mind. With a bit of practice, it is
Ads are always designed with a target audience in mind. With a bit of practice, it is generally not too difficult to figure out some characteristics of the audience by looking at the ads. Examine the ads in the Contemporary Advertising Playlist for Chapter 6. Then for each ad, do the following:
1. Provide a description of the consumer the ad appears to target. What are the demographics of these individuals (age, education, race, income level)? Which VALS category (see Chapter 6) does the individual seem to fit into?
2. What personal processes, if any, do the ads reference? What nonpersonal processes?
3. How do the ads break through the perceptual screens of the target audience?
4. What route in the ELM does the ad seem to focus on: central or peripheral? Why has the advertiser chosen that route?
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