The application exercises are designed to help you apply the information in the chapters. They are all unique formats, so your answers will be evaluated on how well you apply concepts and answer all parts of each question. However, you must include at least $1$ reference to the course textbook and$/$or other scholarly source.

Ad Lab $10$B: Applying the Creative Pyramid to Advertising

$1.$ Find an ad that exhibits the five elements of the creative pyramid. $($A print ad will be the easiest to find and talk about, but radio or TV commercials also feature the five elements. Beware: The desire step may be hard to find.$)$

$2.$ Why do so many good ads lack one or more of the five elements listed here? How do they overcome the omission?

a$.$ Some learned by following their instincts, and they have not studied formats.

b$.$ Some are aware of formats, but they may use them only as a guide for what not to do$,$ or they may refuse to follow them entirely.

c$.$ Some creatives are aware of formats and use them willingly, but they may prefer to be very subtle about how they apply them.

d$.$ Nevertheless, there are times when the nature of the audience or the big idea forces creatives to bend the creative pyramid a bit.