week 1 advertising
You will be asked to critique a number of famous advertising campaigns over the course of the term. Yo
Your first critique will be on P. T. Barnum:
- What were the important environmental factors (such as the economic, cultural/societal, legal/governmental, or business opportunities) that gave rise to a particular campaign?
- Who were the major players in the creation and execution of the campaign, product, or idea?
- How was the campaign, idea, or product “disruptive” for its time?
- What current advertising campaign or ad do you believe uses some of the principles used in the campaign you critiqued? Briefly explain why.
Your paper should be 1 page typed, the answers numbered, and should be formatted using MLA.
Due Sunday by 11:59 PM EST.
- Try to write the answer to each question in the first sentence in a straightforward, yet conversational manner: Question #1: “The Kid in the Upper 4 ad campaign was run during World War II and the idea was to make people feel guilty over complaining about giving up their seats on the train.” Now you can elaborate with more detail.
- “Disruption” in question #3 refers to the product category. For instance, Apple spent their entire advertising budget on the Super Bowl in 1984 and never showed their new computer. That’s what is meant by being disruptive in the computer category. IBM and other competitors always showed their products in their ads.
- To answer question #4, search for ads on YouTube. For instance, if you were critiquing The Hathaway Man, you would search for “print ads that use long form copy” as a search term, since that was what Ogilvy used in his ads