Analyze either a product orientated or service orientated persuasive ad. The focus of this analysis section is the Theoretical Rationale for the ad you have chosen. Successful ads should use research and theory to inform their choices. Your analysis should include a discussion of the intended audience and how the ad addresses this particular audience. You must explain and justify or critique strategy choices, media choices, goals, etc. with both logic and research. For example, you might explain particular layout choices for your ads website in terms of heuristic processing or might discuss the use of slightly discrepant messages in print ads to slowly move target attitudes anchor points over time (Social Judgment Theory). In other words, I do not want to see you haphazardly critiquing an ad based on your own preferences, ideas, opinions, biases, et cetera (we see enough of that already). Instead, you are working to argue from a theoretical position whether and ad utilizes empirically supported theoretical linkages and mechanisms or whether it fails to do this.

Analyze either a product orientated or service orientated persuasive ad. The focus of this analysis section is the Theoretical Rationale for the ad you have chosen.  Successful ads should use research and theory to inform their choices. Your analysis should include a discussion of the intended audience and how the ad addresses this particular audience.  You must explain and justify or critique strategy choices, media choices, goals, etc. with both logic and research.  For example, you might explain particular layout choices for your ads website in terms of heuristic processing or might discuss the use of slightly discrepant messages in print ads to slowly move target attitudes anchor points over time (Social Judgment Theory).  In other words, I do not want to see you haphazardly critiquing an ad based on your own preferences, ideas, opinions, biases, et cetera (we see enough of that already). Instead, you are working to argue from a theoretical position whether and ad utilizes empirically supported theoretical linkages and mechanisms or whether it fails to do this.