Posted: August 10th, 2022

Advertisation

With inflation rising through June to a 40 year high and the U.S. dollar worth as much as the euro for the first time in 20 years, how are consumers and marketers responding? Food, shelter, energy, and vehicles all top the list of essential items that have climbed in price over 9% in June. We′ve all experienced supply chain backlogs as well as consumers demanding goods and, tragically, the Russian invasion of Ukraine pumped our prices for gallon over $5. as well as creating global shortages of corn, wheat and other items we depend upon. So, ok, enough gloom and doom, but what I want you to consider is how marketers are reaching out to consumers to continue sales. As this is an advertising class, I really want my students to learn to ″deconstruct″ an ad. By that I mean, consider every element utilized in the ad so that you can determine what constitutes an effective message – identify the talent/actors (good indication of who is the target demographic for the ad), the copy/dialogue, the sound bed (is there music? sound effects), are there supers, what about coloration of the ad, is it location, set or animated and finally, where is it posted – social or digital media or traditional media such as newspaper, magazine, out-of-home (transit). Please discuss as many of these elements that you can identify in one specific ad that seems to be confronting the inflation we are facing in purchasing our consumer products – this is the season for end-of-summer sales as well as fall/back-to-school sales so you should be able to locate an interesting ad to discuss (i.e., Target or Old Navy or your local stores which may have posters or flyers promoting sales, or auto sales which have been severely hit by the Pandemic, etc.). Remember, use an ad that is enticing consumers to spend money during this inflationary time, not just an ad that is ″selling″ but rather one that is suggesting why you need to buy now!!!!! Hint: most likely ad will stress economy of purchasing their goods rather than the status of their product line.

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