Persuasive Advertising

Order Description
Pick an advertising campaign which targets young professionals in the UK and evaluate how the advertising choices might appeal or not to the target audience (advertising issues to consider may include but are not limited to choices of the medium, message, creative execution etc.). Your analysis should start with arguing (briefly, concisely but convincingly) that the intended audience is indeed young professionals in the UK. You should then mainly focus on evaluating whether particular aspects of the advert work in relation to this target audience. For example do not simply mention what positioning seems to be promoted but also consider whether this would be effective for this particular audience. In all cases, base your advertising critique on a deep background understanding of this audience and advertising literature.

Main references:

O’Shaughnessy, N.J. and O’Shaughnessy, J.O. (2004). Persuasion in Advertising. London: Routledge.

Percy L. and Elliott, R. (2012). Strategic Advertising Management. Fourth edition. Oxford: Oxford University Press.

Additional references:

Maslen, A. (2015). Persuasive Copyrighting: Using Psychology to Influence, Engage and Sell. London: Kogan Page.

Messaris, P. (1997). Visual Persuasion. The Role of Images in Advertising. Thousand Oaks, CA: Sage.

Katz, H. (2003). The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research and Buying. NJ: Lawrence Erlbaum Associates.