Advertising Practice Test ENG 3CI Name: ________________________________

PART A: Match the following types of appeal to their definition. 10 marks

E_Innovation

A Sadness

F Humour

D Social Insecurity

B Sexual Desire

J Bargain Appeal

H Testimonial

C Fear

G Scientific Evidence

I Appeal to Brand Loyalty

A) implies that buying this product, or accepting this message, will make the world a better and happier place.

B) implies that buying this product will make you more desirable.

C) implies the world is not a safe place. Buying the product will make you safer.

D) implies that buying this product will give you more social status (making you

feel like you currently don’t have the status you could).

E) gives credibility to a product either through the cutting edge, or improved, nature of the product or of

the advertisement.

F) makes you “like” the product, or

the company by making you laugh.

G) uses graphs, diagrams, actors in lab coats, etc. to make it sound

as if the product is the logical

choice to your problem.

H) uses famous people to bring credibility to the product.

I) appeals to the tradition of the brand and the quality of the brand.

J)appeals to the buyer’s desire to get a

deal and save money.

PART B: Short Answer Questions 12 marks

(8 marks for content and 4 for writing in complete and correct sentences)

1. What is PATHOS? Pathos is the appeal to emotions in advertising.

2. What is ETHOS? Ethos is the appeal to ethics in advertising.

3. What is LOGOS? Logos is the appeal to logic in advertising.

4. The aim of advertising is to make people buy your product or service.

5. How is light used in advertisting? Bright colours are used to attract the potential consumer’s eye. Light and colour are also used to convey emotions, for example, red is used to convey love or anger.

PART C: DECONSTRUCTING ADS 28 marks

ADVERTISEMENT # 1

Script: Everybody in! A summer of adventure and memories awaits in a city near you!

1. Appeals/Techniques You Can See (and how you know): (4 marks)

-emotional appeal—happiness—family smiling, excited

-bandwagon—everybody in makes it sound like you will miss out so you best jump in

2. Who is the target audience (give 2 reasons why you think this)? (3 marks)

-families are the target audience—parents ages 30-40 with children 10-17—with money to spare as GWL is expensive

3. What is the KEY selling idea or message of this ad? ( 1mark)

“Everybody in” Fun for the whole family

ADVERTISEMENT # 2

Appeals/Techniques You Can See (and how you know): (4 marks)

Celebrity Endorsement—Indy Car Driver, Danica Patrick

Sexual Desire—Beautiful woman, unzipped jacket

Who is the target audience (give 2 reasons why you think this)? (3 marks)

-Men and women—people who work out—people don’t drink enough milk

ADVERTISEMENT # 3

What is the KEY selling idea or message? (1 mark)

-Gatorade is better than water.

1) What specific generation, or age group, is the target demographic for this ad? Explain your answer using both the commercial and your understanding of this demographic. (3 marks) Under 25 age group, language that is used, “no game” appeals to a younger audience

2) What appeal/technique is being used? Explain your

answer. (2 marks) –Brand loyalty—Gatorade is a

known brand and people are loyal to it. Humour as

well. Scientific facts—no carbs or electrolytes is true.

ADVERTISEMENT # 4

What specific generation, or age group, is the target demographic for this ad? Explain your answer using both the commercial and your understanding of this demographic. (3 marks)

-age 20 and older—possibly Millennials—have to make a decent income in order to constantly upgrade to the latest version of technology.

What is the key selling idea, or message? (1 mark)

-Sprint is better than Apple (as seen in the eaten apple to the side that is propping up the new phone)

What appeal/technique is being used? Explain your answer. (2 marks) –Product comparison—Sprint is much better than Apple

Bandwagon—everyone has it, so should you.

ADVERTISEMENT # 5

What specific generation, or age group, is the target demographic for this ad? Explain your answer using both the commercial and your understanding of this demographic. (3 marks) –Age group is 30+--The athlete is Roger Federer and he would be in the same age group as the target demographic. People in this age group would be established in their careers and would have money to spend on extravagant items such as Rolex watches.

What is the key selling idea, or message? (1 mark)

-“He’s still making it.”

What appeal/technique is being used? Explain your answer. (2 marks)

-Celebrity endorsement—Roger Federer is a famous tennis player who has won several Grand Slam tournaments.

PART D: APPLYING YOUR KNOWLEDGE OF ADS 12 marks

Write the following answers in complete sentences. You will receive 4 grammar marks for writing in complete and clear sentences.

1. If you were told that you had to create a 30 second commercial for a kind of energy drink and that your target audience was teenage boys, what appeal would you use, what kind of colours would you emphasize, what kind of pacing would you use and why? (4 marks)

If I were marketing to teenaged boys, the appeal that I might use celebrity endorsement. I would use the colours blue and red because they are eye-catching and they appeal to emotions such as sadness and anger. The pacing might start out as slow and sad (using the colour blue) and quickly move to a faster pace with red, highlighting the anger in the main character’s story line. The character may be being bullied at the beginning (blue and sad) but another person steps in and stops the bullying by giving him an energy drink. He gets super-powers and angry (red). He goes on to be the super-bully fighter.

2. You are an ad executive and have landed a job selling De Beers Diamonds. Come up with an ad campaign based on the following target audience. (4 marks)

-->Product: De Beers Diamonds

-->Target Audience: Men aged 25-40

1. Key Selling Idea (and why it would work with this target audience). (2 marks)

“You have worked hard. You deserve it!” This demographic has worked for years to obtain their status and wealth. Now it is time to reward themselves.

2. Main Appeal (and why this appeal works with this target audience). (2 marks)

-This ad would play upon the social insecurity of this demographic. They want to appear successful and wealthy. Diamonds would be a way of showcasing their status in society.