ANALYZING COMMERCIAL MESSAGES 

1.  DESCRIBE THE COMMERCIAL MESSAGE

2.  AT WHAT MARKET SEGMENT IS IT AIMED (TEENS, TRADITIONALISTS, WORKING WOMEN, BLUE      COLLAR TYPES, YUPPIES, ETC).

3.  WHAT WAS THE PRIMARY BASIS OF INFLUENCE OR PREMISE FOR PERSUASION USED IN EACH      OF THE THREE COMMERCIAL MESSAGES?

A. RATIONAL ARGUMENTATIVE - the rational basis for persuasion direct the message designer to     find the best reasons that can be found to support a claim-the essence of good persuasion is good     reasons."

B.  EMOTIONAL-MOTIVATIONAL - the emotional basis for persuasion directs the message designer      to tap the audience's  emotional and  motivational state.  Messages are constructed  which             dramatize  how person will FEEL is they alter their beliefs and behavior or if they resist altering      their beliefs and behavior. What  emotions the commercial messages you analyzed      trying to      evoke?

The motivation basis for persuasion directs the message designers to tap the audience's needs, drives, or wants. Messages are designed which suggest that altering beliefs or behavior will lead the target audience to attain important  needs, wants, goals, or desires.  Conversely, not altering     beliefs or behavior may lead the target audience away from  their important needs, wants, goals, or desires.

C. SYMBOLIC DRAMATISTIC- the symbolic-dramatistic basis for persuasion rests on the assumption     that cultures, societies, and groups are held together by  widely shared visions containing              commons beliefs, values, myths. The symbolic-dramatistic basis of persuasion directs the message     designer to identify  their products with important cultural values and myths.

   Messages are constructed which contain powerful symbols and symbolic images and thus promote     audience identification  and cement feelings of membership and unity. For example, dominant        values in our culture are competition, the rugged individualist, teamwork, the American dream,       personal relationships, and family values.  Other important myths in our culture are associated       with childhood (e.g childhood is a time for.....); gender (e.g. real men....real women....); money,        wealth,  status,and prosperity; progress; the model family and so  forth. 

4.  Identify the persuasive message strategies which were employed in your commercial message?      You may find the list below EXTREMELY USEFUL in analyzing your commercial messages?

    Involvement: what happens in the first five seconds to capture viewer attention? Any "buzzwords"      Words that touch the emotions? Is sex used to sell- either by images or implications? To what        emotional needs does the ad appeal?   How (or if) does the ad appeal to the need to belong to a      group, to be accepted (e.g. Does it show a group having fun together with the product present?)      Is the product solving a problem? (e.g. person who as lonely without the product becomes             popular with the product. Or tired and discouraged person used the product and becomes energy      filled and lively.)

PERSUASIVE MESSAGE STRATEGIES

From Olgilvy On Advertising

Strategy - Humor

Basis Of Influence-Emotional/Motivational

Strategy - Simulated Conversation

Basic Of Influence-Rational/Argumentative

Strategy - Testimonial/Expert Power

Basis Of Influence-Rational/Argumentative

Strategy - Demonstration Of Product

Basis Of Influence-Rational/Argumentative

Strategy - Problem-Solution

Basis Of Influence-Rational/Argumentative

Strategy - Talking Heads (Expert Power)

Basis Of Influence-Rational/Argumentative

Strategy - Product-Character Identification

Basis Of Influence-Symbolic-Dramatistic

Strategy - Statement Of Product Advantages

Basis Of Influence-Rational-Argumentative

Strategy- Statement Of Product Advantages

          New, Novel, Innovative, Different

Basis Of Influence-Emotional/Motivational

Strategy-Nostalgia, Charm, & Sentimentality

Basis Of Influence: Emotion/Motivational

FLASH AND SIZZLE STRATEGIES

1. Repetition To Increase Brand Identification

      Goal-Retention

2.  Show The Package

          Goal-Retention

               Product Identity

3.  Action And Activity (chocolate sauce flowing)

          Goal-Attention

4.  Use Close-Ups ("make their mouth's water")

          Goal-Attention

               Product Identity

               Emotional Response

5. Begin With Visual Surprise

          Goal-Attention

6.  Stimulate Multiple Senses (hear the sausage sizzling)

          Goal-Attention

               Realism

               Emotional Response

7. Stimulus Variation (Superimpose Claims Over Video)

          Goal-Comprehension

            Retention

8.  Visually Distinctive, Unique, Special, Uncommon 

          Goal-Attention

9.  Visual Mnemonics (Repetition Of Visual Scene)

       Goal-Retention

               Product Identity

 10. Action-Activity (Show The Product In Use)