Please see attached documents for detailed instructions:
Stage 1: Controversial advertising – 400 words (200 words per advertisement)
1. Drawing from the Advertisement samples page select two (2) advertisements which are controversial (alternatively you may source your own advertisements).
2. Source a trade press article for each which discusses the controversy. (Take a look at this example Trade press article (Links to an external site.) discussing the controversy.)
3. For each advertisement, provide a 200-word analytical critique using the following as guide:
o What were the objectives of the advertisement (from the brand’s perspective)?
o Who was the intended audience?
o Why did the brand use a controversial approach?
o Is the advertisement effective?
o How would you improve the advertisement?
o Based on the trade press article, what was the effect of the controversy and how could this impact the brand?
Stage 2: Award winning – 200 words
Find an example of an award-winning campaign and discuss the following:
1. Did the campaign affect consumer behaviour in a sustainable, ongoing way?
2. Name the key elements that make the campaign award winning.
Stage 3: Ads by category – 1600 words (200 words per advertisement and 200 words per journal article)
There are four categories in this stage of the reflective portfolio:
• Social media, e.g. Glitter bomb your enemies (Links to an external site.)(Miller 2015).
• B2B: business to business, e.g. Nothing gets past Red (Links to an external site.) (WatchGuard n.d.).
• Not for profit, e.g. Racism. It stops with me (Links to an external site.)(SocietyofRevellers n.d.).
• Global advertisment from another country, e.g. Nivea (Links to an external site.) (Adgully 2017).
1. Collect one (1) advertisement for each category and one recent (2011–present) academic journal article per category (e.g. from the Journal of Advertising, Google Scholar or library database).
The advertisements can be sourced from Google, magazines or even on your travels (e.g. taking a photo of a billboard or bus stop). They can be still or moving advertisements.
2. Taking into account what the category is and why the advertisement belongs in the category, produce a 200-word brief critique for each advertisement that considers the following:
• What were the objectives of the advertisement (from the brand’s perspective)?
• Who was the intended audience?
• Is the advertisement effective? Why?
• How would you improve the advertisement?
3. Produce a 200-word evaluative critique for each article by explaining the findings and giving insights into the latest academic research in the area and how this will inform future advertising in that category. The articles will relate to the category not the brand (e.g. social media advertising, not a Nike ad).
