Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an advertisement that falls into the
description in that category, and analyze the ad from a psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as
best you can. Again, copy and paste your responses into the blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually my preference) or write it out
in paragraph format. Just make sure to give a thorough response!
Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (biological, safety and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based
on the premise that you should buy or do something because many others do so (social
suggestion) or some well-known person makes a recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more
subtle techniques, including the use of attractive people in the advertisement, images of
positive social situations associated with a product, or incorporating “buzzwords” or buzz
phrases such as “natural” for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., “dentists agree
that _____” or “experts suggest ____?” Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc. – your choice) is relevant to the ad’s persuasiveness.
Grading Rubric (Applies to each of the 6 questions above)
Poor (0% of points) Fair (50% of points) Good (100% of points)
Up to 3 points each question
– No key elements are present
– No understanding of material
– No analysis of content
– Some key elements are present
– Little understanding of material
– Little analysis of content
– All key elements are present
– Content is accurate – Clear understanding of
material – Strong analysis of
Up to 1 point
– Lots of grammar or spelling mistakes
– Few or no grammar or spelling mistakes
Up to 1 point – Did not follow directions
– Followed all of the directions
A good “Example” paper from a prior student is on the next page