Lesson Plan 1 Student Handout 2
Types of Advertising Appeals
Name of student:
Instruction:
In groups of four, you will be observing and analyzing ten ads (the source link for each
ad has been provided). After observing each ad, you are asked to write down:
a)
b)
c)
d)
e)
The title of the ad
The type of ad (i.e. print ad, television ad, billboard ad, Internet ad, etc.)
The product marketed
The types of appeals present in the ad (see Types of Advertising Appeals handout)
An explanation of why you selected those appeals.
The class will analyze the first two ads together with the assistance of the teacher. They
will be used as examples.
Example 1
Title of Ad #1: Dr. Pepper Cherry ft. Fergie 2011 Commercial
Type of Ad: Television ad
Product Marketed: Dr. Pepper Cherry soft drink
Slogan/Saying (if any): Dr. Pepper Cherry, it’s amazingly smooth.
Types of Appeals
Personal Appeal, Social Appeal, Sex
Appeal, Music Appeal, Brand Appeal,
Endorsement
Reasons for Types of Appeals
Personal Appeal – product offers pleasure
(it tastes good); Social Appeal – approval
(Dr. Pepper is a good drink choice); Sex
Appeal – Attractive females drink Dr.
Pepper Cherry as well; Music Appeal –
catchy & sassy tune; Brand Appeal – Dr.
Pepper, the drink to buy; Endorsement –
Celebrity figure Fergie is endorsing the
product.
Example 2
Title of Ad #2: Burberry Spring &Summer 2011 Campaign: Jourdan & Sacha
Type of Ad: Campaign ad
Product Marketed: Burberry clothing
Slogan/Saying (if any): None
Types of Appeals Present
Personal Appeal, Social Appeal, Music
Appeal, Masculine/ Feminine Appeal,
Brand Appeal, Snob Appeal, Romance
Appeal
Reasons
Personal Appeal – wearing Burberry will
help you find love and happiness; Social
Appeal – Burberry is a luxury brand that
gives you status; Music Appeal – the music
is heartwarming and romantic;
Masculine/Feminine Appeal – wearing
Burberry will make you look and feel
beautiful like the models Jourdan and
Sacha; Brand Appeal – Burberry is a must
have if you want to look good; Snob
Appeal – Burberry is a top of the line
brand. Own it and people will respect you;
Romance Appeal – Buy Burberry and you
will appeal to the opposite sex;
Title of Ad #3:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #4:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #5:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #6:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #7:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #8:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #9:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons
Title of Ad #10:
Type of Ad:
Product Marketed:
Slogan/Saying (if any):
Types of Appeals Present
Reasons