Listerine, 1940

Critical Analysis of Advertising Message

Who is the intended audience of the message?
The intended audience are young women who are seeking a spouse. Most likely between the ages of 18 and 30.

What elements of the message make it an effective (or ineffective) form of persuasion?
The product was not featured in the illustration, making it confusing for the viewer until the read the heavy text. The message can be persuasive in that in attacks women's insecurity of being alone of they do no use this product.

How does the message utilize and/or influence popular culture?
Traditional roles of males and females were heavy at this time, making women eager to get married, have a house and have children. Personal care products were being pushed to become a common item used in everyday life. This advertisement used constructive discontent, creating a need (halitosis) and selling the solution.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Mouth wash
• The time period the ad would fit into- 1940, 40's
• The advertising method they used- The American, publication. This ad uses a fear tactic technique, since it leaves women with guilt and anxiety. 
• Why the item or product would be important to someone from that time period- Women in particular would find this product useful for more self confidence in finding a spouse. As time for leisure increased, people took better care of personal hygiene in preparation of human interaction. 

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-During this time period, only a fraction of women had jobs. This was right before WWII. Women were expected to keep themselves proper and find a husband. 

http://www.adflip.com/addetails.php?adID=2301&showLargeJpg=yes

Hamilton Watches, 1929

Critical Analysis of Advertising Message

Who is the intended audience of the message?
-The intended audience are grown women ages 18 - 35. This ad appeals to the independent working woman who went to college or is in college and can afford these watches.

What elements of the message make it an effective (or ineffective) form of persuasion?
-This is an effective form of persuasion because it tells an emotional story that women can aspire to. The layout is also easy to follow and includes attractive illustration.

How does the message utilize and/or influence popular culture?

-This ad came out right before WWII started. More women were finding their independence during this time and would soon take the place of men in the work force. These watches look elegant and expensive, making it something women would want to earn.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Watches
• The time period the ad would fit into- 1929
• The advertising method they used- This ad tells an emotional story of a young women who ended up successfully graduating college. The ad includes both an attrative model to advertise the product and the product itself.
• Why the item or product would be important to someone from that time period- This ad was intended for the upper class who could afford a nice watch as a graduation present. This ad was right before the start of WWII and the depression has not ended.

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-The woman depicted in the advertisement is fair and attrative. She is the ideal female college graduate during this time.

http://www.adflip.com/addetails.php?adID=12885&showLargeJpg=yes

Windex, 1953

Critical Analysis of Advertising Message

Who is the intended audience of the message?
The intended audience of the message are young moms with children in school. These moms are housewives. 

elements of the message make it an effective (or ineffective) form of persuasion?
The illustration of the mother and daughter detract from the what is meant to be sold, the cleaner. It is also text heavy. This ad for a window cleaner is superfluous and should focus on the cleaner's attributes to get their message across.  

How does the message utilize and/or influence popular culture?
The suburbs came about in 1947. This ad took place in 1953, a period where housewives were established in their common suburban home.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Glass spray cleaner
• The time period the ad would fit into- 1953, 50's
• The advertising method they used- Magazine, Publication Better Living. Emotional appeal can be seen here as it uses a mother daughter encounter that mothers can relate to. This ad tells a story but also includes facts and persuasive benefits.
• Why the item or product would be important to someone from that time period- With the suburbs in full effect, people took pride in their home's appearance. Cleaning supplies were of interest.

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
The stereotype used here is the attendant mother to her child and also cleaning housewife. At this time men went to work while women stayed home as mothers and housewives.

http://www.adflip.com/addetails.php?adID=14661

Chef Boy-Ar-Dee, 1964

Critical Analysis of Advertising Message

Who is the intended audience of the message?
The target audience is middle-aged women. Housewives that read Good Housekeeping.

What elements of the message make it an effective (or ineffective) form of persuasion?
How Chef Boy-Ar-Dee positions its product in the copy as authentic Italian is persuasive since it is canned ravioli. The illustrations also give it an elegant edge that make it persuasive. 

How does the message utilize and/or influence popular culture?
Convenient foods were becoming more and more popular. As people's schedules became busier, the need for fast food was in demand.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Ravioli
• The time period the ad would fit into- 1964, 60's
• The advertising method they used- Magazine, Good Housekeeping. This ad focuses and illustrations and bold headlines. Their selling point is comparing their product to country authenticity and specialty, since Italy is known for it's pasta. 
• Why the item or product would be important to someone from that time period- Processed foods made convenient in cans reflects a fast paced society with busy lives. More women started to become employed.

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-The ad features an elegant white couple in a fine dining setting. This was very appropraite and desirable during this time period. 

http://www.adflip.com/addetails.php?adID=1219&showLargeJpg=yes

Swanson TV Turkey Dinners, 1955

http://www.youtube.com/watch?v=MPyIeS6SPGM&list=TL34JDZHJ81kvkWur0Jm4viFY_vLO81nGN

Critical Analysis of Advertising Message

Who is the intended audience of the message?

-The intended audience is both men and women between the ages of 20 and 50. This ad appeals the men because a man is selling the product. This ad also appeals to women because they would know what to buy for a fast and easy meal.

What elements of the message make it an effective (or ineffective) form of persuasion?
-This is an effective form of persuasion because the announcer speaks of the product benefits and uses a testimony. The man is also attractive and seems knowledgeable of the product.

How does the message utilize and/or influence popular culture?

-This ad utilizes popular culture because convenient, ready-to-eat foods were becoming more popular due to people's busy schedules. The more affluent use of electricity during this time made this type of product popular.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- TV Dinner
• The time period the ad would fit into- 1955, 1950's
• The advertising method they used- This ad uses the repeating effect to have the audience memorize the product. The salesman, who is a Friendly Adviser, emphasizes "Swanson Turkey TV Dinners" over and over. The ad also provides the benefit that it is convenient, just "heat and serve". The commercial itself is a testimony because there is a man selling the product and claiming that it is a good product.
• Why the item or product would be important to someone from that time period- In the commercial the man states how when he is running late, his wife can just pop in Swanson TV Turkey Dinners because they are fast and easy. Food that is convenient and time saving were becoming more popular in this time period.

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-This ad emphasizes traditional roles of men and women. The man exclaims he is running late from work and that his wife needs a quick meal to prepare for him.

Pond's Cold Cream and Vanishing Cream, 1920

Critical Analysis of Advertising Message

Who is the intended audience of the message?
-The intended audience is women. Most likely middle aged who have concern for their aging skin.

What elements of the message make it an effective (or ineffective) form of persuasion?
-This is an effective form of advertising because the headline is centered and enlarged with an answer to a problem. The ad also includes a coupon offer. The copy informs the reader how Pond's Cold Cream works to overcome sun, wind and dust particles polluting your skin, which is a persuasive technique because it is telling the reader why they need this product. 

How does the message utilize and/or influence popular culture?
-This message grasps women's attention because they are starting to use more personal care products available on the market. During this time people as a whole were taking better care of personal hygiene. 

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Cold cream and vanishing cream
• The time period the ad would fit into- 1920
• The advertising method they used- Newspaper with coupon. This ad is an Editorial Style ad since it uses a coupon and gives reasons why to purchase the product. The Tabloid Technique is also seen here since it utilizes text, illustrations and headlines to sell the product's benefits.
• Why the item or product would be important to someone from that time period- With the increasing concern for personal hygiene, this product is appealing because it overcomes harsh weather and pollutants from the city on your skin. There was more time for leisure during this time period. 

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-The women portrayed in the advertisement are all white. One women in particular resembles a "Flapper Girl" because of her short hair and stylish dress. This is apparent because the ad came out in the 1920's. Women at this time were finding some independence and making their mark in history with new rights such as voting and being able to acquire a job. 

http://library.duke.edu/digitalcollections/eaa_P0107/

Kodak, 1901

Critical Analysis of Advertising Message

Who is the intended audience of the message?
The intended audience is men and women who are parents. The upper class who can afford a luxury item.

What elements of the message make it an effective (or ineffective) form of persuasion?
It is an effective form of persuasion because the illustration portrays a child using the camera with a smile on her face. The copy emphasizes that it would be a great Christmas present. 

How does the message utilize and/or influence popular culture?
At this time cameras were relatively new so this was trying to influence popular culture by making cameras an everyday  item. During this time there was developing leisure time for families.

Comprehensive Analysis 

Describe the theme of advertising that you choose:

• What they are selling- Cameras
• The time period the ad would fit into- 1901
• The advertising method they used- The headline is very large and the picture is centered. This draws the reader's attention to the product and what it has to offer.
• Why the item or product would be important to someone from that time period- Cameras were an incredible invention at the time and were not common in households yet. People being able to record their own memories was a phenomenal experience.

How advertising is a reflection of and a form of culture during the time period

Identify examples and portrayals of various ethnic, racial, and other stereotypes
-The little girl is dressed in very large ruffled clothing, an indication of the acceptable clothing in the early 1900's. Of course the little girl being portrayed is a white girl because other races were not allowed to embrace advertisements yet.

http://library.duke.edu/digitalcollections/eaa_K0440/