Lindsay Schich

Advertising Portfolio
PR 202
Oct. 31, 2014

Table of Contents
Preemptive Strategy
Good Example MAZDA3

pg. 3

Poor Example Mornindine

pg. 5

Unique Selling Proposition

Good Example OLAY Hydrate and Replenish

pg. 7

Poor Example Canada Dry Pale Ginger Ale

pg. 9

Brand Image
Good Example Eos lip balm
Poor Example Supreme Protein Bar

pg. 11
pg. 13

Positioning
Good Example Mini Babybel cheese

pg. 15

Poor Example Daz laundry detergent

pg. 17

Resonance
Good Example Acuve contacts
Poor Example - blu electronic cigarette
Affective Anomalous
Good Example World Wildlife Fund
Poor Example Diesel

pg. 19
pg. 21

pg. 23
pg. 25

MAZDA3 Ad: Preemptive

(Good Example)

Medium: Print
Ad Location: Popular Mechanics magazine
Ad Date: Jun. 2014
Target Audience: Primarily men (88.8%); median age of 45
Median income of $69,000
74% are home owners
Love the outdoors, active mobile electronic users, shop for home
improvement products and own cars and love to work on them and
purchase products for them.
Selling Strategy(ies) Used: Hard sell; Preemptive
Message Formula Used: Comparison; Straightforward

Additional Comments: The ad plays to the stereotype that men like cars, racing and extremes. It
features Bill Simpson, who invented flame-resistant racing suit. Even though Simpson doesnt
have a direct relationship to Mazda, it shows that Mazda is similar to the racing suit because you
can be safe while indulging your love of adrenaline.
The main copy uses a hard sell approach to appeal to mens logical side. It lists the new features
the Mazda 3 has, such as the i-ACTIVSENSE system, blind spot monitoring and Smart City
Brake Support. The ad states these features are class-exclusive suite of eight advanced safety
features. It shows Mazda is ahead of other car brands by featuring these state-of-the-art features
and the competition has to include this features to be in the same class as Mazda.
Men are very practical shoppers and only shop for products that can help improve their lives.
This ad appeals to their shopping mantra because it only provides the essential facts
and doesnt include any puffery.
The layout of the ad is very simple. The black background showcases the vibrant red car and
yellow flames in the background; it is a nice use of contrast. The placement of the title is in a
strong point of the page in the top left corner and it should attract the readers attention with the
mention of the word, extreme. It gives the ad movement because it catches your eye and then
draws it toward the car and down to the copy at the bottom of the page.

Mornidine Ad: Preemptive

(Bad Example)

Medium: Print online

Ad Location: Canadian Medical Association Journal, Vol. 81, No. 1
Ad Date: 1959
Target Audience: Men and Women between the ages of 35 and 65
Canadian and global readers
Professional audiences\
Driven and intelligent
Raise awareness for medical and medico-social issues
Selling Strategy(ies) Used: Hard sell; Preemptive
Message Formula Used: Problem/Solution; Straightforward
Additional Comments: The ads layout is very simple and predictable. Theres the title above
the main picture, followed by a subline and the body copy. The copy is very factual
and straightforward. This would be beneficial for the audience because they are medical
professional who want the specific details on the drug. The ad would be effective for the
audience because it tells the readers what they need to know without including any extra
information to distract them. The ad would also resonate with the audience because in the 1950s,
the majority of medical professionals were men and women stayed at home to take care of the
children.
The ad is extremely sexist because it is saying that if she takes Mornidine to ease the symptoms
of morning sickness, she will be able to cook breakfast for their husbands. It showcases the
stereotype that the womens only place was in the kitchen and her only purpose was to keep the
home clean and care for her family. While some of those activities are typically feminine, there
should be times when the men are able to take care of themselves and break the social norms.
Even though the ad has the potential to appeal to both men and women, it primarily appeals to
men because one of Mornindines primary benefits is the wife will be able fulfill her
responsibilities no matter how sick she may feel.

OLAY Hydrate and Replenish Ad: Unique Selling Proposition

(Good Example)

Medium: Print
Ad Location: Good Housekeeping magazine
Ad Date: Nov. 2007
Target Audience: Women age 18 and older, median age: 55.5
Median household income is $62,585
61.1% have attended or graduated college
52% are employed
61.3% are married and 27.6% are mothers
Predominately white (83.5%), followed by African American (10.2%) and
Hispanic (6.4%)
Selling Strategy(ies) Used: Soft sell; Unique Selling Proposition
Message Formula Used: Comparison; Problem/Solution; Straightforward

Additional Comments: Women, especially those in the target audience, have a daily
beauty regimen and it usually includes cleansing and moisturizing. Many beauty products work
against each other; a cleanser dries up the pores and skin while a moisturizer adds moisture to the
skin, but sometimes clogs pores. OLAYs Hydrate and Cleanse is an answer to this problem
because it is a 2-in-1 product that moisturizes while it cleanses. The ads copy says it is an
alternative to beauty products that take moisture from the skin rather than giving it. This is a way
to show the product is new and different from the competition because it provides them with a
product they have never seen before.
The repetition of the word gives and takes reinforces the idea that OLAYs product
continually gives your skin moisture while other products continually take it. The words gives,
gives, gives is over the water droplets falling onto the cleanser to subliminally show the cleanser
gives water rather than chemicals. The cleanser has a water-like appearance, rather than a thick
liquid, as a way to show the cleanser is full of moisture and can thoroughly hydrate the skin.

Canada Dry Ginger Ale Ad: Unique Selling Proposition

(Bad Example)

Medium: Print online

Ad Location: The Saturday Evening Post
Ad Date: 1937
Target Audience: Women (55%) and Men
Median Household Income: $54,321
64% have attended or graduated college
74% own a home
30% have mentality of Buyers of the Best
Influentials
High levels of social and civic engagement
Selling Strategy(ies) Used: Soft sell; Unique Selling Proposition
Message Formula Used: Demonstration, Problem/Solution

Additional Comments: The ad is visually interesting and the different elements move the
viewers eyes through the ad in a logical manner. It starts at the top, works down the bottle and
finish at the bottom copy. The words ginger and gingervating stand out because of the color
contrasts with the rest of the ad. The copy seemed redundant at times, such as pick-up and its
gingervating. While repeating information is important for certain mediums, such as radio and
television, it is not necessary for print ads. Many people would get tired of reading the same idea
over and over.
While the ad does showcase the product and its benefits, there is a glaring stereotype that
dominates the ad. Back in the day, it was considered offensive to call a redhead a ginger. The
boy featured in the ad hits all of the stereotypes red hair, blue eyes, pale skin and freckles. Even
though it is a play on words, there is a fine line not to cross when you feature people in
advertisements. There is a saying that hes got so much of it, under the word ginger in the
upper right corner. Does it infer the boy has a lot of soda or a lot of ginger because he is a
redhead?

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11

eos Lip Balm Ad: Brand Image

(Good Example)

Medium: Print
Ad Location: Health magazine
Ad Date: Mar. 2014
Target Audience: Women and a median age of 33
Household income $80,881
82% have some college education and 56% have graduated
60% are employed
Put health and fitness first and focused on nutrition
Tech savvy
Driven and ambitious natural leaders
Fashion forward and style conscious
Selling Strategy(ies) Used: Soft sell; Brand Image
Message Formula Used: Problem avoidance, Straightforward
Additional Comments: The ads visual sums up the main idea of the ad all without using one
word. The lip balms in the honeydew show it is all natural and the lip balm on the spoon conveys
the idea that it is safe to eat because it is all-natural and paraben-free. The ad is also very
minimalistic and pure to show the simplicity of the product. These concepts are all supported by
the USDA Organic logo in the bottom left portion of the ad saying the lip balm is 95% organic.
The eos ad would connect well with the target audience because they are very health conscious
and are focused on health and nutrition. The lip balm is only made from all-natural ingredients.
These women are also focused on their appearance and the lip balm will help them avoid having
chapped, rough lips. The audience also has disposable income to spend on non-necessary items.
This ad is considered a brand image because it shows the reader how their product is different
from the competitors. Many make up brands are known to include harmful chemicals into their
products. Eos is showing the audience their product is different because they use all-natural
ingredients that are not harmful to their bodies. This feature will stand out to the audience
because they arehealth conscious about what they put in and on their bodies.

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Copy: Whats better than winning? Winning twice. And thats what you do every time you bite
of a Supreme Protein bar. The absolutely out-of-this-world, gourmet candy bar flavor of
Supreme Power is rivaled only by the tremendous body toning power of its elite protein blend,
featuring amino-acid whey isolate. Every Supreme Power is the ultimate win-win situation.

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Supreme Protein Bar Ad: Brand Image

(Bad Example)

Medium: Print
Ad Location: Mens Health magazine
Ad Date: Mar. 2014
Target Audience: Men (83.1% of readers) and a median age of 39.8
Household income $81,942
52.9% are married
36.2% have a bachelors degree or higher
62.8% are employed full-time
Selling Strategy(ies) Used: Soft sell; Brand Image
Message Formula Used: Straightforward; Problem/solution
Additional Comments: The layout of the ad is very visually appealing and there is a definitive
text hierarchy that moves the reader seamlessly through the ad. The ad also features vibrant
colors, such as red and yellow. These colors have been known to increase mens attraction to so
mething or someone, so men would be drawn to the ad. The image of the scantily-clad, toned
women would also attract their attention.
The ad is considered a bad ad because it subliminally implies unrealistic expectations that if a
guy eats the Supreme Protein bar, they will look like the model in the ad. Also, there are the
unsubstantiated claims the bar has tremendous body toning power and they be used to stroke
the male ego a little and encourage them to purchase the product.
There are other questions that arise from the ad, such as what is a win-win situation mentioned
in this ad? Is it referring to eating the delicious bar and getting a body like the model or if you
look like the guy, you will be able to get a girl who looks like that as well. There is also a
Winner of 20 Awards for Taste and Quality sticker on the left side of the page, but there is no
reference or explanation to it in the ad. As a whole, the ad asks more questions than it answers.

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Mini Babybel: Oh no no no, we have a dress cod

e here and its NOT see-through. NEXT!
Oh.this is a lunch box..not a Halloween bag.

Mini Babybel: Sooo sorry.this lunchbox is alre

ady at capacity.

Mini Babybel:*purs* A natural beauty. You are

making me melt, Cheriee

Emilea Wilson VO: Mini Babybel is one hundre

d percent natural cheese a good source of protein
and calcium and a whole lot of fun.

Emilea Wilson VO: Mini Babybel

Mini Babybel: Snack a little bigger.

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Mini Babybel Cheese Ad: Positioning

(Good Example)

Medium: Television
Ad Location: Food Network
Ad Date: Oct. 13, 2014
Target Audience: Women (73.6%) and Men ages 18-54, median age of 41.9
Median Household Income: $62,876
52.9% are married
45.2% have at least one child
59.5% have attended college or higher
63.4% own a home
Selling Strategy(ies) Used: Hard sell; Positioning
Message Formula Used: Comparison; Humor
Additional Comments: The ad clearly shows the difference between Mini Babybel cheese and
other traditional snack items. The Mini Babybel is acting like a security guard for the
lunchbox and only allows the healthiest snacks, such as the clementine and himself, in. It is also
saying that Mini Babybel is a better option than other packaged cheese items. Indirectly, the ad is
showing other snacks dont stack up against Mini Babybel. The ad is also humorous because
there is a talking mini wheel of cheese with a French accent.
This ad will appeal to the target audience because many of the viewers are mothers who have
school-age children. The ad is making a clear indication that Mini Babybel is healthy, good
source of protein and calcium, and can fit to be a part of childrens lunchbox. The cheese also
has the fun factor because it has a wrapper and a wax coating underneath that kids can pull away
and mold into different shapes.

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Danny Baker: Would you show your whites to the rest of

Britain? The Daz Doorstep Challenge is here to do just that.
*doorbell rings*
*woman gasps*
Danny Baker: Wow, that was a reaction!
Anne: Well, dear me!
Danny Baker: Im Danny Baker by the way.
Anne: Had I known, I would have put some make up on and
combed my hair.

Danny Baker: The challenge is how white are your whites?

You got something you could show us now?
Anne: Well, Im just busy ironing at the moment
daughters vest, is that okay?

Danny Baker: Would that take much cleaning?

Anne: As half as many times as they sat in their underwear
and drank juice thats gone down the front.
Danny Baker: Well proof right there, outta say. I guess I
dont have to guess which powder you use, do I?

Anne: Daz.
Danny Baker: Ah, I was ahead of you there. Would your w
hites pass the Daz Doorstep Challenge? Annes did!
*laughs*

17

Daz Laundry Detergent Ad: Positioning

(Bad Example)

Medium: Television
Ad Location: BBC Sport
Ad Date: 1993
Target Audience: Men (62%) and Women; median age of 47
61% have a college or post-graduate degree
Median personal income: $67,794
34% have lived, worked or studied abroad
Considered business decision-maker, influential opinion leaders
Selling Strategy(ies) Used: Soft sell; Positioning
Message Formula Used: Demonstration; Comparison; Problem/Solution
Additional Comments: The commercials concept was a good idea because it would shows Daz
detergent works because it gives a feeling of reality and authenticity to the brand. The
commercial features a spokesperson going door to door asking people to see their whites. After
the woman shows him, he assumes the woman uses Daz based on the sole fact that her whites
dont show any stain residue.
Even though the commercial is supposed to be relaxed and conversational, it appeared to be
almost too relaxed and unrehearsed. The man and woman talked back and forth as if they werent
being filmed and just having a normal conversation between friends. While there is nothing wro
ng with having a conversational tone, the commercial didnt get to the point and caused it to run
about two times longer than necessary.
There were also no hard facts presented in the commercial to show Daz detergent removes stains
and whitens better than the competition. .
The commercial aired on the BBC Sport channel, during a wrestling match. I dont think the
commercial was correct for the channel it was aired. The audience for BBC Sport is primarily
male and most men do not buy laundry detergent. If they do, they would just care if it works, not
because it was the best brand out there.

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Acuve Contacts Ad: Resonance

(Good Example)

Medium: Print
Ad Location: Girls Life magazine
Ad Date: Apr. and May 2012
Target Audience: Girls age 10-15
Look for real information and advice about real-life challenges
Likes fashion and beauty
Enjoys taking quizzes
Curious about celebrity happenings
Selling Strategy(ies) Used: Soft Sell; Resonance; Unique Selling Proposition
Message Formula Used: Slice of Life; Demonstration
Additional Comments: This ad will resonate with readers because many teenage girls don't
get asked to the dance because they think they aren't as pretty as other girls because they wear
glasses and guys won't ask them to the dance. The ad shows a picture how a handsome looking
guy is surrounded by all of the girls who don't wear glasses or are wearing contacts.
The ad has a very simple 2-page spread with the picture spanning across both pages with some
text down at the bottom. There is one box between the girl and the group of people in the
background that says, "1 day...he'll be begging to dance with me." This is a good use of
alignment because even though the girl doesnt have any interaction between the group of people,
the text leads the viewer's eyes in a logical manner to be able to infer that conclusion. The copy
underneath of the picture says that Acuve contacts will make you feel beautiful without the hassle
because you only wear the contacts for one day and then throw them out. The "1 Day" text that
was previously mentioned also referred to the fact that the contacts were only worn for one day.

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21

blu Electronic Cigarette Ad: Resonance

(Bad Example)

Medium: Print online

Ad Location: Rolling Stone magazine
Ad Date: Sept.15, 2011
Target Audience: Men (62.6%) and Women, median age of 35.0
Primarily Caucasian (71.4%)
Median Household Income: $65, 294
72.2% are employed
61.8% have attended college
$9.9% are single
Selling Strategy(ies) Used: Soft sell; Resonance: Unique Selling Proposition
Message Formula Used: Slice of life; Demonstration; Straightforward

Additional Comments: The ad plays off the idea of men having one-night stand, and
then just leaving the girl without contacting her again; this is alluded to with the phrase, No
Regrets. It refers to the old clich of people smoking after sex. This would bring back feelings
from their past and the audience would be more likely to make an emotional connection with the
ad. The copy and image of the product near the bottom of the ad shows the viewer what the ad is
about. The copy is very short and straightforward. This is effective because the audience is
primarily male and they want to know what theyre reading without sifting through too much info
rmation.
Even though the ad is visually appealing and effective, the ad concept isnt so flattering toward
women. The woman lying in bed is photographed at one of the most unflattering angles, the
man is sitting there relaxing, not having a care in the world. The ad implies that smoking an
e-cigarette is similar to having a one night stand. The ad is demeaning toward women, especially
those who are considered bigger, because it implies that men just want them for certain things
but then will forget about them and have No Regrets.
The ad also has a unique selling proposition because the main copy of the ad states the e-cigarette
does not contains no odors or ashes, unlike traditional cigarettes

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23

World Wildlife Fund Ad: Affective/Anomalous

(Good Example)

Medium: Online
Ad Location: Popular Mechanics magazine
Ad Date: June 2004
Target Audience: Primarily men (88.8%); median age of 45
Median income of $69,000
74% are home owners
Love the outdoors, active mobile electronic users, shop for home improve
ment products and own cars and love to work on them and purchase produc
ts for them.
Selling Strategy(ies) Used: Soft Sell; Affective/Anomalous
Message Formula Used: Teaser

Additional Comments: The ad is very simplistic and effective. The use of the world as the top of
an ice cream cone is an extremely effective way to convey global warming, all without using a
headline or body copy. The drips of ice cream running down the side of the cone are blue to
symbolize the water, particularly glaciers, melting. Like many children who desperately try to
lick up the melting ice cream on a hot summer day, the world can only work frantically to
potentially reverse the effects of global warming.
The ad is very effective because even though the ad only contains one image and minimal words,
because it conveys the idea of global warming in under 10 seconds. The eye travels down the ad
toward the bottom of the page, where there is a little information about the World Wildlife Fund.
The viewers eyes then travel across the bottom of the page toward the logo.
The ad connects well with the audience because of its simplicity and connection with food. The
age old saying is the way to a mans heart is through his stomach, and I think this ad is no
exception.

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25

Diesel Ad: Affective/Anomalous

(Bad Example)

Medium: Online
Ad Location: Huffington Post Online (original source not found)
Ad Date: May 25, 2011
Target Audience: People 50 years old or older
Affluents
Men and Women
Millennials
Moms
People with multiple racial backgrounds
Selling Strategy(ies) Used: Soft sell; Affective/ Anomalous
Message Formula Used: Teaser; Straightfoward
Additional Comments: The ads message is very straightforward and the viewers dont have to
imply what the message is. The main image of the ad also demonstrates the message of the ad.
The visual implies that they are the stupid people because they create the ad and everyone else
is smart critiques them. While the ad does grab the readers attention, the idea behind the ad is
insulting to certain groups of people. Diesel was stating that people who are creative are
stupid, and everyone else around them critiques their art because they are smart. This ad is
very controversial because it essentially divides the viewer population into two categorical and
everyone has to fit in one of them, without any overlap.
Even though the ad is controversial, it also intrigues the reader to figure out what Diesel is and
what it can do for them. The ad is very straightforward and blunt with the message but it also
leaves the reader wanting to know more information about the ad and the company.

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