Tyler Cicardo

3/31/2015
Intro to Advertising
Major Assignment #2

The first ad I took a look at was a Coca Cola ad demonstrating the ways in which
they are “going green”. I would classify this type of ad as Institutional advertising,
because as the book states, it “focuses on establishing a corporate identity or winning
the public over to the organization’s point of view” (Moriarty, Mitchell and Wells,
2012, p. 11). I would say this advertisement falls under benefit position; it tells the
consumer what ways Coke is changing their packaging to move towards “a cleaner,
greener planet”. The ad talks about the new designs, new recycling systems and the
amount of money put into the “green initiative” ($60 million), in hopes that the viewer
will notice that Coke is making a substantial change. I would say that the selling premise
is “benefit” and “reason why”. By consuming Coke, you are benefiting the environment,
which is also the reason why you should buy it. I would classify this ad problem solution,
because it offers the viewer a solution to a growing problem; Coke is making changes
that will benefit our environment. I think this advertisement proved to be effective, it
covered all the ground it needed and had a great color scheme to convey the “green”
approach the company was taking.
The second ad I chose to examine was a print ad for WWF (the World Wide Fund
for Nature). It is an example of non-profit advertising, since the foundation is a non-profit
organization. Our book, “Advertising & IMC – Principles and Practice” states that the
goal of non-profit advertising is used to reach customers, members and volunteers as well
gain program support and donations (Moriarty, Mitchell and Wells, 2012, p. 11). I would
say this would be a form of benefit position, because by donating to the organization, the
endangered species would in turn benefit. This ad shows a graphic image of a Panda with
what appears to be gasoline around its eye, and states fact about how gas emissions are
dangerously contributing to global warming. I believe the selling premise for this ad
would be “reason why”, it gives details why this is an issue and offers the viewer a way
to help in the form of the WWF website. I would consider the message approach to be
problem solution, which is also known as product-as-hero. I think this ad firmly states a
problem with our environment, and with the help of donations, they can offer a solution. I
believe this ad is effective; the photo of the panda alone would get some people to donate.
The added facts at the bottom really do bring these issues forward, and would perhaps
persuade people into donating their money, or time, to this organization. I attached both
images to this document below.