The textbook explains that, although counterintuitive, advertising should not focus on the product or service being sold, but should rather focus on the needs and desires of its target market. It quotes Michael Newman (2003) stating:
Dont tell me about your manure, tell me about my flowers
View the advertisements, below. Then, select three and explain if and how you see the above concept in action. Describe what product or service each of the three ads is trying to sell (e.g., manure). Then, explain what you think each ad is actually selling (e.g., a beautiful flower garden). Finally, describe whether you can think of any ethical concerns related to this approach of communication.
Obama: Hope (Political Campaign Poster) (Links to an external site.) (http://en.wikipedia.org/wiki/Barack_Obama_%22Hope%22_poster)
We Can Do It! (Propaganda Poster) (Links to an external site.) (http://en.wikipedia.org/wiki/We_Can_Do_It!)
Old Spice: The Man Your Man Could Smell Like (Links to an external site.) (http://www.youtube.com/watch?v=owGykVbfgUE)
1984 Apple’s Macintosh Commercial (HD) (Links to an external site.) [Video file]. (n.d.). Retrieved from http://www.youtube.com/embed/VtvjbmoDx-I
Click here downloadfor a transcript of the video.
Volkswagen: Think Small (Print Ad) (Links to an external site.) (http://en.wikipedia.org/wiki/File:Think_Small.jpg)