During the course of a day, you’ll be exposed to thousands of ads
using a dizzying array of messages and image strategies, each of which
appeals to different consumers in different ways. Are you a “slice of
life” buyer that prefers to see products in the way you would use them
at home? Or maybe humorous ads are more your style; the product that
makes you grin is the one you’ll grab walking down the grocery aisle.
It’s a good bet that the ads that make you want to buy a product are
different than those that influence other shoppers. Advertisers study
consumer trends and behaviors to match their ads to their target
For this discussion we’re going to focus on print ads, which are
generally created for magazines, newspapers, and web pages. Find an ad
(many are available online) that you think is interesting, copy and
paste it into your discussion post, and describe the message and image
strategy. Why is it effective or ineffective? What type of consumer is
the ad targeting? If you were creating an ad for this product, what type
of message and image strategy would you use and why?