Reading Assignment 2

Chapter 7 provides one with excellent ways of deconstructing model frameworks. In various advertising courses, I’ve been told: either make your ad funny, emotional, or straightforward. However, this becomes problematic because one’s forced to think in a very constricted manner, often leaving little to no room for creativity. Chapter 7 does a great job going beyond the labels and providing individuals with a variety of ways advertising works. An approach I find extremely annoying is the testimonial approach. Proactive often uses this method when selling their products. I frequently turn the channel off whenever I see Proactive commercials on television because it makes me feel like the company is attempting to make their product sound better than it actually is. Along with exercising the testimonial technique, Proactive also uses endorsers, such as Justin Bieber and Katy Perry. As if seeing these two celebrities represent Proactive isn’t painful enough, their acting abilities aren’t the greatest, leaving me with the impression that they don’t genuinely like the product making me not want to buy the product- ever.

While reading the problem/solution section, I was reminded of an amazing Bounty Paper Towels advertisement I saw awhile back. Although Bounty takes it a step further by using guerilla advertising, I feel the IRobot commercial is still effective because of the exaggeration it used in their commercial. As one can see in the pictures below, Bounty exaggerates the size of one’s everyday messes to get their message across, makes small work of big spills. Their ads are intriguing and comical, it’s not everyday one sees a human sized Popsicle laying in the middle of the street.

Overall, chapter 7 reinforces the notion that advertising encompasses a variety of approaches that allow companies to create successful campaigns. Following these tactics carefully will successfully communicate the message of the brand.