Advertising

“Brevity is the soul of wit.”

This is the very principle is what you should apply when you do yourpreliminary critical paper. The real challenge here is not really how you answer the questions, but how you make your answers concise and clear. Remember, you only have two pages to discuss everything you need about the ad. Tip: look at the two ads as one campaign.

1. What is the advertising strategy behind this campaign? (Take note of your target market’s demographics and psychographics when you answer this question.)

2. How do these two ads connect to the current campaign and strategy of Joy Dishwashing Liquid? (When we say current, look at advertising campaigns done this year, not last year’s or 2 years ago.) Explain the similarities and/or differences.

3. Review your handout ‘How to Make Great Campaigns’ from David Ogilvy’s ‘Confessions of an Advertising Man’. Name two principles in the handout that were discussed in class (not all 11 were discussed) and apply them (you may prove or disprove the principles) to this print campaign of Joy Dishwashing Liquid.

Throughout the paper, you must answer the three questions.Remember, it’s not just how well you answer the question, it’s also how well you integrate all of your answers into one coherent paper.

As an inspiration or peg when you write your paper, look at how Conrado de Quiros, Manuel L. Quezon III or Patricia Evangelista write their editorial column in the Inquirer. Think of a single story to tell, and a single argument to defend. Once in a while, you may use single person point of view so that you could feel that it’s really you who’s writing the paper.

There are no right or wrong answers. It boils down to how well you defend your answers. You may put citations if you want to. If you heard this about Joy Dishwashing Liquid, cite it. Just always mention the source. You may even cite the lecture notes as reference. But remember, do not make the lecture notes as your answers. Use them to make...