Module 5: the Final Research Paper

The world of modern advertising has drastically changed since the turn of the 21st century. Technology and globalization have revolutionized the advertising industry and successful companies realize that an advertising campaign can make or break product sales. Without a doubt, the largest platform in advertising occurs during the NFL Super Bowl. Every year, the ad agencies strive to make the ads more creative, enjoyable and memorable than the game itself. One of the most talked about commercials from the 2011 Super Bowl was director Samuel Bayer’s “Born of Fire,” which not only introduced the latest Chrysler model but also gave viewers a new perspective on the city of the Detroit (Muller). In fact, the commercial created such a buzz on the Internet that viewers debated who really won the Super Bowl, the Green Bay Packers or the city of Detroit. Yet the more important question for Chrysler and for the entire advertising industry is, did this two-minute commercial truly accomplish its objective?

In theWatchmojo.com interview entitled “Evolution of Advertising: What Makes an Ad Great,” interviewer Rebecca Brayton sits down with Terry O’Reilly, an expert in the field of advertising, to teach the audience what it takes to make a lasting impression from an advertisement. According to O’Reilly, one of the most important aspects of an advertisement is having a main idea. Another important factor in the success of an ad is the frequency with which it is viewed. A compelling ad that viewers want to see again and again should translate into increased sales. The content of an advertisement is just as important as the brand that is being sold. O’Reilly points to the famous Apple vs. PC television campaign as a classic example of a successful commercial. This ad combines humor and charm in an informative way to deliver Apple’s message to the masses, all while launching a vicious attack against Apple’s top competitor. As the attention span of viewers gets shorter, the message...