- Psychodynamic
strategy which aims to arouse some sort of feeling or emotional state (learn, feel, do)
- Socio-cultural
strategy which aims to show consumers how using a particular product will help them fit in with cultural requirements (conform
or be punished)
In order to help you explore these two
models of persuasive advertising strategy, this exercise will ask you to create your own advertisements for the same product
using both strategies. The product you will be designing ads for is called Sweets
24 and is a hard candy that last for 24 hours in your mouth. Outline your vision
of what a 30-second TV advertising spot or a simple color magazine ad might look like using both strategies. Remember to post your responses in the corresponding assignment shell in etudes.
Psychodynamic strategy:
Psychodynamic slogan:
Socio-cultural strategy:
Socio-cultural slogan:
Which of these strategies do you think
would be more effective for selling this type of product? Why?
Given the potentially detrimental effects
on one’s personal health this type of product might create, would either of these methods be more ethically correct? If you were a copywriter for an ad agency, how would you feel about writing ads for
this product? Explain your answers.
