Culture and Consumer Behavior
For this assignment, select one advertisement (print, commercial, etc.), and answer the following questions:
1.What one cultural value is portrayed in this ad (based on those summarized at the end of the ; i.e., achievement/success, activity, efficiency/practicality, progress, material comfort, individualism, freedom, external conformity, humanitarianism, youthfulness, fitness and health), and how does the advertised product fit in with this value? Be specific.
2. How are specific perceptual elements used in the ad associated with that value?
3. In your opinion, do you feel that portraying this value is effective for the specific target market of this ad? Why or why not?
4. Why do you feel that this value is important for our society?
For example, consider the Swiffer WetJet ad below:
You might discuss how this ad utilizes the American cultural value of efficiency and practicality to get its message across. The message, "life's too short to clean twice," suggests that this product saves time and effort. Specifically, it uses visual elements, like the evidence of the product having cleaned some of the text away, to demonstrate its ability to clean well (and upon first pass). Finally, the value of efficiency and practicality is important for our culture, since products that save us time and effort are valued. Since we are a culture that emphasizes doing a lot, products like the one advertised will allow us to do more things.
Please format your work so that you copy and paste each question and place your response below it. Plan for approximately one good paragraph for each question. Single-spaced, one-inch margin ruled, and 12 point font (Times New Roman or similar) should be used. Double-sided printing is preferred (so you can get it all on one sheet). You can copy and paste your ad as shown above, or provide a link to the commercial. Your work will be assessed on thoroughness and creativity. You don't need to consult external sources for this assignment (but if you do, please cite properly!). It is your own, personal opinion/point of view as well as how well you utilize the information from class that is most important.