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Analyzing Advertisements - Gatorade

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Locate an advertisement for a food or beverage product on the Internet. Attach a copy of the advertisement or provide a URL to the ad with your response:
Explain the advertisements intent, and critique its effectiveness.

- What type of personâ?"social class, culture, lifestyle, values/beliefsâ?"does it intend to target?
- What consumer need is the advertiser trying to fulfill?
- How would you describe the ad's effectiveness in targeting the consumer?
- Describe the persuasive technique being used in the ad (humor, sex appeal, shock appeal, etc).
- Would you recommend this technique for other products in the same category? Why or why not? If not, what products might be appropriate for this approach?

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Solution Summary

This solution analyzes a Gatorade advertisement based on the following:
A URL of the advertisement is included.

The advertisements intent, and its' effectiveness.
- What type of person, social class, culture, lifestyle, values/beliefs does it intend to target?
- What consumer need is the advertiser trying to fulfill?
- How would you describe the ad's effectiveness in targeting the consumer?
- Describe the persuasive technique being used in the ad (humor, sex appeal, shock appeal, etc).
- Would you recommend this technique for other products in the same category? Why or why not? If not, what products might be appropriate for this approach?

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I picked the Gatorade advertisement Michael Jordan: "Win From Within" (http://youtu.be/-XA94HhUbLo)

The advertisement is intended to attract people to attract Gatorade by highlighting Michael Jordan and his use of the product. It starts by showing a problem- Michael Jordan suffering from illness during a critical game, and then shows the solution, drinking Gatorade to enable him to come back (or so it appears).

The advertisement's intent is to show the benefit of drinking Gatorade. It can revive you, and let you come back into the game and win, no matter how badly you feel, according to the commercial. It appears to be effective, and especially emotive since it uses basketball great, Michael Jordan, evoking ...

Solution provided by:
Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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