Use, Evaluate, and Treat Critically Information Received From the Mass Media Table of Contents | Information Competence Tutorials Home | CSUMB Library Home

Advertising: Verbal & Visual Messages The following series of exercises is designated to allow you to asses the factual material you receive from ads, versus the emotional material you receive from them. Click to see Video Clip (NOTE: You will need the free Real Player to view the video) 1.  Does the ad give the price of the product?  Yes No    2. Does the ad make clear what the product is used for?  Yes No    3. Does the ad make the advantages of using this product clear?  Yes No    4. Does the ad tell you why you should purchase this product over another? Yes No    5. Does the ad tell you what the product will 'do' for you? Yes No    6. What ethnic group is the target audience for this ad? White Black Hispanic Asian Multiple ethnic groups   7. What gender is the target audience for this ad? Men Women Unknown   8. What age group is the target audience for this ad? 5-10 11-16 17-21 22-35 36-50 50 and over unknown   9. Describe the feelings that the ad projects to the viewer? happy serious exciting comic cautious adventurous romantic mysterious masculine feminine   10. Are you given information about any of these areas in relation to this product? reliability taste usefulness comfort health benefits personal benefits no information is given   11. Given your analysis of the ad, is the advertiser asking you to purchase this product based on factual or emotional appeals? factual emotional