Fallacies and Advertising Analysis
You will closely analyze an advertisement using our knowledge of fallacies and advertising. This analysis will take the form of a report.
Your report should be in full sentences and paragraphs, and should follow the same headlines as the rubric:
- Opening Summary
- Advertisement Overview
- Target Market
- Advertising Concept and Fallacies
- Closing Summary
Your report will be marked on the rubric below:
Opening Summary
Opening summary contains a clear and succinct overview of: product, market, Concept idea
Opening summary contains an overview of: product, market, Concept idea
Opening summary is vague, rushed, or absent
Advertisement Overview
Prototype shows thoughtfulness, care, and creativity
Prototype shows care and creativity
Prototype lacks creativity and/or care
Prototype clearly and effectively integrates concepts of fallacies
Prototype incorporates concepts of fallacies
Prototype doesn’t clearly relate to fallacies
Target Market & Research
Target market is thoughtful and clear
Target market is clear
Target market is unclear or lacking thoughtfulness
Target market is shown and outlined in an interesting/ engaging way
Target market is shown and outlined clearly
Target market is not clearly shown or outlined in an express way
Research on target market is thoughtful and explicitly and clearly linked to the Concept idea
Research on target market is plausible and linked to the Concept idea
Research on target market is patchy or absent, links to the Concept idea are seldom
Concept Idea and Fallacies
Concept is appropriate, professional, succinct and clear
Concept is clear
Concept is long, unclear, or not clearly present
Concept contains a well-developed idea that clearly flows from course content, medium, and research
Concept contains an idea that flows from research and course content
Concept doesn’t clearly link to research or course content, or not clearly present
Concept clearly uses course vocabulary to outline which fallacies are used and why
Concept uses course vocabulary to outline which fallacies are used
Concept doesn’t clearly or consistently use course vocabulary, or not clearly present
Closing Summary
Closing summary clearly and succinctly recaps most resonant parts of the Concept and ends on a hook
Closing summary recaps most resonant parts of the Concept
Closing summary is vague, rushed, or absent
Advertisement video to use in report: ( plz open the vid watch it )
( THIS IS THE Example TO US AND FOLLOW BUT WITH THE VID LINK I PASTE ABOVE USE THAT AND DO THIS )
Jeep, Bruce Springsteen, and America
Knowledge – Advertising Analysis Assignment (Prototype)
Opening Summary
With ideologies in the United States being more polarized than ever, how does Jeep advertise to the majority of Americans without alienating a portion of the demographic?
Jeep is an American product. It is an American car, promoting the American values of self-sufficiency, rugged adventure, and community. How do they remind our viewers of this? First, advertising during the Super Bowl, an event that is still watched live by almost 100 million Americans and is a cornerstone of American identity. Second, by enlisting Bruce Springsteen as spokesperson – a man who embodies working class America and whose popularity spans generations. Third, by appealing to the patriotic notion of ‘the middle,’ a common ground for all Americans that has been lost in this age of division and disillusion.
Advertisement Overview
Opening imagery: open country roads, cowboy hat and papers on passenger seat, dusty boots, grain silos in fields. No new technology is present. Colours are muted and earth-toned, except when red/blue)
Bruce Springsteen, in voiceover: There is a chapel in Kansas, standing on the exact center of the Lower 48. It never closes. All are more than welcome to come meet here, in the middle.
It’s no secret – the middle has been a hard place to get to lately. Between red and blue, between servant and citizen, between our freedom and our fear.
Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few. It belongs to us all. Whoever you are, wherever you’re from, it’s what connects us, and we need that connection. We need the middle.
We just have to remember the very soil we stand on is common ground – so we can get there. We can make it to the mountaintop, through the desert, and we will cross this divide.
Our light has always found its way through the darkness, and there’s hope on the road up ahead.
(Throughout voiceover, images of Mr. Springsteen in and around the Jeep, exploring rural America. Imagery from Lebanon, Kansas chapel, rugged and desolate nature imagery evocative of the Midwest. Ethereal instrumentals, country-tinged, building to passionate culmination with title card.)
Title card: To the ReUnited States of America (visual shows map of contiguous USA with a star in the middle).
See visuals here:
Target Market
Jeep has previously advertised largely to middle-class Americans seeking to reconnect with their roots – images of Jeep leaving the city for backcountry camping, road trips, hunting, and images of nature in general. However, by targeting this middle-class market in past decades, they have neglected the market that launched our brand in post-war America. The working class saw what Jeeps could do in wartime, and came home to buy a tried-and-tested product made in America.
Our target market for this advertisement is the ascending working class, rural, and holds traditional ideas and beliefs about America. The ideal target is male (as a statistically average watcher of the Super Bowl), 25-65 years old, white, Christian or Christian-sympathetic, holds a blue-collar job that pays well (skilled trades, supervisory positions, etc) and so has the disposable income to buy a new car. This demographic has traditionally gone with a pickup truck – Jeep wants to change that.
Along with the primary demographic, Jeep continues to appeal with the more middle-class target of previous campaigns. While they do not clearly align themselves with Christianity, and are more likely to work white-collar jobs, the links with Mr. Springsteen and the rugged, nature-oriented, traditionally masculine imagery will remain consistent and continue to ring true to this market as well.
This target demographic closely mirrors Bruce Springsteen’s fan base, and so aligning Jeep with Mr. Springsteen for this campaign is directly beneficial to the target market.
Pitch Idea and Fallacies
The advertisement primarily uses Appeal to Tradition and Appeal to Authority, although the fallacies of Red Herring and Weak Analogy are also used.
By using Bruce Springsteen as a celebrity face of this campaign, Jeep is leveraging his authority in middle America, traditional American values, the working class, the Baby Boom generation and Generation X, as well as nostalgically with older Millennials. He is seen as a commentator on the American Dream, the plight of the working class in post-NAFTA America, as well as a political progressive, considering his recent podcast with Barack Obama.
By focusing on traditional American imagery (cowboy hats, dusty boots, the traditional Jeep military body, churches and crosses, American flags), Jeep invokes Appeal to Tradition. Using words and phrases like ‘freedom,’ ‘between red and blue,’ ‘the soil we stand on,’ ‘connection,’ and ‘common ground,’ Jeep uses traditional political imagery from across the political spectrum that reminds the target market of the American roots of democracy, a forgotten time in the past when Republicans and Democrats worked together for the good of the country.
By focusing on the divisiveness in America, Jeep is making a political statement that serves as a Red Herring from the nature of advertising itself – as advertisements have moved away from overtly selling a product, this Red Herring approach has become increasingly necessary. Jeep advertises a product by talking about something else. Also, by focusing on the divide itself, Jeep avoids taking ‘sides’ in the divide.
Weak analogy is used in the imagery as well as the copy, as the visual focus is not only on Mr. Springsteen but also on the tiny chapel in Lebanon, Kansas, that purports to be at the longitudinal and latitudinal center of America. As they are talking about finding ‘the middle’ in politics, the imagery of this church serves as an analogy for this ‘middle.’ A church that emphasizes patriotism in its imagery, whose whole visual marketing is the ‘middle’ of America and turning away no one, resonates with the non-partisan message while still evoking traditional American ideals.
Closing Summary
By using Appeal to Authority (by using Bruce Springsteen as spokesman), Appeal to Tradition (by evoking a shared American past through traditional imagery and phrases), Red Herring (by focusing on a political message instead of the product itself), and Weak Analogy (in the ‘political center’ analogized in ‘Kansas chapel at geographic center’), this advertisement aligns Jeep with its more working-class, middle-America roots while appealing to both sides of the political spectrum and to both working-class and middle-class American men.
This advertisement attempts to place Jeep at the center of the ReUnited States of America.
PLEASE I NEED THIS SOON AND THIS IS AN ENGLISH ASSIGNMNET
