Analysis of Advertisements in Magazines Assignment

Assignment Task

Magazine Ad Analysis

Lifestyle concepts are often used in advertising to determine the words, images, and music used in an ad and to decide where the ad will be run (printed in a magazine or not). Magazines provide good examples of lifestyle advertising in action: in fact, many magazines are called "lifestyle magazines" because they appeal to people with particular activities, interests, opinions (AIO), and demographic profiles.

Steps to follow:

1. Browse through a number of magazines and select THREE ads for products that you either own or use now or that you are likely to buy or use in the near future. Include both goods and services in your search.

2. Decision For each of the ads you've selected, decide whether the words and images in the ad fit your perception of your lifestyle (using the dimensions listed in Exhibit 4.7, see below). For instance, if people are shown in the ad, do you get the impression that these people would feel the same way you do about important issues? Also, given your lifestyle, how likely is it that you would have run across (seen) this ad in the course of your normal daily activities?

3. Communication Pretend that an advertising agency has hired you to help fine-tune its ads because you represent the ideal target consumer for a particular product. Using the ad that you think least fits your lifestyle from the three ads you have selected, write a ONE-PAGE MEMO to the agency explaining how the ad needs to be changed to fit its intended audience more accurately. Also, identify where the ad should be run so that someone with a lifestyle like yours is likely to encounter it (don't restrict your choices to magazines for this part of the exercise; recommend any media option you like)

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