FIT Melbourne Effective Messaging Evaluation Memorandum

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Businesses spend thousands of dollars annually analyzing their audiences, from defining who they are to learning their spending habits and discovering their attitudes towards specific products. Companies then use this information to craft advertisements targeting these audiences, often using visual and audio cues to grab their attention.

Directions: Go to www.youtube.com (Links to an external site.) and find videos of two recent (2021-present) television commercials, each selling the same type of product (i.e., cars such as Nissan Rogue and Toyota RAV4; smartphones such as the iPhone 13 and Samsung Galaxy S22; Pepsi and Coke, etc.)

Analyze each video by pinpointing specific visual and audio cues that indicate the commercial’s targeted audience and the company’s specific purpose (other than selling the product, what else are they selling? A specific feeling or lifestyle?). Then, write a one- to two-page memo to Prof. Gallop summarizing your analysis with the following questions answered for each video. Be prepared to share your findings in class.

The memo must be typed in Times News Roman 12-pt. font and single-spaced sentences, with a one-line space between paragraphs. Be concise but detailed and thorough! Formatting examples are in the textbook; however, you graded on the content, not the format. Visual elements such as screenshots and graphics are permitted.

Answer the following questions in the memo:

  1. Define each commercial’s audience using demographics such as gender, age, race, educational background, and socioeconomic level. What does the targeted audience for this product look like? (For example, a life insurance commercial may show gray-haired individuals who are over age 65, possibly retired and living a middle-class lifestyle with some evidence of a college education.)
  2. Define each commercial’s overall purpose (other than to sell the product).

2a. Which of the five purposes for communication (educate, inform, entertain, persuade, analyze) really stands out in the video?

  1. What is the commercial’s overall message?
  2. How effective is the commercial in conveying its message? Is it clear?
  3. Of the two commercials, which one better fulfilled its purpose? How?

5a. What would you change about the commercial you didn’t choose?

The memo must be typed in Times News Roman 12-pt. font and single-spaced sentences, with a one-line space between paragraphs. Be concise but detailed and thorough! Formatting examples are in the textbook; however, you graded on the content, not the format. Visual elements such as screenshots and graphics are permitted.

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