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Nova Britannia Advertisement Assignment

Part 1: Advertising Analysis
Choose six ads from various magazines for analysis. Your ads should show a diverse range of techniques to advertising and a diverse range of products. If your analysis of each ad varies little from ad to ad then you are demonstrating a limited understanding of advertising techniques and will be marked down. For each ad write a one-two paragraph analysis covering the following topics
  1. Introduction - state the name of the product, the company, and the magazine.
  2. Brand Name - is there anything in the brand name designed to influence the consumer?
  3. Visual Impact - what is the first thing that grabbed you in the ad - what influence does it have?
  4. Theme - explain what the general theme of the ad is.
  5. Slogan - is a slogan used in the ad, if so what is it and what effect does it have?
  6. Layout - what percent of the ad is taken up by the product, the background, the words - what is the influence?
  7. Background - how does the background visuals contribute to the theme of the ad, the image the ad is trying to project, what associations are being suggested
  8. Use of Colour - does color play an important role in the ad, is it used effectively, how doe it influence to viewer?
  9. Use of Language - does the ad use techniques using language to influence the consumer?
  10. Psychological appeal or emotional appeal - what emotions are being appealed to? What psychological needs are being appealed to?
  11. Audience - Who is the ad being aimed at? Age group, Income level, occupational group?
  12. Effectiveness - Rate the ad for its effectiveness. Did you find the ad interesting, informative, memorable, stupid, insulting?
Part 2. Do either of the following:

Television Ad Analysis
Choose two video ads that are available for viewing on the Internet. Analyze the ad in a similar manner to Part 1. In your analysis, specifically address the following:
  1. Introduction - state the name of the product, the company, and provide link to ad.
  2. Brand Name - is there anything in the brand name designed to influence the consumer?
  3. Visual Impact - what is the first thing that grabbed you in the ad - what influence does it have?
  4. Theme - explain what the general theme of the ad is.
  5. Slogan - is a slogan used in the ad, if so what is it and what effect does it have?
  6. Visuals - how do the background visuals contribute to the theme of the ad, the image the ad is trying to project, what associations are being suggested?
  7. Use of Colour - does color play an important role in the ad, is it used effectively, how doe it influence to viewer?
  8. Use of Language - does the ad use techniques using language to influence the consumer?
  9. Psychological appeal or emotional appeal - what emotions are being appealed? What psychological needs are being appealed to?
  10. Audience - Who is the ad being aimed at? Age group, Income level, occupational group?
  11. Effectiveness - Rate the ad for its effectiveness. Did you find the ad interesting, informative, memorable, stupid, insulting?

Provide the URL for your advertisements, so that they can be viewed.

or, Design your own Ad
You have your choice of designing an advertisement for a print publication or creating a storyboard for a video advertisement.
  • Create a product you want to advertise
  • Give the product a brand name and slogan
  • Decide what words you want to use to describe the product (language technique)
  • Decide upon a psychological or emotional appeal you want to use
  • If doing print ad, layout the ad in an attractive manner (digital or print)
  • if doing storyboard, use this template. Each box should portray a key frame in your video advertisement, use below each box to describe the frame and include any dialog or voice over information, label each frame (introduction, shot 1, shot 2, conclusion) in space above the box
Marks for originality, appropriate slogan and brand name, appropriate appeal, and saleability(neatness, english, attractiveness)

Format
The choice of format is up to you. You may submit your work on paper with ads clipped from magazines and pasted onto sheets of paper with writeups on the facing page, you may submit your work digitally by scanning ads and creating digital copies that you then insert into a text document or desktop publishing program or you may do a combination of the two. Either way your submission must have a title page and be attractively organized. All write-ups are to be the form of one to two paragraphs with complete sentences.

Resources
Glossary of Advertising Terms



Example of a storyboard
Advertising Claims
Advertising Appeals
Advertising directed at Needs
More Advertising Appeals

Procedure
  1. Look at the advertisement
  2. Answer the questions posed
  3. Combine into 1-2 well-organized paragraphs


  1. Introduction - Digiorno Crispy Flatbread Pizza (frozen) Pepperoni Fire Roasted Red Pepper, Sports Illustrated Magazine
  2. Brand Name - - Digiorno is italian sounding - authentic, crispy - texture word, fire-roasted red - suggests spicy hot.
  3. Visual Impact - pizza slices is the first thing that catches my eye - makes me hungry
  4. Theme - the general theme of the ad is that this brand of frozen pizza is more delicious (better) than the pizza served by delivery services
  5. Slogan - undeliverably delicious - suggests the pizza is better than the stuff that you get when you order from pizza places that deliver
  6. Layout - more than half the full page ad is taken up by the cooked product - influencing you to crave pizza to fulfill your hunger.
  7. Background - the background is countertop and red trim, the area not filled by the pizza - the countertop emphasizes classic notions of home cooking
  8. Use of Colour - red is chosen because it is color associated with italy and it also stimulates hunger
  9. Use of Language - the ad uses a preemptive claim in that of course digiorno pizza can't be delivered it is frozen pizza
  10. Psychological appeal or emotional appeal - the ad is an appeal to the desire for authentic italian pizza, to have hunger quenched, and good taste
  11. Audience - Since this ad is in Sports Illustrated and it is frozen pizza, it is mostly likely aimed at 20-35 year old males with reasonable incomes and the desire for easy but good tasting food
  12. Effectiveness - I would give the ad about 7/10, nothing remarkable about the ad but I think the message is appropriate for the market of frozen pizza eaters.

This is an ad for Digiorno Crispy Flatbread Pizza (frozen) Pepperoni Fire Roasted Red Pepper and was located in an issue of Sports Illustrated Magazine. The brand name is italian-sounding, suggests that the pizza is spicy, traditional pizza. Your eye is immediate drawn to image of the pizza itself, it looks as if you could reach out and touch it. The general theme of the ad is that DiGiorno frozen pizza is better tasting than the stuff you get from the delivery restaurant. This can be seen in the slogan "undeliverably delicious." The layout of the ad with the image of a pizza sitting on the counter top being cut reinforces that the pizza is just waiting to be eaten. The use of red reinforces the italian connection as well it is a color that has been found to stimulate hunger. The ad makes a preemptive claim as it could be argued that "undeliverably delicious" is obviously true because frozen pizza isn't delivered so of course it is not going to taste the same as delivery. The only appeal that the ad is making is to satisfy the consumers need for their hunger to be satisfied with good tasting pizza. The audience for this ad would be the typical reader of Sports Illustrated, a male between the ages of 18 and 30 who needs easy to prepare, satisfying food and have a modest level of income. Overall I would give the ad seven out of ten as it is does a good job of getting its message across as is appropriate for the intended market. However, there is nothing remarkable about the ad.

Vocabulary Words:

• Broadside—an advertisement or public notice that is usually printed on one side of a large piece of paper.

• Charter—a document that bestows privileges or rights to an individual, or group of people.

• Guild—an association of persons of the same trade.

• Headright system—Every male head of household who came to the New World received a land grant of 50 acres. He received an addition 50 acres of land for every servant he brought along.

• Investor—a person who pledges money in order to gain a financial or other profitable return.

• Lottery—a drawing in which prizes are determined by chance.

• Shares—any equal interests or rights in which an entire stock of a business is divided.

• Stock—the capital or funds that a business raises through the sale of shares.

Lesson Ideas:

• DOCUMENT ANALYSIS:

♦ Give each student a copy of the document, Nova Britannia, and allow time to examine.

♦ Ask students to identify both text and graphics in the document, and record student responses.

♦ Have students deduce or conclude the purpose of the document.

♦ Have students relate the document to their prior knowledge of the Virginia colony between 1607 and 1609.

♦ Students will use textbooks, trade books, the Internet, or encyclopedias in order to research important events occurring in Jamestown from 1606 to 1609.

♦ Students will organize information by using a timeline, and draw conclusions about Nova Britannia.

• CREATIVE EXPRESSION:

♦ Provide a variety of print advertisements for students to examine.

♦ Discuss how print advertisements persuade the consumer to purchase the product.

♦ Allow students to work in small groups to create their own Virginia Company advertisement for Jamestown. The advertisements should be historically accurate.

♦ Have students present advertisements to the class for discussion.

Discussion Questions:

♦ The promotion of the Virginia venture through the publication of broadsides and pamphlets— was it a success or failure?

♦ Imagine you were a Virginia Company stockholder. As an investor, what would you have done to make the marketing campaign more successful? How could you encourage citizens to invest their money in the company? Come up with your own marketing campaign and present your findings to the class.

♦ Take on the role of a potential investor. What would encourage you to invest in the company, what would be a deterrent?

♦ By 1612, company debts had soared to more than one thousand pounds. Imagine you are King James I, what instructions would you give the investors in order to resolve their problems? Remember as the king you have the ultimate authority over the Virginia colony.

♦ Sir Edwin Sandys, Virginia Company treasurer, supported the headright system. His goal was for a permanent colony, which would enlarge British territory, while Sir Thomas Smith considered trade and profit the main goal of the colony. Have students debate the two sides. Will the headright system solve company problems?

Extensions for Secondary Students:

• DOCUMENT ANALYSIS:

♦ Since the broadsides like Nova Britannia did not produce the results the company had hoped for in 1612 King James authorized the following type of document in the third charter, A Declaration for the certaine time of drawing the great standing Lottery. Divide students into groups, and give each group a copy of the document.

♦ Ask students to examine the document and define both text and illustrations; record student responses.

♦ Have students deduce or conclude the purpose of the document.

• ORAL AND CREATIVE EXPRESSION:

♦ Have your students conduct their own standing or running lottery. Students will be expected to illustrate and write text for lottery broadside, sell tickets (this could be done with fake money), determine prizes, and conduct the drawing. Students will need to consider the following:

- What is the purpose behind the lottery?

- What motivation will you give potential customers to participate in the lottery?

- After completing the project, what problems did the students have, what were their successes in completing the lottery assignment? Have the students speculate whether Virginia Company members' successes and problems were similar.

Discussion Questions:

• What is the lottery system and how did the Virginia Company use this system to encourage investment in the company?

• According to the great standing lottery,

- What do the members of the company wish to further?

- What have the company members failed in?

- On what date did the lottery take place?  

- Who should you make your payment to and how much?

- How were the rewards to be paid?

• Captain John Smith in 1621 in The Records of the Virginia Company of London referred to the lotteries as “the reall and subtantiall food.” What did he mean by this statement? 

• While trying to gain support for the lotteries, oftentimes Edwin Sandys, sent letter to mayors of the towns where the lotteries would be conducted, asking leaders to support the lottery. What would you include in your letter in order to convince local leaders that the lottery was a worthy cause?

• By 1620 many citizens began to object to the company lotteries. Read By the King and answer the following questions.

- What does the king decide to do on March 8, 1621, in response to this resistance?

- Why do you think the king made this decision?

- Imagine you are the king, what would you have done?

- Knowing the decision the king made on March 8th, where do you think the colony of Virginia and the company should go from here?

Suggested Materials

Bemiss, Samuel M., ed. The Three Charters of the Virginia Company of London. Williamsburg: Virginia's 350th Anniversary Celebration Corp, 1957.

Johnson, Robert C. “The Lotteries of the Virginia Company, 1612–1621.” Virginia Magazine of History and Biography 74, no. 3 (1966) 259–292.

Kingsbury, Susan M., ed. The Records of the Virginia Company of London. Washington: Government Printing Office, 1906.

Millikan, Neal Elizabeth. “A Taxation Upon All the Fools in Creation, Lotteries in the British North American Empire.” MA thesis, North Carolina State University, 2004.

Neill, Edward D. History of the Virginia Company of London. Albany, N.Y.: Joel Munsell, 1869.

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