Consumer psychology

In order to gain a deeper understanding of how ads are constructed, I will ask you to write
a paper analyzing two TV/online commercials. The two advertisements should be
related but different (e.g., the same product by two competing companies or a single
product/brand at two different points in time). The paper should aim to explain how they
are generally different (or the same) and why, while making reference to specific
marketing techniques found in the ads. Some specific questions to consider might be:
How are the ads geared to a specific lifestyle or demographic? What techniques do they
use to make the ads more memorable? What needs do the ads fill? Do they appeal to
emotion or cognition? Do they use peripheral or central routes to persuasion? Are they
dramas, lectures or neither? Which principle(s) of persuasion do they use (scarcity,
reciprocity, etc.)? Do they encourage social comparison? What (if any) type of social
power do the ads access?

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