Description of the project: As I initially conceptualize my final project, I'm leaning toward a compare/contrast piece that would evaluate some of the most recognized and successful ad campaigns in history. Coca-Cola, Gap (RED), Marlboro, and dozens of others make the list but I haven't settled on which ones I'd like to evaluate as of yet. 10 Most Successful Ad Campaigns provides a list of, as the link might give away, ten successful (slightly dated though) ideas that I'll consider.
Argument: There are definite elements of advertising the appeal to a consumer's sense of pathos, logos or ethos. Retailers play to one or all of these appeals through their clever marketing.
Topic and format: The topic will be the efficacy of ad campaigns. The format will likely be a written paper that addresses similarities that set successful campaigns apart from those that fail. I would like to include a visual element to the project, but I'm not sure what that look like yet.
Audience: The audience for this type of thesis has the potential to be quite broad, encompassing society as a whole. I want to narrow the scope of the audience by selecting advertisements that play to a certain segment of population. It's likely that I'll choose to evaluate ads that are primarily targeted toward my cohorts.
Context: With Christmas and simliar holidays approaching, it can be tricky to objectively engage in shopping. Flashing lights, bright colors, and well-placed ads lure people into buying things they may not have otherwise. This phenomenon is compounded by a new study called decision exhaustion.
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