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=media type="custom" key="22148590"This wiki was created for MBA-TRH students.= = = You will be able to use this space cooperatively and collaboratively on group projects entitled LOCAL ADVERTISING CASE STUDIES. Each case study should be real, local, and should belong to your field of study: tourism, restaurants, hospitality. You will receive an invitation to this space so that you can edit it.
 * Local Advertising Case ‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍Studies ‍‍‍ ‍‍‍ ‍‍‍ ‍‍‍**

You will learn: - how to structure a case study in local advertising - how to manage group work, to cooperate and collaborate asynchronously - to apply the New Technologies in advertising.

Each group, made up of 3-4 members, will cooperate from home on this project on a Case Study page. REMEMBER that your contribution is critical to the success of the group!
 * Groups**

Every modification of each project page is monitorized, therefore do your own share: POST FREQUENTLY and ACADEMICALLY! You have the possibility to use the Discussion facility on each page - therefore, you do not have to call your colleagues on the phone in order to adjust, check, alter the content. Everything should be visible.
 * Working asynchronously**

**CASE STUDY**

**Overview**

**Introduction of the company and its advertising history. Motivate your choice.** **Sinchronic presentation of the company's advertising (mediums, products, target audiences, financial issues, ad agencies)**

**A. PRODUCT-BASED APPROACH** **Pick up one product/service and present the way in which it is advertised in different media.** Identify the target audience, Product/service type: necessity vs luxury MEDIUM APPROACH (hard, soft - sophistication - and explain), reason vs tickle, simple vs comples brand name (strategies employed) Copy elements: headline, copy length, slogan (strategies employed) attention getting techniques,

MODE: Language, image and music linguistic messages (words, techniques) discursive versus disjunctive language, code play (rhyme, rhythm, alliteration, parallelisms). Statistics (no of words, types)

visuals (colours, shot) Statistics Anchorage (image and text) Types of meanings (connotation, denotation, associative meanings),

INFORMATION VS PERSUASION Pitch: AIDA (attention, interest, desire, action) What motives are being addressed? Any endorsements? Analyze the advertisement’s effectiveness and appropriateness of messages and visuals.

**B. MEDIUM-BASED APPROACH**. Alternatively, you can pick up one medium and present the way in which different products/services of the same company are advertised. Include the same alements as above.

Please bear in mind: - if possible try to get real information about the company's advertising statistics - include your own statistics on the case study you have chosen. - you can include images, embed movies in order to illustrate your statements but please bear in mind this is a team research project.

The following instructions may also help:


 * 1) Look at the VISUALS ** look at the images what are the people in the picture doing? what are the expressions on their faces? what clothes are they wearing? who or what might be left out of the picture? why?

2) **Look at the WORDS** (copy) read every word in the ad- even the smallest font what do the words say? what adjectives or adverbs are used? how do they say it? Think about trigger words, tropes, use of questions/imperatives. what might be left out? why?

3) **Look at the LAYOUT** ( the manner in which words and images are displayed on the page) how to the words relate to the images? notice how your eye moves as it first encounters the ad? do you think your eyes are attracted to the brightest portion of the page?

4) **Look at the MAGAZINE/the TV programme in which the ad was embedded.**

Deconstruction Key

To deconstruct a media sample, answer the following questions in order:

 What is the context? What environment does the media example come

from? What kind of magazine or what channel did the sample appear

in?

 Who is being targeted? Who is the story being told to? Who are the

consumers of the message? Who are the readers of the media?

 Why is the storyteller presenting this message? What messages and values

are being expressed?

 What kind of lifestyle is presented? Is it glamorized? How?

 What does the story say, and what does it mean? What is the text of the

message? Is there a subtext?

 How is the story constructed? What techniques is the storyteller using?

What technological tools or attention hooks are used?

 What is not being told in the story? Is there missing information or counter

messages the advertiser doesn't want you to think about?

 Is the story accurate, fair, truthful and complete? In what ways is this a

healthy and/or unhealthy example of media?

 Technical effects: A ngles. Close-up vs long shot.

 Lighting is used to draw your eye to certain details.

 Happy and attractive people are made-up and constructed to enhance

the message. What kinds of people are in the ad?

QUIZ