Creativity in Advertising
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This 5 page paper explores recent changes in creativity in the advertising industry. Several advertising agencies are included in a discussion that looks at the changing state of media and creative forces. Bibliography lists 8 sources.
Filename: SA043adv.rtf

Culture of the 1920s
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A 6 page paper which examines the culture of the 1920s in the United States as seen through various articles and advertisements. Bibliography lists 5 sources.
Filename: RA20sad.rtf

Daewoo; The Success of Integrated Marketing Communications
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The car manufacturer Daewoo launched in the UK in 1996. The company had a rapid success due to the marketing strategy that was developed. This 9 page paper examines the way the company used integrated communications marketing, IMC, to gain market share. The bibliography cites 8 sources.
Filename: TEdaewooIMC.rtf

De-Marketing / Analysis Of An Advertisement
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In this 7 page paper, the writer evaluates a print ad for Excedrin -- aimed at de-marketing their rival brand : Tylenol. Discussed are the various techniques used by Excedrin including logo, comparison, cultural appeals, empathy, cognitive theory, and more. The ad is evaluated and determined to be very effective. Original ad copy not available (it is described in detail though !) No Bibliography.
Filename: Tylenlad.wps

Deconstructing A Loreal Advertisement
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4 pages in length. Loreal is particularly successful at inducing thought about one's identity; indeed, the use of a sultry, attractive woman in the company's mascara print ad evokes a dual reaction of appreciation and longing, both of which are directly associated with the model's exotic beauty. Female viewers wonder if this product will enhance their physical features the same way it does for the ad's model, while in the back of their minds they cannot help but admit how the mascara she wears is but a miniscule component of her overall good looks. This one-way interplay between the ad and the viewer is a result of what Marx termed commodity fetishism, whereby the illusion of immediate beauty if women merely purchase the mascara is reflective of the manipulative aspect of advertising where consumers are encouraged to buy products that in some way boost their personal identity because all they are allowed to see is the end result of that given product. Bibliography lists 4 sources.
Filename: TLCLoreal.rtf

Democrat Ads 2000: A Marxist, Semiological, Feminist, and Psychoanalytical Critique
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A 6 page discussion of the power of advertising. Proclaims that advertising is really aggressive capitalist attack seeking to persuade the mindless millions which live among us to buy a particular product. The product itself can take a variety of forms, from the latest toy to the most high tech gadget for your kitchen. Even more concerning, however, is when the product being sold by advertising is political ideology. Examines the political and philosophical intent of one particular ad sponsored by the Democratic Party and targeting George W. Bush's views on abortion. Condemns the ad as a misrepresentation of information and feminist values. Bibliography lists 4 sources.
Filename: PPtvAdCr.wps

Designing A Pop-Up Ad For Dell Computer
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In this 12 page paper, the writer was asked to focus on Dell using a pop-up ad on the Internet. The writer begins by describing the intrusiveness of pop-up ads. This theme carries through the paper. The essay includes the objectives of the ad, expected results, costs of Internet advertising, where to place the ad, checking results and adjusting the ad and several other issues. Bibliography lists 7 sources.
Filename: PGdlppup.rtf

Designing an Advertisement
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This 10 page paper looks at how a advertising message can be converted into an advertisement. Using Absolut Vodka as an example, the paper designs a full television advertisement and then shows how this is designed to maximise impact in terms advertising theory. The bibliography cites 10 sources.
Filename: TEaddesign.rtf

Direct-To-Consumer v. Public Health Advertising
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A 9 page research paper that contrasts and compares US direct-to-consumer advertising for prescription drugs with the European approach, which emphasizes public health education because the advertising of name brand drugs in the EU is prohibited. The writer concludes that these two forms of advertising are converging and that this evolution offers a positive benefit to public health. Bibliography lists 10 sources.
Filename: khdtcpha.rtf

Does Clever Advertising Entice Consumers?
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This 3 page paper discusses whether or not advertising actually causes people to buy things they don’t need or want. It also explores the way in which advertising affects people’s lives, favorite/least favorite ads, most effective approach, and products advertised. Bibliography lists 2 sources.
Filename: HVAdsCle.rtf

Does Sex in Advertising Sell?
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A 4 page paper which examines if the use of sex in advertising actually helps sell products. Bibliography lists 4 sources.
Filename: RAsexd.rtf

Drunk Driving Campaigns / How They Persuade People Not To Drink
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This 5 page paper provides an overview of current drunk driving campaigns and considers the use of persuasion and communication to impact individual choice. This paper also considers the techniques utilized and why they are important in reducing a propensity for drunk driving. No additional sources cited.
Filename: Drunkdri.wps