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Essay / Research Paper Abstract
5 pages in length. Analyzing print advertisements within the context of Toulmin's model is to examine that manner by which marketing campaigns are formulated to transfer, change or otherwise move the consumer's attitude from such psychological locations as indifference, detachment and resistance to one of relevance, association and agreement. Based within a theory of argumentation, Toulmin's model provides a greater understanding of how the quest to sway consumers is not unlike the art of argumentation whereby a claim is made, evidence produced and a warrant of trust between the two is established. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: LM1_TLCtoulmin.rtf
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Unformatted sample text from the term paper:
indifference, detachment and resistance to one of relevance, association and agreement. Based within a theory of argumentation, Toulmins model provides a greater understanding of how the quest to sway
consumers is not unlike the art of argumentation whereby a claim is made, evidence produced and a warrant of trust between the two is established (Hellman, 2008).
Nikes "Just Do It" campaign incorporated all the appropriate components delineated in Toulmins model that are necessary to create a strong following. With its slick
advertising campaign targeted towards health-related and self-esteem issues, the company was able to reach virtually all consumers. Interestingly, shoes and athletic wear are not the only products Nike is
trying to sell in its "Just Do It" campaign; rather, the underlying message within this particular marketing strategy speaks to a larger concept of risk taking and adventure, implying that
by just doing it without premeditation, the individual stands to gain significant benefits from the action. Playing upon the emotional and physical gratification that users of their products will
acquire, Nike taps into what used to be an otherwise a forbidden zone in advertising: psychological strategy. Nikes entire focus is on health and well being, which it openly attributes
to making the right decisions in life. The companys "Just Do It" marketing campaign was extremely effective in that it got people thinking; when people think, they often react.
However, the idea behind this particular campaign was the message that too much thinking could be detrimental to ones satisfaction, urging the public to just go with their desires.
Creatively developed and emotionally charged, the "Just Do It" campaign struck a nerve with those who routinely hesitated in making rash decisions. In the interest of sportswear, Nike
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