Here is the synopsis of our sample research paper on De-Marketing / Analysis Of An Advertisement. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
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.
Page Count:
7 pages (~225 words per page)
File: D0_Tylenlad.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
specifically targets those who are accustomed to using the competing brand, Tylenol to ease their relevant discomfort. This mild de-marketing strategy is evidenced in the advertisements simple words.
For example, the page headline features a young, content-looking girl responding to the question of how long she has taken Tylenol. Her ironically simple response is "Forever. Still
do..." but then the sly after-comment makes it clear that she uses Tylenol only for general aches and pains (playfully illustrated by a drawing of a bandaged foot) while Excedrin
is her favored product for relief from headaches. By stating bluntly that Excedrin is better than Tylenol for this purpose, the advertisers attempt to attract curiosity to their product
from the large market share currently using the pain relief pills/capsules of their competitor. In an apparent recognition of Tylenols associated reputation with headache relief, the advertisement even concludes
by re-naming its product: "Excedrin: The Headache Medicine" (emphasis mine). Question B The advertisement attempts to answer the well-known (and rather material) sociocultural myth
that Tylenol (i.e., the common expression: "take two Tylenol and...") is the only effective remedy or relief for headache pain. In doing so, it also attempts to change the
buying behavior of its target market- the ad tells them that it is "okay" to continue purchasing Tylenol so long as they do so only for pains other than headaches.
This is indeed a forceful statement considering the prevalence of headaches over foot aches (referring to the picture drawn) in our contemporary society. To date, Tylenol has been
regarded as the leading- and perhaps as the most effect solution to the common problem (representing a huge share of a fantastically large market) of headaches. In this advertisement,
...