Advertising: A Case Study

Paper Summary:

This paper examines a straightforward advertisement for Kellogg's 'Special K' Red Berries cereal. The paper identifies what makes the advertisement unique and more truthful than most advertisements.

From the Paper:

"This ad fulfills several of Fowles' fifteen basic appeals of advertising. One is the need for affiliation. The ad is presenting a woman whom many in the audience identify with, telling women shaped like the one in the ad that it's ok to be like her and, essentially, to be friends with her, you should eat their cereal. It also fulfills the need for guidance, although this doesn't come until the tagline at the end."

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