{"id":73,"date":"2015-02-10T19:55:34","date_gmt":"2015-02-10T19:55:34","guid":{"rendered":"https:\/\/courses.candelalearning.com\/publicspeaking1xmaster\/?post_type=chapter&#038;p=73"},"modified":"2019-10-24T19:17:43","modified_gmt":"2019-10-24T19:17:43","slug":"audience-analysis-of-an-advertisement-speech","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/chapter\/audience-analysis-of-an-advertisement-speech\/","title":{"raw":"Assignment: Audience Analysis of an Advertisement Speech","rendered":"Assignment: Audience Analysis of an Advertisement Speech"},"content":{"raw":"<h2 class=\"p1\"><b>SPEAKING ABOUT AUDIENCE ANALYSIS WITH SLIDESHOW<\/b><\/h2>\r\n<h3 class=\"p3\"><span class=\"s1\"><b>Instructions<\/b><\/span><\/h3>\r\n<ul>\r\n \t<li class=\"p3\">Four to six minutes. Practice and time your speech for about five minutes, plus video time.<\/li>\r\n \t<li class=\"p3\">A slideshow with a minimum of five slides using previously established guidelines is required. Screen shots of commercial moments and diagrams, such as Maslow\u2019s Hierarchy of Needs, or graphs and charts that depict target audience traits work well. A working link that directs to the video is needed in the slideshow.<\/li>\r\n \t<li class=\"p3\">The speaking style should be extemporaneous.<\/li>\r\n \t<li class=\"p3\">Use note cards with keywords. The speaking style should be <strong>extemporaneous<\/strong>.<b> <\/b>No written speeches are allowed. No reading or heavy note use is allowed.<\/li>\r\n \t<li class=\"p3\">Use and orally cite the materials used in this course, such as textbooks, videos and blogged articles. Some basic research might include the company\u2019s Web page, who narrates the commercial, and who is in it. Additional research is required.<\/li>\r\n \t<li class=\"p3\">Define and describe key course terminology.<\/li>\r\n<\/ul>\r\n<h3 class=\"p3\"><span class=\"s1\"><b>Assignment explanation and discussion<\/b><\/span><\/h3>\r\n<p class=\"p3\">Find an advertisement or infomercial on broadcast TV, cable, or the Internet for analysis. You can certainly pick a favorite that you already know of. Typically when you see an advert on TV\/cable, you can find it on YouTube or a company\u2019s Web site.<\/p>\r\n<p class=\"p3\">Analyze the advert. It is this analysis that will make up the bulk of your speech. You should draw on everything you have studied during the semester, but find depth and focus, not just a collection of scatter-shot observations. In other words, don\u2019t try to make a main point for every common area of analysis discussed below.<\/p>\r\n<p class=\"p3\">In short, a critical analysis of the commercial is desired. A wide variety of approaches to this assignment are possible.<\/p>\r\n\r\n<h3 class=\"p1\"><span class=\"s1\"><b>Common areas of analysis include, but are not limited to, nor must the speech have:<\/b><\/span><\/h3>\r\n<ul class=\"ul1\">\r\n \t<li class=\"li1\"><span class=\"s1\">Audience analysis<\/span>: Who is this advert designed to appeal to? How can you tell?<span class=\"Apple-converted-space\">\u00a0 <\/span>What network\/channel was it on and why? What time of day was it broadcast? How long was it? Are there demographics that might find this advert offensive or in poor taste? Are there age groups that should not view it?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Compare\/Contrast<\/span>: Play two commercials for the same product that are designed to appeal to different audiences.<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Feelings\/Emotions<\/span>: What emotions or feelings are created? What do you feel when you watch this advert?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Values<\/span>: What underlying value is being played upon? Is the value the message? Why is the value important? Is the value important to you?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Logic &amp; Reasoning &amp; Evidence<\/span>: What proof exists to support the claims or conclusions reached in the commercial?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Visuals\/Pictures\/Graphs\/Charts<\/span>: What images are used? How do the images impact you as a viewer? Does size or color make a difference?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Myths &amp; Stories<\/span>: Does a cultural appeal exist that is played upon? Are there cultures or populations that would just not get it? What does a viewer have to know or have experienced or watched to have the commercial appeal to them?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Organization\/Structure<\/span>: What organizational structure was used? If Monroe\u2019s Motivated Sequence was used, can you break the five steps down and discuss them?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Needs &amp; Motivation<\/span>: What level of Maslow\u2019s Need Hierarchy is the product or service designed to satisfy? Does that need level <b><i>as advertised<\/i><\/b> differ from the actual product or service? Often a slogan will do this, the emotional elements of the advert will do this, or the quality or prestige of the product will appeal to a different level. In this culture, a car is probably a level 2 need; but a 2010 Lexus RX Hybrid is probably not just transportation.<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Credibility\/Testimony<\/span>: Who narrates the advert? Who is in it? Why are they credible or believable? Are there different levels of testimony? Does the commercial cite someone else or an organization? Why would they do this? Has the narrator or spokesperson had his or her credibility damaged?<\/li>\r\n \t<li class=\"li1\"><span class=\"s1\">Historical or Issue Background<\/span>: What is the history of the claims or the issue being made in the commercial? Can you enlighten the audience or build on what the commercial discusses? Are there serious omissions in the commercial that should be included?<\/li>\r\n<\/ul>","rendered":"<h2 class=\"p1\"><b>SPEAKING ABOUT AUDIENCE ANALYSIS WITH SLIDESHOW<\/b><\/h2>\n<h3 class=\"p3\"><span class=\"s1\"><b>Instructions<\/b><\/span><\/h3>\n<ul>\n<li class=\"p3\">Four to six minutes. Practice and time your speech for about five minutes, plus video time.<\/li>\n<li class=\"p3\">A slideshow with a minimum of five slides using previously established guidelines is required. Screen shots of commercial moments and diagrams, such as Maslow\u2019s Hierarchy of Needs, or graphs and charts that depict target audience traits work well. A working link that directs to the video is needed in the slideshow.<\/li>\n<li class=\"p3\">The speaking style should be extemporaneous.<\/li>\n<li class=\"p3\">Use note cards with keywords. The speaking style should be <strong>extemporaneous<\/strong>.<b> <\/b>No written speeches are allowed. No reading or heavy note use is allowed.<\/li>\n<li class=\"p3\">Use and orally cite the materials used in this course, such as textbooks, videos and blogged articles. Some basic research might include the company\u2019s Web page, who narrates the commercial, and who is in it. Additional research is required.<\/li>\n<li class=\"p3\">Define and describe key course terminology.<\/li>\n<\/ul>\n<h3 class=\"p3\"><span class=\"s1\"><b>Assignment explanation and discussion<\/b><\/span><\/h3>\n<p class=\"p3\">Find an advertisement or infomercial on broadcast TV, cable, or the Internet for analysis. You can certainly pick a favorite that you already know of. Typically when you see an advert on TV\/cable, you can find it on YouTube or a company\u2019s Web site.<\/p>\n<p class=\"p3\">Analyze the advert. It is this analysis that will make up the bulk of your speech. You should draw on everything you have studied during the semester, but find depth and focus, not just a collection of scatter-shot observations. In other words, don\u2019t try to make a main point for every common area of analysis discussed below.<\/p>\n<p class=\"p3\">In short, a critical analysis of the commercial is desired. A wide variety of approaches to this assignment are possible.<\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>Common areas of analysis include, but are not limited to, nor must the speech have:<\/b><\/span><\/h3>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Audience analysis<\/span>: Who is this advert designed to appeal to? How can you tell?<span class=\"Apple-converted-space\">\u00a0 <\/span>What network\/channel was it on and why? What time of day was it broadcast? How long was it? Are there demographics that might find this advert offensive or in poor taste? Are there age groups that should not view it?<\/li>\n<li class=\"li1\"><span class=\"s1\">Compare\/Contrast<\/span>: Play two commercials for the same product that are designed to appeal to different audiences.<\/li>\n<li class=\"li1\"><span class=\"s1\">Feelings\/Emotions<\/span>: What emotions or feelings are created? What do you feel when you watch this advert?<\/li>\n<li class=\"li1\"><span class=\"s1\">Values<\/span>: What underlying value is being played upon? Is the value the message? Why is the value important? Is the value important to you?<\/li>\n<li class=\"li1\"><span class=\"s1\">Logic &amp; Reasoning &amp; Evidence<\/span>: What proof exists to support the claims or conclusions reached in the commercial?<\/li>\n<li class=\"li1\"><span class=\"s1\">Visuals\/Pictures\/Graphs\/Charts<\/span>: What images are used? How do the images impact you as a viewer? Does size or color make a difference?<\/li>\n<li class=\"li1\"><span class=\"s1\">Myths &amp; Stories<\/span>: Does a cultural appeal exist that is played upon? Are there cultures or populations that would just not get it? What does a viewer have to know or have experienced or watched to have the commercial appeal to them?<\/li>\n<li class=\"li1\"><span class=\"s1\">Organization\/Structure<\/span>: What organizational structure was used? If Monroe\u2019s Motivated Sequence was used, can you break the five steps down and discuss them?<\/li>\n<li class=\"li1\"><span class=\"s1\">Needs &amp; Motivation<\/span>: What level of Maslow\u2019s Need Hierarchy is the product or service designed to satisfy? Does that need level <b><i>as advertised<\/i><\/b> differ from the actual product or service? Often a slogan will do this, the emotional elements of the advert will do this, or the quality or prestige of the product will appeal to a different level. In this culture, a car is probably a level 2 need; but a 2010 Lexus RX Hybrid is probably not just transportation.<\/li>\n<li class=\"li1\"><span class=\"s1\">Credibility\/Testimony<\/span>: Who narrates the advert? Who is in it? Why are they credible or believable? Are there different levels of testimony? Does the commercial cite someone else or an organization? Why would they do this? Has the narrator or spokesperson had his or her credibility damaged?<\/li>\n<li class=\"li1\"><span class=\"s1\">Historical or Issue Background<\/span>: What is the history of the claims or the issue being made in the commercial? Can you enlighten the audience or build on what the commercial discusses? Are there serious omissions in the commercial that should be included?<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-73\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Public Speaking. <strong>Authored by<\/strong>: Brent Adrian. <strong>Provided by<\/strong>: Lumen Learning. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/lumenlearning.com\/\">http:\/\/lumenlearning.com\/<\/a>. <strong>Project<\/strong>: Kaleidoscope Open Course Initiative. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":277,"menu_order":11,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Public Speaking\",\"author\":\"Brent Adrian\",\"organization\":\"Lumen Learning\",\"url\":\"http:\/\/lumenlearning.com\/\",\"project\":\"Kaleidoscope Open Course Initiative\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-73","chapter","type-chapter","status-publish","hentry"],"part":129,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/wp\/v2\/users\/277"}],"version-history":[{"count":4,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/73\/revisions"}],"predecessor-version":[{"id":2199,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/73\/revisions\/2199"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/parts\/129"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapters\/73\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/wp\/v2\/media?parent=73"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/pressbooks\/v2\/chapter-type?post=73"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/wp\/v2\/contributor?post=73"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/publicspeakingprinciples\/wp-json\/wp\/v2\/license?post=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}