Instructions: For each advertising example below, identify the type of appeal used in the ad (testimonial, lifestyle, or slice-of-life), the subtext, and the target audience.
1. In this televised commercial, a little old lady lives with dozens of cats--hungry cats. When
she discovers she has run out of milk, she mixes up a big batch of powdered milk. The cats
hiss and arch their backs. Suddenly, a paw flips off the light switch. "Oh-oh," the little old
lady murmurs. The TV screen goes dark and this question appears: "Got milk?"
Target Audience
Subtext (Hidden message you Appeal (the emotional pull they
have to infer, using the images, the want you to feel)
design)
2. In this televised commercial, a large family gathers for dinner. The sounds of conversation
and the music of a fiddle fill the airspace. The grandmother speaks: "Everybody needs to
connect as a family. Just a thing as simple as making dinner. Everybody gets a little bit of
attention—which I don't mind giving; I like that." Images of Kraft packaged foods appear
on screen. The final line reads: "Food brings us together. Let's make something good."