Advertising Analysis

Jessica Trunfio Naomi Cabrera

Courtney Robinson

Background

• Founded in 1968

• Helps the disabled, encouraging physical activity

• Competitive atmosphere

• Eunice Kennedy Shriver was the founder

“Differen

t Ab

ilities, No

t Disab

ilities.”

Target Market

• Local, National and Worldwide event

• Volunteers

• Coaches

• Athletes

• Families

Creative Strategies

• Emotional Words /Dramatic Emotion

– emotional connection to the event

– influence the viewer to donate or get involved in the Special Olympics

• Transfer technique – using pictures or the name of famous people instead of quotes

http://www.youtube.com/watch?v=JcIDrOTkBGw

Methods of Advertising

• Pathos

– persuade the viewer to get involved in the Special Olympics.

– evokes a positive emotion from the viewer

Rational

• Create a world that fosters acceptance and people of all kind

• Athletic competition with many different Olympic- type sports

• Adults and children with disabilities

Research Conducted

• Special Olympics served 4,004,415 athletes worldwide

• More than 306, 652 coaches supported the event

• Organize 53,601 competitions

• 257 million USD in cash revenue

Outcome

• Improved their attitudes

• Eliminates discrimination

• Pledging to eliminate the word “retard.”

Success

• Cultural sporting event that does more than spend a day with a person with a disability

• Rewarding

• Educational

• Life changing