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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
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