Question

Students choose ONE advertisement (online, print, or teacher-provided).

They must identify:

Target age range (of whatever advertisement is chosen)

Gender (if applicable)

Income level (What income would it take to get said product)

Lifestyle or interests (What type of lifestyle is needed for what is being advertised. Or how does it relate to people's interest)

Buying behavior (impulse, planned, brand loyal)

Critical Thinking Question:

“How would this ad change if it targeted a completely different audience?”

Students rewrite one element of the ad (headline, image, slogan).

Answer 1

Here’s a ready-to-use worksheet + an example analysis and a short rubric you can give students.

1) Quick checklist for whichever ad each student chooses
- Where did you find the ad? (online, print, TV screenshot, teacher-provided)
- Product/brand:
- Type of ad (display banner, poster, video still, full-page, etc.)
- Identify:
- Target age range
- Gender (if applicable)
- Income level (estimate what annual or discretionary income would make the purchase likely)
- Lifestyle / interests the ad assumes or appeals to
- Buying behavior encouraged (impulse, planned, brand-loyal, comparison-shopping)
- Evidence: List 3 elements in the ad that support each identification (images, language, price shown, placement, endorsements, colors, etc.)
- Critical-thinking: “How would this ad change if it targeted a completely different audience?” — describe specific changes to imagery, copy, price messaging, channel, and CTA.
- Creative rewrite: Choose one element (headline, image, or slogan) and rewrite it for the original audience or for the alternate audience you described.

2) Fillable template students can copy and complete
- Ad source:
- Product / Brand:
- Target age range:
- Gender:
- Income level:
- Lifestyle / interests:
- Buying behavior:
- Evidence (three specifics from ad):
1)
2)
3)
- How ad would change for a different audience (name the new audience and list changes):
- Rewritten element (specify which one — headline / image / slogan — and give new text or image description):

3) Example analysis (model answer) — chosen ad: online display ad for a sneaker (example “AirRun 200” by RunCore)
- Ad source: Instagram feed ad (image + single-line headline + “Shop Now” button)
- Product / Brand: RunCore AirRun 200 (running shoe)
- Target age range: 18–35
- Gender: Unisex but visually skewed toward younger adults / men in this creative
- Income level: Middle to upper-middle (shoes priced $120–$160; discretionary spend implied)
- Lifestyle / interests: Active lifestyle — runners, gym-goers, streetwear-conscious young adults; values fitness, fashion, and social activity
- Buying behavior: Mixed — mostly planned (research, read reviews) for performance features, but impulse triggers present (limited-edition colorway, “Shop Now” button)
- Evidence:
1) Image shows a young adult sprinting on an urban track at sunrise — appeals to youth and fitness.
2) Headline reads “Beat Your PB” and copy mentions “lightweight carbon midsole” — performance-oriented wording for engaged runners.
3) Ad ran on Instagram with a “Shop Now” CTA and limited-time colorway banner — creates fear of missing out (impulse element).
- How the ad would change if it targeted a completely different audience: seniors (65+)
- Imagery: replace young sprinter with an older adult power-walking or gardening, smiling and moving confidently.
- Copy: emphasize comfort, cushioning, joint support, stability, and easy on/off features; remove performance jargon like “carbon midsole.”
- Colors & design: softer palette, larger readable font, calmer composition.
- Channel: place ad in Facebook feed, community newsletters, and in-print community papers rather than Instagram.
- Price/offer messaging: highlight value, warranties, trial/return policy, or discounts for seniors/healthcare partnerships.
- CTA: “Try risk-free” or “Find your comfort size” instead of “Beat Your PB / Shop Now.”
- Buying behavior shift: more planned and advice-seeking — include testimonials, doctor/physio endorsements, and sizing guidance.
- Rewritten element (headline rewritten for seniors):
- Original headline: “Beat Your PB”
- New headline: “Comfort That Keeps You Moving”
- Short new image description: A smiling older woman walking through a park path at mid-morning, shoe visible in close-up showing cushioned sole and easy fasten design.
- Optional short slogan: “Stride with Confidence”

4) Short grading rubric (optional, for teachers)
- Identification accuracy (age, gender, income, lifestyle) — 30%
- Use of ad evidence to justify identifications — 25%
- Quality of critical-thinking changes for alternate audience (specific, realistic) — 25%
- Creativity and relevance of rewritten element — 15%
- Presentation/clarity — 5%

Use the template and example as a guide — students should cite specific parts of the ad to justify each claim and be concrete when describing how an ad would change for a new audience. If you want, tell me the specific ad your class will use and I’ll draft a ready-made model answer for that one.