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he textbook explains that, although counterintuitive, advertising should not focus on the product or service being sold, but should rather focus on the needs and desires of its target market. It quotes Michael Newman (2003) stating:
“Don’t tell me about your manure, tell me about my flowers”
View the advertisements, below. Then, select three and explain if and how you see the above concept in action. Describe what product or service each of the three ads is trying to sell (e.g., manure). Then, explain what you think each ad is actually selling (e.g., a beautiful flower garden). Finally, describe whether you can think of any ethical concerns related to this approach of communication.
Obama: “Hope” (Political Campaign Poster)
“We Can Do It!” (Propaganda Poster) Old Spice: The Man Your Man Could Smell Like 1984 Apple's Macintosh Commercial Volkswagen: “Think Small” (Print Ad)
2 answers
Here was my take on it. Hope this helps anyone that's in the class.
The advertisements do exactly what Michael Newman asks. These advertisements tell the viewer about their flowers and not the company’s manure. The manure represents as the company’s product that they want to sell. Instead of the company giving loads of information about their product they instead tell the viewer or consumer about what they can potentially have.
The advertisements do exactly what Michael Newman asks. These advertisements tell the viewer about their flowers and not the company’s manure. The manure represents as the company’s product that they want to sell. Instead of the company giving loads of information about their product they instead tell the viewer or consumer about what they can potentially have.