1 - Imagine you were creating content for a brand you love.  Explain what the product is.  What sources would you get imagery from, especially if you were on a limited budget?

 

2 - It's important to have an image and headline that communicate an ad idea.  Select an over-the-counter national brand pain reliever. Research the pain the brand you selected targets—for example, arthritis pain, headache, etc. Imagine a metaphor for the specific type of pain. Explain an image in combination with a headline that communicates: This is how your pain feels. Your target audience should be able to identify with the metaphor. What will be implied is that the brand will relieve the pain.

 

PART 2 

 

1. Find an ad, animation, video, or social media campaign that exemplifies a brand promise. Explain why this is a brand promise. Below are some examples of ads that make a promise.

 

2. Explain what functional benefit vs. emotional benefit is and why it is important in advertising?

 

3. Explain what storytelling is. Give an example of a great advertising campaign that has strong storytelling in your opinion, and explain why.