When Polaroid needed to capture the attention of photo enthusiasts: it turned to the creatives at Leonard-Monahan to design a series of ads that would exhibit the advantages of the instant lm over other photo products. The rst challenge for the creative design team was to break through the consumers= resistance= the subtle barrier that begins with the perceptual screens. Second= the team had to present the picture as being worth a thousand words while avoiding cliches. Source: Polaroid The advertisements headline"The \\ictim refuses to speak. The pictures refuse to keep quiet."com.mands your attention and expresses the big idea with urgency. The ad's blackandwhite visual of a batter; victim suggests the subjecfs gave nature while allowing the color Polaroid pictures to jump out, emoting a raw portrayal of reality. The ad becomes credible by demonstrating the benefits of Polaroid pictures and how they can be successfully used {to investigate. prosecute= and win). The tagline= \"Instant evidence." sums up the product's features and helps the prospective consumer recall the product's benets. These factors show clearly the producfs benets to those who may be critical oftheir purchase decision Laboratory Application Choose an ad from a popular magazine and explain how the visuals. the words. and the overall design of the ad accomplish the following tasks Provide specic details to support your answers. 1. Penetrate consumer perceptual screens. 2. Stimulate consumer learning. 3. Use the consumer=s existing beliefs. 4. Tap consumer wants and needs to achieve motivat1on