Kelley's covariation model

KELLEY`S COVARIATION MODEL
Name:
Institution:
Course:
Tutor:
Date of submission:
Advertisement
In the business world, marketing plays a central role. In a market where the competition is stiff, the importance of marketing cannot be stressed enough. Marketing incorporeities various strategies which focus on ensuring that a specific product or service is introduced to the consumers and the various elements making it up are outlined. Advertisements are structured in ways that enhance specificity. Through advertisements, the factors that make a specific product or service unique are employed in trying to establish edge over the other commodities in the same market. There main aim of this paper is to look at print advertisements with regards to the main elements that are contained in the Kelley`s covariation model. The advertisement principles that will shape the analysis in this paper will include distinctiveness, consensus, and consistency. The main object of analysis is the 2011 diet coke poster from Coca-Cola.
In the diet Coca-Cola poster of 2011, one of the advertisement elements that have been applied is distinctiveness. In the poster, the message that is being communicated is highly distinctive. Although there are other products in the Coca-Cola`s product line, this poster is distinctive to the diet coke. One look at the poster is all that is needed to tell that the main object of the advertisement is the diet coke. The advertisement is also consistent with...