Reasonableness and the Effectiveness of an Advertisement: DTFall head over heels
Also, use principles of “Asking the Right Questions” to identify underlying assumptions and values of the ad (Ch 6 and 7 of ARQ) to evaluate both the reasonableness and the effectiveness of the ad. The final paper will be submitted online in MLA format with a Works Cited page (250 points-see rubrics).
This is an evaluation essay with the following CRITERIA (these become the body paragraphs): 1) the signs (values represented) of these ads
2) the underlying assumptions of the ads' messages (what do they assume about the target audience, or potential consumers?)
3) the reasonableness of the message (or lack thereof)
4) the overall effectiveness of the ad (this can be part of the conclusion)
http://www(dot)adweek(dot)com/creativity/okcupid-redefines-dtf-in-striking-ads-that-are-like-little-works-of-art/
The ad I picked is of the two women DTFall over heels.
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Reasonableness and the Effectiveness of an Advertisement: DTFall head over heels
Under the words ‘dating deserves better ‘ the dating app OKCupid released various ads, and all have the acronym DTF , which is down to F, where F stands for various words rather than the vulgar version. One of these ads has the tagline DTFall head over heels meaning, and the ad depicts a young woman holding another. The ad focuses on close connection between dating partners, open-mindedness and cheerfulness. Even as the advertisement represents two women, the message is that the dating app is open to everyone. The notion that femininity is associated with the warm and continued relations with the men is common (Devor 612). In reaching out to a wider audience, the dating app supposes that they can link up to anyone with potential dating partners regardless of who they are. While the society is accustomed to the duality of femininity and masculinity, it is likely that merely following strict societal expectations limits where and who people can date. The underlying assumption is that open minded, young and single people have an opportunity find dates, and not merely flings. The strength of the emotions when viewing the ad among the target audience often influences the ads’ appeal when the advertisers and markers make realistic assumptions (Biener, McCallum-Keeler and Nyman 404). Additionally, when framing the advertisement message it is necessary to consider what appeals to the target audience. While OkCupid was one of the earliest dating websites in the past ten years, other sites have come up and competed with the site and app. Among sites and apps offering trendier dating services, ‘hooking up’ is a common feature, but in many cases there is no emphasis on long-term dating. The DTFall head over heels goes further than this and suggests that it is possible to get a suitable match using the site and app. One of the strategies that makes it easier for the young and single people and relate with the marketing plan is that the ads are edgy the ads at the site signal giving every individual a chance to date and this will presumably fix the problem of dating par...