The class is divided by gender and the assignment is handed out. Their mission: to create a shoe advertisement for the opposite gender. (I usually use Jimmy Choo and either Uggs or Rockport for this assignment). The students must create a series of 3 magazine advertisements with the following criteria:
a) they must first identify which magazine they have chosen to place their advertisements in and why (including research producing a thorough audience definition using psychographics, demographics and behavioral characteristics)
b) use of stereotypical images and language is expressly prohibited.
c) at least one of the ads must be copy-heavy
Students find this an incredible challenge because they finally begin to realize that they don't know as much about how "the other half lives" as they might think. The removal of the stereotypical language and images from their "go-to" arsenal further binds their hands and forces them to gain insight into their audience before approaching the challenge. The copy-heavy element allows the professor insight into the level of their comprehension of their audience.
Shared by Kimberly Donaldson, Cambrian College
a) they must first identify which magazine they have chosen to place their advertisements in and why (including research producing a thorough audience definition using psychographics, demographics and behavioral characteristics)
b) use of stereotypical images and language is expressly prohibited.
c) at least one of the ads must be copy-heavy
Students find this an incredible challenge because they finally begin to realize that they don't know as much about how "the other half lives" as they might think. The removal of the stereotypical language and images from their "go-to" arsenal further binds their hands and forces them to gain insight into their audience before approaching the challenge. The copy-heavy element allows the professor insight into the level of their comprehension of their audience.
Shared by Kimberly Donaldson, Cambrian College
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