Print Ad
Print Ad (Communications Process)
The print ad that I chose is an advertisement for Verizon Fios. The source in this ad would be the main characters in the HBO series Entourage. I believe this is appropriate for the message because this ad was released in the Providence Journal. Providence as a city is known as a college city with many universities in or around the city. This means there will be many college students who are going to need to make the decision on whether or not to have Fios, cable, or satellite. The fact that Entourage, a television show loved by college students across the country, is on the ad reinforced to the receiver that the show is available to them if they get Verizon Fios. The message is encoded verbally and by graphics. They show the receiver pictures of what they will have if they get Fios, and explain to them that basically Fios is the best. The “verbal” message involved would be the deal they are offering to have DVR for one year free for anyone who switches to their brand, they also list the benefits of the three features (phone, internet, and television) and gives three ways how to get Fios. The source and the message influence the hierarchy of effects model b as the steps go down from stage to stage. The message encoded in this ad really makes the receiver aware on why they should have Fios. They become aware by gaining knowledge of the product from reading the ad. As the receiver moves on to the affective stage, they can begin to think how they feel about the product, if they actually do want a cable or satellite alternative and weigh the advantages and disadvantages of the product, which leads to the last stage, the behavioral stage. This stage is where the receiver either decides to make the purchase or walk away. The way I believe Verizon will receive feedback will be by how many people ask about the free DVR for a year when they order the product. This is the deal that is being offered in this ad to try...
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