Exercise 11.1

Print Advertising Critique Sheet

Spam

1. What is the promise of benefit offered by this headline?

The promise of the ad is that there is nothing that could make the cold of a chilly winter morning better than fried Spam covered in butter and syrup. The ad is essentially saying that Spam can make cold winter mornings warm and cozy.

2. How does the illustration demonstrate the product? How does this illustration attract attention?

The illustration demonstrates that Spam is a commonality in everyones kitchen, and is something that everyone needs. Placing the Spam together with pancakes communicates the idea that it is something that you eat as often as you eat pancakes.

3. What proofs of the promise of benefit in the headline are offered by the body copy?

The promise offered in the copy is that you cannot attain anything better than Spam and pancakes on a frosty morning, and the alluded benefit is that it will make the morning warm and cozy.

4. What action does this ad tell the reader to take?

The action the ad is telling the reader to take is to eat Spam and pancakes. The ad makes the reader want to eat the food, and in turn buys Spam to make the food. The idea behind the ad is to make Spam seem like an everyday food and convince the average person to buy the product.