For this project I chose three different magazines: Vogue (APR 2009), The Oprah Magazine (Mar 2020) and Ebony ( July/August 2009). The readership of these three magazines may overlap in some ways, but in many ways their target audience would attract different types of companies to promote their brands.

Ebony Magazine (2) Ads

Wikipedia describe Ebony magazine as such: Ebony magazine was founded in 1945 by John H. Johnson, who sought to address African–American issues, personalities and interests in a positive and self-affirming manner.[6] Its cover photography typically showcases prominent African American public figures, including entertainers and politicians, such as Dorothy DandridgeLena HorneDiana RossMichael Jackson, former U.S. SenatorCarol Moseley Braun of Illinois, U.S. First lady Michelle ObamaBeyoncé KnowlesTyrese Gibson, and Tyler Perry. Each year, Ebony selects the “100 Most Influential Blacks in America”.

The cover of the July/August 2009 magazine shows Tina Turner. Tina Turner is known for her iconic career and ability to visually defy age.

Ad #1 – Ambi (The Color of Flawless Skin)


Flawless skin is the new black.

This ad, like many ads in the last few decades, have depicted African American women as beautiful. A reminder not to the general public, but a reminder to themselves. Media doesn’t show a variety of black women. Ambi is reminding readers that all black is beautiful and flawless.

Objective: Sell product
Target Market: Black Women, Men that date black women, Mothers
Call to Action: Give yourself flawless skin with Ambi
Value Proposition: Black is Beautiful. Not a concept or message that is found frequently or enough. This company is evoking the reader to feel flawless and beautiful in their black skin.

Ad #2 – Coffee Mate (Give Your Joe Some Soul)

Everyone drinks coffee. Some people enjoy it with a creamer, a coffee mate.

This Coffee Mate ad would look a lot different in a magazine that wasn’t meant for black people. In this ad because it is in a black magazine, they are using an image of a black woman that has soul in her hair, earrings and in her eyes (the eyes are the portal to the soul).

Objective: Sell product
Target Market: Anyone, but in this case black men and women
Call to Action: Add some soul to your coffee
Value Proposition: Soul = flavor.

The Oprah Magazine (2) Ads

Since 2000, the magazine has been carrying on the mission that Oprah began with The Oprah Winfrey Show: To inspire women to live their best lives. Her readers come from all walks of live and socioeconomic backgrounds.

Ad #1 – L’oreal (Age Perfect)

This is adjacent to the lovely Brooke Shield with the headline “Own Your Age”. No pun intended right OWN your age. Brooke Shields is an actress of the 80s that is aging “perfectly”. It is no coincidence that the ad was placed next to her feature.

The ad depicts two middle aged models (Viola Davis and Helen Mirren) that are happy. While they are different in appearance, they have many things in common. L’Oreal is a brand for all women. They are advertising their foundation at two different shades (wording tells us that there are 30 shades available), much like their models.

Objective: Sell product
Target Market: All Women (Mainly middle age)
Call to Action: Defy Age
Value Proposition: Confidence. Aging can be difficult. You have new skin – wrinkles, bags, spots – but this foundation not only gives you a public appearance, it is evens your tones with a hydrating serum. It takes care of your skin.

Ad #2 – Cherish The Day (OWN Network Anthology Series)

Being the mogul that Oprah is, it only makes sense that she would advertise a series on her network (OWN) in her magazine. At first glance, it is a little difficult to tell what the show is about.

The suspense of the ad makes me want to find the series and see what it was about. And while I am on the network, I might as well check out the other shows there, as well.

Objective: Expand Viewership
Target Market: Hopeless Romantics
Call to Action: Watch OWN
Value Proposition: Love. The title “Cherish the Day” along with two adults embracing makes the reader associate this series with a love story on the horizon.

Vogue Magazine (1) Ad

Vogue is an American monthly fashion and lifestyle magazine covering many topics including fashion, beauty, culture, living, and runway based in New York City. Vogue began as a weekly newspaper, first published based in New York City in 1892 in the United States, before becoming a monthly publication years later.

Vogue now has a market in over 20 countries.

PRINT READERSHIP – 24.6M (Monthly Readers)
DIGITAL – 94.1M (Unique Users)
SOCIAL – 118.7M (Followers)

Payless (Dexter Sandle – $24.99)

I do not frequent Vogue magazine, so I was very surprised to see a pay less ad in such a prestigious magazine about fashion. This ad is showing us that Payless can be a part of your special, elegant moments (not sure how your feet will feel at the end of the night).

In all seriousness, it make sense that Payless would advertise in Vogue magazine because their readers come from a variety of backgrounds. Vogue is for the reader that loves to look good. She may mix and match an expensive dress with a reasonably priced pair of shoes or vice versa.

Objective: Buy product
Target Market: Women
Call to Action: “Payless” for your shoes
Value Proposition: Elegance. Payless is known for creating shows that look like other brands, but cost much less.


Finding a newspaper these days is like finding a unicorn. Most papers have migrated and enhanced their readership by creating online papers. This may be a bonus benefit for companies that are advertising because print ads can come off very flat, even in color. Most digital ads have a nice color pop, if designed well.

For this assignment, I took to the online print version of the Durham, North Carolina paper – The Herald-Sun. My method was to click through the different sections of the paper and see what types of advertisement appeared in those sections. I wanted to see if they were different (or the same) depending on the section of the paper that I was in. There were some ads that showed up in multiple sections.

What I also noticed was that these ad spaces allowed the paper to rotate ads in the space dedicated area. I couldn’t figure out the algorithm or timing, but I am sure there is a method.

NewChic : Health Protective Gear

The name of this company and what they were advertising confused me because I wouldn’t think to purchase health protective gear from a place called NewChic. I was amazed when I went to their site because this is the type of shift that businesses have to make when major economic shifts happen.

This ad showed up on the front page and also under the Coronavirus section. They used an image of items that everyone is looking for, even hospitals.

Ordinarily, this company would be selling fashion. They obviously know that their customer’s focus right now is not primarily fashion, it’s health. But this was a smart move. After you drive people to your site for items that are extremely hard to come by, they will most likely keep shopping for things that they can use when the stay-at-home orders are lifted.

Objective: Sell product
Target Market: Adults
Call to Action: Protect Yourself During the Pandemic
Value Proposition: Safety. The current pandemic that is COVID-19 has everyone’s health at risk. This company is offering items that are hard to come by.

Blundstone: Seasonal Clearance

Until this ad, I’d never hear of this company. I have seen shoe that look a lot like these same shoes in their ad, but I’ve never even seen the name of the brand.

This ad, located in the ‘Living” section caught my eye because (1) they are having a sale and (2) they are intentionally telling us that they have been in business for 150 years. I clicked on the ad.

At the very top of the page it read: “free shipping and returns”. That is appealing because I have not purchased items that had more expensive shipping than the product itself.

On their website, the images displayed all types of lifestyles being lived in their brand. Their navigation menu was simple: women, men, kids & youth, work & safety, and our story.

Objective: Sell product
Target Market: Adults
Call to Action: Purchase Our Brand
Value Proposition: Trust. A company that has been in business for 150 has to bring a solid brand to the table.

Lilienthal Berlin: The L1 ‘All Blue’

This was the only add that popped up on any of the subpages for the sports section. The sports section of the paper include a subsection for All Sports, NCCU, Duke, NCSU, UNC, Durham Bulls, High School Sports, Auto Racing.

This ad was on the Duke page. It is no secret that Duke fans live far and wide, but Durham is the home of Duke. There is a following that crosses cultures, races, socioeconomic backgrounds, and genders.

Lilienthal Berlin strategically advertised this “All Blue” watch on Duke’s subsection of the paper. Although the isn’t 100% Blue Devil Blue, it would certainly catch the eye of a fan that is committed to subtly supporting their team by wearing colors that represent.

“Made in Germany” doesn’t only sound good, but also promises you the very best. Our watches are made in Germany and embodies both urban lifestyle and exceptional quality. “Made in Germany” stands for master craftspeople and Bauhaus architecture, precise short passes on the soccer field and a refreshing beer after work. For culture, creativity, and pioneering spirit, and, above all else, for reliable precision workmanship. “Made in Germany” also means that we know the people we work with daily very well. This is why we know that you can rely on our L1 to always tell you the right time, but also that it can be worn with a good feeling.


Objective: Sell product
Target Market: Professional Adults with Classy Taste
Call to Action: Purchase Our Brand
Value Proposition: Quality. Low prices can sell products, but to a sophisticated audience, quality will sell more. This company “Made in Germany” – clearly state by the name of the brand – screams quality product. The image of the products also looks anything but cheap. Dress it up or dress it down.

Annie Cloth: Just Breath

This ad includes 5 pictures of women in fashion and a description of up to 45% off. The very center image says, “Just Breath”. This a message! We are all thinking about something as simple as breathing. Some are thinking about breathing too much and the fear of contracting COVID and others are not breathing enough because of anxiety.

The shirt has double meaning in the “Coronavirus” section of the Herald Sun. The ad itself is attractive because it is showcasing fashion for a summer that we all hope to have.

Objective: Sell product
Target Market: Women, Men with Girlfriend/Wives
Call to Action: Just Breath, Be Kind and Purchase Our Brand
Value Proposition: Hope. It took me a while to find that word, but I believe that message is more apparent than the naked eyes sees. While this ad could be relevant at any point in time, it is very relevant at this point in time.

The Grove Durham: Luxury Townhomes

This ad was located on the Entertainment section of the newspaper. It was fairly understated and almost blended into the rest of the page.

What caught my eye was the bold tangerine colored “Request Info” button in the center of the add. It forced me to read the rest of the advertisement for 1-4 bedroom townhomes starting at $434,000. Wow! I had to know where these modern looking townhomes were located.

The simplicity of this ad drew my attention and the potential property value pulled me in. This ad was listed on a page where they where they advertise national and local entertainment. Downtown Durham is the home of DPAC, a well known performing arts center.

Owning a townhome downtown within walking distance of DPAC would be a great investment and also super convenient for a place to live or a investment property home.

Objective: Spark interest in real estate
Target Market: Realtors, Investors, or Adults
Call to Action: Live Downtown
Value Proposition: Investment. Downtowns across the United States, especially in North Carolina are being revitalized (gentrified) left and right. The property value of downtown dwellings are shooting up and there is no indication that it will be dropping anytime soon.


Old Spice – Pomade Radio

At first, looking at the time, I thought the commercial was way too long. Especially for a commercial for Old Spice. By the end of the commercial I was singing along and I knew that if I needed to tell anyone where to find it that they should go to CVS pharmacy.

Old Spice has a way of creating memorable commercials that get stuck in your head. In this case they are using the classic jingle approach to remind you over and over that their product is the product that you want in your daily hair routine.

The humor in this ad is that “radio callers” are requesting the jingle like it is a song. This is a really great use of the campaign because with radio, you don’t have the luxury of using images to drive your marketing home.

Listen to Ad: https://aef.com/ad-campaigns/old-spice-pomade-radio/

Objective: Encourage people to buy Old Spice Pomade
Target Market: Men & Girlfriend that want their men to have great hair.
Call to Action: Buy Pomade from CVS Pharmacy
Value Proposition: Humor. “You put it in your hair, not your arm pit hair, but your head of hair.” They even give you directions on how to use it, just in case it wasn’t clear.

McDonald’s – I Am the Middle Bun

The radio commercial is being narrated in “spanglish”. The narrators bounces back and forth between English and Spanish as he describes the Big Mac as a poem called “Un Big Mac Life”.

He personifies the Big Mac as himself. The two all beef patties are the two sides of his life – the things that make him Spanish American (patty one – his family, patty two – American staples that he loves).

“Messier with each bite. Like life, if it’s not, then you aren’t doing it right”.

Listen to Ad: https://aef.com/ad-campaigns/middle-bun-english/

Objective: Sell Big Macs
Target Market: All people across every culture
Call to Action: Be a Big Mac (diverse)
Value Proposition: Cultural Awareness. With McDonald’s being world wide, but orginating in America, there are an aray of people that would relate to this ad. Tied to their heritage, but living their reality.

Netflix – Grandma/Goth

“Have you seen *insert movie or tv show*, it’s on Netflix”.

Daily Facebook Post that I scroll Past: “Looking for Netflix suggestions”

Netflix gets so much free advertisement from their consumers – making recommendations of things to watch – that it’s hard to believe that they would pay for advertisement. It’s smart though because hearing or seeing an ad keeps the product/service on your mind.

This commercial is a conversation between a young man and an older woman. We later find out that they know each other. The older woman is the young (Goth) man’s grandmother. Even with their core and generational differences they can enjoy the same movie, on Netflix.

Watch the ad: https://aef.com/ad-campaigns/grandmagoth/

Objective: Promote Netflix
Target Market: Everyone! All ages, all interests.
Call to Action: Find something to watch on Netflix
Value Proposition: Connection. Movies are enjoyed alone, but they can also be used to bring people together. People have their first dates with movies, they share quality time over movies, and more. This commercial is sparking a desire to build those connections by watching Netflix.

Mini USA – Colonoscopy

I was not expecting that commercial! It didn’t click to me that Mini USA was the company that owns the Mini Cooper Car. So, to see the title of this ad be named Colonoscopy was interesting. Good thing it’s a radio ad because I would have never seen the name of the ad!

This ad highlights a man running into someone he knows and catching up on life. He lists all these terrible things that have happened to him – colonoscopy (oh, now I get it), cheating wife, sick dog, etc. Even with all that, he says his life is good because he has a Mini Cooper.

I new car will make you feel better, but not really long term.

Listen to Ad: https://aef.com/ad-campaigns/colonoscopy/

Objective: Promote the Mini Cooper Car
Target Market: Middle Aged Men (Midlife Crisis?)
Call to Action: Buy a Mini Cooper
Value Proposition: Humor. The humor was “ironic” but it does make you laugh.

Ad Council – Learned

The kids in this ad list all of the things that they learned in school. None of them were related to academics and all of the things that they learned were things that they learned while being bullied.

The message is loud and clear – bullying leaves a bigger impression on your than anything else in your day.

“The only thing I didn’t learn *dramatic pause* is why no-one ever helps”. This ad is bringing awareness not just to direct bullying, but also indirect bullying. If you ( or your child) doesn’t speak up for bullying, you may be worse than the problem.

One of my favorite quotes from Martin Luther King Jr. is “Our lives begin to end the day we become silent about the things that matter.”

Don’t be silent.

Listent to Ad: https://aef.com/ad-campaigns/learned/

Objective: Bring Awareness to Bullying in School
Target Market: School aged kids, parents, family friends, schools
Call to Action: Don’t be silent. Speak up against bullying
Value Proposition: Empathy


Credit: https://www.sobpedro.com/pedros-blog/classic-south-of-the-border-billboards

South of the Border: Billboard

Established in 1949, anyone that has driven the I-95 corridor has seen at least 20 South of the Border bill boards. Present day, there are around 175 billboards north and south from the Virginia/North Carolina state lines to the South Carolina/Georgia state lines. At one time there were more than 250 unique billboards from Philadelphia, PA to Daytona Beach, FL. Many of these billboards are on I-95. They are also north and south on Highway 301/501, east and west on Highways 9 & 17. There are a few billboards on I-20. Here are more examples of the billboards.

Alan Schafer, had a vision similar to “build it and they will come”. That’s true, if they know about it. With billboards lining the the east coast, it was impossible to not be curious enough to stop at South of the Border in an extremely unassuming location. If not for the 100 foot tall statue of “Pedro”, no one would stop in Hamer, South Carolina. If you blink, you miss it. Even on the way to the beach.

Although Myrtle Beach is on the way, it isn’t that close to the location of South of the Border. However, using a beach name that was visited by people around the United States, Schafer was smart enough to market items people would use at the beach.

Objective: Attract visitors
Target Market: Kids, adults, vacationers
Call to Action: Visit South of the Border to buy gifts and food
Value Proposition: Save money. Beach shops near the beach can be expensive. This advertisement is attracting beach goers to stop at this store for more bang for your buck.

Auto Zone: Window Decals

The store is located off of a busy street located in Durham, North Carolina. There is car traffic, but there is also foot traffic (sidewalks leading to city trails makes it accessible to pedestians). Accessibility to pedestrians is perfect because if you are having car trouble and your car won’t stop, maybe Auto Zone has what you need!

This set of side windows displays 5 window clings of combination specials for like products. Bundles are a great way of attracting customers to your business because most people want to feel like they are getting more than what they are paying for.

These color advertisements on the window are great because while you may be attracted to the bright colors, you can still see in the business.

Objective: Sell auto parts
Target Market: Mechanics, Do It Yourself People
Call to Action: Make a Purchase
Value Proposition: Save money

Pressure Washing: Yard Sign

This is the face of small business or “side hustle” marketing. Yard signs are cheap, but can yield much success. If it works, it is a great return on investment.

This simple white sign with black writing on the end of the natural area was strategically placed this sign on the pathway to the Main Street from a Lowes Home Store.

Objective: Attract home owners
Target Market: Homeowners
Call to Action: Purchase service
Value Proposition: Low price on low cost advertising

BoJangles: Yard Sign

BoJangles is no stranger to yard signs. I have seen them advertise products this way before. They probably even had this one (not so) tucked away in a closet. It’s relevant now because the unemployment rate is currently as high as it has been in decades. Businesses with dining rooms are also experiencing challenges in the current economy. More people are staying at home, thus more people are cooking.

There are some; however, that cannot deny the savory taste of BoJangles. This sign does two things: it tells us that the company is still open for business and they are looking to expand their team.

Objective: Apply for a job
Target Market: Unemployed citizens
Call to Action: Seek employment
Value Proposition: Employment opportunity

Latino’s Diner: Street Menu Sign

The street menus are so effective. There are some people in this world that are creatures of habit and will go to the same places over and over. When you are in a new city or a new country, that’s not always possible. You can look on review apps like Trip Advisor, Yelp, etc. to see what other people are saying about the best places in town to eat or you can simply take a chance.

I have stopped at new places to eat strictly off of seeing the street menu sign and what they were serving/offering. This approach is hit or miss, but the restaurant got the business regardless!

This method is great for the business, even if it isn’t a sign like this, because it allows customers to see the menu without having to wait for a table or even go inside.

Objective: Attract customers to eat in their restaurant
Target Market: Hungry People Walking By (Foodies)
Call to Action: Come inside and eat our food
Value Proposition: Value. Most companies are going to list menu items that show that they have variety or moderately priced food options.

(B) Great Marketing Campaigns: Television

OVERVIEW: I was doing my daily unwind and watched a little “tv” on Hulu. I’m not much of a television person, but I do have several networks and/or shows that I will spend time catching up on. I noticed that the ads that were running on the different networks shows seemed to be different. I don’t think that I noticed that before.

Carvana: “Keep Moving”

Carvana has gotten my attention more than once. I always wondered how well they were doing as a company to sell cars without having people test drive it before the click “purchase”. Most people fall in love by driving it.

This time in life couldn’t be more perfect for Carvana than this. With the stay at home orders in place all over the country, buying a car (if you can’t wait – just like the ad says) is as simple as browsing models and names that you know from the comfort of your home. They assure viewers that this process can be done 100% from home, provides a touchless delivery (as the customer care agent is putting on gloves), and they give potential buyers the assurance regarding their 7-day return policy.

They end by saying “Check out Carvana, the safer way to buy a car”.

Television Show: Fixer Upper (HGTV)
Objective: Sell cars
Target Market: Adults in the market for cars
Call to Action: Purchase a car now, not after the pandemic.
Value Proposition: Convenience. Buyers do not have to leave their homes and risk their lives to test drive cars that may have COVID-19 residue on surfaces. They are advertising a “touchless” process.

Apple: “Creativity Goes On”

Apple does it again, this time in 1 minute and 37 seconds. They pay to your emotions and remind you why your Apple device(s) are a major part of your life. The commercial shows real consumers using their products to stay connected and stay creative during this global pandemic.

The ad begins with still images depicting people “staying home”. Eventually they integrate in videos that make you smile and relate – a photographer capturing life milestones, someone reading a book to a child, a child playing chess with a digital opponent. They even used footage of Oprah to talking to her audience, on an apple device, about what we are currently experiencing.

The commercial ends with the simplicity of white words on a black background reminding us that “creativity goes on”.

Television Show: Blackish (ABC)
Objective: Sell Apple devices
Target Market: Everyone (including kids, even if their parents are the buyers)
Call to Action: Keep being creative, with Apple products
Value Proposition: Make connections and capture memories even in rough times. This is when you need it the most. Apple products help you do that.

Duke Health: “You’re Why”

The Duke name holds a lot of weight in North Carolina, even if you are a Tarheel fan! Sometimes major corporations can feel distant and out of touch with their customer and patients. With this commercial, Duke Health reminds us that the patient is the “why”.

The commercial starts with a nurse asking herself “why do I do what I do?”. The visuals go on to show us why as she and the Duke Health family, also tells us “why”.

Television Show: Blackish (ABC)
Objective: Sell a service
Target Market: Adults, Parents
Call to Action: Choose Duke Health
Value Proposition: Compassion. They want you to remember Duke Health when you are making those healthcare decisions.

Progressive (Insurance): “Motormouth”

This commercial, like most Progressive commercials, is relayed with humor. While having insurance (or not) is a serious conversation, Progressive has found a comical way of telling consumers that their insurance is the best insurance.

In this commercial the progressive agents are “communicating” with a bike. Although the bike doesn’t actually speak, they know what the bike is saying. It actually took me watching this commercial several times to get it. It’s a commercial about motorcycle insurance. This motorcycle speaks to one Progressive agent about an “emergency”. The first agent stops what he is doing (because of the motorcycle) to help the second agent – whom only needs change for a dollar *insert humor*. The second agent is in the middle of the desert.

This commercial advertisement is telling us that progressive motorcycle insurance is reliable in two ways: (1) they will help you wherever you are and (2) no emergency is too small.

Television Show: Keeping Up With the Kardashians (E!)
Objective: Sell a service
Target Market: Adults that drive (motorcyclists)
Call to Action: Buy insurance with Progressive
Value Proposition: Safety. If you are ever in an accident, you want to know that you have insurance that will cover you.

Milkbone: Goldfish Jogging

Sex is normally the seller. Humor is a close second. This commercial actually had me laughing out loud. It starts with a man jogging. At first he was jogging alone. At 0:12 we see that he is jogging with a fish…in a bowl. Water smashing everywhere. That clearly wasn’t working for him! The look on his face: frustration.

Approximately 10 seconds laters the company name flashes on the screen and the narrator says “Life’s more fun with a dog”. In the next frame he is running with a dog. The look on his face: happiness.

The dog made the man happy and at the end the man makes the dog happy with a Milkbone.

Television Show: Dr. Pimple Popper (TLC)
Objective: Sell a product
Target Market: Dog owners/lovers
Call to Action: Buy a dog and/or Milkbone
Value Proposition: Man’s best friend.