Assignment Prompt:
The practice of advertising has evolved during the past century, adapting to the
cultural, social and economic changes. In this assignment you‘ll analyze the
distinctions between key eras in advertising history.
Browse Duke University‘s Ad Archive. This is an extensive database of advertisements
spanning over 100 years. You can search the database by typing any key word (such
as “Coke” or “McDonald’s”) into the search bar, and searching “this archive”. Here is
the link to the Ad Archive: http://library.duke.edu/digitalcollections/advertising/.
Complete the following questions. Support your answers with information that you
learned in studying Chapter 3. Include a copy of the ads you choose with each
answer (you can take screenshots of the ads and paste them into your Word
Document; if you don‘t know how to take screenshots, Google “how to take a
screenshot” for instructions). Submit your paper to this dropbox as an attachment.
Each answer should not exceed one page in length. I’m looking for under 3 pages for
the total assignment, no larger than 12 pt font. Your paper should include complete,
well–thought–out answers, which are correct in grammar, spelling, sentence
structure, and punctuation.
1. Select two different ads for the same product from the Duke site. These ads must be
from two different decades, separated by at least 30 years. Discuss the changes in
the design and appeal of these ads, and explain why you think the advertising
approach was changed. If the advertising approach wasn‘t changed, explain why you
think it did not change.