Critical Analysis

Check out some local and national advertising. Try and figure out the marketing plan. Compare a local one to a national one from a critical standpoint.

For this particular assignment I chose the Shannondell at Valley Forge ad; local, and the American Medical Association (AMA) ad; national.

http://www.youtube.com/watch?v=zq1tgigO6_k

The Shannondell at Valley Forge ad's slogan is "Do Something New Every Day." The target audience here is obviously senior citizens who are looking for a place where they can find recreation. When most of us think of senior citizens the first thing that comes to mind are sick, tired, and grumpy old people, which is very stereotypical. However, the people in this ad seem to be having a great time by standing in a pool, playing golf, using the computer, and drinking a glass of wine. I believe the placement of this ad is appropriate. I found it in the Local News section of the Philadelphia Inquirer which is read by many senior citizens.

The AMA ad is accusing Washington of political games and powerful insurance companies who lobby to keep billions in access medicare payments that threaten health care. This ad is targeting senior citizens who are the ones who really need the medical care. The viewers are encourage to speak with their senators so there won't be premium increase, or threats to doctor access. It is clear that the AMA is attacking politicans who do not look out for those who really need medical treatement. However, I do not believe that many senior citizens are in conditions to speak out for themselves. They actually need people like AMA and AARP to represent them, not neccessarily tell them what they should be doing.

The difference between both is that the Shannondell ad, is showing that senior citizens are enjoying themeselves and living life to its fullest. However, the AMA ad clearly demonstrates that many patients, particularly senior citizens, are threatened because they do not have access to doctors. The Shannondell ad is trying to get senior citizens to join their community, while the AMA wants them to speak up for themselves.