INTRODUCTION TO ADVERTISING: COM 3216

BRIEF INDIVIDUAL ASSIGNMENT Part 1

Assignment Objectives: The chief objective of this assignment is to enhance your understanding of advertising effects (Calvin Klein) that does a more complete job of explaining how advertising creates various types of consumer responses. In addition, you will learn to read images (as Calvin Klein used in advertisements) and relate it with Facets Model of effects.

Learning Outcomes: To explain the success of Calvin Klein advertisements that pushes the brand in globally market. To analyse the effectiveness of Calvin Klein advertisements (fashion) by using the six (6) Facets model

Effective Advertising: Calvin Klein brand Calvin Klein is not shy about pushing the envelope when it comes to advertising. Klein has always been at the forefront of the youth trend in advertising, but in a 1995 campaign for Calvin Klein jeans, his images of teens models in provocative poses caused major controversy and debate when they crossed the line between fashion and pornography (based on the attached case study.

You are the required to do a write-up based on the structured below: Explain why Calvin Klein is successful in business and becomes popular brand globally even though its advertising campaign is full of controversial images

i. Perception- see/hear (exposure, selection, attention, interest/relevance, awareness, recognition) ii. Emotion/Affective Feel (want/desire, feelings, liking, resonance) iii. Cognition Understand (need, cognitive learning, differentiation, recall) iv. Association- Connect (symbolism, conditioned learning, transformation) v. Persuasion Believe (motivation, influence, involvement, conviction, believability/credibility, preference and intention, loyalty) vi. Behaviour Act (trial, buying, contacting, advocating, referral, prevention/avoidance)

Any ideas and quotations that you pick from any sources need to be verified with citation and references of APA style. The references that you made need to be submitted together in forms of cuttings and photocopies and bind together as appendices. You are required to present reference from book and other sources such as journal, newspaper cutting and internet. Wikipedia is not allowed. The completed write-up must not be less than 1000 words. Use Arial font of size 12 and write your write-up on 1.5 spacing. Submit together this instruction as the front page of the completed assignment. Plagiarism is a serious academic offense (cut and paste materials will be seriously penalised).

DEADLINE: 10 March 2014 The assignment should be submitted on 10 March 2014 and makes up 10% of the total assessment.

No delay will be entertained without a valid reason. Ten (10) marks will be deducted with every week delayed. Deadline can only be extended with valid reasons and documents. Re-submission of students/work that does not meet the requirements will be eligible to receive only a 50% pass mark. Prepared by: Ms. Haryati Hashim