Select a noteworthy advertising practitioner and examine his/her communication philosophy. :


Charlotte Beers


Structure: Organize the paper along these lines:


1. Brief bio on the practitioner and characteristics of the advertising industry during this person’s professional career


2.The practitioner’s communication philosophy:


a. If you asked this person “What makes a good ad?” what would he/she say? Why does the person think this way?


b. What assumptions does the practitioner seem to make about consumers?


c. Does the practitioner prefer product-based or consumer-based ads?


d. Does the practitioner seem to prefer words to pictures? Pictures to words?


3. Advantages and disadvantages of this philosophy. Would this particular philosophy seem more appropriate for some types of subjects than others? For some types of audiences?


4. Overall contributions the practitioner has made to advertising (Be sure to include a list of references).