I already upload the introduction details in the file below, and here are the two ads you need to analyze.
Uber Eats: https://www.youtube.com/watch?v=vtvmjLHdVlk
In this two videos, there are several ads, and you just need pick one for each of them to analyze and do the comparison.
Tips from my professor:
when analysis an ads，should talk about :
1. Four empirical theories
• Balance theory (celebrity endorsement)
• Theory of planned behavior (norm pressure)
• EPPM (fear appeal)
• Elaboration Likelihood Model (detailed information vs. shortcut)
• A Hybrid Model – FCB Grid (involvement – thinking/feeling)
2. Three practical theories (which way they use)
• Unique selling proposition (USP)
• Emotional selling proposition (ESP)
• Credo selling proposition (SCP)
3. From 4P to banding
4. Branding & adverting
5. Branding as organization/person/..