Explain means-end theory and why it is important in advertising design. Pick two ads in this textbook, other than the milk and ReRez ones used to explain means-end theory. Identify the attribute(s) featured in the two ads and the benefits derived from those attributes. Construct a means-end chain for one of the ads. (Be sure to provide the page number of the two ads you selected).

Think about recent advertisements you have seen or watched. Explain each of the concepts listed below, then give an example of an advertisement you believe illustrates the concept. Explain why you believe the ad fits the category.

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• Threshold effects

• Diminishing returns

• Carryover effects

• Wear-out effects

• Visual Esperanto

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