Start the paper by telling the reader what you'll be reading about in a clear, straight-forward paragraph. For example, "Consumers cite remembering this product's advertisements for years, because they connect with our emotions in a powerful way." Add a few sentences that elaborate on your premise that the advertiser, in this example, is able to convince consumers to buy their product.
Tell the reader about the history of the product, including when it was launched and what it's designed to do. For example, "This product was launched in response to overwhelming need on the part of consumers for a better dish-washing detergent and is designed to solve the problem of dry hands from dish washing." Lend validity by including a direct quote from a company representative about their product.
State the statistics that show how the ad has positively or negatively impacted consumers. For example, "Over 85 percent of consumers said that they would not purchase this product because they found the ad offensive." Be as specific as possible as to what the consumers found offensive in this example. Add a direct quote from a consumer, if possible.
Give the company representing the product or the advertising agency a chance to rebut the customer's comments with a direct quote about what they were or weren't trying to do with the ad. In some cases, an apology may be in order from the company or advertising agency. Either way, round out your paper by including all sides of the story. For example, "The president of the company expressed great disappointment in the results of the ad, stating, 'We had no idea consumers would respond in this manner, and we are taking immediate steps to correct the problem.'"
Close by summarizing the power of advertising to convince consumers to purchase a product and also to reinforce the brand image of a product. Emphasize that advertising that doesn't convey the brand image properly can convince consumers who might have otherwise purchased the product to choose not to instead.