RA Advertisement - Daily Universe back page, Tue Jan 15

Audience

Three audiences are addressed, each a subset of the previous.
First: BYU Students in general. They however are not concerned with the question.
Second: Marriott School students, who are potential applicants to Deloitte services.
Third: Winners of the National Tax Case Study Competition. Top students in one of the best ranked accounting programs in the US, they have taken days out of their studies to travel to and compete in the competition.

Question

WATCO a Marriot School graduate applying to Deloitte?
Structure

The advertisement consists of a full page with the following: a picture of four students, text congratulating the winners of the competition, the Deloitte logo with some technical small print.

Ethos

Deloitte is one of the prestigious "Big 5" accounting firms.

The ad establishes a personal relationship by naming the winners individually, as well as stating that “The people of Deloitte” are the source of the ad.

Deloitte also places itself on the same page as two winning teams: the implication is that Deloitte is also a winning team.

Pathos

Deloitte is gives the winners individual, campus-wide recognition for their efforts in a discipline with relatively little personal recognition. The winners will like that.

Deloitte does not mention (although it is implied) that Deloitte runs the competition. Rather the competition is referred to as National, rather than Deloitte, thus increasing the prestige of the winners.

The actual competition took place in November. The advertisement is running several months late, presumably to renew the winners’ recognition and remind them about the company.

Logos

None.

Effective?

Good at giving the winners warm fuzzies from recognition. The fine print at the bottom also gives them a chance to show off their knowledge of Deloitte’s organization by explaining it to their classmates.

According to an unverified document at http://www.econ.ucsb.edu/~harmon/recruitingcode.pdf Big Five companies will begin making offers to December graduates on Feb 15. This advertisement is a good way to prepare those graduates for offers.

The ad shows one of the students wearing a beard: a tip off to the BYU audience that the students pictured are models and not the winning team implied by the format of the advertisement. This lessens the personal touch.