Approaches to writing an ad appraisal Evaluating the effectiveness of a print ad

Organisation of paragraphs Introduction/preamble Evaluation 1 Evaluation 2 Evaluation 3 conclusion

Introduction/preamble Thesis statement/hypothesis must incorporate the following What is being advertised? What is the claim of ad? Who is the target audience? Is the ad effective? Introd must be clear and concise NB thesis statement can be more than one sentence

Evaluation 1 Consider the appeal of ad by use of strategies Pathos, Logos, Ethos Other persuasive strategies like bribery, bandwagon…

Evaluation 2 Use of the elements to appeal Headline Image/visual Copy Logo/tagline Call for action NB Ad need not have all 5 elements

Evaluation 3 Do all these components complement each other ? Is the compostion(visual grammar) visually/aesthetically appealing? Any areas of weaknesses/for improvement?

Conclusion Summarises all points clearly and succinctly Echoes and reiterates thesis statement in the introduction