Analyzing Advertisements

Definition of “Analyze” 1. to separate (a concrete or abstract thing) into parts or elements that it is made of; determine the elements or essential features of something 2. to examine critically, so as to bring out the essential elements or give the essence of the thing being analyzed

So, how do we analyze an ad? Look at the ad critically and try and answer the following questions: Who is the intended audience? What does the advertisement intend for us to think about the product being advertised? What needs or wants is the advertisement appealing to? How does the design of the advertisement get the message across to the audience?

Let’s try this with an example ad.

Questions to consider: What is the significance of the “city” setting? What does the position of the model seem to suggest? Does he remind you of anything else? What types of colors and lighting does this ad use? How do all of these things contribute to the message?

Now that we have had the chance to discuss the ad… How effective do you think it was in reaching its target audience? What else might you need to know in order to analyze the ad? What other questions might you address in an analysis of this advertisement?

Let’s try another one…

Some final questions about the second ad… How is this ad different from (or the same as) other advertisements for cars that you have seen? Why do you think the picture of the car wasn’t bigger? What does that suggest to you about what the ad is “selling”?

And… one last ad.

Questions to consider… Conventional wisdom says that advertisers should use positive reviews to sell their products… why do you think this ad uses a negative review? Does this have to do with the audience the add is trying to reach?

Where should I find my advertisement? A magazine you read A website you visit A newspaper A billboard you see while driving Whatever you choose, make sure that your advertisement has enough “going on” in it that you can write about it for two pages.