1. Ad Analysis Essay
Revision Tips

2. Organization
I. Intro
Build context, do not describe the ad. Context should connect to your thesis statement.
Wrong: People buy cars every day. The Cadillac ad features a smoky background with the Cadillac emblem floating in the sky.
RIGHT: To live in America is to have liberty, freedom, national pride. To be an American means having the ability to pursue dreams of success, grandeur, and prestige. How each American defines what their dream is may differ from one person to the next, but citizens are united by a common aspiration; The American promise and experience is ultimately about the pursuit of happiness.

3. Organization Description of the ad II. Cadillac ad
Sepia-toned background
Only colored object – Cadillac symbol
Cadillac symbol largest, central point
Train station
Nondescript people walking towards buildings
Suggests movement into the future.

4. Organization Analysis Paragraphs
III. Topic Sentence – The Cadillac ad manipulates viewers with the slogan “Life. Liberty. And the Pursuit” a phrase most Americans would be familiar with.
Evidence – Declaration of Independence
elaboration redolent of American patriotism and independence
Evidence – assumes American’s would insert the words “or happiness”
elaboration - Effect on audience – connect “happiness” to buying a Cadillac, furthering their own personal pursuit.
Evidence – describes our inalienable rights
Effect on audience – connects the idea that buying the vehicle is the right of every American
Left open-ended leaving viewers to insert their own answer to the “pursuit of…” just as buying the Cadillac leaves the driver open to pursuing any adventure of their choosing

5. Organization
More analysis paragraphs – How many you have will depend on your thesis statement
III. Next area of discussion – Visual? Text? Metaphor? Comparison? Exaggeration? Humor? Etc… + the effect the strategy has on the audience
Final Paragraph – Conclusion
* Make an outline for your analysis paragraphs.

6. Some problems The use of ad. Spell out the entire word: advertisement
“This advertisement” should be the advertisement
Discussing outside information. You should be focused on the ad in front of you. Outside research is not necessary.
Capitalize the name of all brands/companies/products
YOU!!!!!!!! Get rid of it – unless you are directly quoting a piece of the text
Me/I. You are not writing an opinion piece.

7. Problems : Punctuation & Quoting
Wrong:
The text describes the product as “long-lasting”, “durable”, and “light-weight”.
Right
The text describes the product as “long-lasting,” “durable,” and “light-weight.”
Punctuation marks are to be placed inside quotation marks.
Apostrophes :
Wrong: The advertisements main claim…
Right : The advertisement’s

8. Other Issues …this makes the audience think. About what????
This paints a picture for the viewer.
This helps the viewer picture it in their mind.
The ad conveys the message well. (what is the message?)
The company uses many things in the ad. Be specific.
Catches the reader’s eye. Instead… Her gaze draws the reader’s eye to the top of the page where the central claim of the advertisement, “Nothing Fake About Em’” is printed.

9. Elementary School English
There
My new car is over there.
Their
Consumers are convinced that their lives will be better by using the product.
They’re
They’re going to come over after school.

10. Elementary School English
Too
I like ice cream too. To
I’m going to go eat pizza after school
…in order to convince…