1. How to Read an AD zAdapted from Visual Messages by David M. Considine & Gail E. Haley zAds from www.adflip.comwww.adflip.com

2. Important note zDont forget to fill out the worksheet entitled How to Read an Ad as you complete this activity. zThere really arent any right or wrong answers, but I will be looking for you to show that you thought about the questions and gave meaningful answers.

3. When reading an ad, examine the following: zPoint of view zPosition zPosture zPerson speaking 4 ps

4. Point of View zWhat is the camera angle? zWhat is the advertiser trying to say through the camera angle?

5. Point of View zUp angles can be used to suggest power, prestige, and success. zCan you think of another ad which uses camera angles to convey an idea about a product?

6. Point of View zWhat might the angle of this ad suggest? 6

7. Position zWhere is the product placed? zWhy is it placed there? 7

8. Position zThe product is placed in the center of the action. zThis products placement helps to suggest that it is an important part of having a good time. 8

9. Position zWhere is the product placed? zWhy is it placed there? 9

10. Posture zHow do the actors carry themselves in the advertisement? zWhat do their facial expressions and bodily movements suggest about the product being advertised? 10

11. Posture zWhat is the facial expression and body language of the actor? zWhat ideas does his expression and body language convey about the product? 11

12. Posture zThe actor has a happy, excited look on his face. His body suggests energetic movement. zThe expression and movement work together to show that this product is fun and exciting. 12

13. Posture zWhat is the facial expression and body language of the actors? zWhat ideas does the expression and body language convey about the product? 13

14. Person Speaking zWho is speaking in the ad? zWhy was the particular speaker chosen? 14

15. Person Speaking zWho is speaking in the following ad? zWhy was this person chosen? 15

16. Person Speaking zHere a fictional mother is speaking to her daughter. zPeople tend to trust advice from their mothers, so a mother is used to add credibility to the product. 16

17. Person Speaking zWho is speaking in the following ad? zWhy was this person chosen?

18. Is that all? zUse what you learned to analyze two of the four ads on the next slide.

19. Analyze two of the following ads 3 12 4

20. Ad number one

21. Ad number two

22. Ad number three

23. Ad number four