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. When reading an ad, examine the following: zPoint of view zPosition zPosture zPerson speaking 4 p’s

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

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

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?

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

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

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

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

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

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

13. 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.

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

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

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

17. 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.

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

19. Is that all? zOne can certainly can find more things to analyze, such as the wording, music, and motion, when trying to figure out the meaning behind an advertisement. This activity was simply a starting point. zUse what you learned to analyze two of the four ads on the next slide.

20. Analyze two of the following ads Click on the ad to see a larger view. 3 12 4

21. Ad number one

22. Ad number two

23. Ad number three

24. Ad number four