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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

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?

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”?

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.