How to Analyze an Advertisement
[2023-03-25 07:42:51]
Advertisement messages are more than just random. As with other forms of communication, effective advertising works most effectively when resonating with consumer needs and desires - this relationship is intuitive and highly computational.
The next question will help you to better understand this process. Discuss them in classes and groups, and use them for your own individual analysis on advertisements and commercials. You may be surprised by the information and meanings you find.
What is the design of the advertisement? Does it use axial balance or other shapes? How do you arrange the basic components and elements?
What is the relationship between picture elements and written material? What does this tell us?
What is the purpose of the space in the advertisement? Are there lots of "blanks" or are there graphic and writing elements full?
If you have numbers (men, women, children, animals), what do they like? What can be said about their expression, posture, hairstyle, age, sex, hair color, race, education, occupation, human relationship (one to one)?
What does the background tell us? Where is the advertisement displayed, what does this background mean?
What is going on with the advertisement, what does it mean? (This may be expressed as "plot" of advertisement.)
What topics were found in the advertisement? What does this mean? (Plots of ads may include drinking of men and women, but the subject may be embarrassing, but there is no faith, ambition, passion, etc.).
What language is being used? Does it essentially provide information or is it trying to cause some kind of emotional reaction? Or both? What skills are used in copying: humor, head lime, definition of life, comparison, sexual clue etc.
How is aesthetics? If the ad is a photo, what kind of lens? What is the meaning of long-distance shooting, CIC, short distance shooting? Lighting, color usage, lens angle?
What sort of social, political, economic or cultural attitude indirectly reflects the advertisement? Although the advertisement may be related to a pair of blue jeans, it may indirectly reflect sexism, alienation, stereotype, compliance, intergenerational conflict, loneliness, elitism and so on.
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This is a report created for the MKT 337 Advertising Analysis course. The purpose of ad analysis in this report is to thoroughly analyze electronic advertisement, print advertisement, outdoor advertisement, direct mail advertisement and find elements to communicate to readers about specific products and advertising services. The report focuses on these fundamentals to provide a clear discussion of how these ads affect people's attitudes towards objects and ideas and to carefully analyze it.
When talking about the example of PepsiCo, I will keep paying attention to this company and choose to advertise Pepsi's ad for analysis. We analyze this advertisement by referring to various elements that are commonly found when analyzing advertisements, read it and solve it. Analyze printed ads. Then I will provide an explanation of the feminist of this ad. Before entering the analysis section, I would like to prove the reason for choosing this ad. From the feminist's point of view, we were able to select men's advantage, such as advertisements by Tom Ford, Gucci, Dolce, Gabbana, and other ads that can clearly see the affiliation of women.
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