The goal of an advertisement analysis essay is to analyze a magazine ad for a specific product
and evaluate how the advertisement tries to persuade the viewer to buy the product or service. This is done by making a detailed and careful analysis of the information contained in the ad. This information may be in the form of words or slogans, images, or other content that the ad uses to persuade the consumer. You must closely examine and analyze the content, purpose, and effectiveness of the ad.
- Colors — What colors are used? What do they suggest or evoke?
- 2. Models — How many are used? What gender? What do they look like? What are they wearing/doing? What are the expressions on their faces? What are they looking at? What are their body positions? What are these details meant to imply or evoke?
- 3. Setting — Where is the scene set? What does this setting suggest about mood or emotion? How do the models relate to the setting? Are they pointing to, leaning on, standing on or behind, looking down on, or approaching anything in the picture or anything outside the frame of the picture?
- 4. Text — What words are printed in the ad? What is the proportion of words to images? Where are the words placed? What do font size and style suggest about the message in the text? How do they connect with the images? Are there any key words? How do you know? What moods do the words evoke? What promises do the words make?
- 5. Omissions — Consider not only what is shown and said, but also what is not shown and what is not said. What is implied through leaving certain things out?
- 6. Audience — Think more consciously about this intended audience. Who would most likely fall for the pitch? What are this consumer’s needs or desires? What might the consumer feel is lacking in life or desirable in life? Does the ad suggest anything interesting about an audience from the past?
Constructing the Analysis
Once the ad has been carefully analyzed and details have been gathered, a writer should focus
on developing a thesis statement that states the advertisement’s effectiveness/ineffectiveness
and the reasons supporting this position. The body of the paper will develop these reasons
while focusing on analyzing why the product or service in the ad is showcased the way it was, whether it appeals to its intended audience, and if it is useful and appropriate for what is being advertised. Don’t forget to also examine the ad in terms of the various rhetorical appeals we studied in class.
Does the introduction present and describe the ad in the magazine’s context?
Does the thesis statement address the product’s effectiveness/ineffectiveness with adequate support?
Does every paragraph discuss each supporting element of the thesis clearly?
Is the essay a clear analysis and not merely a description of the ad?
Does the essay consider the ad’s targeted audience and its needs?
Also, in this module we have been studying rhetorical appeals and fallacies, so please apply that knowledge to the analysis. If one of the strategies of the chosen ad is an “appeal to popularity” or an “appeal to wealth and status”, then make sure to point that out and explain how they do that. If the ad text has a line that uses the fallacy “begging the question” or “appeal to authority”, then point that out and explain how this is true.
Your essay should be a minimum of 1000 words, but it can be longer than that if you need to increase the word count for the sake of comprehensively analyzing the advertisement.
Due Dates: Your rough draft should be uploaded to the peer review discussion link titled “Advertisement Analysis Rough Draft Upload” by October 30. The Canvas system will assign you to give peer review feedback to two students, and your peer review work must be completed by November 4 (25 points). Next, read the feedback on your paper to do some final editing work, then upload your final version of the assignment to the link “Advertisement Analysis Final Draft Upload” by November 7 (100 points possible).