Analysing Advertising

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Analysing Advertising
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Glossary of Techniques
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• Beauty Appeal 
• Beauty attracts us we are drawn to beautiful
  people, places, and things.

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• Celebrity Endorsement 
• Associates product use with a well-known person. 
  By purchasing this product we are led to believe
  that we will attain characteristics similar to
  the celebrity.

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• Compliment the Consumer 
• Advertisers flatter the consumer who is willing
  to purchase their product.  By purchasing the
  product the consumer is recognised by the
  advertisers for making a good decision with their
  selection.

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• Escape 
• Getting away from it all is very appealing you
  can imagine adventures you cannot have the idea
  of escape is pleasurable.

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• Intelligence 
• Associates product with smart people
• who cant be fooled.

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• Lifestyle 
• Associates product with a particular style of
  living/way of doing things.

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• Peer Approval 
• Associates product use with friendship/acceptance.
    Advertisers can also use this negatively, to
  make you worry that youll lose friends if you
  dont use a certain product.

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• Rebel 
• Associates products with behaviours or lifestyles
  that oppose societys norms.

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• Rhetorical Question 
• This technique poses a question to the consumer
  that demands a response. 
• A question is asked and the consumer is supposed
  to answer in such a way that affirms the
  products goodness.

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• Scientific/Statistical Claim 
• Provides some sort of scientific proof or
  experiment, very specific numbers, or an
  impressive sounding mystery ingredient.

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• Unfinished Comparison/Claim 
• Use of phrases such as Works better in poor
  driving conditions! 
• Works better than what? 

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Now, asking the following questions, well look
at a few ads
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• To whom (which target audience) is the
  advertisement trying to sell the product?
  Describe the target audience (age, gender,
  culture, lifestyle).

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• Does this ad appeal to your emotions? 
• If so, which emotion(s)?

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• Are there any signs or symbols in the ad? 
• If so, what are they trying to tell you?

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• What advertising techniques
• (from our list)
• are being used to sell the product? Explain how
  each technique
• is being used.

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• What elements can we see in use
• line, tone, shape, space, texture, letterform and
  colour?

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First, lets look at some historical ads
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And ads from today!
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