Questions for Analyzing Ads
To whom (which target
audience) is the advertisement trying to sell the product? Describe the target
audience (age, gender, culture, lifestyle).
Does this ad appeal to your
emotions? If so, which emotion(s)?
Look beyond any emotional
appeal to find out what the ad really says (or doesn’t say) about the
product or service. Do you detect
any exaggeration or suspicious promises?
If so, describe the “hidden message.”
What is the intended use(s)
of the product? Does the
advertiser point out special features of the product that distract for the
intended use? If so, explain the
distractions.
Are there any signs or
symbols in the ad? If so, what are
they trying to tell you?
What advertising techniques
are being used to sell the product (see glossary of terms)? Explain how each technique is being
used.