critical analysis essay example on an advertising campaign

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

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In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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Advertisement Analysis Essay: Steps, Tips, Insights, & Example

Conventional selling methods that entail rational thoughts are no longer effective.

Today, advertisements that motivate the viewer or reader to take deliberate action stimulate emotion.

Therefore, knowing how to write an advertisement analysis essay correctly is an essential skill that all marketing or business students should master before graduation.

Advertisement analysis essays, also known as ad analysis essays, are quite popular among students.

Such essays are more about ad reviewing and have a specific format that should be adhered to.

What is an advertisement analysis essay, and how do you correctly write one? Keep on reading to find out more.

What is an Advertisement Analysis Essay?

An advertisement analysis essay is an academic essay that needs the student or writer to study an advert properly.

The essay is typically written about a television or print commercial, and it aims to disclose any hidden messages featured in the advertisement which might be misleading or false.

This can be achieved through studying different aspects like gender, used color schemes, age of the target market, and even the genre of music featured, among other things.

For instance, you can highlight how advertising primarily gives males dominant positions over women through virtually all details displayed in the advert.

A counterpart will then have to examine the same advert from the standpoint that it treats both genders equally, thus eliminating any preconceived thoughts about gender discrimination.

Nonetheless, even though ad analysis essays focus on specific works, whether visual or print, the analysis can be stretched to cover how media is used in audience manipulation.

You can, for instance, have an ad analysis essay that compares and contrasts gender roles across different ads or TV programs like soap operas and commercials.

And one great advantage that this kind of essay has over other essays written on the same topic is its ability to use several sources in backing and supporting an argument, and this not only shows that you have conducted thorough research on the topic but also proves your point.

Steps for Writing a Critical Analysis Essay for an Advertisement

Writing an advertisement essay is as simple as keenly reading or observing the advert and then interpreting its meaning to the target audience or exploring how well a brand or a company uses the Ad to achieve its marketing functions.

Today, there are many ways to run adverts apart from print media. Online platforms such as Facebook, TikTok, Instagram, and YouTube allow influencers, companies/brands, and marketing agencies to run different ads. Besides, there is also a choice of running ads on commercial TV or radio.

Like a standard academic essay , specific steps should be followed when writing an ad analysis essay.

Below are the steps involved in writing an ad analysis essay like a pro!

Step One: Analyze The Chosen Ad

You can look through magazines or newspapers to find one to discuss if not already provided. Pick an advertisement you understand and have sufficient background information on. Knowing the different parts of an ad and a few advertising methods will help you develop a comprehensive analysis and informative essay.

What five parts of an ad should you look out for? They are;

• A captivating headline
• Relatable color schemes, images, as well as packaging that capture the consumer's interest
• Marketing the benefits
• A call to action
• A memorable tagline

When assessing the advertisement, observe specific factors like the language, graphics, target audience, message, and cultural significance. In addition, the utilized advertising techniques should also be examined.

Step Two: Use Your Introduction to Introduce the Ad

The first sentence of your introduction should be an attention-grabber/hook that attracts your readers. It can be a statement, observation, statistic, or fact.

After selecting and analyzing the specific advertisement, utilize your essay's introduction to offer background details on the service or product presented in the ad.

Next, give a short analysis of the ad's history, mention why the advert seems better than others, and discuss the target audience.

Step Three: Add Your Thesis Statement

Utilize your thesis to mention what the essay will highlight and what the selected advert is doing about achieving its goal. The thesis statement should include the ad's message, whether it is implicit or explicit.

Make sure that the thesis statement is the last sentence in your introduction. A good thesis statement lets the reader know your standpoint before reading the entire essay.

Step Four: Discuss One Point Per Paragraph

Each body paragraph featured in the body of your essay should discuss one central point. For example, you can discuss the ad's creativity in one paragraph and then discuss the methods used to capture attention in another paragraph. This should be elaborate right from your topic sentence to the concluding sentence.

Generally, the body paragraphs should examine the ad and utilize statistics, facts, research, and examples to demonstrate how the advert leads to a specific outcome.

You can, for instance, quote any sensitive language used. Moreover, the body of your essay should explain how the advertising strategies used work and why they were chosen for that particular audience.

You can also compare and contrast the models used in the advert compared to adverts used by competitors to bring in the critical aspect that encouraged a good scholarly discussion.

You should also identify the loopholes in the market that need to be addressed or if there are needs of the target audience that the advert failed to meet.

Every suggestion you make on the advert should be objective and generalized so that the readers can themselves make a subjective opinion.

Do not forget to include examples as well. Besides, you should cite any information you borrow from scholarly sources to avoid plagiarism.

Step Five: Conclude Your Essay

In the essay's conclusion paragraph , summarize your essay, mentioning some of the main points you discussed earlier. You will also need to restate your thesis statement. Remember that the conclusion is one of the most critical parts of your essay. You, therefore, should make sure that it is memorable.

Take advantage of conclusion paragraph starters to write a perfect conclusion that resonates with your readers.

• How to write an outstanding compare and contrast essay . 
• How to write an analytical essay.
• Case study writing process (guide) for college/university students.

Structure of an Ad Analysis Essay

Introduction

The introduction should mention what the advertisement is for. You should summarize the ad's context, name the product or company, and give your thesis statement. The introduction can be written in any of these techniques; an interrogative introduction, narrative introduction, inverted triangle introduction, minding the gap introduction, or a paradoxical introduction.

Your thesis statement should also clarify what the ad is about and who the intended target audience is. Note that the thesis statement should be placed at the end of the introduction. A good thesis statement includes the following:

• Explicit messages ; the obvious and clear messages
• Implicit messages ; the hidden messages. They include the promises made by the ad to the consumer.

Your essay's body paragraphs should utilize evidence from the advertisement to prove the thesis statement. Make sure to include the following in your body paragraphs:

• A short description of the advertisement. You should present an impartial description of the ad's features. You can explain the ad's appearance, what or who is featured, and the different colors used. Remember that this segment should only describe what the reader or reviewer would see, not how the advert works.
• Discuss the target audience and the publication where the ad appeared. Explain what particular group of people the advert is targeting. You should include the race, education, age, sex, class, and marital status of the intended audience.
• Logical appeals/logos. Clearly explain how the advertisement applies logos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of logos.
• Emotional appeal/ pathos. Elaborate on how the advertisement applies emotional appeals to charm its target audience. Include a few paragraphs to communicate the advert's use of pathos.
• Ethical appeals/ ethos. Clearly explain how the advertisement applies ethos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of ethos.

You should provide a brief summary of your essay, mentioning some of the points you discussed earlier. You will need to restate your thesis statement and remember that the conclusion is one of the most critical parts of your essay.

The conclusion should also explain the ad's cultural significance. Mention the attitudes, beliefs, and values the advertisement seeks to meet.

Ad Analysis Essay Outline

It is vital to develop an essay outline before you start writing your paper, and the outline will serve as a plan for how you intend to approach it. Below is an advertisement analysis essay outline template you can use for your assignment.

• The name and purpose of the ad. Include the brand and authors.
• Summary of ad's context.
• Relevant background information about the company or organization featured in the ad.
• The thesis statement.
• The ad's impact on the target audience.

Body paragraphs

• Proof of the ad's effectiveness on the intended audience.
• Mention a few examples (only where applicable).
• Discuss the components of the ad.
• Discuss the approach used by the advertisers.
• Discuss the impact of the advertisement on its audience.
• Logos, pathos, and ethos of the advert.
• Visual and textual strategies used in the ad.
• In case it is a comparison, discuss the similarities and differences.
• Restate the thesis statement.
• Mention what makes the ad stand out.
• Discuss the intention of the ad.
• Give a general reflection on the advertisement and wrap things up with your opinion.

Follow our guidelines, and you can rest assured of having a perfect ad analysis essay!

Sample Advertisement Analysis Essay

Garnier Fructis Shampoo Advertisement Analysis Essay Introduction Fructis Shampoo is one of the major products manufactured by Garnier, an American company. During one of its promotions to market the product, Garnier posted an advertisement for the shampoo in an issue of Cosmopolitan magazine. The ad focuses on a woman's beauty and how important her hair is to her general appearance in society. Like all other ads, the aim of this ad is to convince consumers to buy the product. Per se, the Fructis Shampoo by Garnier ad seeks to appeal to the target market via implicit messages, audience targeting, cultural significance, language, and graphics. Advertisement Analysis (The Body) Women between the ages of 18 to 40 comprise the bulk of Cosmopolitan magazine's target audience. Most of the magazine's readers are enthusiastic about beauty, fashion, and love. The magazine also features different articles on romance, weight loss, and famous personalities. Grownup females mainly read the magazine to be enlightened about current events and to discover solutions to their relationship and physical appearance problems. Through addressing beauty issues, particularly those that involve a woman's hair, this advertisement strongly appeals to women in this target group via implicit messaging. Most American women place great significance on the appearance of their hair and are constantly searching for services or products that will allow them to align their hair to the latest trends in fashion (Zahra et al., 2022). This ad attempts to capitalize on women's worries about their hair by promising them a "great" solution that will enhance their beauty and boost their self-esteem. Therefore, the implicit messages of this ad promise a woman beauty, strength, and confidence. The language employed in the ad expresses ideas about confidence and strength and boosts the promotion of beauty principles. The advert reads "sleek and shine" written in bold. Ladies often link these phrases with good things since American society highly values sleek and shiny hair. The ad is, however, vague regarding how much shine someone's hair will get following the use of the shampoo. In addition, the ad doesn't also define the term "sleek." And even though these two adjectives are appealing, they are useless as the ad does not mention the "shine" and "sleek" levels that the customer should anticipate. So, even though the ad's phrasing has logical appeal or logos (Elfhariyanti et al., 2021), it seems to convey unsupported information about the shampoo. Unfortunately, most readers don't take a moment to consider the significance of these two terms. The graphics utilized in the advert use pathos by emotionally appealing to the intended group. The gorgeous long-haired model featured on the page is the ad's main subject. The model seems to display qualities that most ladies wish to possess. She has long, shining hair, an oval, blemish-free face, and a slim, tiny body. She also appears to be giving the reader an enigmatic, seductive gaze. The model is a woman the magazine readers imagine is sought-after by men and venerated by women, given that she resembles several other women in TV commercials, movies, and shows (Johnson, 2012). As a result, this ad tends to leave the reader with specific ideas about how a woman should physically look to be deemed desirable and beautiful as per the American Culture. With regard to cultural significance, the ad tends to emphasize the importance of physical beauty in American culture, just like other TV programs and adverts do. The ad seems to imply that a lady may only be considered beautiful if she bears similar physical features as the woman featured in the advert. This ad implies that women can only feel secure about their bodies if they have a specific external appearance. Whereas some individuals think a woman ought to be strong, this Garnier ad insinuates that a woman's strength lies in her beauty as per societal standards. And just like other beauty ads, this particular one uses women's insecurities about themselves to get them to purchase cheap products. Ultimately, such advertising highlights a woman's outward beauty while completely overlooking her internal traits like compassion and intelligence. Conclusion The discussed Garnier Fructis shampoo advertisement uses particular appeal elements to draw the target audience's interest hopefully. These elements include implicit messaging, audience targeting, cultural significance, and language and graphics. Even though the use of these particular elements creates considerable appeal to potential buyers, some of these elements depict an exaggerated value of external beauty at the expense of internal beauty. The ad also seems to convey unsubstantiated facts about the product being sold. Therefore, even though the advertisement does a great job of appealing to the target audience, it can be improved to consider women's inner beauty and provide more factual information. References Elfhariyanti*, A. A., Ariyanti, L., & Harti, L. M. (2021). A multimodal analysis: Construing beauty standard in shampoo advertisement.� Pioneer Journal of Language and Literature ,� 13 (1), 134-147. Johnson, F. L. (2012).� Imaging in advertising: Verbal and visual codes of commerce . Routledge. Zahra, G. E., Rehan, M., Hayat, R., & Batool, A. (2022). Construction of beauty concept by beauty product advertisements: A critical discourse analysis.� Journal of Archaeology of Egypt/Egyptology, � 19 (3), 789-804.

How to Start an Advertisement Analysis Essay

Begin by introducing your thesis by explaining the product you picked as your essay's sample. Thoroughly analyze the product and ask your reader or reviewer if they are familiar with the development of the advertised work.

Note that you do not have to agree with the advertisement's implicit message. Discuss your claims in the essay, as there are no wrong or correct answers about the ad's implicit message. However, you will have to support your claims with reasonable arguments.

Next, inform your reader why the advertising company opted to adopt that approach of advertisement for the product you just discussed, given that there are several other modes of advertising. You should aim to detail why and how the company uses that advertisement mode.

Proceed to compare the organization's present ad model with the previous one(s) and its influence on the product's market, loss, or growth. An ad analysis will bring to light the loopholes and gaps in the market. It is vital always to generalize your remarks in the essay so that the reader can form their judgments personally, without your personal views affecting their decision.

Keep in mind that there are different target markets based on the product. Therefore, you must utilize the appropriate methods to communicate your message.

How to Conclude an Ad Analysis Essay

The essay conclusion should include the product's summary, the advertising mode, and how it has affected market changes. To properly conclude your ad analysis essay, summarize the most critical points of your essay. And most important is to restate your thesis statement without using the exact words in the introduction.

You should also rephrase the thesis statement as part of your concluding paragraph to complete the information loop and offer your readers closure.

In addition, mention whether or not the ad achieved its goal of informing, entertaining, or persuading its target audience. And without adding any new information, including one last sentence to leave the reader with something to ponder.

Tips to Write the Best Essay on an Advertisement

• Introduce the subject that you will be advertising. The readers of your analysis might be unfamiliar with the product or service you are discussing. Therefore, introducing it early enough in your essay will make it much simpler to understand. Regardless of the popularity or content of the advertisement, it would help if you gave a brief description of the ad so that everyone has a clear idea of what will be discussed in the essay.
• Establish what audience you'll be addressing. It is vital to know who you are writing to as this will allow you to focus your essay's content appropriately and permit you to draw special attention to those aspects your readers will be most interested in.
• Understand the purpose of the advert and your main reason for writing an analysis essay about that specific advert. Correctly understanding the ad's intent goes a long way in producing a well-structured paper.
• Take time to create an essay outline before you start writing your essay. Note that the contents of your essay need to be presented in a specific order, so you should plan this sequence before you begin writing the essay itself.
• Keep things simple when writing your essay. Avoid the use of complicated jargon. This will make reading more enjoyable and also meaningful.

Summing Up!

Writing an advertisement analysis essay does not have to be as troublesome as you suppose. Rather, it is an interactive process that enables you to get into the creators' minds, explore how well they did their craft, and suggest areas for improvement if needed.

When analyzing an advert, you need to identify the advertisement's rhetorical appeals (ethos, logos, and pathos). You must also analyze the target audience to determine its values, preferences, attitudes, intentions, and beliefs.

Think about the effects or potential purpose of the advertisement using diction, tone, language, and presentation.

You should be critical enough to determine the rhetoric behind the symbols and non-verbal cues and relate them to the specific brand and the target audience.

Now that you have the facts and access to tips, steps, and a written sample advert analysis essay, you are on the right track. However, sometimes many things come our way, limiting our chances to complete writing essays.

If you feel like you could help writing your Ad analysis essay, our English essay helpers can help. We have professional essay writers who specialize in writing critical essays. They have perfected their craft through the years and can write your Ad analysis assignment faster and more efficiently.

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16 Drafting Your Ad Analysis

Dr. Karen Palmer

Now that you have a solid outline, it’s time to start writing your ad analysis paper! Here we will work through fleshing out each part of your outline–turning your outline into a full draft.

Introduction

The first part of your paper is your introduction. You may remember from the Writing Formula chapter that an introduction consists of three main parts: the hook, the introduction to the topic, and the thesis. Let’s begin with the hook. A hook does two jobs–it connects the topic of your paper to your readers, and it attempts to capture their attention.

This video highlights some of the most common techniques for writing a good hook:

Now that you have a general idea of what a hook does, let’s focus in on the kind of hook that would be most useful for your ad analysis essay. Let’s say you are doing an analysis on that milk ad we discussed earlier in the text.

Strategy 1: Connect to the topic of the ad: milk. You could say something like, “Do you drink milk?” But…would that really draw in readers? Surely, there is a better way to grab the attention of our audience.

Strategy 2: Connect to the broader topic of advertising. Here you might say something like, “Advertisers are always trying to get our attention.” Sure, this is a broad opening to the paper, but is it really going to make anyone interested in the topic?

A good idea is to brainstorm some current events or topics that link to your ad. A brainstorming list for this milk ad could include lactose intolerance, the concept of looking at TV sitcom characters as role models, the changing role of mothers, and even the pressure placed on moms (and women in general)  to be perfect. Choose something that appeals to you and that illustrates a theme that runs through the ad. When brainstorming with my classes, we often land on the idea of perfection with this particular milk ad. It makes a compelling frame for the paper.

Introducing the topic is just that–letting readers know what the paper will be about. ie An ad for ________ located in _________ magazine illustrates this concept. Note that you need to include the specific product advertised in the ad, the name of the magazine in which the ad is located, and include a connection/transition to your hook.

Finally, the last sentence of your introduction is your thesis. Here you make your argument. While you already wrote a thesis for your outline, you want to double check that the thesis connects in some way to your hook. Our example thesis is: “The advertisers successfully persuade the consumer that milk will make them a great mom by using nostalgia, milk branding, and the image of ideal motherhood.” We might make a slight adjustment here to make the connection a bit more explicit: “The advertisers play on the desire of moms to fulfill an image of perfection by using nostalgia, milk branding, and the image of ideal motherhood.”

In the ad analysis, our background consists of two different sections: the description and the discussion of context.

Description

Remember that your audience cannot see the ad you are discussing. If you were in a room presenting to your audience, you might project an image of the ad up on a screen. Since we can’t do that in an essay, we need to describe the ad for our readers. Essentially, you want your readers to be able to draw a basic picture of your ad–or at least visualize it accurately in their minds.

This video from James Rath discussing how people with visual impairments see images on social media gives an important life reason for learning how to write solid image descriptions:

Here are some good tips for writing a description of an image:

1. Start by giving readers a one sentence overview of the ad. For our milk ad, that might be, “In this ad, three mothers from iconic sitcoms sit side by side in a beauty parlor under old-fashioned hair dryers.”

2. Determine in advance how you want readers to see the image–do you want them to look at the image left to right? Foreground to background? Clockwise? Bottom line here–don’t make readers minds jump around from place to place as they try to visualize the image.

3. Choose the key elements. You don’t have to describe every single thing in this paragraph. Tell readers who the three moms are and what show they are from. Give enough basic details so that readers know the setting is old-fashioned. Remember, you’ll be able to bring forward more detail as you analyze the ad in the body of your paper. Readers don’t need to know what color a person’s eyes are unless it’s a key part of the ad.

4. Don’t forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you’ll be able to give specific quotes that are relevant to your analysis in the body of your paper.

5. Write in present tense!

The context of an ad really focuses on the audience of the ad. Remember that advertisers very carefully consider the audience for their product and create their advertisements to best reach that target audience. Let’s look at this from the perspective of a company looking to place an ad:

So, if an advertiser goes to this much trouble to determine the demographics of their target audience, it’s obviously important! The ad (unless perhaps it was published by an inexperienced advertiser) is not “for everyone.” An ad in Newsweek , no matter how childlike it appears, was not created for children. It was created for the audience who will purchase and read this magazine. When we do an ad analysis, we want to share similar information with our readers. What magazine is the ad placed in? What is the general focus of that publication? What kinds of articles appear in the publication? What general types of ads appear? In short, who is the audience? Of course, you can look at a magazine and get some of this information. You can also do a quick online search for the demographics of the magazine or for their media kit, which is what advertisers look at prior to purchasing advertising space to ensure the magazine is a good fit for their ad.

Now that you have the background out of the way and your audiences thoroughly understand the topic, it’s time to begin your analysis. Your thesis should have given at least three advertising strategies used in the ad. Your paper should include a paragraph for each one of those strategies.

Topic Sentence

The topic sentence should echo the wording of the thesis and clearly introduce the topic. For example, “One way the advertisers use the concept of the perfect mother to convince readers to purchase milk is by using iconic mothers from television shows.” For your next paragraph, you’d want to be sure to include a transition. For example, “Another way” or “In addition to” are both phrases that can be used to show that you are building onto your previous paragraph.

In this part of the paragraph, you want to give specific examples from the ad to support your point.

First, you should introduce the example. “The three moms from iconic tv shows are the focus of this ad.”

Next, you should give specific examples from the ad–this could be pointing out particular details about the images in the ad or quoting from the text–or both! For example, for the milk ad, you might give the specific names of the characters and the shows they are from. You might point out that every detail of their outfits are perfect. That they are wearing makeup and jewelry. That they have their wedding rings prominently focused in the image. You might also quote text, like the line from the ad that says, “Another all-time great mom line.”

Finally, wrap up your examples with a clear explanation of how the example proves your point. For example, you might say that, especially in modern times, it is very difficult for mothers to live up to the standard of perfection set by these three television moms. You might explain how causing readers to feel “less than” sets the stage for them to accept the premise that giving their children milk will make them more like these TV moms.

The wrap up for your paragraph is similar to the wrap up for the evidence provided. Here you want to reiterate your thesis in a simple sentence. For example, you might say, “Using the images of these iconic moms convinces moms that, in order to be a good mom, they must buy milk for their children.”

The conclusion of your paper is essentially a mirror image of your introduction. Think of your paper as an Oreo cookie. The introduction and the conclusion are the cookies that surround the best part–the body of the paper. Like the cookie outsides of the Oreo, the introduction and conclusion should be mirror images of each other.

1. Start with re-stating the thesis.

2. Reiterate the topic.

3. Return to your hook and elaborate.

Unlike an Oreo, the conclusion should not simply copy your introduction word for word in a different order. Try to restate your sentences in a different way. Elaborate on your hook so that you leave readers with something to think about!

 Content written by Dr. Karen Palmer and is licensed CC BY NC.

The Worry Free Writer Copyright © 2020 by Dr. Karen Palmer is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Advertisement analysis examples: Unpacking persuasive strategies using reallife campaigns

• Post author By support
• Post date September 26, 2023

Have you ever wondered how advertisements manipulate our thoughts and emotions?

How they steer our purchasing decisions and shape our perception of products?

In this era of endless commercial bombardment, analyzing ads becomes more important than ever.

Dive into the fascinating world of advertisement analysis and uncover the hidden tactics used by marketers to captivate our attention and influence our choices.

Discover how this vital process not only exposes deceitful practices but also paves the way for more ethical advertising strategies.

Prepare to be amazed by the power of the advertising industry as we explore real-life examples of its effects and effectiveness.

Get ready for an eye-opening journey into the realm of advertisement analysis.

advertisement analysis example

Advertisement analysis involves examining advertising to determine its effects on consumers.

This process is crucial for understanding the impact of advertising on society and working towards creating more beneficial ads.

It allows businesses to maximize their advertising dollars by identifying what works and what doesn’t.

Understanding the target audience helps determine the purpose and effectiveness of the ad, while different elements of the advertisement, such as graphics and language, are used to appeal to the target audience.

Visual arguments in advertisements can shape behavior and have a significant impact on people’s lives, and analyzing the connection between the idea and product in an advertisement can be an effective approach.

Key Points:

• Advertisement analysis studies the effects of advertising on consumers
• It is important for understanding the impact of advertising on society
• Helps businesses maximize their advertising budget by identifying successful strategies
• Understanding the target audience helps determine the ad’s purpose and effectiveness
• Different elements of the ad, such as graphics and language, are used to appeal to the target audience
• Visual arguments and the connection between idea and product in an ad can shape behavior and have a significant impact on people’s lives.

Sources 1 – 2 – 3 – 4

Check this out: https://www.youtube.com/watch?v=7iA6dkaXYoo

💡 Did You Know?

1. The advertising industry spends an estimated $600 billion globally on advertising each year, making it one of the largest industries worldwide.

2. In 1971, Coca-Cola launched one of the most successful ad campaigns of all time with their catchy jingle “I’d Like to Buy the World a Coke,” which became so popular that it was later re-recorded as a full-length song titled “I’d Like to Teach the World to Sing.”

3. The famous Apple “1984” advertisement, which aired during the Super Bowl in 1984, was directed by Ridley Scott, who is best known for directing movies like “Gladiator” and “Blade Runner.”

4. The first-ever television commercial aired in the United States on July 1, 1941, during a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. The ad was for Bulova watches and cost a total of $9.

5. In 1990, the Federal Trade Commission conducted a study on the impact of subliminal messages in advertisements. The study found that there was no significant evidence to suggest that subliminal messages have any substantial effect on consumer behavior.

Advertisement Analysis: Understanding The Impact On Consumers

Advertisement analysis is a process that involves examining advertising and its effects on consumers . By dissecting and analyzing advertisements, we can gain valuable insight into how they influence our behavior as consumers . It helps us understand the psychological impact of ads , the messages they convey , and the ways in which they shape our perceptions and preferences .

Advertisements have a powerful influence on our purchasing decisions and overall consumer behavior . They can evoke emotions , spark desires , and create a sense of urgency or need for a specific product or service. By studying the effects of advertising , we can better understand the strategies employed by marketers to persuade and engage consumers .

The Two Sides of Advertising: Positive Values vs. Consumer Exploitation

Advertising has the potential to promote positive values and contribute to the well-being of society. However, it can also be used to exploit and manipulate consumers. By analyzing advertisements, we can distinguish between these two sides of advertising and recognize the intentions and motives behind them.

Certain ads aim to educate and inform consumers about products that genuinely benefit them. They focus on the features, benefits, and value propositions of the product or service, helping consumers make informed decisions.

On the other hand, some advertisements may employ deceptive tactics , making false promises or manipulating consumers’ insecurities to generate sales. These ads are designed to take advantage of consumers’ vulnerabilities, often preying on their emotions and desires.

It is important for consumers to be aware of these different strategies employed in advertising and be critical when evaluating the messages they receive. By being informed and cautious, individuals can make better choices and protect themselves from falling into the trap of manipulative advertising practices.

Creating Better Ads Through Advertisement Analysis

Advertisement analysis is essential for businesses to create effective and ethical ads. It helps companies understand the impact of their advertising efforts, enabling them to make strategic decisions and refine their messaging to better resonate with their target audience.

Benefits of advertisement analysis :

• Identify successful elements of ads
• Improve aspects that need enhancement
• Make adjustments to advertising strategies
• Allocate resources wisely
• Increase the chances of achieving ad goals

By analyzing advertising campaigns, businesses gain valuable insights into what works and what doesn’t. This knowledge allows them to optimize their advertising strategies, resulting in more impactful and successful advertisements.

“Advertisement analysis is the key to creating ads that resonate with the intended audience.”

Maximizing Advertising Dollars: The Importance Of Advertisement Analysis For Businesses

In an increasingly competitive marketplace, businesses must make the most of their advertising dollars. Advertisement analysis enables companies to assess the effectiveness and efficiency of their advertising campaigns. It helps track the return on investment (ROI) for each advertisement and identifies which strategies and channels are yielding the best results.

By understanding the impact of their advertising efforts, businesses can make data-driven decisions and optimize their advertising budgets . This helps them minimize wasteful spending and maximize the impact of their advertising by focusing on strategies that yield the highest return.

• Advertisement analysis allows businesses to assess the effectiveness of their advertising campaigns.
• It helps track the return on investment (ROI) for each advertisement.
• Identifies which strategies and channels are yielding the best results.

“Businesses must make data-driven decisions and optimize their advertising budgets in an increasingly competitive marketplace.”

Identifying What Works: Analyzing Ads For Better Effectiveness

Advertisement analysis is a valuable tool for businesses to understand what aspects of an ad resonate with consumers and influence their purchase decisions. Successful ads offer insights into the key factors that contribute to their effectiveness, including compelling visuals , persuasive language , and emotional appeal .

Conversely, analyzing less successful ads can uncover areas that require improvement. By identifying weaknesses in advertisements, businesses can make informed decisions to enhance their strategies and boost the effectiveness of future campaigns.

Target Audience: Unveiling The Purpose And Effectiveness Of Ads

Understanding the target audience is essential in advertisement analysis. Marketers can create more effective messages by unraveling the demographic, psychographic, and behavioral characteristics of the intended audience.

By analyzing advertisements, businesses can gain valuable insights into the preferences, values, and motivations of their target market. This knowledge enables them to craft advertisements that resonate with their target demographic and capture their attention .

Key points:

• Demographic, psychographic, and behavioral characteristics of the target audience must be unraveled for effective advertisement analysis.
• Different elements of advertisements are specifically designed to appeal to the target audience.
• Analysis of advertisements provides valuable insights into the preferences, values, and motivations of the target market.

“By understanding the target audience, businesses can create advertisements that resonate with their intended demographic.”

Emotional Appeal And Fear Tactics: Strategies In Advertising

Emotions play a significant role in advertising , and understanding their impact is an essential aspect of advertisement analysis . Many advertisements employ emotional appeals to connect with consumers on a deeper level and create a lasting impression . By analyzing these emotional strategies , we can better understand their effects on our perceptions and behaviors .

Fear is another powerful emotion often used in advertising. Whether it is the fear of missing out , fear of failure , or fear of being socially excluded , advertisers tap into these fears to drive action . By scrutinizing the use of fear tactics in advertisements, we can evaluate the ethical implications and the potential impact they have on consumer behavior .

Graphics In Advertising: Conveying Messages And Tones

The visual elements in advertisements are essential in conveying messages and setting the overall tone and mood. Graphics, including images, colors, and typography, play a crucial role in capturing the attention of the audience and conveying the intended message.

Simple, easy-to-understand visuals with a consistent theme or color palette create a cohesive and visually appealing advertisement. Additionally, the use of clean layouts and typography enhances the readability and comprehension of the ad.

By analyzing the visual components of an advertisement, we can gain a deeper understanding of how they contribute to its overall effectiveness.

• Visual elements are essential in conveying messages and setting the tone and mood
• Graphics, colors, and typography play a crucial role in capturing attention
• Simple visuals with a consistent theme enhance the ad’s appeal
• Clean layouts and typography improve readability and comprehension

The Art Of Graphic Design In Effective Advertising

Graphic design is a fundamental aspect of creating effective advertisements . A well-designed advertisement can attract attention , communicate a message clearly , and evoke a desired response from the target audience. By analyzing the design elements of advertisements, we can appreciate the skill and artistry that goes into creating visually impactful and persuasive ads .

Effective graphic design in advertising relies on careful consideration of various factors, including layout , color psychology , typography , and visual hierarchy . By understanding the principles and techniques of graphic design, businesses can create ads that not only grab attention but also effectively communicate the desired message.

Dissecting Hidden Messages: The Key To Advertisement Analysis

Advertisement analysis involves delving beneath the surface of an ad to uncover hidden messages and subliminal cues . By closely examining the language, imagery, and symbolism used in advertisements, we can identify the underlying messages and associations created by the advertisers.

Visual arguments are heavily employed in advertising to communicate with audiences and shape their behavior. These arguments can have a profound impact on people’s lives, influencing their choices, attitudes, and aspirations. By dissecting advertisements and unraveling the hidden messages , we gain a deeper understanding of the strategies behind the ads, enabling us to be more critical and discerning consumers.

Blockquote: Advertisement analysis is a vital process in understanding the impact of advertising on consumers and society as a whole.

By examining the persuasive strategies used in real-life campaigns, we can develop a more critical eye towards advertisements and make informed decisions about the products and services we choose to consume. Through analysis, businesses can also create more effective and ethical ads , maximizing their advertising dollars and ultimately improving their relationship with their target audience .

Bullet points:

• Delving beneath the surface of an ad
• Examining language, imagery, and symbolism
• Identifying hidden messages and associations
• Unraveling the strategies behind ads
• Developing a more critical eye towards ads
• Making informed decisions about consumption
• Creating effective and ethical ads
• Improving the relationship with the target audience

How do you write advertisement analysis?

When writing an advertisement analysis, it is crucial to first identify the target audience. Understanding who the ad is trying to reach will help analyze how the ad is tailored to appeal to that specific demographic. Next, carefully examine the techniques used to entice the audience. This can include persuasive language, attractive visuals, and emotional appeals. Additionally, analyzing the graphics used in the ad can provide insights into the intended message and the overall aesthetic appeal. By reading and understanding the message or language used, it becomes possible to delve deeper into the underlying message and any hidden meanings. Moreover, paying attention to the emotions the ad is attempting to evoke helps comprehend the intended impact on the audience. Considering the official soundtrack of the ad can also offer insights into how music is used to enhance the overall effect. Lastly, understanding the cultural significance of the ad will provide a broader context for analyzing its impact and effectiveness. Overall, a comprehensive advertisement analysis should incorporate these key elements to provide a thorough understanding of the strategies employed by advertisers to engage and persuade their target audience.

1. What are some key elements to consider when conducting an advertisement analysis? Can you provide an example of how these elements can be applied to analyze a specific advertisement?

When conducting an advertisement analysis , there are several key elements to consider. Firstly, it is important to examine the target audience and their demographic characteristics. This includes factors such as age, gender, socioeconomic status, and interests, as it shapes the message and imagery used in the advertisement. Secondly, analyzing the visual and textual components of the advertisement is crucial. This entails identifying the colors, font styles, and imagery chosen, as well as dissecting the language and tone used in the text. Lastly, considering the overall message and objective of the advertisement is vital in understanding its persuasive techniques and evaluating its effectiveness.

To illustrate the application of these elements, let’s take the example of a Nike advertisement promoting a new line of running shoes targeted at young athletes. The target audience in this case would be athletic individuals, primarily aged 18 to 30, who have an interest in sports and fitness. The visual elements of the advertisement might include vibrant colors, dynamic images of athletes running, and bold typography. The text could emphasize the product’s features and highlight phrases such as “unleash your potential” and “elevate your performance.” Analyzing these elements together reveals that the advertisement aims to appeal to young athletes by conveying the idea that wearing Nike shoes will enhance their performance and help them reach their full potential.

2. How can cultural, social, and psychological factors influence the effectiveness of an advertisement? Can you provide an example of an advertisement that successfully utilizes these factors to appeal to its target audience?

Cultural, social, and psychological factors play a crucial role in influencing the effectiveness of an advertisement. Cultural factors include values, beliefs, and norms shared by a specific group, while social factors refer to the influence of social interactions and relationships. Psychological factors involve the thoughts, emotions, and motivations of individuals. These factors can affect how an advertisement is perceived, understood, and acted upon by the target audience.

An example of an advertisement that successfully utilizes these factors is the “Share a Coke” campaign by Coca-Cola. This campaign, which began in 2011, replaced the Coca-Cola logo on bottles and cans with popular names and terms like “best friend” and “soulmate.” This approach appealed to cultural factors by celebrating personalization and individuality, tapping into the desire for unique experiences. Socially, the campaign encouraged people to share their personalized Coke bottles with others, promoting a sense of connection and social bonding. Psychologically, the campaign played on the need for recognition and belonging, as people sought out and shared bottles with their names or the names of loved ones. The “Share a Coke” campaign successfully harnessed these cultural, social, and psychological factors to engage with its target audience and create a meaningful experience around its brand.

3. What are some common persuasive techniques used in advertisements, and how do they contribute to the overall message or impact of the advertisement? Can you provide an example of an advertisement that effectively uses these techniques to convey its intended message?

Some common persuasive techniques used in advertisements include emotional appeal, celebrity endorsement, and the use of statistics and facts. Emotional appeals aim to connect with the audience on a personal level, evoking feelings of happiness, fear, nostalgia, or other emotions. Celebrity endorsements leverage the popularity and credibility of well-known individuals to promote a product or service. The use of statistics and facts adds credibility to the claims made in the advertisement.

One example of an advertisement that effectively uses these techniques is Nike’s “Dream Crazy” campaign featuring former NFL player Colin Kaepernick. The ad starts by evoking emotions through powerful imagery and inspiring voiceover, aiming to connect with viewers on an emotional level. It then incorporates the celebrity endorsement of Kaepernick, leveraging his reputation as an activist, to convey a message of empowerment and social justice. The advertisement also includes statistics and facts about individuals who have defied societal expectations, further strengthening the overall impact and credibility of the message.

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• Tags advertisement analysis , advertisement; , advertising , analysis , campaigns , example , examples , marketing , media analysis , persuasive , reallife , strategies , unpacking , using

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J Adore Dior AD Analysis

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Writing with artificial intelligence, textual analysis – how to analyze ads.

• © 2023 by Jennifer Janechek - IBM Quantum

Advertising executives and marketing experts more than likely hope that we remain oblivious to the underlying messages that ads contain and that we perceive their work purely from entertainment and consumerist perspectives rather than for the purpose of critical assessment.

But to critically examine the techniques and appeals advertisers use to lure us into supporting certain products, services, claims, or even individuals is an opportunity to hone our analytical skills—skills that enable us to be informed readers of texts and knowledgeable consumers of persuasion. To begin, let’s consider specific words and phrases that can be used in ad analysis:

• Nostalgia: Advertisements for Coca-Cola, summer vacation destinations, or even political candidates can stir up sentiments or memories of “the good old days.” In a commercial, for example, the use of black and white film and/or flashbacks—illustrated by clothes, music, and/or historical events—can invite a specific audience to reflect on the past and evoke a sense of nostalgia.
• Merchants of “cool”: According to PBS, merchants of “cool” are “creators and sellers of popular culture who have made teenagers the hottest consumer demographic in America.”[1]  Such merchants may include Abercrombie & Fitch, Hollister, Hot Topic, and Aéropostale. Each relies on the tween and teen markets to keep its empire in business and markets its definition of “cool” as the coolest when it comes to youth culture.
• The myth of the “ideal you”: Today, in many cases, advertisers still sell their products in a way that invites us to be the “best” versions of ourselves. Cultural stereotypes substantiate this idea of the “best” self, which exists only in the shared imagination of the advertiser and audience.

Analyzing Ads: Socioeconomic Status

To what social class do you belong? How do you know? Can others tell by how you talk, dress, and act? By how much money you have? By your level of education? By your occupation? Despite the presumed cultural ideal of social equality in America, key markers such as income and education are often used for social classification.

Advertisers for many goods and services often frame their rhetorical appeals—their strategies of persuasion—in terms of audiences who are presumed to belong to a particular, often loosely defined, social class. Frequently, these appeals rely on stereotypical qualities associated with various socioeconomic classes. For example, an advertisement for an expensive women’s pant suit may appear in a magazine like Vogue (generally regarded as appealing to an upper-middle-class or upper-class audience) and may feature a svelte, glamorous model unlikely to grace the pages of a flyer for Walmart (generally regarded as appealing to a lower-middle-class or working-class audience). Rhetorical appeals can work on many socioeconomic levels. A relatively expensive perfume like Chanel N° 5 may appeal to members of the lower-middle or working class as a symbol of upward mobility. When analyzing an ad, you might pay close attention to how the ad appeals to you based upon assumptions regarding your socioeconomic status: What rhetorical moves (e.g., tone, composition, dialogue) enact those appeals?

Take, for example, Honda’s “Impossible Dream” commercial:

What might you say about the movement in this commercial? The music? The changes in the model? How does these factors reflect certain assumptions about socioeconomic status, and what do they make you think buying a Honda-brand vehicle will do for a consumer?

Blue Collar versus White Collar

If we are analyzing an advertisement in which a model is working in a construction area digging a ditch, we might discuss the concept of blue-collar work.

Take, for example, this Cheetos ad:

Who is the audience of this commercial? What is the advertiser trying to say about Cheetos: i.e., what will the consumer get from eating Cheetos? What might you say about the ad’s incorporation of construction workers—their movement, their attitudes, etc.? How does the voice of the Cheetos tiger affect the commercial’s message?

On the other hand, if we are analyzing an advertisement in which a professional is depicted in what looks to be a high-powered office, we might discuss the concept of white-collar work. Advertising executives may have chosen those models and work settings in order to speak to a specific audience. That is, issues of socioeconomic status—including income, education, technical skill, dress, race, and gender—may be at play in creating images and scenarios that specific audiences will believe to be realistic in representing a version of reality. Keep in mind that socioeconomic status is a somewhat complex and controversial issue in American society today, particularly with regard to definitions of class levels. If you feel that an advertisement is capitalizing upon socioeconomic stereotypes, why do you think the advertiser has done this? Contrariwise, if an advertisement is resisting stereotypes, what do you think the advertiser is trying to accomplish?

A Checklist for Analyzing Socioeconomic Status in Print Advertisements

• Who appears to be the target audience for the advertisement?
• What seems to be the general tone of the advertisement? Serious? Playful? Satiric?
• Do you notice any other appeals to stereotypes regarding education or income levels (e.g., the “corporate elite,” the “nouveau riche,” or the “literary elite,” who may or may not earn high incomes but wield “power” by virtue of educational or literary achievements)?
• How would you characterize the overall appearance of the models in the ad? If applicable, how would you characterize their clothing? To what social class would you connect each model’s attire? Are brand names evident (e.g., Ralph Lauren, Ecco)? Are the models well-groomed or scruffy? Healthy or unhealthy? Thin and fit or heavy and out of shape? Do the models’ qualities suggest they are from a particular social class? If so, how? Is the advertiser relying on stereotypical characterizations, then? Why do you think the advertiser chose to portray them in these ways?
• What would you guess the average income is of the individuals featured in the ad and/or of the audience to which the ad appeals?
• Do you notice any particular political appeals that may be related to class? With what social class would you associate these appeals and why?
• Does the ad appeal to any stereotypes based on gender or race?  On what evidence do you ground your assumption?  (Refer to the checklists in “Analyzing Ads: Gender” and “Analyzing Ads: Race” for more specific questions on analyzing gender and race in advertisements.)
• If possible, what do you infer to be the highest degree of education that the individuals featured in the ad hold? Also in terms of level of education, who do you believe is the intended audience?
• What is the setting for the advertisement? An elegant spa? A pizza parlor?
• If text appears in the ad, what level of language is used, and for what purpose? Slang? Other informal language? Technical jargon? Standard American English? Dialect? With what class do you associate the use of this level of language? What is the effect of language use in this advertisement?
• Are symbols, metaphors, hyperbole, allusions, and/or other forms of figurative language used? If so, what is the effect? Does the use of figurative language evoke appeals to class in any way?
• What appeals to ethos, pathos, and logos do you find? Are these appeals related to class issues? Do you notice the use of any logical fallacies related to class issues (e.g., ad hominem, the slippery slope)? How effective are they?
• In what ways does the advertisement appeal to class? Is the goal of the ad to encourage consumers to spend for the purpose of obtaining, or acquiring the appearance of, a higher socioeconomic status? (Examples of such strategy might be ads for a BMW or a Porsche that suggest the consumer would be more likely to attract members of the opposite sex if he or she were to purchase the advertised car.) Or, does the ad urge individuals to pursue an elite status (e.g., an American Express credit card) that will provide the illusion of upward class mobility.

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Advertisement Rhetoric Analysis Essay

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Inputting together an advertising campaign for a particular product or service, advertisers are typically only focused on how that advertisement can work to better promote their product or service over their competition. Most often, they are so focused on how to sell their product that they forget to pause and consider how their latest scheme might positively or negatively affect society. “Broadly speaking, the media exist in a very close, sympathetic relationship to power and established values. They favor a consensus view of any problem: they reflect overwhelmingly middle-class attitudes and experience” (Hall, 1974).

Subtle clues within the action or image can indicate how people react to specific behaviors that may be receiving a new definition thanks to the advertisements created. These types of advertisements frequently play on the side of dark humor, serving to entertain and retrain social standards at the same time. Occasionally, the effect a particular advertisement might have on the public is the primary focus of the ad with the product a perceived secondary reference.

In other cases, the focus remains on the product or service itself with the social message a secondary effect. To examine how rhetoric is used in advertising, two ads promoting weight loss are examined, one intended for an audience looking to lose weight the fast and effortless way from the Northern Bariatric Surgery Institute and the other intended to encourage people to eat healthier from the World Heart Foundation.

Both of these ads are focused upon weight issues and rely upon images to impart their message. “Inductive reasoning takes a specific representative case or facts and then draws generalizations or conclusions from them. Inductive reasoning must be based on a sufficient amount of reliable evidence, in other words, the facts you draw on must fairly represent the larger situation or population” (Weida, 2007).

The bulk of the message in both of these advertisements is contained in the image, striving to elicit emotional responses from their viewers. According to Weida (2007), emotional appeals are usually made to “paint a more legitimate and moving picture of reality or illuminate the truth.” While most associate these appeals with specific words, these advertisers rely on a combination of powerful images and few words used simply to direct the line of thought.

The first ad focuses on the center section of a supposed suicide bomber, complete with butter-stick bombs plastered across his chest and the accompanying words “Obesity is Suicide.” The second ad presents a human-scale mousetrap as a rustic table and the appeal to “open your eyes to saturated fat.” While the first of these advertisements is attempting to sell a service, bariatric surgery as a means of weight loss, the other is focused on a public health message. This difference becomes clear following rhetorical analysis.

The first advertisement features the image of an obviously overweight male torso. The hands of the man hold open a dark shirt to expose the T-shirt and wired double sticks of butter strapped around him like the sticks of dynamite a suicide bomber might use. The text of the ad proclaims “Obesity is suicide” and, in smaller letters “but it doesn’t have to end this way” (Northern Bariatric, 2008). This ad is taking the known fact that consuming large quantities of fat and cholesterol can lead to overweight and obesity as well as the known fact that obesity can lead to heart attack, stroke, and death and generalizing these to its ultimate end conclusion.

However, this ad has taken the slippery slope approach to rhetoric. The slippery slope “is a conclusion based on the premise that if A happens, then eventually through a series of small steps, through B, C,…, X, Y, Z will happen, too, basically equating A and Z. So, if we don’t want Z to occur A must not be allowed to occur either” (Weida, 2007). This mistake could have been avoided had the advertiser avoided the suggestion of an absolute. “We’ve all heard ‘never say never’; any totalizing statement is likely to result in a fallacy. But words like ‘don’t’ and ‘must’ creep in and can give a writer’s statements and indisputable air” (Myers, 1999).

The image/text combination suggests that obesity equals death with the same kind of immediacy one would feel upon facing a suicide bomber. As if the image itself were not scary enough, the associations encouraged by the text create an immediate personal threat and thus frightens the overweight person into researching the viability of the service offered.

The other advertisement presents a surprising image for the viewer depending upon how they first view it. At first glance, it can either appear to be a large mousetrap complete with a plate of appetizing cheese or it can be seen as a rustic dining table and chairs set with an appetizing plate of cheese as well as a suspicious metallic contraption. “Humor has a great way of defusing our critical faculties. Not that it’s bad in itself; it should just raise a red flag lest we go too far down the garden path on which someone wants to lead us” (Myers, 1999). The surprising nature of the image is brought into focus with the accompanying text, “Open your eyes to saturated fat” (World Heart Federation, 2008).

The two words ‘saturated fat’ is much larger than any of the other text on the page, facilitating an instant link between the concept of saturated fat and the dismal end of a mouse caught in a mousetrap. While somewhat humorous, the image is disconcerting as one contemplates the kind of animal that would be caught in this trap, and people begin to make connections with the way they sometimes feel about their food or weight. Thus, the rhetoric used in this advertisement depends upon the creation of an anecdote. Anecdotes “cast an issue in a favorable or unfavorable light, or can highlight or suppress certain aspects.

They work by suggesting a likeness between a character and the listener, or a situation and the listeners. What is emphasized or suppressed is key” (Myers, 1999). The advertisement avoids creating a rhetorical fallacy because it does not make any absolute claims. If you avoid the cheese enough, you may be able to avoid the snap of the trap, the snap of the trap may or may not kill its captive and there are obviously extenuating circumstances that may help one avoid the trap, such as if someone else were in the room as suggested by the second chair. The end message is one of warning and encouragement for smarter decisions rather than an insistence to rush out and buy a product.

A strong understanding of common rhetorical strategies used in advertising helps to understand how the advertisers are eliciting a particular response. Even when text is at a minimum and image is depended on for most of the message, rhetorical arguments can be traced. Understanding the inductive reasoning included in the above ads leads to further understanding of how this reasoning is either supported or negated by further rhetorical structures.

In addition, the inclusion of rhetorical fallacy in the Northern Bariatric advertisement can be seen to be an intentional exaggeration in order to develop a sense of urgency and immediacy. This sense of immediacy is hoped to drive greater viewer response resulting in higher profits for the company. The advertisement for the World Heart Federation, on the other hand, is able to focus on creating a strong and compelling argument without the need for exaggerating immediacy and instantaneous response. It is used as a means of communicating safer eating habits and encouraging viewers to consider carefully what they are about to eat.

Hall, Stuart. (1974). “Black Men, White Media.” Savacou, Journal of the Caribbean Artists’ Movement. Vol. 9/10. Cited in “Revealed: How UK Media Fueled Race Prejudice.” (2001). Chronicle World. Web.

Myers, Gene. (1999). “Persuasive Words, Logical Fallacies and Intent Signals.” Rhetoric. Washington: Huxley College of Environmental Studies: Western Washington University. Web.

Northern Bariatric Surgery Institute. (2008). [Advertisement]. Web.

Weida, Stacy. (2007). “Using Rhetorical Strategies for Persuasion.” The Owl at Purdue. Purdue University. Web.

World Heart Federation. (2008). [Advertisement]. Web.

• Chapter 13 of "Advertising and Promotion" by Belch
• Corrective Advertising and Its Effectiveness
• The Bariatric Surgery Center
• A Play Within a Play: Hamlet and Second Shepherd's Play
• Hamlet's Attitude Toward Women in Shakespear's "Hamlet"
• Advertising Principles from Consumer Perspective
• Advertising Ethics: Principles and Practices
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• Erving Goffman’s Codes of Gender in Advertisement
• Propaganda Techniques in Advertising
• Chicago (A-D)
• Chicago (N-B)

IvyPanda. (2021, October 10). Advertisement Rhetoric Analysis. https://ivypanda.com/essays/advertisement-rhetoric-analysis/

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How to Analyze an Advertisement

Last Updated: July 6, 2024 Fact Checked

This article was co-authored by Christine Michel Carter . Christine Michel Carter is a Global Marketing Expert, Best-Selling Author, and Strategy Consultant for Minority Woman Marketing, LLC. With over 13 years of experience, Christine specializes in strategic business and marketing consulting services including market analysis, organizational alignment, portfolio review, cultural accuracy, and brand and marketing review. She is also a speaker on millennial moms and black consumers. Christine holds a BS in Business Administration and Art History from Stevenson University. She is a leader in multicultural marketing strategy and has written over 100 articles views for several publications, including TIME and Forbes Women. Christine has worked with Fortune 500 clients such as Google, Walmart, and McDonald’s. She has been featured in The New York Times, BBC News, NBC, ABC, Fox, The Washington Post, Business Insider, and Today. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 175,887 times.

Breaking Down a Television Commercial

• For example, if the commercial appears on a TV channel that mainly shows children’s programming, then you can deduce that the advertisers are trying to appeal to children or maybe the parents of young children.
• If you see a commercial in a movie theater, you may be able to determine its target audience based on the nature of the movie. For example, commercials that appear before R-rated movies are probably intended for adult audiences.

• How a commercial seeks to grab your attention can also say a lot about its target audience. For example, a commercial that uses explosive special effects may be aimed at teenagers and young adults.
• Advertisers don’t just want their commercial to grab your attention; they also want you to remember it. Consider how their attention-grabbing techniques are meant to stick in your mind and influence your view of a product over the long term. [2] X Research source

• For example, a commercial might prominently feature upbeat music, smiling faces, and sunny weather to create a generally happy feeling that you then direct towards the product the commercial is advertising.
• Advertisers will usually try to make commercials that put their product in a positive light. Determining how they go about doing this will also reveal what unspoken beliefs or values the commercial is attempting to appeal to.

• For instance, may accompany depictions of a generic product with sad music to make you feel that products other than the one being advertised are not as good.
• Ask yourself if your feeling towards the commercial would change if it used a particular genre of music versus another, then think about why different music styles elicit different responses from you.

• For example, if a commercial pairs a particular beer brand with women in bikinis, the advertisers may be trying to appeal to teenage and adult men through sex appeal.
• Think about why an actor or actors of a certain race or gender were selected, and ask yourself if the perception of the product would change if different actors were used in the commercial. This may indicate certain biases or subconscious motives at work in the ad.

• If you’re analyzing one or more commercials for a marketing class, you may find that certain words are used more frequently than others. For example, words like “tasty” and “sensational” are commonly used in ads because they tend to make products seem more desirable.
• Pay particular attention to words that aren’t used to directly describe the product, and think about why those words have been included in the commercial. If words aren’t overtly being used to inform the audience, they’re being used to covertly influence viewers.

Evaluating Advertisements in Print Media

• For example, an ad that appears in Cosmopolitan magazine is probably meant to appeal to women, while an ad featured in the newspaper is probably aimed at a wider general audience.
• Think about how a person from a particular demographic might respond to an ad targeted at a different demographic, and why they might have a different reaction. This will help you to determine some of the hidden social meanings that the ad is incorporating.

• For example, if an ad for a watch features a man wearing it while on a cruise with his family, you may come to associate the watch with the excitement of going on a cruise and the positive feelings of having a family.
• Note that the ad’s plot may not seem relevant to the product itself. This is an example of an advertisement intentionally manipulating their audience’s feelings.

• Think as well about how the language in the ad describes the benefits of buying the product. For example, does the ad say the product will make you happier, cooler, or sexier?
• The typeface used is also an intentional design choice. Ask yourself how you might react to the ad if the words were printed in a different typeface and why that might be. [8] X Research source

• For example, ask yourself what sort of images of people or objects are included in the advertisement and how these images influence your reaction to the product. Consider whether your reaction would change if different people or objects were used.
• If you’re analyzing the ad from an artistic perspective, you should also note which colors are used and where in the ad those colors are placed. You may find there are certain colors that are matched with particular emotional responses.
• The ad may feature images that reflect a certain lifestyle (e.g., a two-story home in a wealthy neighborhood) and use these images to associate the product with particular values and beliefs in your mind.

• For example, a background of a sunny beach and palm tree might be trying to elicit feelings of calm and relaxation, while a busy city street might bring to mind feelings of activity or people in motion.

• For example, an advertisement that seeks to leave its audience excited and energized about its product might feature a large amount of overlapping words and images and leave very little blank space in the ad.
• An ad with lots of empty space might want to make people think of feelings like “quiet” or “understated.”

Expert Q&A

• Advertisements can be analyzed in much the same way that books can (i.e., interpreting symbols, determining the motives of the creator, examining the use of particular themes, etc.). Thanks Helpful 5 Not Helpful 2

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• ↑ Christine Michel Carter. Global Marketing Expert. Expert Interview. 30 September 2020.
• ↑ https://www.linkedin.com/pulse/what-makes-tv-ad-memorable-luke-cairns
• ↑ http://www.medialit.org/reading-room/how-analyze-advertisement

About This Article

Advertisements are all around you, and once you know what to look for, you can analyze them to see how they work. Every ad is designed for a specific target audience, like children, young professionals, or women. An ad for children might use bright colors and big text, while an ad for young adults might feature twenty-something models. The goal of an ad is to grab its target audience's attention and make them feel or want something. Some ads might use flashy visual effects to draw people in, while others will rely on happy or sad music to play on people's emotions. If an ad has a famous person in it, the company that made the ad is probably trying to influence that celebrity's fan base to buy their products. The main thing to consider when looking at any ad is how all of the different elements are being used to sell you something. For more tips, including how to analyze TV commercials, read on! Did this summary help you? Yes No

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Analyzing the Impact of Social Media on the Effectiveness of Advertising Campaigns

1. introduction to social media and advertising.

For most businesses, the ultimate endorsement of their marketing strategies is the return on advertising spending. The message that a business wants to convey can be displayed through various advertising channels such as television, press, outdoor, direct mail, and radio to millions of audiences. Due to the rapid development of social platforms, businesses have also initiated to build communities or social networks into their formal promotion strategies. In spite of extensive research associated with social networking, there are limited papers that solely investigate advertising effectiveness in the social media networks: Facebook and Twitter. Whether due to the secrecy atmosphere or deficiencies in the software, some companies are not willing to release data for academic investigation purposes. The current study analyzed the prominence of the five large categories of advertising content revealed in the Facebook and Twitter networks of leading brands. An unsystematic model was created to discern the relationship between advertising effectiveness and the online media in the Facebook and Twitter networks. In line with the results found in prior studies, entertainment is well received in the social network portals where advertising deals with celebrities, sportsmen, music, movies, and more are common. Prior researchers from different disciplines have inspected numerous aspects of the social media networks. For example, advertising and public relations specialists have implemented the mediated communication and the dialogic communication approach to scrutinize the communication procedure between organizations and their stakeholders.

1.1. Definition and Evolution of Social Media

Social media is among the most used ways of communication nowadays. First and foremost, let's answer what the term "social media" stands for. When we analyze it, it is almost impossible to find relations between both words "media" and "social," even though both terms could indeed involve various relationships. Moreover, although social media involve social relations (hence the term "social"), most of the time, such relationships are not intimate. The most common ones being marketing and public relations. Even though most studies rely on such terms as new or interactive media, the use of the term "social media" is more effective to describe the characteristics of such technological means of communication. We can end this essay with the idea that social media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue in the form of short messages, as well as photos, videos, and audio. Researchers interested in the study of the influence of social media on different types of processes and institutions, but mainly on individuals' behaviors, have been involved in evaluating the relationship between social media and such concepts as personal privacy, individuals' derivations, and the use of socially interactive websites. Regarding businesses, studies tackled the evaluation of whether they should have personal websites or not and how they normally use such websites. Additionally, social media played a role in the governmental setting. There were assertions that presidential election candidates should use Facebook and Twitter to interact with the electorate and media to defeat competitors. Since that time, such technological means gained additional importance. It is now established that companies and organizations need to interact socially with their publics through technological means. Clavigo believes that they should act in the same way that people do composed brain-based intentions about company actions.

2. The Role of Social Media in Advertising

Social media is gaining increasing importance, especially among youths, as they spend a considerable amount of their time online. Social networking sites are where people connect with others, building online communities where they show the world their interests, ideas, and personal information. The sites include popular platforms like Facebook, Twitter, and Instagram. Businesses and organizations are increasingly realizing the significance of these social websites and are integrating them into their marketing plans. Businesses can use social media sites to connect with their customers and get feedback through open dialogue. In return, customers can find out more about the brand, products, and services and, in many cases, be rewarded with promotions and money-conscious benefits. Advertising entails communication efforts on behalf of goods, services, or ideas by an identified sponsor to a specific audience by using mass media. Advertising has evolved with the consumer and how the consumer communicates. The actions now taken by advertisers are aimed at ensuring that the consumers they target are more informed about products and services through the use of social media sites. Social media has changed advertising by moving away from traditional print and broadcast advertising. In Jamaica, the newspaper is no longer the main source of information, as social media platforms like Instagram and Facebook are. What makes social media such an effective medium for reaching a large number of people? The truth is, social media is banal in everyday life, and because of this, many individuals browse these websites and read what they see. It goes without saying that their attention is a matter of interest to many companies, including all the bigwigs, that change to target them in the best way.

2.1. Traditional Advertising vs. Social Media Advertising

One of the requirements for traditional advertising is that it should present a product's benefits systematically. Therefore, it has been repeated numerous times that traditional advertising often argues rationally and utilizes the traditional rhetoric without omitting existing scientific explanations. Social media advertising differs in form and requires different approaches as well as forms of analysis. Contemporaneity, visuality, form and behavior's individuality are the core differences between traditional advertising and the advertising realized within the social media. It potentially inspires emotions and puts forth a specific message. In this advertising, the audience is not expected a passive interaction, but their participation and engagement are expected actively. The formation of customer's attitude on a brand or product is established through their expressed likes, dislikes, comments, and shares. The main differences of social media advertising from the traditional advertising could be listed as follows: The number of followers and the directedness of the targeted platforms, the fairness and the creativity in advertising, oneself and the integrity on digital platforms. Creation (especially creativity and engaging users) and implementation of the visual content cost and effectiveness, personalized recognition, potential benefits of social platforms, communication and volunteering on these media, and social media measures have functions for big data. The advertising costs fear of risk you think it is higher, the start-ups are not; only reflect and voice their own stories online.

3. Factors Influencing the Effectiveness of Social Media Advertising

There are various factors that influence the effectiveness of advertising. Traditionally, these include the proximity to consumption, the visual appearance of the advertisement, and its content features. However, the advent of social media as an advertising platform has brought out new factors influencing its effectiveness. We have elaborated on these factors below. The effectiveness of advertisements is a contested topic in the marketing literature, and the outcome of advertising performance is still under debate. The determinants of advertising effectiveness might be structural or situational and can include brand- and product-related determinants. The general view is that the model for the economic valuation of a certain media asset can fall short of one or more of the considerations in the value creation process. Specifically, traditional print media companies seem to have done this in two crucial ways: first, they were completely overtaken by the unbundling of content and advertising. Second, their relations with their advertising clients changed from performance-based to volume-based, thereby failing to recognize their value proposition within a digital landscape. In general, the competitive environment for traditional players turned hostile, and the position of power rapidly changed into a buyer's market for both advertisers and subscribers. The reign of print lay on the verge of ending.

3.1. Target Audience and Segmentation

The target audience of a company using a social media advertising campaign should be those consumers who have the opportunity to become potential consumers of this company's products and services. The opportunity, in this case, should be understood as the presence of those collective indicators among the potential audience around which the order of this company operates - that is, those groups of consumers who are included in the company's structures or who, when conducting the campaign, are paid the highest attention by this company, with a focus on future communications with these consumers. Thus, the choice of the target audience depends both on the criteria that the potential consumer of this product should meet (similar to traditional market segmentation, this is primarily a demographic and geographic localization of a potential consumer) and the set of search terms that the CA must meet (e.g., they should have a certain set of friends, achieve a certain status, and so on). It follows that, in addition to traditional criteria, such as the size of the HE group (200) and the level of its income, the proactivity or backwardness of the selected consumer group, the predefined preferences of these consumers (in terms of information, sports, music, and video) and, of course, the "organization" of this group, i.e. the company's divisional systems.

4. Measuring the Effectiveness of Social Media Advertising

The popularity of spending marketing budgets in social media networks leads to an increase in the number of companies advertising their products. Whether or not the generated reach has been turned into sales is an important question. By having a look at the sales data, the ad campaigns are assumed to be successful. However, companies do not always have access to their sales data. Besides, as a result of the increasing use of the internet and decreased attention spans, there has been a decrease in the amount of return for ad campaigns in traditional methods that are conducted in print and visual media. These conditions play a significant role in companies being curious to know the rate of the effect on the internet of the advertisements published in different media both before and after the campaign. The measure of pre-campaign efficiency is approximately the same for all people on the list that will be reached by the advertisement. However, the efficiency of the advertisement campaign could occur on a different scale for each customer with the contribution to the total sales figure being different. Companies act according to the advertising sales that they receive from social media influencers. A variety of advertising sales are being measured, and advertising success is determined based on that measure. There is no objective way other than the sales quantity received by the company for whether the success of an advertisement has been achieved. The collected customer data after the published ad cannot be used in a database when the company does not have sales data. Therefore, for companies who do not have sales data, examining the success of their ad campaigns by using a list of leads is important to increase the efficiency of the developing future ad campaign. The contribution of an ad link that has reached a customer in terms of collecting leads is also different. All potential customers are not alike. In addition, by better understanding the contribution of the advertising campaigns realized in social media on the companies' advertisement sales, the investment levels of companies wishing to run advertisement campaigns in their target can be directed there, and it can be determined whether an advertisement campaign has reached its target.

4.1. Key Performance Indicators (KPIs)

One of the challenges of the advertising industry is to understand the impact of social media (SM) in the effectiveness of advertising campaigns. SM KPIs are increasingly gaining momentum in companies and are being used to measure the effectiveness of advertising, in conjunction with traditional KPIs. Traditional KPIs are useful. However, social media KPIs can provide us with additional relevant information about the performance of the ads shared by users in their profiles. The measurement of the success or failure of advertising campaigns must take into account the social impact and the behavior of people in response to posted publications. In this chapter, we introduce a group of KPIs to measure SM performance more comprehensively. Also, we carry out some examples using data from real advertising campaigns. The only elements that appear in the value proposition of SM platforms are not advertisements. The real success takes place around the organic sharing of links, videos, content, etc., generated by us through our accounts. The challenge of success is to become part of the user's daily conversation. Furthermore, it is common that, in the SM environment, our audience does not behave in the same way as other audiences such as the user visiting our website. In fact, the use of people in social media platforms is more leisurely, which means that their connections have opinions and ideas more developed than those who use the Internet to make purchases. To know in depth how our audience behaves, SM platforms have evolved their APIs that now include, in addition to broad socio-demographic data, the status of the relationship between users. This means that SM platforms are already capable of, in real time, sharing a lot of information with the advertiser that they can use to evaluate user behavior. A good use of this information will help increase the ROI of campaigns launched from SM platforms.

5. Case Studies and Examples

This research aimed to empirically analyze the impact of social media on the effectiveness of print and/or broadcast advertising within an advertising campaign through investigating how social media inclusion in the advertising campaign would influence such advertising effectiveness metrics as message communication, brand recognition, recall, and sales. In order to make the major aim of this research clear and significant, several case examples of successful or failed campaigns supported by social media were analyzed and briefly described in this chapter. The result of this analysis study implies that joint promotions of both print advertising and social media advertising within advertising campaigns might build complementary influence effects on consumers. With the help of social media supplementary planned advertising campaigns, brand communication and comprehension objectives within social media advertising would eventually be achieved more effectively by marketers. Case studies may be presented to outline different positive or negative influences of social media on the effectiveness of print and/or broadcast advertising in advertising campaigns. They may help in the research test model justification and the evaluation of the experiment results because the recent changes in the media landscape reveal a growing trend to include social media component into traditional advertising. With the advance of wireless communication devices, new digital advertising forms, such as advergames, generated so large advertisement click-through rates that even outperformed many traditional display advertisements. The invitation, assessment, improvement of participant's performance on traditional advertising campaign simulations, including usage of social media services to additionally attract the attention of consumers, can perfectly serve for this purpose.

5.1. Successful Social Media Advertising Campaigns

It is known that measuring the effectiveness of advertising on social networks is rather complex and multidimensional. It is also known that advertisement campaigns that are directed to some commercial resources can be even more complicated to analyze, especially in terms of simple and direct effectiveness measures, such as 'Number of units sold versus number of potential customers who saw the advertisement'. The study describes several attributes that successful campaigns of this type might have in common and discusses the empirical testing of them. Below are several practical recommendations, including: identifying the needs of the audience, thinking about important and difficult-to-advertise products, advertising at specific key moments, not ignoring the picture and the message part. A successful sales campaign should contain information that cannot be found on other sites and contributes to building a strong image. At the bottom of the analysis is the companies' own behavior after the 'Advertising posts' appeared. However, many already know the leaders in business history, almost all are aware of companies that have been successful in increasing sales with the use of a successful advertising campaign. They use a method which is called 'social media advertising' and actually use it on Facebook, Twitter, YouTube, Instagram, comments on blogs, and similar ways to advertise their company. The aim of the analysis is to determine whether sales can be increased by a company through periodic 'advertising posts' on the company's wall or 'advertising in news feed' to social network clients and understand what determines their success. In other words, the goal is to derive some attributes from social media advertising strategy that can ultimately contribute to the effectiveness of social media advertising strategy itself.

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