eng112---Ad Analysis Project----700-800 words

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Analyzing an AdProject

Critical Reading

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Advertisements. . .

  • Sell products
  • Entertain
  • Set standards
  • Develop relationship with product and company

Ask Questions to Analyze

  • Read Ad Analysis (see link in Session 2)

See list of questions to ask when analyzing

Personality in the ad

Audience

Product or concept being sold

Consider race, gender, sexuality, etc.

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Apply Analysis

  • You may choose any advertisement found online

YouTube

Particular company

Etc..

Make sure the piece is found online and has a direct link to the piece. You will provide the direct link to your professor.

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Analysis

  • Analysis requires dissecting the advertisement and categorizing/labeling its various parts.
  • Be critical of the ad’s content

What works?

What does not work?

  • Some ads are used year after year. Other ads are deleted quickly. Ask Why?

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Types of Appeals

  • Aristotle identified three types of appeals the might be used to persuade an audience.

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Logos Appeal

  • A logos appeal is derived from the nature of the case or informed (fact) information for the topic under discussion.
  • Logical appeals might show performance facts. Auto makers frequently state mpg data.
  • Appeals to reason often fail in an ad because the consumer can question the data.

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Ethos Appeal

  • It is derived from the character of the person or organization.
  • Ethical appeal ads remind us of how long they have been in business or how environmentally responsible the firm is. i.e. use of cardboard instead of plastic, open since 2000, etc.
  • Ethical appeals are frequently abused.
  • Writers have ethical appeal when they show character: a sense of fairness, willingness to hear both sides, extensive research, and honesty.

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Pathos Appeal

  • It is derived from emotional state.
  • These ads address needs, desires, fears and other emotional states for the consumer.
  • Emotion is a powerful appeal, but works best when combined with logic.
  • Look for romance, sex, warm fuzzy feeling

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The Appeals

  • Many visual pieces use all three appeals in order to meet a wide audience base.
  • Ads use the formula

Attention – bright colors, loud noises, shocking statements

Interest—after getting attention, it must keep the interest of the target audience

Desire—once the ad has interest, the ad develops in the viewer a desire to buy

Action—once the viewer desires the product, action is needed and the product is purchased

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Writing an Ad Analysis

  • Separate the types of appeals and found in the visual piece selected.
  • It requires the reader to explain how the appeals are used in the piece and what is the effect.

A clear knowledge of the intended audience is important.

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The Process

  • Choose and advertisement found online to analyze. Keep in mind many TV ads can be found on YouTube.
  • Identify the audience for the piece.

Isolate the central claim and show its argumentative purpose. What is the ad arguing?

  • Include a clear claim/thesis which argues for or against the piece’s strategy. Does the ad sell something? Does the ad provide a service to the community?

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The Outline

  • Introduce piece:

Show clear thesis/claim which argues for or against the piece’s strategy.

Make an argument about the piece.

Sample thesis: "Virginia Slims uses a combination of warm colors, gender stereotyping related to power, and sexual associations to recruit minority women smokers."

  • Body

Describe the piece so the reader knows what it looks like without seeing it.

Describe the target audience –characteristics, fears, concerns, wants, and so forth.

Describe the strategies used – color, words, images

Explain how the strategies appeal to the piece’s audience

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The Outline Cont’d.

  • Body Cont’d.

Use the following questions to help analyze the piece you select:

What is the piece trying to do?

Who is the intended audience?

What strategies are used to sell the product?

What does the piece reveal or conceal about the company or the product?

What emotions does the piece target?

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The Outline Cont’d.

  • Body Cont’d.

Back facts with specific facts drawn from the visual piece.

May use other researched sources to support views expressed.

When describing the piece, do not assume the reader will be looking at the piece.

  • Conclusion

Tie the analysis together.

Restate thesis/claim about the piece.

Summarize the main points.

Leave the reader thinking about the piece.

  • The paper will be 700-800 words, plus Works Cited/References per instructor’s guidelines.

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Works Cited

  • MLA samples for citing an ad (include hanging indent not shown here):

Air Canada. Advertisement. CNN. 1 Apr. 1997. Television.

Gurrin, John. Blond Angel. 2001. Indianapolis Museum of Art. IMA: It’s My Art. Web. 9 May 2007.

Lee Mood Ring. Advertisement. n.d. Web. 29 June 1998. <http://www.leejeans.com/features/modeling.html>.

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References

  • APA samples for citing an ad (include hanging indent not shown here):

Air Canada. (1998, May15). [Advertisement]. CNN.

Gurrin, J. (2001). Blond angel [Oil on canvas]. Indianapolis Museum of Art, IN.

Lee mood ring. (n.d.) [Advertisement]. Retrieved June 29, 1998, from http://www.leejeans.com/features/modeling.html

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