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ANALYZING ADVERTS (3.HOW is the specificity of the product highlighted…
ANALYZING ADVERTS
3.HOW
is the specificity of the product highlighted
How are
language
and
conversation
used ?
featured (inclure) in the ad ?
conversation bubbles ?
you must consider any conversation taking place
Background
ad taking place
significance
Signs
and
Symbols
role in the ad's impact
Theme or Themes
plot
Typefaces
(technique)
impressions convey (transmettre)
Language used
provide information ? OR generate some kind od emotional response ? OR both?
Techniques used by the copywriter
Ambience
Mood
create
How does it do this ?
Esthetic decisions
kind of shot
signifiance
lighting
2. WHAT
is being advertising
Space
Is there a lot of "white space" or is it full of Graphic and written ?
Figures
+
Expressions
Relationship btw PICTORAL ELEMENTS + WRITTEN MATERIAL
What does this tell us about the product ?
Who appears
celebrity, unfamiliar figure
expressions
Design of the advertisement
Action taking place
Significance
Item
role play it in the culture
4. WHY
this helps sell a product ?
Ways ad manipulate the consumer into buying
emotion and desires does the ad play
Use of stereotypes
(a shorthand way of communicating a set of meanings)
Sociological, political, economic or cultural attitude indirectly reflected in the ad
Issues
way they are presented
message
1. WHO
Where and When ad appear
--> reach its target audience
Setting*
(cadre)*
what does it suggest ?
Audience
how do you know?