analysing advert
Revision: advertisement techniques for analysing
Analysing Advertising
Advertising tends to follow a basic format - a slogan or a striking image catches our attention, the body of the ad contains more factual information about the product , and a pack shot or logo reinforces the brand identity.The combination of these elements, even though we may only look at them for the average time of 1.5 seconds, leaves us with an impression of the values that are attached to that brand, and a sense of who the target audience for the product is (male? female? pensioner? teenager?).
When first analysing an ad you need to decide
WHO the ad is aimed at - describe them demographically and psychographically
WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad?
WHY this helps sell a product
WHERE/WHEN this ad might appear in order to reach its target audience
Lines of Appeal
Then you need to decide what techniques are being used to communicate with the audience. According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears:
Happy families - everyone wants to belong
Rich, luxurious lifestyles - aspirational
Dreams and fantasy
Successful romance and love
Elite people or experts
Glamorous places
Successful careers
Art, culture & history
Nature & the natural world
Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.
Self-importance & pride
Comedy & humour
Childhood - can appeal to either nostalgia or to nurturing instincts
These lines of appeal are effective because they deal with our social needs.15 Basic Appeals are listed by Jib Fowler in Mass Advertising As Social Forecast. You can read the list here.
Children are considered a special target
Analysing Advertising
Advertising tends to follow a basic format - a slogan or a striking image catches our attention, the body of the ad contains more factual information about the product , and a pack shot or logo reinforces the brand identity.The combination of these elements, even though we may only look at them for the average time of 1.5 seconds, leaves us with an impression of the values that are attached to that brand, and a sense of who the target audience for the product is (male? female? pensioner? teenager?).
When first analysing an ad you need to decide
WHO the ad is aimed at - describe them demographically and psychographically
WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad?
WHY this helps sell a product
WHERE/WHEN this ad might appear in order to reach its target audience
Lines of Appeal
Then you need to decide what techniques are being used to communicate with the audience. According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears:
Happy families - everyone wants to belong
Rich, luxurious lifestyles - aspirational
Dreams and fantasy
Successful romance and love
Elite people or experts
Glamorous places
Successful careers
Art, culture & history
Nature & the natural world
Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.
Self-importance & pride
Comedy & humour
Childhood - can appeal to either nostalgia or to nurturing instincts
These lines of appeal are effective because they deal with our social needs.15 Basic Appeals are listed by Jib Fowler in Mass Advertising As Social Forecast. You can read the list here.
Children are considered a special target