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Advertisement Analysis Framework

This document provides a 10-point framework for analyzing a television advertisement, including describing what is seen and heard in the ad, explaining any symbols or meanings, identifying persuasive techniques used, determining the target audience, analyzing mes, camera shots and techniques, examining the language and strapline, and considering the desired action and any other observations.

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Gaurav Kumar
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325 views3 pages

Advertisement Analysis Framework

This document provides a 10-point framework for analyzing a television advertisement, including describing what is seen and heard in the ad, explaining any symbols or meanings, identifying persuasive techniques used, determining the target audience, analyzing mes, camera shots and techniques, examining the language and strapline, and considering the desired action and any other observations.

Uploaded by

Gaurav Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Unit 30 Advertisement Production for TV Tutor: Louisa Thorman

ADVERTISEMENT ANALYSIS FRAMEWORK


INDIVIDUAL TASK: CHOOSE ANY TV ADVERT AND ANALYSE IT

1. DENOTATION (Describe what you see/hear. Any


soundtrack?) What are the FEATURES of the advert?
Example: I denote a red coloured fast car winding its way through
mountains

2. CONOTATION? (Explain any associated meaning with


objects, symbols, celebs i.e Heart=Love, Dove=Peace
Beckham=sporty) What are the BENEFITS of the advert?
Example: The red colour symbolizes danger but also passion, its a
sports car with a girl in, the guy driving looks like he loves his car and
his girl

3. PERSUASIVE TECHNIQUES (Humour, Irony, Surreal,


Dramatic Reward, Sex, Self Esteem, Reliability & Trust) GIVE
EXAMPLES
Example: The advertisers are implying that you will have sex appeal if
you drive this car and women will adore you, also they promise high
self esteem as the advert guy seems successful driving a fast car and
having a gorgeous girl

4. TARGET AUDIENCE (AGE, RACE,DEMOGRAPHIC, MAIN


STREAM, NICHE) Tip: Where was the advert shown?
Unit 30 Advertisement Production for TV Tutor: Louisa Thorman

5. MES (Location, Lighting, costume, props) Give Examples


Explain WHY

5. KEY CAMERA SHOTS/TECHNIQUES Give Examples


Explain Why

6. LANGUAGE (Quote key lines and explain, any specific style


i.e poem/rap, alliteration, emotive language, non verbal
signs i.e gestures facial expressions) GIVE EXAMPLES,
Explain Why

7. STRAPLINE (i.e McDonalds=Im Lovin It Nike=Just Do it)

8. WHAT IS THE STRAPLINE SAYING TO CONSUMERS?


Unit 30 Advertisement Production for TV Tutor: Louisa Thorman

9. IS THERE AN OVERALL ACTION THE ADVERTISER IS


PERSUADING US TO TAKE?

10. ANY OTHER OBSERVATIONS?

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