Intro to Ad Analysis Free Powerpoint Templates Page

Start by carefully reading the Consider your initial response: text. §What’s your initial reaction

Then, summarize the ad. §Be neutral and objective. §You want the readers of your

Next, focus what you want to say about the advertisement. How will you focus

You can choose to analyze how the advertisement works. How do the different parts

Or you can choose to analyze the argument. §What are they trying to do

Things that help an argument analysis: Check for fallacies: üAd hominem (attacking a person

Other things to think about: §What’s the larger context or conversation? §Who else cares

Determining credibility. §What do you know about the advertiser? §What other things have they

Writing the Ad Analysis. 3 Types of Analysis: -Type 1: How it works -Type

Type 1: How it works In this type of analysis, the focus is on

Type 2: What it means In this type of analysis, the focus is on

Type 3: How well the ad works In this type of analysis, the focus

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Intro to Ad Analysis Free Powerpoint Templates Page 1

Start by carefully reading the Consider your initial response: text. §What’s your initial reaction to: - The images portrayed? - The argument? - The language? §Do you agree with what the advertisement is selling? §Would this advertisement convince you to buy the product? §Do you find the images/text difficult? Puzzling? §Consider both your. Templates intellectual AND Free Powerpoint emotional response. Page 2

Then, summarize the ad. §Be neutral and objective. §You want the readers of your analysis to be able to visualize the advertisement without giving too many or too few details. Free Powerpoint Templates Page 3

Next, focus what you want to say about the advertisement. How will you focus your analysis? • The language? • The imagery? • The structure? • The argument? • The larger context? • The historical content? • Something else? What’s most interesting or intriguing to you? What did you notice? Why? Free Powerpoint Templates Page 4

You can choose to analyze how the advertisement works. How do the different parts of the advertisement work together? • Text? • Images? • Product placement? Also, look for PATTERNS: • What strategies are used? (comparison, description, something else? ) • What evidence is offered? (statistics, expert opinion, assertion alone…) • Are there patterns in the language or images shown? etc. ) Free(repeated Powerpointwords/phrases/pictures, Templates Page 5

Or you can choose to analyze the argument. §What are they trying to do in the advertisement…sell you something? Convince you not to use something? Convince you to go somewhere? Etc. (I. e. What is the claim/main point/thesis? ) §What reasons support the claim? §What evidence backs up those reasons? §Is the ad evenhanded? Slanted? Are there any counterarguments/products acknowledged? Refuted? Reasonably? Respectfully? §What authorities or information sources are used? How credible/reliable/current are they? §Do you feel included in the audience/does this ad Free Powerpoint Templates Page 6 appeal to you?

Things that help an argument analysis: Check for fallacies: üAd hominem (attacking a person rather than addressing the issue) üBandwagon (everyone’s doing it, so you should too) üBegging the question (circular reasoning) üEither/or (false duality – There are only 2 sides) üFalse analogy (bad comparison) üFaulty causality (because one event follows another, the first must be the cause of the second) üHasty generalization (not enough evidence to support a conclusion) üSlippery slope (one thing inevitably leads to another, usually disastrous, thing) Free Powerpoint Templates Page 7

Other things to think about: §What’s the larger context or conversation? §Who else cares about this topic? §What ideas are mentioned or discussed? §What terms show allegiance to a group? §Who does the writer cite? Free Powerpoint Templates Page 8

Determining credibility. §What do you know about the advertiser? §What other things have they sold? Have they been good products? §What is the stance or perspective of the advertisement? Is it objective? Biased? In what direction? Free Powerpoint Templates Page 9

Writing the Ad Analysis. 3 Types of Analysis: -Type 1: How it works -Type 2: What it means -Type 3: How well it works §An ad analysis can use one or more of these “types” within a single analysis. Free Powerpoint Templates Page 10

Type 1: How it works In this type of analysis, the focus is on the means by which the advertisement gets its point across. For example, this type of analysis shows the method that the advertisement uses to convince viewers to buy its product/stop using a product/go somewhere/try something. Free Powerpoint Templates Page 11

Type 2: What it means In this type of analysis, the focus is on the meaning of the advertisement, building on a single overall meaning or showing that it begins at one point, but diverges from it. For example, if an advertisement is advertising one thing, but showing something else in the imagery, what does that do as far as affecting viewers? Free Powerpoint Templates Page 12

Type 3: How well the ad works In this type of analysis, the focus is on an evaluation of the advertisement’s effectiveness, based on the criteria drawn from the elements of the rhetorical situation. Free Powerpoint Templates Page 13