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.
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.
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.
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