Analysing an advertisement...
Advertisers and marketing companies use a variety of persuasive techniques to promote and sell products, promote brand names, and company image and sell services.
A print advertisement for a product typically has a slogan or a striking image that catches the attention of the audience. The main part of the advertisement has factual information about the product, and there is a ‘pack shot’ of the product, and a 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. Also the target audience for the product should be clear in terms of age, gender and income.
When analysing an advertisement in print or as a commercial on TV work out:
WHO the advertisement is targeted at – age, race, gender, social status and income (demographics) and what are their likes and dislikes?
WHAT is being advertising?
WHAT is specifically highlighted as the benefit or appeal that is selling this product?
WHY would you want to buy this product?
WHERE does this advertisement appear (which publication or TV channel)and what does that tell you about the audience and the product?
In Media Studies and Psychology, there are various theories that help us to understand how this works.
Here are some of the ways advertisers appeal to an audience, according to Gillian Dyer (Advertising as Communication Routledge 1988). 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 and the natural world
• Beautiful women - men and women like looking at beautiful women - men admire them, women admire what makes the men admire them.
• Self-importance and pride
• Comedy and humour
• Childhood - can appeal to either nostalgia or to nurturing instincts
These lines of appeal are effective because they deal with our social needs.