How to analyse an ad .pdf


Nom original: How to analyse an ad.pdfAuteur: Rose-Marie ENRIQUEZ

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METHODOLOGY:
HOW TO DESCRIBE AND ANALYZE AN AD IN ENGLISH
I/ IDENTIFICATION
This is an advertisement for…
 Information about the product when possible.
 Origin of the document (magazine, newspaper etc.): country, author, time …
 General topic (in a few words)
II/ STRUCTURE AND DESCRIPTION
 Structure of the picture: study the diagonals, the horizontal/ vertical lines, the differences which may
appear in the image.
 Analysis of the different shots (high angle shots: plongée, low angle shots: contre-plongée) and the
colours used
 Description of each part (when, where, who, what, how) using the vocabulary paper your teacher gave
you (‘Situer des élèments’).
 Then, progressively add your personal interpretation.
 Don’t forget to thoroughly study the characters: the age group, their position, their clothes, attitude
etc.
III/ INTERPRETATION AND ANALYSIS
 Analysis of the catch phrase and the slogan when possible : size, words, grammatical structure, tone.
 Target : age, sex, occupation, social class
 Imagine the feelings of the different characters on the picture
 When possible, link this picture to a historical or social context
 Imagine what might have happened before and what might happen after
 Goal of the ad : feelings, impact on the reader
 Express your personal opinion and reaction. Has the ad reached its goal? Do you or don’t you like it ?
Why?

USEFUL VOCABULARY WHEN TALKING ABOUT AN ADVERTISEMENT
Nouns :
The catch phrase? = l’accroche
The caption ? = la légende
The brand name = le nom du produit
The target = la cible
The slogan
The logo
Verbs:
to inform / to persuade / to convince / to promote / to entertain / to amuse / to shock / to surprise / to
show / to prove / to represent / to imply / to involve / to convey / to emphasize / to highlight / to
symbolize
to influence people's attitudes and behavior / to pass on a message / to boost sales / to criticise the
competition / to make somebody aware / etc.
Expressions:
This advertisement appeals to our feelings / our emotions / our intellect / our senses / our sense of
humour / our paternal or maternal instincts / our desire to be in good health / our wish to be beautiful
and desirable / our love for nature or animals / our desire for …
exoticism / etc.


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