Dr. Heather Hill-Vásquez, Department of English, University of Detroit Mercy


English 131
Advertising Unit - Looking at Advertising

Analyses of ads can focus primarily on the words in the ads and their effects. Of course, analyzing the words--what they pretend to mean and what they really mean--is very important. But obviously advertising is a very visual medium, and sometimes very few of those visual images are verbal: several ads contain just a few words (and some contain none at all). This is often the case because words can be scrutinized, reread, and reexamined: however, we don't often really look at pictures.

When you begin looking at the ways in which visual images (and, to some extent, even words) are presented, then you will be able to do some thorough analyses of how ads work. Some aspects of ads to consider:

People: Are there any people in the ad? If not, why not? If so, how many? What are their ages? Are they male or female? What are their ethnic backgrounds? What do they do for a living? Are they related? Are they single or married? Are they happy with their lives? Are people's faces shown or just parts of bodies? What in the ad helps you to answer these questions?

Sometimes you will not be able to tell from any obvious information provided; sometimes it is intentionally vague, for example, whether someone is married (or even whether someone is male or female). Sometimes it will be just a "feeling" you get; where does that feeling come from?

Location and Action: Where does the ad take place? Indoors or outdoors? In the city or in the country? Can you identify specifically where the ad is taking place or is it rather vague? Does it take place at night or during the day? What is happening in the ad? What do you think has taken place right before the ad "happened," and what do you think will take place right after? What story, in other words, is being told here?

Objects: Notice the placement of objects in the ad. Is the product present? If so, where? Is it the first object you notice? What other objects are present in the ad? How are they being connected to the product?

Presentation: Are all the images in the ad clearly presented or are some intentionally blurry? Is the ad "well lit" or are there a lot of shadows? Is the ad in black and white or in color? If it is a color ad, what are the most prominent colors? If there are words, what is the size, font style, color? Are some words and/or phrases emphasized more than others?

Psychological and Emotional Associations: What responses do you think the images are designed to stimulate? Relaxation, refreshment, anger, jealousy, hunger? A desire for freedom, youth, friends, sex, power, wealth?

Remember: in answering these questions, you should always ask "why?"