This is pretty much the same as some of the BTEC groups have been doing for their Advertising Production module, but this is a useful way of checking what you should be looking at when you are deconstructing and decoding adverts, especially print ones...
Analysing Adverts
There are many factors to consider when analysing an advertisement :
Image – what is the central image of the advert. What does it make you think? How has it been framed, edited and cropped?
Text – what words are used in the advertisement? Do they anchor the image (give meaning to it)? What effect do they have on the audience?
Lighting – How is the image lit? Is it bright? Dark? what are the meanings of this?
Colour – what is the significance of the colours used in the advert? (ie. red=danger/sex/passion, green=calm/peace, black=darkness/evil/mystery, white=good/peace, blue=cold/mystery, purple=passion/luxury/wealth, gold=rich/luxury...)
Audience – what is the target audience for this advert? how do you know?
Representation – who or what is being represented in this advert? is this a fair and accurate representation? (based on what you know of the world)
Mise-en-scene – what props and other items are in the advert? what is their meaning? Why have they been put there?
and importantly...
What is the USP (unique selling point) of the advert? What’s special about what it’s selling?
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