Write a three–part story that narrates what happens before the frames frozen in the ad. What is happening in the ad, and what is likely to happen in the immediate future

Advertising Evaluation

Product Name:

Company/Brand:

Deconstruction of Nonverbal Behavior

Facial Expression

Body Posture, Body Language, Touch

Gestures

Focus

Youth

Sexual Allure

iii. Flawless

Good looking/Beautiful

Deconstruction of Copy

Analyze headline, subheads, written description

What is the message communicated to the consumer?

Is there a double meaning? Contrast literal meaning with implied, actual, or assumed meaning.

Marketing Analysis

Magazine title and date

Where is the ad placed in the magazine?

Artistic Composition Analysis

What is the visual message or meaning?

Colors

What color combinations is used and why?

What color is dominant and why?

Composition

What type of font is used and why?

Narrative

Present

Future

Write a three–part story that narrates what happens before the frames frozen in the ad.

What is happening in the ad, and what is likely to happen in the immediate future. The story should be consistent with, yet expand, what is displayed in the ad.

How the ad works

Sales response

Persuasion

Involvement

Awareness (Differentiate from other brands)

Emotions (Brand loyalty)

Likeability (Like story/entertaining ad = Like brand)

Symbolism (Cultural metaphors, etc.)

Write a three–part story that narrates what happens before the frames frozen in the ad. What is happening in the ad, and what is likely to happen in the immediate future