ADM 3326 Study Guide - Final Guide: Consumer Complaint, Life Insurance, Vacuum Cleaner

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Advertisement analysis is no different from any other type of analysis. The goal is to break down a specific advertisement down into its component parts to see how it works, to see how it persuades. Treat the ad as a puzzle; all you are trying to do is to see how the pieces of the puzzle work individually and how it all fits together. An advertisement should be broken down into the following parts: Purpose the majority of ads have a very simple purpose: to convince the audience to purchase a particular product or service. Other types of ads include public service (information) ads and ideological ads such as those for greenpeace or the national rifle association (selling ideas). Picture nothing in the picture is there by accident; everything has a purpose. Look for a pattern of symbols or images. For example, a champagne advertisement may have a couple walking hand in hand on a moonlit beach (symbols of romance).

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