Unit 30 Advertisement Production for TV
Tutor: Louisa Thorman
ADVERTISEMENT ANALYSIS FRAMEWORK
INDIVIDUAL TASK: CHOOSE ANY TV ADVERT AND ANALYSE IT
1. DENOTATION (Describe what you see/hear. Any
soundtrack?) What are the FEATURES of the advert?
Example: I denote a red coloured fast car winding its way through
mountains
2. CONOTATION? (Explain any associated meaning with
objects, symbols, celebs i.e Heart=Love, Dove=Peace
Beckham=sporty) What are the BENEFITS of the advert?
Example: The red colour symbolizes danger but also passion, it’s a sports
car with a girl in, the guy driving looks like he loves his car and his girl
3. PERSUASIVE TECHNIQUES (Humour, Irony, Surreal, Dramatic
Reward, Sex, Self Esteem, Reliability & Trust) GIVE EXAMPLES
Example: The advertisers are implying that you will have sex appeal if you
drive this car and women will adore you, also they promise high self
esteem as the advert guy seems successful driving a fast car and having a
gorgeous girl
4. TARGET AUDIENCE (AGE, RACE,DEMOGRAPHIC, MAIN
STREAM, NICHE) Tip: Where was the advert shown?
Unit 30 Advertisement Production for TV
Tutor: Louisa Thorman
5. MES (Location, Lighting, costume, props) Give Examples
Explain WHY
5. KEY CAMERA SHOTS/TECHNIQUES – Give Examples
Explain Why
6. LANGUAGE (Quote key lines and explain, any specific style
i.e poem/rap, alliteration, emotive language, non verbal signs
i.e gestures facial expressions) GIVE EXAMPLES, Explain Why
7. STRAPLINE (i.e McDonalds=”I’m Lovin It” Nike=”Just Do it)
8. WHAT IS THE STRAPLINE SAYING TO CONSUMERS?
Unit 30 Advertisement Production for TV
Tutor: Louisa Thorman
9. IS THERE AN OVERALL ACTION THE ADVERTISER IS
PERSUADING US TO TAKE?
10. ANY OTHER OBSERVATIONS?