Personal and Social Responsibility

ASSIGNMENT 4: Ad Analysis

Learning Target (Curricular Competencies):

  • Identify bias, contradictions, and distortions. 
  • Think critically, creatively, and reflectively to explore ideas within, between,
    and beyond texts.

Click here to work through a lesson on Advertising. Be sure to take notes as you progress through the various advertising techniques discussed:

  • Unique
  • Unfinished comparison
  • Scientific Claims
  • Statistics/Numbers
  • Celebrity
  • Meaningless Fact
  • Compliment Consumers/Ego
  • Weasel Words
  • Glittery Generality

Here is a basic example of a claim and evidence to support it.

The ad has more than one claim. Can you think of any others?

Task: 

For this assignment you are going to choose an ad and analyze it. You will need to submit a copy of your ad so be wise as to your choice.

1. Find an ad that fits the assignment well. You can look online, in a book, a magazine etc. Just be sure you can get a digital copy of the ad. (If you find an ad in a magazine or book, you can even simply take a picture of it and send it in).

2. Go through the 5 questions in the "Analysis of an Ad" block below and respond to each section in point form.

3. Create one document with your ad and your responses, clearly labeled.

Assessment:  Below you will find the exemplary criteria used to assess the assignment.  

Learning Target: (Exemplary 6/6): Exemplary comprehension of the task and clear accomplishment of the objective. All  tasks are complete, organized as specified, and thoughtful.

 Written Expression:  Exemplary (6/6):  Sentence structure and vocabulary are varied, skillfully written, and carefully chosen.  Work has been proofread and there are few or no errors in spelling, capitalization, punctuation, and grammar. Content contributes to the central idea and makes insightful connections with logical organization.

Submission: 

Use the "4.4 Ad Analysis" link on the main page of this section of the course to upload your assignment to your teacher for marking.

Analysis of an Ad

  1. The claim: What is the main argument the advertisement is making? (refer back to the previous interactive guide for examples)
  2. The support: What reasons and/or evidence does it give its audience to persuade?
  3. The images: What images are presented? How do these images appear (foreboding, happy, carefree, serious, courageous, etc.)? What connotations do the images have? How do the people appear?
  4. The words: What words specifically are being used to describe the product and/or the people and things in the advertising? Look these words up in a dictionary, especially if you're unsure of their meanings. What are the connotations that surround these words?
  5. The audience: Who do you think the advertisers are targeting? What demographics and why?