The 5 Points of Advertisement Analysis
1.What ATTENTION GETTING techniques are used within the ad?
Anything unusual? about:
Senses? (motion, music, sounds, visuals, graphics)
Emotions? associations with sex, nature, fun, pets, family (see
Audience-Centered list, 24, in center column) >>>
Thought? humor, news, stories, questions, advice, lists &
displays, lead-ins, demonstrations, claims & promises, "breaking rules"
TV programs (& other media) function as the external attention-getters
designed to "deliver the audience" to the ads.
Most ads now are targeted at specific audiences which you can
infer by when and where the ads appear.
2.What CONFIDENCE-BUILDING techniques are used?
Do you recognize (from past repetition) the brand? logo? the company?
Are any confidence words used? (e.g. trust, safe, honest).
Are any nonverbals? (smile, soothing voice, friendly, sincere
Do you know, like, or trust the presenters? - the actors, endorsers.
Are they "authority figures"? (someone expert, wise, caring, protective);
or are they "friend figures"? (someone you'd like, or like to be, on your side)
3. What DESIRE-STIMULATING techniques are used?
Who is the "target audience"? Are you?
What's the basic benefit sought? Protection, Relief, Prevention,
Is the ad product-centered? (12 common claims: Quality, Quantity,
Efficiency, Scarcity, Novelty, Stability, Reliability, Simplicity, Utility, Rapidity, Safety.)
Is the ad audience-centered? (appealing to emotions, using the
association technique to link (1) the product with "good things" (2) already liked, or desired by (3) the target audience?
24 common needs, desires often suggested in ads: Basic needs (Food,
Activity, Surroundings, Sex, Health, Security, Economy); Certitude, or approval needs (Religion, Science, "Best People," "Most
People," "Average People"); Space or territory needs (Nature, Neighborhood, Nation); Belonging needs (Groups, Intimacy, Family
);"Growth" needs (Esteem,Generosity, Curiosity, Creativity, Play, Completion).
4. What URGENCY-STRESSING techniques are used?
If an urgency appeal, what words are used? (e.g. Offer Expires,
Rush, Now, Deadline, Last Chance, One Day Only)
Any nonverbals? (e.g. ticking clock, staccato sounds, quick tempo
in music, countdown).
Not all ads use urgency appeals, but always check for them.
If no urgency appeal, is this "soft sell" part of a repetitive,
long-term ad campaign? (e.g. Of a standard product, famous brand, or established store?)
5.What RESPONSE - SEEKING techniques are used?
Are there specific triggering words used? e.g. To buy? (buy, choose,
select); To take the 1st step? (Visit, Come in, Ask your Doctor, Call 1-800, Click); To use the product? (Drink, Taste, Experience,
Enjoy) ; to get the benefit? (get, protect, prevent, relieve) Most ads will use common verbs, but...
If no specific response is sought, is it part of a "soft sell"
for a standard consumer product? Or a store?
Or, if the ad is not about a consumer product, is it a "feel good"
-- an "image-building" ad: public relations to make us "feel good" about an industry (e.g. defense contractors, energy, oil,
pharmaceuticals) or a specific corporation to get favorable public opinion on their side in any controversial issues (e.g.
taxes, government regulations, upcoming legislation)?
Persuaders always seek some kind of response!
1. Hi -- 2. Trust Me -- 3. You Need -- 4. Hurry -- 5. Buy