3.
Discuss how the advertisement is likely to affect the reader. In doing this, you may want to
consider the following questions (keep in mind that not all questions will be relevant for all
advertisements and your particular ad may evoke questions that are not on this list):
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Is the reader of the ad likely to be the user of the product, the purchaser of the product or an
influencer of product use?
?
What is the image of the product advertised?
?
Are the personality and/or self-concept of the reader consistent with the image of the product
that is portrayed in the ad?
?
How involved is the reader likely to be with the product? With the message?
?
How much information processing/decision making is the consumer likely to be engaged in
when purchasing the product? With the message? Is the execution of the ad consistent with this?
?
What is likely to be the attitude of the consumer toward the brand in the ad? Toward the ad
itself?
?
How is the ad motivating the consumer (that is, to what needs is it appealing, or how is it
convincing the consumer they have a need)? Is the appeal utilitarian or value expressive?
?
How is the ad likely to affect the reader emotionally?
?
How does the ad capture the readers’ attention (or does it)?
?
Is the message in the ad attempting to inform/remind, to teach, or to persuade/change attitudes?
Is this goal consistent with the execution of the ad?
?
What types of message appeals are being used in the ad? Is a spokesperson used? Are the
appeal and/or spokesperson appropriate for the target marke
Does the ad use direct or indirect comparisons with other products? If so, is it appropriate, if not,
should it?
?
Does the ad attempt to capitalize on reference group affiliations? If so, is this appropriate, if not,
should it?
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