Advertising Evaluation
Product Name:
Company/Brand:
Deconstruction of Nonverbal Behavior
Facial Expression
Body Posture, Body Language, Touch
Gestures
Focus
Youth
Sexual Allure
iii. Flawless
Good looking/Beautiful
Deconstruction of Copy
Analyze headline, subheads, written description
What is the message communicated to the consumer?
Is there a double meaning? Contrast literal meaning with implied, actual, or assumed meaning.
Marketing Analysis
Magazine title and date
Where is the ad placed in the magazine?
Artistic Composition Analysis
What is the visual message or meaning?
Colors
What color combinations is used and why?
What color is dominant and why?
Composition
What type of font is used and why?
Narrative
Present
Future
Write a three–part story that narrates what happens before the frames frozen in the ad.
What is happening in the ad, and what is likely to happen in the immediate future. The story should be consistent with, yet expand, what is displayed in the ad.
How the ad works
Sales response
Persuasion
Involvement
Awareness (Differentiate from other brands)
Emotions (Brand loyalty)
Likeability (Like story/entertaining ad = Like brand)
Symbolism (Cultural metaphors, etc.)
