The Copy (the language used) The Graphics (does the illustration/design affect the message?) The Brand (is the image of the product important to the advert) Character (does the advert feature any characters?) Story (is there a story of some kind) Reminders (does this remind you of any other successful adverts) Target Audience (how is it suitable for who the advert is aimed at?) Motivation (how does this try to sell the product to the chosen audience/)

The copy The graphics The brand Target audience Motivation

Identify the features The copy The graphics The brand Character Story Target audience Motivation

Ingredients of an Advert Choose two ads from the selection. Complete the hand-out In the final box, make a judgement about the advert. Do you think it is a success or not? Give reasons for your answer.

Layout Z form: This refers to the way in which our eyes move over the page Light Works: Human eyes tend to look towards a lighter color

Z form and light This ad conforms to the idea of z form and light. Why do you think the coke is placed in the bottom right corner

Rule of thirds This ad conforms to the rule of thirds. Try and see if you can work out what that means from the way the various elements are grouped on the page

Language features in advertising Alliteration Humour Puns Groups of three Juxtaposition Rhyme Hyperbole Emotive language Short sentences Similes Metaphors Repetition