1. + Analyzing Advertising English IV: College & Career Readiness

2. + Why should I analyze advertisements? In 2001, U.S. advertising expenditures topped $230 billion, more than doubling the $105.97 billion spent in 1980 In a study 47% of girls were influenced by magazine pictures to want to lose weight, but only 29% were actually overweight The average American child may view as many as 40,000 television commercials every year.

3. + Why should I analyze advertising? $2 billion is spent annually to target juvenile consumers. Sweden, since 1991, has banned all advertising during children’s prime time due to findings that children under 10 are incapable of telling the difference between a commercial and a program, and cannot understand the purpose of a commercial until the age of 12.

4. + How can I analyze advertising? Use VAPID! By following these steps you will analyze ALL the elements in an advertisement Let’s go through the steps together! Make sure to take notes. You will need to memorize the acronym for the unit test. 1. Make a foldable 2. Create a study guide on colored paper

5. + Let’s take a closer look…

6. + V = VOICE What voice is speaking in the ad? Is it an authentic, credible or an unreasonable persona trying to use irrational propaganda to sell something?

7. + Let’s take a closer look…

8. + A = Audience Where does this ad appear? What audience is the ad directed toward? What race, class, gender, or age-group does the ad target? Does the ad writer take unfair advantage of the reader?

9. + Let’s take a closer look…

10. + P = Purpose What is the apparent purpose of the ad? What is the actual purpose of the ad? Does the ad claim to offer some kind of public service? If so, does the product really fulfill the promises of the ad? Does the ad conceal or minimize anything negative about the product?

11. + Let’s take a closer look…

12. + I = Ideas What is the central idea of the ad, its thesis or hypothesis, its focus? Does the ad appeal to emotion or reason? (ethos vs. logos) Does the ad try to impress the reader with impressive-sounding data or pseudoscientific “facts”? Does the ad make general claims which are unsubstantiated by factual data?

13. + Let’s take a closer look…

14. + D = Devices If there are people in the ad, what race, class, gender, age-group and “type” are they? How are the people positioned within the ad? What place do graphics, setting and inanimate objects play? What role does the print-size and font play? Is there any small print? If so, why is it so small? What about the use of color and texture in the ad?

15. + Let’s take a closer look…

16. + Let’s try again! #1 V V A A P P I I D D

17. + One more together…#2 Voice Audience Purpose Ideas Devices

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20. + #5 Voice Audience Purpose Ideas Devices

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