Paragraph 1: Describe it.
What's the ad for?
Summarise it briefly
What kinds of imagery does it show?
What kinds of people / characters feature?
Does it have music? Does it use text? Voices (what kind?)?
Does it use humour? Surprise etc?
Does it use a slogan?
Paragraph 2: Analyse it.
Who is the ad trying to appeal to?
How does it create an emotional connection between the audience and the product/message?
What kind of image or attitude is it going for?
How does it try to grab your attention?
How does it try to make a more lasting impression?
What effect do the different elements have as a whole?
Paragraph 3: Interpret it.
How do you feel about what the ad is doing and saying?
What does this ad show you about how our society is? Is it a positive or negative reflection of society?
Paragraph 4: Judge it
Is this a good ad? Why - in one simple sentence.
Can you sum the ad up very simply?
Student Model: (3 paragraphs)
Watch here:
The IKEA "idolen" (idols) is an ad for furniture. It features a father and his son. It seems like the mother isn’t in the picture and that the kid is the only child. The furniture (the product being sold) is integrated with a message about being present for your family. In the ad the father and son do all kinds of stuff: fishing, painting, etcetera. But the father seems to be really busy with either work related calls or private calls, and the kid is just wanting to hang out with his dad. It uses the slogan “Där livet händer”, meaning "where life happens".
The ad begins with the song Sit Down Beside Me, by Patrick Watson. This song communicates the message very simply and directly: just to take a break from the phone and be in the moment.
The ad is trying to appeal to parents, middle-aged men and women. The choice of music makes a lasting impression, and also grabs our attention. Sending the message loud and clear about the negative impact of technology on our relationships. It’s a quite serious ad which sticks with you and makes you think about to value your relationships with family and friends, and I think it probably sells the furniture too. I would describe this ad, in one word, as family.
By Julia
If you can't find an ad, try one of these:
NRA
I Believe
White Washing
Epic Split
Learning is a miracle
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