How to look at an advertisement

Techniques to consider when studying advertisements

Technique	Advertisement 1:	Advertisement 2:
narrative - what story is being told here, and how is it structured?
characters:  who is in the advertisement?  Are we invited to like them, or laugh at them, or look up to them?
setting: where is it shot?  is it familiar to us, or does it take us into a new and different world?  Are we invited to want to go to this place?
music: is it diegetic or non-diegetic?  Is it fast or slow (tempo)?  Is it upbeat or sombre?  How does it make us feel?  Is it a familiar tune or new music?  Memorable or background?
costume:  what are the characters wearing and what does this suggest about their wealth, age, occupation and status?  Does it link in some way to costumes we recognise from elsewhere?
colour: how is colour used to create atmosphere?  Is it used symbolically, and if so, how?
purpose: what is the purpose of the ad and how is it achieved (in 1-2 sentences)
audience: who is the target audience for this ad?  how can you tell?
message: what is the message for us about this product?