MEDIA CRITIQUE Commercial / Advertisement
***Provide a link to the Youtube commercial in your post with your answers.***
1. What is the general ambience of the advertisement? What mood does it create? How does it do this? (2)
2. What is the relationship between the visual elements and written material and what does this tell us? (2)
3. What signs and symbols do we find? What role do they play in the ad's impact? (2)
4. If there are figures (men, women, children, animals) what are they like? What can be said about their facial expressions, poses, hairstyle, age, sex, hair colour, ethnicity, education, occupation, relationships (of one to the other)? (2)
5. What does the background tell us? Where is the advertisement taking place and what significance does this background have? (2)
6. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.") (2)
7. What theme or themes do we find in the advertisement? What is it about? (The plot of an advertisement may involve a man and a woman drinking but the theme might be jealousy, faithlessness, ambition, passion, etc.) (2)
8. What is the item being advertised and what role does it play in culture and society? (2)
9. What about aesthetic decisions? What kind of camera shots are used? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of colour, angle of the shot? (2)
10. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on. (2)
Nike Greatness
Ikea Start the Car
How to Analyze an Advertisement from http://www.medialit.org/reading-room/how-analyze-advertisement
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