Analysing an ad (pre-summative) 

 
Your task: 
Step 1: 
Read the article ​Commonly Used Advertising Techniques in Visual Marketing 
before you start your analysis. 
 
Step 2: Take a good look at this “Pepsi” ad. 

 
 
 
 
Step 3:​ ​Fill in and submit the table that is included here with your analysis. 
(5) 
The copy (the writing)   
Look at any writing on the advert - what 
sort of language is it using? How 
informative is the text? What are the 
key words? What is the slogan?  

The graphics (the pictures)   

What is happening in the illustration? 
Are there any patterns in the picture? 
How does the design affect the 
message?  

​ he brand (the product being sold) 

T  
Is there a picture of the product for 
sale? How important is it to the advert as 
a whole? Consider the brand name and 
packaging.  

The Logo   
Is the product logo shown on the advert 
and what does it tell us about the 
product? 

Characters   
Are there any characters in the advert? 
What is their relationship to each other 
and to the reader?  
 

Story    
Does the advert tell a story of some 
kind? Reminders of other media Does the 
advert remind you of another advert 
from the same product (or a similar 
product), a television programme, book, 
or film?  

Slogan   
What is the slogan that the 
manufacturer has chosen to use – the 
catchphrase.  

Target Audience   
(who the advert is aimed at) Who do you 
think the advert is trying to sell to?  

Motivation (how the advert tries to   

persuade the target audience) How is the 
advert trying to sell to the target 
audience? 
 
 
Step 4: Answer the questions 
1) Which of the basic human needs does the ad appeal to? Elaborate. ​(1) 
2) What is the marketing technique used? (How advertisers try to sell the 
product!). Elaborate. ​(2) 
3) How does the ads’ framing catch the consumers’ attention? (Colors, background, 
symbols, layout etc.) Elaborate. ​(1) 
4) Are other types of meanings expressed in the ad? (What other connotations/if 
any does it have?) ​(1) 
 
Answer by using approximately 50 words per question. 
 
TOTAL: 10/10