Deconstructing (Analyzing) Advertisements

Decoding Steps:
1. Observe the advertisement. Don’t worry about decoding on the first viewing.
2. Observe again, and note the obvious.
3. Use the decoding questions below to deconstruct the media message more deeply.
4. Annotate the text carefully using some colors and patterns.

Basic deconstruction questions:

1. PRODUCT: What is the product being sold? What company is behind the product? What do
we use the product for?

2. CONTEXT and CULTURE: What is the historical context of the text? How is this reflected in
the language and images of the ad? What is the ad saying about a particular culture or
society?

3. AUDIENCE: Who is the “target audience”? What are the clues (words, images, sounds, etc.)?
What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds
suggest this?

4. VISUALS and LAYOUT: How are images and layout used to add an effect? What is pictured
and why? What colors are used and how does this enhance the tone or mood of the text??

5. TEXT: What is the “text” of the message? (What we actually see and/or hear: written or
spoken words, photos, drawings, logos, design, music, sounds, etc.)

6. EMOTION and MOOD: What emotions does the text evoke? How do the language and
image contribute to this emotional response?

7. VALUES: What human needs, fears or desires are being appealed to? Health? Family?
Sexuality? Being Loved? Security? Social Acceptance? What positive or negative value
messages are presented

8. SUBTEXT: What is the “subtext” of the message? (What do you think is the hidden or unstated
meaning?) What ASSOCIATIONS are made?

PCAVTEVS

Please Call Aunt Vera To Eat Vietnamese Springrolls