Some basic things to know about advertisements

There are several cues that we need to identify to analyse how a certain text affects the reader by
creating meanings.
Look for images, words, sounds (if it is motion), gestures, objects and the like.
These must be noticed carefully to interpret how they are appealing, how they create meanings and
effects.
To be able to come to reasoned conclusions, understand 2 things:
The signifier and the signified

Signifier is a sign which is a material which can be seen, touched, heard, felt, smelled, tasted.
Signified is what concept these materials represent that allows a person to consider the signifier,
understand it and make logical connections to things.
Example: Apple – signifier – a fruit
Signified – sin – desires and temptations, health (in
certain cultures, apple represents sin, desire and temptation –
Adam and Eve’s fall while it is also generally used to
represent health – an apple a day keeps the doctor away. In
simpler terms, it could represent freshness and youth. Watch
DKNY apple perfume advert to understand the signifier -
signified concept)

Now, your question is, “Ma’am, how do I employ this in my answer? How do I structure my
paragraph?”

It is like this:

You know you need to make your paragraph based on PETER to satisfy the requirements of the
assessment criteria.

You do the following in order to make your analysis/interpretation deep and anchored to the
elements of the given text while also making reasoned inferences:

1. Analyze verbal signs (what you see and/or hear).

Now, let us try another example:

 Signifiers Signified
(You see the following as this is a print advert.) (This is your interpretation of what you see.)
Both ‘fight’ and ‘knowledge’ express/represent
The slogan: Fight cancer with knowledge
strength and power.

Strong black and white contrast This high contrast can suggest good-bad duality.

Portrays power and determination. The subject’s gaze

Posture and gaze of the subject
It is a woman who holds the sword.
Snakes entwine the sword
Verbal sign: The copy/ body copy – Enlist in the
Women’s Field Army American Society for the
control of cancer
at the sword represents the trust on the knowledge
(represented by the sword) that gives the subject
immense determination and pride.
Sword represents fight and grit/courage while the
woman breaks the stereotypical quality of weakness
laid upon her and stands up heroically. Here, the
woman represents heroism.
Sword with snake wrapped around it is, in this case,
the symbol of the medical profession whose support
the woman takes to fight cancer. The sword with
snake wrapped around it is the knowledge that gives
the woman the power to fight the deadly disease.
Kairos – call for action. This suggests there is an
army of women working together courageously for a
cause providing support – fighting cancer – with a
weapon called knowledge provided by the medical
field. The copy highlights power of unity to vanquish
the enemy (the signified), cancer (the signifier).

How and what do we interpret in an advertisement?

First figure out what the purpose of the advert. Is, whether it is
to persuade (persuasive advert.),
to inform/educate (informative adverts.) or
to remind (reminder adverts.)
Persuasive adverts: Most persuasive adverts are focussed on advertising a product. For instance,
Nike, Old Spice, Amazon, McDonalds adverts
Informative adverts: Institutional adverts promote places, organizations, issues, political
personalities, etc. For instance: election campaign adverts of a party, Amul (contextual – issue based),
Incredible India, Olympics, IPL adverts
Reminder adverts: Public service adverts create awareness by bringing out social issues to encourage
welfare. For instance: drunk driving, smoking and drinking, polio and corona vaccination adverts.
Techniques of persuasion
Appeal to reader/audience: rhetorical concepts: ethos, logos, pathos, Kairos (topos and mythos if you
please, but not necessary)
Why use these? To make product seem authentic, credible & useful for target audience. Benefits
product acceptance rather than manipulation. Audience is usually able to see through the audience and
consider the advert a gimmick.
How/to what would persuasive adverts appeal? Adverts can appeal to a consumer both negatively as
well as positively.
Negative appeals: that cause fear & anxiety (negative appeal -insurance adverts), happiness (positive
appeal - Coke), anger, sadness, trust,
o Rational - consumers look for quality, longevity of product’s life, performance, ease of use,
practicality, value for money. Example: A family man would choose a Royal Enfield to a Yamaha
R7
o Emotions - consumers don’t generally weigh the pros and cons of a product while choosing a
product. Sometimes they are confused or excited (impulsive buyers). Sometimes it is the ego and
prestige. Example: women during end of season sale (negative appeal)
o Morals/ethics – Consumer weighs which is right or wrong because the advert makes them do it.
There is often a message. (Dove campaigns, cigarette adverts)
o humour – if consumer is emotionally enticed through humour, he will like the product. He likes the
advert, he likes the product. (Vodafone zoozoo adverts, Fevicol adverts)
o bandwagon – Fear of missing out appeal (FOMO) – make consumer believe if they don’t buy it,
then they are missing something essential. (Amazon deal of the day countdown)
o competitive advantage – appeal through comparison of 2 products. (detergent adverts)
o favourable pricing – appeal through enticing prices ( 1+ 1 offers, free offers, combo offers, more
for less price offers)

Some common types of advertisements (These are not all. There are many more types!)

Banner advertising: horizontal banner

o Leader board : horizontal banner

o Skyscraper : vertical banner placed in the sidebars
o Hover adverts: hover or pop up anywhere, anytime, obscuring content

Ambient advertising: ads placed in unusual places, on unusual objects

Spoof/parody advertisement: adverts of a non-existent product or shaming an actual rival

product within an ad of the actual product. Purpose: to ridicule or show how their
product is superior.
Some key features to know and demonstrate while analysing advertisements

Headline

Copy

Illustration - photographic/clip art/drawing/painting/digital art

Signature/logo/logotype

Slogan/catch phrase: For the brand - Holds the brand's spirit. The core value(s)

Tagline: For the product - the feeling shown through products or services

Brand promise: A statement that will inform customers what they can expect from the
product and thus the brand.

Typography: typeface, type size

Negative space
Some examples of fear advertisements:
Humour adverts
Social awareness
Example of Body of work: (BOW)

(BOW is used ONLY for IO.)

Dove #Real Beauty campaign adverts