Evaluating Advertisements

Every ad is trying to sell you something: a product, a service, an idea . . . . Behind every ad on the Internet, on television, in magazines, and on billboards, someone is trying to "twist your arm." Whether you let them is your choice. Fight back by critically responding to advertisements.

Your Turn Find an ad to evaluate. (You can use the 1919 cigarette ad above if you wish.) Then answer the following questions:

1. Who produced the ad?
2. What was the communication situation (use the PAST questions)?

• Purpose Why does this ad exist? What is it trying to get the viewer to do?
• Audience Who is the target of this ad? How does it appeal to them?
• Subject What is this ad about? What product, service, or idea is it selling?
• Type What kind of ad is it? How does this type of ad persuade people?

3. How do the words try to convince the viewer? (Slogans, questions, appeals, etc.)
4. How do the images try to convince the viewer? (Lines, colors, composition, etc.)
5. How truthful or misleading is this ad? Explain.