How to Readan AD Adapted from Visual Messages by David M. Considine & Gail E. Haley Ads from www.adflip.com
Important noteDon’t forget to fill out the worksheetentitled “How to Read an Ad” as youcomplete this activity.There really aren’t any right or wronganswers, but I will be looking for you toshow that you thought about thequestions and gave meaningful answers.
When reading an ad, examine the following:Point of viewPositionPosture 4Person speaking p’s
Point of ViewWhat is the camera angle?What is the advertiser trying to saythrough the camera angle?
Point of View Up angles can be used to suggest power, prestige, and success. Can you think of another ad which uses camera angles to convey an idea about a product?
6 Point of ViewWhat might the angleof this ad suggest?
7 PositionWhere is the productplaced?Why is it placedthere?
8Position The product is placed in the center of the action. This product’s placement helps to suggest that it is an important part of having a good time.
9 PositionWhere is the productplaced?Why is it placedthere?
10 PostureHow do the actors carry themselves in theadvertisement?What do their facial expressions andbodily movements suggest about theproduct being advertised?
11 PostureWhat is the facialexpression and bodylanguage of theactor?What ideas does hisexpression and bodylanguage conveyabout the product?
12Posture The actor has a happy, excited look on his face. His body suggests energetic movement. The expression and movement work together to show that this product is fun and exciting.
13 PostureWhat is the facialexpression and bodylanguage of theactors?What ideas does theexpression and bodylanguage conveyabout the product?
14 Person SpeakingWho is speaking in the ad?Why was the particular speaker chosen?
15 Person SpeakingWho is speaking inthe following ad?Why was this personchosen?
16Person Speaking Here a fictional mother is speaking to her daughter. People tend to trust advice from their mothers, so a mother is used to add credibility to the product.
Person SpeakingWho is speaking inthe following ad?Why was this personchosen?
Is that all?Use what you learned to analyze two of thefour ads on the next slide.