The document provides a template for analyzing print advertisements by breaking them down into their key components: the copy or text used, the graphics or images, the brand and product being advertised, the logo, any characters featured, whether a story is told, similarities to other media, the slogan, and who the target audience is and how the ad tries to persuade them. It also provides questions to analyze the representation of who or what is featured in the ad, who the preferred audience is, what they are doing and why, and where they are located and framed.

1. Print Advert Analysis Template
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?
The brand (the product being sold)
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?
Now analyse Representation (Who? What? Why? Where?)
Who or what is being represented? Who is the preferred audience for this representation?
What are they doing? Is their activity presented as typical, or atypical? Are they conforming to genre
expectations or other conventions?

2. Why are they present? What purpose do they serve? What are they communicating by their
presence? What's the preferred reading?
Where are they? How are they framed? Are they represented as natural or artificial? What
surrounds them? What is in the foreground and what is in the background?