The document provides questions to consider when analyzing advertisements, including: 1) How elements of mise-en-scene like costumes, props, lighting, and settings are used and why. 2) How framing, camera work, and the actors' poses are used and why. 3) How techniques like humor, emotion, demonstration, and celebrity endorsement are employed. 4) How slogans, logos, fonts, and anchorage are used to convey and fix the intended meaning. 5) How the target audience, demographic profiles, and lifestyle appeals are considered.

2. Anti-Hero Why a long coat/ clock and
why black? (mise en scene Why is the actor/ Why is the actor looking
costume & use of colour) character wearing sun away from the audience?
glasses? (mise en ( direct mode of address)
Why the use of dark
scene – use of props) when the model/actors
skies? (mise en scene-
faces the camera and
lighting)
indirect when looking
Why is a long shot
away)
used?(framing)
Why is the actor placed
up high overlooking the
city? (mise en scene –
settings & locations and
actor’s pose)
Why are audiences
having to look up at the
character (camera -high
angle - framing )
Why the use of machinery
(mise en scene props)
Why has the character got his
back to the audience? (mise en
scene – actor’s pose)

3. Sunny day – positive associations
Brown wavy border – Eyes follow body
signifies (connotations) shape down to
smooth, flowing product
chocolate. Draws eyes Young woman, happy,
to top of page. smiling, professional,
Cheeky grin - status, smartly dressed,
naughty subtle make up –reflects
Slightly sexualized image the target audience –
– pulls (average woman) – creates
meanings/associations empathy and positive
together – white top associations with product
signifies good, positive
associations Medium long shot – uses full
Product – very width and height of frame –
strategically placed and tightly packed.
positioned – sexual Predominance of brown –
connotations (cheeky) connotations of chocolate
humour – associations
with emotion and desire Subject is framed by
– implies the illicit - borders –
exciting) connotations of being
immersed in
Anchorage – ‘catch line’ –
chocolate
sets up the humour, implies
an illicit affair – funny,
exciting, naughty, reinforces Pack shot – the product,
associations with sex and Phallic – sexual shows the audience –
chocolate – creates an connotations reinforces
Slogan - recognition
emotional response – desire. recognition/associated
pleasures

4. Lighting – high or low key lighting Models- Direct or
indirect mode of
address?
Setting/Location/Backgr
ound Use of Model –
If you decide to use
What is your setting, a model/s how are
background or location? you going to try and
make sure your model
How does it help to make reflects the target
your trainers or advert audience
overall more appealing
to your target audience
Framing of Shot- What
framing of shot will you
use and why?
Product – where will you
strategically place/
position your your Boarders- Will you
trainers? use a boarder and if
so, what colour and
what will you frame?
Fonttype- What font
style and font size
Anchorage – What and will you use?
where will you place your Slogan - recognition
anchorage?

5. Slogan Techniques Advertising Techniques
Broken Rules -Mis-spelled words, •HUMOUR
incomplete sentences, grammatical error •SHOCK
Beanz Meanz Heinz •EMOTION
•DEMONSTRATION
Repetition of Sound
The use of rhyme, alliteration (clusters of •COMPARATIVE
similar sounding consonants) or •CELEBRITY ENDORSEMENT
assonance (similar vowels)
A Mars a day helps you work rest and •ENIGMA ADVERTISING
play.... Snap! Crackle! Pop!- Kellogg's Rice
Krispies Cereal
• Frames can be empty or
Word Play
Obvious joke, puns, double meanings or full.
well-known sayings, songs or • Characters/products can
Quotations -Once you pop, you can't be in the foreground or
stop! Pringles Argos-Don't shop for it Argos
it background
• They might be left or right
Verbal images - Strong visual suggestions of the frame – These all
that widen the range of asociations Soft
strong and very long- ,Andrex have meaning

6. Anchorage Pictures are often seen with some sort of writing. In
Using words to fix most media, and in advertising in particular, words,
meaning. soundtrack or captions are used to tie down or anchor
the meaning of images. Think about captions and see
how much the message of the picture depends on the
words that have been chosen to go with it.

7. Must Cover/Use Marks Good Work- Nearly There Marks
You’ve Nailed It Marks- Lets Celebrate !!
Connation Demographic/ Audience Profile/Psychographics Desired meaning
Audience appeal Use of anchorage Slogan Mise en Scene Use of quotes/stats
Design and layout (colour, font style and font size, lighting, costume) Lifestyle Appeal
Relationship between font and image Use of Ideology Use of Pack Shot
Institution – the companies involved in the production of media texts and how the advert
reflects the company’s identity Actor’s Pose Framing/Camera Work
You felt the ad deliberately left things out - why? Use and positioning of /logo
Use of known stereotypes / stereotypical & why? Use of specific model/ celebrities & why
Use of specific settings/locations Foreground/background Consumer
Images Message Communicate Page set up -Portrait/Landscape
Use of SFX & Why Crop Positioning Use of Direct/Indirect Mode of Address