How to Analyze an Advertisement (+ Examples)

1. Visual Elements:
   • Images and Graphics: Examine the visuals used, including photographs, illustrations, or graphics. What do they depict, and how do they contribute to the message?
   • Colors: Analyze the color palette. Are certain colors emphasized? Do they evoke specific emotions or associations?
   • Typography: Assess the font style, size, and color of text. How does typography reinforce the ad’s message or brand identity?
   • Layout and Composition: Look at how elements are arranged on the page or screen. What is the focal point, and how does the composition guide the viewer’s attention?
2. Copy and Text:
   • Headline: Analyze the headline or tagline. Is it catchy, informative, or provocative? What message does it convey?
   • Body Text: Examine any written content. What information is presented, and how is it structured? Is it persuasive, descriptive, or informative?
   • Slogans and Branding: Consider any slogans or branding elements. How do they contribute to brand recognition and identity?
3. Audience and Targeting:
   • Demographics: Identify the intended audience based on factors like age, gender, ethnicity, and socio-economic status. How does the ad tailor its message to this audience?
   • Psychographics: Consider the audience’s values, beliefs, and lifestyle. Does the ad align with these aspects to establish a connection?
   • Emotional Appeal: Determine the emotions the ad aims to evoke in the audience. Is it using fear, humor, nostalgia, or other emotional triggers?
4. Message and Theme:
   • Main Message: Identify the core message or theme of the advertisement. What is it trying to communicate or persuade the audience of?
   • Subtext: Look beyond the surface message. Are there underlying themes, symbolism, or implied messages?
5. Visual Rhetoric:
   • Ethos, Pathos, and Logos: Assess how the ad uses these rhetorical appeals.
   • Does it establish credibility (ethos), evoke emotions (pathos), or present logical arguments (logos)?
6. Call to Action:
   • Determine if the advertisement includes a clear call to action (CTA).
   • What does it ask the audience to do, whether it’s making a purchase, visiting a website, or subscribing to a service?
7. Brand Identity:
   • Explore how the ad reinforces or builds the brand’s identity. Does it align with the brand’s values, mission, and previous marketing efforts?
   • Consider the use of logos, mascots, or recurring brand elements.
8. Context:
   • Analyze the context in which the ad is presented. Is it part of a larger campaign or series of ads?
   • How does it fit within the cultural or societal context of its time?
9. Effectiveness:
   • Assess the overall effectiveness of the advertisement. Has it achieved its intended goals?
   • How well does it resonate with the target audience?
10. Cultural and Societal Influences:
    • Consider how the ad may be influenced by or reflect cultural, social, or political factors.
    • Does it engage with current issues or trends?

By analyzing these key components, you can gain a deeper understanding of how the advertisement functions and its impact on its intended audience.

1. Apple’s “1984” Commercial (1984):
   • Context: This iconic Super Bowl commercial introduced the Apple Macintosh computer and played on the cultural and political climate of the time.
   • Rhetorical Appeals: It uses pathos by portraying conformity and control in a dystopian future and then offers the Macintosh as a tool for individuality and liberation. The ad also appeals to ethos through the credibility of the Apple brand.
   • Rhetorical Devices: The ad features strong visual and symbolic elements, including the Orwellian setting and the sledgehammer smashing the screen, to create a lasting impression.
   • Tone and Style: The tone is rebellious, and the style is dramatic and cinematic.
   • Message and Purpose: The message is to position the Macintosh as a revolutionary product. The purpose is to build anticipation and excitement around its launch.
2. Nike’s “Just Do It” Campaign (Various):
   • Context: Nike’s long-running “Just Do It” campaign encourages athleticism and perseverance.
   • Rhetorical Appeals: It appeals to pathos by featuring stories of athletes overcoming challenges, evoking emotions like determination and inspiration. Ethos is built through endorsements by famous athletes.
   • Rhetorical Devices: The campaign uses storytelling, powerful visuals, and motivational slogans.
   • Tone and Style: The tone is motivational and empowering, and the style is often energetic and fast-paced.
   • Message and Purpose: The message is to inspire people to push their limits and pursue their goals. The purpose is to associate the Nike brand with athletic excellence and determination.
3. Coca-Cola’s “Share a Coke” Campaign (Various):
   • Context: Coca-Cola’s campaign replaces its logo with popular names and encourages people to share personalized bottles.
   • Rhetorical Appeals: It appeals to pathos by tapping into the desire for personalization and connection with others. The use of common names also fosters a sense of inclusivity.
   • Rhetorical Devices: Personalization is the key device, along with the visual impact of seeing your name on a Coke bottle.
   • Tone and Style: The tone is friendly and relatable, and the style is simple and colorful.
   • Message and Purpose: The message is to promote sharing moments of happiness. The purpose is to increase consumer engagement and sales.
4. Dove’s “Real Beauty” Campaign (Various):
   • Context: Dove’s campaign aims to challenge beauty stereotypes and promote body positivity.
   • Rhetorical Appeals: It appeals to ethos by using real women instead of models and presents a positive body image as something to aspire to (logos). Pathos is also invoked by highlighting self-esteem issues.
   • Rhetorical Devices: The campaign uses before-and-after photos, testimonials, and interviews to convey its message.
   • Tone and Style: The tone is empowering and inclusive, and the style is often documentary-style and relatable.
   • Message and Purpose: The message is to redefine beauty standards. The purpose is to build a positive brand image and promote Dove products.
5. Budweiser’s “Puppy Love” Commercial (2014):
   • Context: A Super Bowl commercial featuring the bond between a puppy and a Clydesdale horse.
   • Rhetorical Appeals: It appeals to pathos through the heartwarming story, generating emotions like love and nostalgia. Ethos is built through the association with Budweiser, a trusted brand.
   • Rhetorical Devices: The ad uses storytelling, music (“Let Her Go” by Passenger), and compelling visuals.
   • Tone and Style: The tone is sentimental and heartwarming, and the style is cinematic.
   • Message and Purpose: The message is to associate Budweiser with emotional connections and memorable moments. The purpose is to increase brand loyalty and sales.
6. Old Spice’s “The Man Your Man Could Smell Like” Campaign (2010):
   • Context: This humorous and absurd campaign aimed to rebrand Old Spice and appeal to a younger audience.
   • Rhetorical Appeals: It uses humor and exaggeration to create a memorable impression (pathos). The confident spokesman and entertaining scenarios add an element of ethos.
   • Rhetorical Devices: The campaign employs quick, witty dialogue and surreal transitions to keep viewers engaged.
   • Tone and Style: The tone is comical and confident, and the style is fast-paced and surreal.
   • Message and Purpose: The message is to position Old Spice as a modern, dynamic brand. The purpose is to increase brand visibility and sales.
7. Pepsi’s “Pepsi Generations” Campaign (2018):
   • Context: Pepsi’s campaign celebrated its history and iconic moments, coinciding with the Super Bowl.
   • Rhetorical Appeals: It appeals to nostalgia (pathos) by featuring pop culture references and celebrities from various eras. Ethos is established through the brand’s long-standing presence.
   • Rhetorical Devices: The ad incorporates iconic moments and jingles from Pepsi’s past commercials.
   • Tone and Style: The tone is celebratory and upbeat, and the style blends past and present seamlessly.
   • Message and Purpose: The message is to highlight Pepsi’s enduring legacy. The purpose is to connect with consumers emotionally and boost brand loyalty.
8. Geico’s “Gecko” Campaign (Various):
   • Context: Geico’s long-running campaign features a talking gecko as a humorous spokesperson.
   • Rhetorical Appeals: It uses humor and relatability (pathos) to engage viewers. Ethos is built through consistent brand recognition.
   • Rhetorical Devices: The gecko character serves as a recurring motif and is often placed in amusing situations.
   • Tone and Style: The tone is humorous and lighthearted, and the style is often comical and memorable.
   • Message and Purpose: The message is to convey that Geico makes insurance easy and affordable. The purpose is to increase brand awareness and customer inquiries.
9. Axe’s “Axe Effect” Campaign (Various):
   • Context: Axe’s campaign promotes its grooming products by suggesting that using them will make men irresistible to women.
   • Rhetorical Appeals: It appeals to pathos by creating fantasies of attraction and desire. Ethos is established by featuring confident, attractive men.
   • Rhetorical Devices: The campaign often uses hyperbole and surreal scenarios to amplify the message.
   • Tone and Style: The tone is bold and provocative, and the style is often over-the-top and humorous.
   • Message and Purpose: The message is that using Axe products will boost a man’s attractiveness. The purpose is to drive product sales by connecting them with confidence and desirability.
10. Google’s “Year in Search” Campaign (Annual):
    • Context: Google’s annual “Year in Search” campaign compiles the year’s most searched topics and events.
    • Rhetorical Appeals: It appeals to pathos by reflecting on the emotional moments and challenges of the year. Ethos is established through the reliability and ubiquity of Google’s search engine.
    • Rhetorical Devices: The campaign uses real search queries and combines them with emotional visuals and music.
    • Tone and Style: The tone is reflective and emotional, and the style is a compilation of user-generated content.
    • Message and Purpose: The message is to showcase the power of Google search in understanding and reflecting on global events. The purpose is to reinforce Google’s role in our lives and its search capabilities.
11. Doritos’ “Crash the Super Bowl” Campaign (Various):
    • Context: Doritos’ annual Super Bowl ad campaign invites consumers to create their own Doritos commercials.
    • Rhetorical Appeals: It appeals to creativity and humor (pathos) by involving consumers in the creative process. Ethos is established by showcasing the winning entries.
    • Rhetorical Devices: The campaign relies on user-generated content, often featuring humorous or unexpected scenarios.
    • Tone and Style: The tone varies but is often comedic and unconventional, and the style is influenced by the creativity of the consumer-generated content.
    • Message and Purpose: The message is to engage consumers and highlight Doritos’ role in fun and creativity. The purpose is to create brand engagement and buzz during the Super Bowl.
12. Toyota’s “Swagger Wagon” Campaign (2010):
    • Context: Toyota’s campaign aimed to redefine the image of minivans as stylish and fun.
    • Rhetorical Appeals: It appeals to humor and relatability (pathos) by portraying a family embracing their minivan. Ethos is established through the reputation of Toyota.
    • Rhetorical Devices: The campaign uses a catchy hip-hop song and humorous family situations.
    • Tone and Style: The tone is humorous and upbeat, and the style is music-driven and comedic.
    • Message and Purpose: The message is that Toyota Sienna is not your typical minivan. The purpose is to change perceptions and boost sales.
13. Always’ “Like a Girl” Campaign (2014):
    • Context: Always’ campaign addresses gender stereotypes and empowers girls and women.
    • Rhetorical Appeals: It appeals to pathos by highlighting the impact of stereotypes on girls’ self-esteem and self-perception. Ethos is established through the message of empowerment.
    • Rhetorical Devices: The campaign uses interviews and visual demonstrations to challenge stereotypes.
    • Tone and Style: The tone is empowering and emotional, and the style is documentary-style.
    • Message and Purpose: The message is to challenge and change societal attitudes toward what it means to do something “like a girl.” The purpose is to promote brand values and positive change.
14. Audi’s “Daughter” Commercial (2017):
    • Context: Audi’s Super Bowl ad promotes gender equality and challenges gender stereotypes.
    • Rhetorical Appeals: It appeals to pathos by telling the story of a young girl in a go-kart race and advocating for gender equality. Ethos is established through Audi’s commitment to progressive values.
    • Rhetorical Devices: The ad uses a narrative approach and a powerful voiceover.
    • Tone and Style: The tone is inspirational and thought-provoking, and the style is cinematic.
    • Message and Purpose: The message is to support gender equality and promote Audi’s commitment to progressive values. The purpose is to create brand awareness and connect with socially conscious consumers.
15. Burger King’s “Whopper Detour” Campaign (2018):
    • Context: Burger King’s campaign encouraged customers to order a Whopper through their mobile app while at or near a McDonald’s restaurant.
    • Rhetorical Appeals: It appeals to humor and a sense of adventure (pathos) by encouraging customers to “detour” from a McDonald’s to Burger King. Ethos is established through the competitive and bold nature of the campaign.
    • Rhetorical Devices: The campaign relies on geolocation technology to trigger discounts when near a McDonald’s.
    • Tone and Style: The tone is humorous and daring, and the style is disruptive and tech-savvy.
    • Message and Purpose: The message is to showcase the convenience of the Burger King app and the brand’s competitive spirit. The purpose is to increase app downloads and sales.

These examples demonstrate how different advertisements employ various rhetorical strategies and devices to convey their messages and connect with their target audiences.