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How to Read an AD

How to Read an AD. Adapted from Visual Messages by David M. Considine &Gail E. Haley and later by H.Blanchet Ads from www.adflip.com. Persuasion techniques. 2. Take notes. There really are not any right or wrong answers. Think about the questions and give personal answers.

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How to Read an AD

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  1. How to Read an AD Adapted from Visual Messages by David M. Considine &Gail E. Haley and later by H.Blanchet Ads from www.adflip.com

  2. Persuasion techniques 2 • Take notes. • There really are not any right or wrong answers. • Think about the questions and give personal answers.

  3. Here are some persuasion techniques; we call them the 4 Ps 3 • Point of view • Position • Posture • Person speaking 4 P’s

  4. Point of View 4 • What is the camera angle? • What is the advertiser trying to say through the camera angle? How has the photo been taken: straight on, from above, from below, from the side? How does this change how you look at the image? What does it make you focus on? Does this match the product/message of the advertisement/article?

  5. Point of View 5 • Up angles can be used to suggest power, prestige, and success.

  6. Point of View 6 • What does the angle of this ad suggest?

  7. Position 7 • Where is the productplaced? • Why is it placed there?

  8. Position 8 • 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. Position 9 • Where is the product placed? • Why is it placed there?

  10. Posture 10 • What is the facial expression and body language of the actor? • What ideas does his expression and body language convey about the product?

  11. Posture 11 • 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 isfun and exciting.

  12. Posture 12

  13. Person speaking 13 • Is chosen to establish trust. Trust is basic in persuasion. • This person is a person of good judgment and good sense or a person of integrity and good moral or a friendly person who seems to have your interest in mind.

  14. Person speaking 14 • Who is speaking in the following ads? • Why was this person chosen?

  15. Person speaking 15 • Beyonce Knowles… • The music superstar has had a longstanding contract with the cosmetics company L’Oréal dating back to 2001.

  16. Person speaking 16 • This iPod ad uses a large name in the music industry.

  17. Is that all? 17 • No… • Use what you have learned to analyze two of the four ads on the next slide.

  18. Analyze two of the following ads 18 1 2 3 4

  19. Ad number one 19

  20. Ad number two 20

  21. Ad number three 21

  22. Ad number four 22

  23. Forum: http://www.iconique.com • Madonna: pre-photoshopped • Comments: • Oh boy... well she's not the young lady she used to be but still beautiful in her own special way, at least she didn't fall for major plastic surgery. • - I love the 'old' Madonna. I'm so fed up with all this anti-women older thing. Even young girls are already scared to get old. It's totally ridiculous. A lost for women liberation! That what it is in fact. I thought it was nice to see how the industry manipulates images. Shot before it was airbrushed etc etc...

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