Organize the body into clear subtopics that analyze the various factors, and be sure to provide adequate support (detailed explanations and examples) for each of your conclusions. Here are some of the elements you may want to consider and a suggested outline for your report:

Introduction (1 paragraph)

     Start with a general statement that will help the reader understand your approach to analyzing the ad. This could be an observation about the appeal of this type of product, the general needs and interests of the target market, the type of advertising usually found for this product class, etc.

     Introduce the ad with a very brief description of the product or service it is promoting. Include details on the ad's placement -- the type of media (magazine), the vehicle (name of publication where it appeared), timing (when it ran).   

     Present your claim (your evaluation of the ad's effectiveness) and the main factor or reason that influenced your evaluation. 

Description of the ad  (1 paragraph)

     Provide an objective description of the actual ad. Include details on the visual appearance (layout, colors, graphics, etc.) and the message (the ad copy).  You can also include more information here about the product or service (features, usage patterns, pricing strategy, stage in the product life cycle, past advertising, etc.) if you feel this background will help your readers understand your analysis.  

     

The advertiser's purpose  (1-2 paragraphs)

     Analyze the ad in terms of what you believe the advertiser's goals are in running this ad. Justify your thinking by citing specific elements of the ad's design, message or placement that made you draw these conclusions.  Your analysis should answer these two questions: 

     1 - What is the objective of the ad? Go beyond the obvious (increasing sales, which are marketing goals) and think about the ad's communication goals (what the advertiser wants the actual message to accomplish in consumers' minds). Does the ad seek to create awareness of a new product or feature, develop or reinforce a long-term brand image, reposition the product, change existing consumer perceptions? 

     2 - Who is the target audience for this ad?  Be as specific as possible. Define the intended customer in terms of demographics (age, gender, income,  etc.),  psychographics (lifestyles, beliefs, attitudes),  geographic location (where they live) and behavioral factors (product usage patterns and commitment levels).  What social and cultural issues will affect how these consumers react to the ad?  Why did the advertiser choose this audience?
  

Strategy & tactics (2-3 paragraphs) 

      Analyze the elements of the printed ad in terms of how they work to accomplish the objectives. Justify your thinking by citing specific elements of the ad's design, message or placement that made you draw these conclusions.  The elements you evaluate will depend on your ad, but here are some questions to consider: 

     What is the one main benefit the ad promises for the target audience? What product features are offered to support this benefit? 

     What type of emotional or logical appeal is the advertiser using to persuade the consumer?

     What elements of the ad seek to make the message memorable?

     Does the ad copy emphasize creativity, or is it content-driven?

     What specific techniques is the ad using to deliver the intended message? Discuss the function and effectiveness of the main elements of the ad:

Layout & design (overall impact; weighting of the elements; how the eye moves around the layout; 
       how the use of color, white space and type face contribute to the message).

Visual  (impact, placement, appropriateness, relationship to the copy or headline). 

Headline (how it attracts attention or contributes to the message). 

Body copy (length, tone, emphasis). 

Slogan  (familiarity, tie-in to the product benefit or company image).

Company logo (familiarity, prominence, corporate image). 

 

Conclusion (1 paragraph)

    Overall, is the ad persuasive, believable, memorable?  Will it accomplish the advertiser's goals?

    What response do you believe the ad will get from consumers?  

    Reassert your thesis -- the main reason the ad is or is not effective for its intended purpose.