Consider visual composition, use of color, light and dark, etc.; characterization of the people in the ad; qualities of voice and inflection; music; the use of language that has loaded or multiple meanings, etc. How would you characterize the mood or tone of the advertisement? Who seems to be the advertisement's implied audience? Support your ideas in this section with an explanation of your reasoning (answer the question 'Why?' in support of all of your claims). 5 b. Meanings and Impacts: What specific meanings are generated by the visual and verbal signs in the advertisement? What are the intended impacts of these signs for the viewer/reader? Which are the most powerful signs in the advertisement? What signifiers and signifieds create the signs? Support your ideas in this section with an explanation of your reasoning (answer the question "Why?" in support of all of your claims). c. Ideas, Feelings, Ideologies and Myths: What values, beliefs, and attitudes are used or evoked in the advertisement? What emotions, needs, fears are invoked? What political or ideological themes are embedded in the imagery and language? What cultural myths are referenced? Are there elements of intertextuality in the advertisement? What effect do these have on how we read this advertisement? How do these aspects reflect the current climate of your advertisement? Support your ideas in this section with an explanation of your reasoning (answer the question "Why?" in support of all of your claims). d. Organization and Marketing: What information do you have on the product and/or sponsoring organization/company of the advertisement? What does this organization/company spend on advertising each year? In what outlets/media? What are the product's profit and social and history? What advertising strategies have been used to sell the product over time and with what success? Have there been any significant changes in the product or sales strategies over time? What market and or demographic does the product target? What aspects of the target market's identity does this advertisement appeal to or affirm? How effective are these appeals to identity in the advertisement? Support your ideas in this section with an explanation of your reasoning (answer the question "Why?" in support of all of your claims). e. Evaluation: Critically evaluate the advertisement in terms of its accuracy, logic and reasoning, and ethics. To what extent does it enhance our understanding or inform us on an issue? Do we learn something new or see things differently as a result? Does the advertisement encourage us to find out more or to engage with others and/or the world in a new way?
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