ISBR Business School

PGDM- 1st Trimester- Marketing Management-1

CIA1- Advertisement Analysis- 2022-2024
Submission Date: 03rd September 2022- 4.30PM
Instructions:
1. This CIA is group based and consists of 4 or 5 students in a team
2. Watch the video carefully
3. Prepare a report and submit within due date.
4. This CIA contains 15 Marks
5. Minimum 6 Pages of report, Font Style- Times New Roman, 1.5 Line Spacing,
Justified alignment, 12 Font Size
Format:
When writing your Ad Analysis Essay, be sure to identify the rhetorical appeals— logical
(logos), emotional (pathos), and ethical (ethos) used in the ad. Also, take some time to
analyze the ad's target audience and determine the values, beliefs, and attitudes of this
audience.
We are surrounded by advertising. Whether you’re watching television, reading a magazine,
going to the movies, or even browsing social media, you’re bound to see some ads. However,
by analyzing what’s included in an ad, such as the language, the imagery, the music, and the
actors, you can begin to break down the subtle process’s ads use to persuade people to buy
certain products and get a sense of how the marketing strategies of advertisers work
STEPS TO BE FOLLOWED:
1. Ascertain who the target audience of the commercial is: Use the context of the
commercial (e.g., what channel it’s played on) to figure out who the advertisers are
trying to persuade. This will help you determine what sorts of beliefs or emotions the
commercial is meant to appeal to.
2. Examine how the commercial tries to get your attention. Advertisers want their
commercials to be eye-catching as well as persuasive. Look for ways that
commercials try to reel you in, such as flashy visuals or special effects.
3. Determine what sort of mood the advertisement seeks to create. The ultimate goal of
any commercial is to shape the way you feel about a product or service. Examine the
mood of the commercial and how that mood works to shape your feelings towards the
commercial’s product
4. Listen to the soundtrack and ask how it affects your reaction. Commercials may use
music to subtly influence your emotional reaction to the product being advertised or
use a jingle to make the commercial more memorable.
5. Consider how the actors chosen to star in the commercial influence you. Advertisers
make very deliberate choices when it comes to hiring actors to star in commercials.
Examine the age, race, and gender of the actor(s) to determine what sort of response
the advertisers are hoping to get from their audience.
6. Analyze the language used in the ad. Nearly all commercials feature talking, either
from actors starring in the commercial or through a voice-over. Examine the specific
words that are featured in the commercial to see how they are being used to appeal to
the audience’s emotions.