1.

Understand the Purpose

 Recognize that every advertisement has a primary purpose, whether it's to inform,
persuade, or entertain the audience. Identifying the purpose is the first step in
understanding the advertisement's message.

2. Analyze the Audience

 Determine the target audience for the advertisement. Consider factors like age, gender,
interests, and socio-economic status. Understanding who the advertisement is aimed at
can help you assess why certain visual and linguistic strategies are used.

3. Dissect the Content

 Look at both the text (language) and the images used in the advertisement. Analyze how
they work together to convey the message. Consider the connotations of words, the
imagery, symbols, and any cultural references.

4. Examine the Layout and Design

 The arrangement of elements in an advertisement is deliberate. Analyze the layout, color

scheme, font size, and style. Consider how these elements draw attention to or emphasize
certain parts of the advertisement.

5. Consider Persuasive Techniques

 Advertisements often use persuasive techniques such as ethos (appeal to ethics), pathos
(appeal to emotion), and logos (appeal to logic). Identify these techniques and evaluate
how effectively they are used to influence the audience.

6. Evaluate the Use of Rhetorical Devices

 Look for rhetorical devices like repetition, rhetorical questions, analogies, and metaphors.
Analyze how these devices contribute to the overall effectiveness of the advertisement.

7. Reflect on the Values and Messages

 Consider what values and messages are being promoted by the advertisement. Reflect on
the societal, cultural, or ethical implications of these messages.

8. Consider the Context

 The historical, social, and economic context in which an advertisement is created can
significantly affect its content and reception. Consider how these factors might influence
the advertisement’s message and its impact on the audience.

9. Analyze the Impact

  Reflect on the potential impact of the advertisement on the audience. Consider both the
immediate response it might elicit and the longer-term effects it could have on audience
behavior and attitudes.

10. Critique the Effectiveness

 Finally, critique the advertisement's effectiveness. Assess whether it successfully reaches its
target audience and fulfills its purpose. Consider any ethical concerns or potential
misconceptions that could arise.

Example 1

Some elements of the text to consider:

 The alliteration at the top of the text

 The link between the three adjectives and the depiction of the burgers
 The use of periods to accentuate the alliteration
 The use of lower case letters at the top of the text and how this contacts with the size of
the burgers
 The low-angle photo of the burgers which make them seem much larger than ordinary.
 The center placement of the larger and more popular Big Mac
 The use of red, white, and yellow throughout the text
 The labels on each hamburger
 The logo and slogan on the bottom right.

In this analysis, we'll explore the advertisement featuring McDonald's hamburgers, focusing on the
specific elements highlighted.

Alliteration and Textual Elements

The advertisement employs alliteration at the top of the text, a stylistic device that uses the
repetition of initial consonant sounds in closely situated words. This technique can make the text
more memorable and engaging for the reader. The use of periods to accentuate the alliteration
further draws attention to this stylistic choice, creating a rhythmic pause that encourages the
viewer to focus on the alliteration. The decision to use lowercase letters contrasts sharply with the
visual dominance of the burgers, suggesting a casual, approachable tone that contrasts with the
visual grandeur of the product.

Visual Depiction and Color Scheme

The advertisement strategically uses a low-angle photo of the burgers, which serves to magnify
their appearance, making them seem larger and more tantalizing than they might in ordinary
presentation. This technique is particularly effective in food advertising, as it enhances the
product's desirability.

The center placement of the Big Mac, larger and presumably more popular than the others, draws
the viewer's eye to it immediately, highlighting its importance among the products presented.
This visual hierarchy informs the viewer of the Big Mac's prominence in the McDonald's burger
lineup.

The color scheme of red, white, and yellow is deliberately chosen for its psychological impact—
red stimulates appetite, white conveys purity and simplicity, and yellow is associated with
happiness and friendliness. These colors, deeply embedded in McDonald's branding, are used
throughout the text to reinforce brand identity and evoke specific emotional responses.

Labeling and Branding Elements

Each hamburger is labeled clearly, allowing the viewer to identify the products easily. This
straightforward labeling reinforces the advertisement's informative purpose, ensuring viewers can
associate each visual representation with its corresponding product name.

The presence of the McDonald's logo and slogan on the bottom right of the advertisement serves
a dual purpose. It acts as a stamp of brand identity, ensuring the viewer associates the positive
images and feelings evoked by the advertisement with McDonald's. The slogan, often a concise
expression of the brand's values or appeal, helps reinforce the message that McDonald's aims to
convey through this advertisement.

Conclusion

In sum, this McDonald's advertisement masterfully combines textual and visual elements to create
a compelling advertisement. The careful choice of alliteration, contrast in text formatting, strategic
use of colors, and effective visual presentation techniques work in concert to enhance the
desirability of the burgers. The advertisement not only showcases the products in an appealing
light but also reinforces McDonald's brand identity through consistent use of colors, strategic
placement of the logo and slogan, and an overall presentation that speaks to the brand's values
of quality, happiness, and customer satisfaction. Through these elements, McDonald's
communicates not just an invitation to enjoy their burgers, but an experience that is uniquely
theirs.

Example 2
Some elements of the text to consider:

 The use of bright saturated colors in the image

 The composition -the person relaxing the left of the foreground with the cruise ship
slightly out of focus in the background on the right
 The use of the numbered list with each one starting with a verb.
 The additional information located in the “coupon” on the left of the ad
 The fact that the “Term and conditions” are listed in a small, difficult to read size.
 The band of text at the bottom the ad that highlights the how using Co-operative Cruises
can save readers time.

This analysis focuses on an advertisement for Co-operative Cruises, a company likely promoting
travel and vacation packages. By examining the elements provided, we can understand the
advertisement's strategy to attract and persuade potential customers.

Use of Color and Composition

The advertisement employs bright, saturated colors, which are instantly eye-catching and evoke
feelings of excitement and happiness—emotions closely associated with the idea of going on a
vacation. Bright colors are often used in travel advertisements to simulate the vibrancy and
richness of travel destinations.

The composition of the advertisement is carefully structured to draw the viewer into a narrative.
On the left foreground, a person is depicted relaxing, which immediately sets a relaxed and
leisurely tone for the viewer. This human element allows viewers to envision themselves in the
scenario, enhancing the ad's appeal. The cruise ship, slightly out of focus in the background on
the right, suggests the destination or the means of getting there, emphasizing the leisurely pace
and luxurious nature of the journey without overpowering the relaxation theme.

Textual Elements and Structure

The use of a numbered list where each item starts with a verb is a clever tactic to create a
dynamic and actionable feel within the ad. Verbs suggest action, movement, and decision-making,
encouraging the reader to envision taking these steps. This structure also makes the information
presented clear and easy to digest, guiding the reader through the benefits or features of
choosing Co-operative Cruises.

Promotional and Legal Information

The "coupon" located on the left of the ad serves as an additional incentive for potential
customers. By placing it prominently, the advertisement provides immediate value, suggesting
savings or benefits upon using the coupon. This tactic is designed to entice readers to act quickly,
leveraging the perceived value.

However, the fact that "Terms and conditions" are listed in a small, difficult-to-read size is a
common practice in advertisements, aimed at not detracting from the main message with
potentially less appealing details. While this is standard, it does highlight the importance of
reading the fine print in any promotional offer.

Value Proposition

The band of text at the bottom of the ad highlights how using Co-operative Cruises can save
readers time, addressing a common concern among travelers: the efficiency of their travel
arrangements. By promising time savings, the advertisement appeals to busy individuals who
value their time and are looking for a hassle-free vacation planning experience.

Conclusion

The Co-operative Cruises advertisement is designed to attract potential customers by offering a

visually appealing and emotionally resonant narrative of relaxation and leisure. Through its use of
color, composition, and structured information, it effectively communicates the joys of cruise
vacations and the specific benefits of booking with Co-operative Cruises. However, the inclusion
of terms and conditions in small print and the strategic placement of promotional offers also
remind the reader to consider the practical aspects of such an offer. Overall, the advertisement
succeeds in creating a compelling case for choosing Co-operative Cruises, blending the promise
of an ideal vacation with the practical benefits of saving time and money.

Example 3
Some elements of the text to consider:

 The use of a famous (at the time) football player to sell a temperature-regulating
undershirt
 The central role that the football player has in the ad
 The cool color in the foreground that contrasts with the warm background
 The shallow depth of field which keeps the audience’s focus on the clothing and the
athlete
 The use of a cool blue font throughout the text
 The double-entendre of “cooler” which is aimed directly at the audience though the use
of the second-person “YOURS”
 The repetition of the brand name (Jockey) in the ad
 Additional text in the audience tries to persuade the audience to purchase the clothing

This analysis explores an advertisement that leverages the popularity of a famous football player
to promote a temperature-regulating undershirt, emphasizing the shirt's utility and appeal
through various visual and textual strategies.

Celebrity Endorsement

The use of a well-known football player as the central figure in the advertisement is a strategic
choice that capitalizes on the athlete's fame and the positive associations fans have with him. This
endorsement suggests that the product is of high quality and effectiveness, worthy of being used
by professionals at the peak of their careers. The athlete's central role in the ad not only draws
attention to the product but also creates a personal connection with the audience, particularly
fans of the player and the sport.

Visual Strategy

The ad's visual composition is carefully crafted to draw the viewer's eye directly to the product
and the endorsing athlete. The cool color in the foreground, likely shades of blue or green,
contrasts with the warm background colors, making the athlete and the undershirt stand out. This
color contrast not only highlights the product but also subtly reinforces the idea of temperature
regulation—cool against warm.

The shallow depth of field further ensures that the audience's focus remains on the clothing and
the athlete, blurring out any potentially distracting background elements. This technique ensures
that the product is the clear focus of the advertisement.

The use of a cool blue font throughout the text complements the product's temperature-
regulating feature and maintains a consistent visual theme that is both aesthetically pleasing and
thematically relevant.

Textual Elements

The advertisement cleverly employs a double entendre with the word “cooler,” which speaks
directly to the audience using the second-person "YOURS." This wordplay not only highlights the
product's primary benefit—keeping the wearer cool—but also suggests that owning this product
will make the consumer “cooler” in the sense of being more fashionable or trendy.

The repetition of the brand name, Jockey, within the ad serves to reinforce brand recognition
among the audience. This repeated exposure ensures that the brand name sticks with the viewers,
increasing the likelihood of recall when they are making purchasing decisions.

Persuasive Text

Additional text aimed at persuading the audience to purchase the clothing likely elaborates on
the benefits of the temperature-regulating technology, possibly including testimonials or further
endorsements. This text works in conjunction with the visual and textual elements to build a
compelling case for the product, emphasizing its practical benefits and its association with high-
performance athleticism.

Conclusion

The advertisement for the Jockey temperature-regulating undershirt employs a multi-faceted

approach to appeal to its audience, combining the influential power of celebrity endorsement
with strategic visual and textual elements. By highlighting the product's innovative features and
associating it with a well-known athlete, the ad successfully communicates the undershirt's value
proposition. The clever use of color, focus, and language not only captures the audience's
attention but also reinforces the product's appeal as both a practical and fashionable choice. This
integrated strategy effectively persuades the target audience of the product's desirability,
encouraging purchase decisions.
How do you Write an Advertisement Analysis?

Now that you understand what advertisement analysis is and why it is important for marketers
and business owners alike, let’s break down how to write an effective advertisement analysis.

Identify Target Audience

To write an effective advertisement analysis, you first need to identify your target audience. Ads
are designed to appeal to a certain group of people, and understanding who that group is will
help you understand the advertisement's purpose and effectiveness. For example, an ad for a new
car might target wealthy middle-aged adults who want to feel young and stylish. Or an ad for a
new line of cosmetics might target women in their 20s who are looking for the latest trends.
Once you know your target audience, you can start to look at the different elements of the
advertisement and how they are meant to appeal to that group. Analyzing these factors will help
you better understand the advertising message and how well it resonates with its intended
audience.

Examine How the Advertisement Tries to Entice You

Next, you want to look at how your advertisement is trying to get customers to buy your product.
This may include using emotional appeal, fear or other tactics. For example, an advertisement for
potato chips may use images of happy, smiling people enjoying the chips. This is an attempt to
create a positive emotional response in the viewer and make them more likely to want to
purchase the chips. Alternatively, an advertisement for men's cologne may use images of
attractive women and suggest that using the cologne will make the viewer more attractive to
women. This is an attempt to create fear or insecurity in the viewer and make them more likely to
want to purchase the cologne. By understanding how your advertisement tries to entice viewers,
you can better discern its purpose and what it is trying to achieve. These advertisement critiques
will help you critically analyze and determine whether or not your advertisement will provide
successful results.

Observe the Graphics Used

When analyzing an advertisement, it is important to observe the graphics that are being used.
Graphic design can be used to create an overall tone for your advertisement and to convey a
certain message or feeling. In some cases, graphics may be used to obscure or distract from the
advertising message. One example of an advertising campaign that uses graphic design effectively
is the "I'm Lovin' It" campaign by McDonald's. The campaign features a heart-shaped logo and
pastel colors, which give the advertising a soft and friendly feel. The ads are also very simple and
easy to understand, which makes them more likely to be remembered. To create gripping graphic
design for your ads, be sure to:

 Use simple, easy-to-understand visuals.

 Stick to a consistent theme or color palette.
 Use typography to add interest and contrast.
 Keep your layout clean and organized.

By following these tips, you can create ads that are attractive and eye-catching, while remaining
true to your advertising message.

Read and Understand the Message or Language

When you can read and understand the message or language being used, you will better
understand your advertising strategy. Your message is essentially your brand promise to your
customers, so driving your point home is critical to your ad’s success. To illustrate this, let's take a
look at a recent commercial for Coca-Cola. The commercial features people from all over the
world singing "The World is Ours" in their own language. When looking at this commercial, the
first thing that you likely notice is the song. The lyrics are uplifting and positive, with a message
that encourages people to come together as one global community. This is reinforced by the
visuals in the commercial, which show people of all different races and nationalities coming
together. Once you have a good understanding of your advertisement, you can then begin to
analyze its components, such as the visuals, the text and the overall tone. By doing this, you can
get a better idea of what you are attempting to communicate to consumers and whether or not it
works.

Feel the Emotion that the Ad is Attempting to Evoke

When analyzing an advertisement, it is important to feel the emotion that the ad is attempting to
evoke. By understanding the emotions that the advertiser is trying to stir up, you can get a better
idea of what they are trying to sell. For example, a recent Nike ad features NBA superstar LeBron
James. The ad shows LeBron as a superhero, flying through the air and dunking the ball. The
tagline for the ad is "LeBron James: I'm coming for you." This ad attempts to create a sense of
excitement and anticipation in viewers. It makes them want to see LeBron play basketball and
beat his opponents. Nike wants people to feel excited about buying their products so that they
will be more likely to purchase them. There are a variety of emotional anchors you can use in
your advertisements. The most commonly used ones are happiness, excitement, fear and anger.
However, you can also use sadness, nostalgia and even pity to make people feel a certain way
about your product. As long as it holds true to the message you're trying to convey, you can use
any emotion you want.

The Official Soundtrack of the Ad

When it comes to advertising analysis, the official soundtrack of your ad is essential. This
background music can set the tone for your entire commercial and help to convey the message
you're trying to send. It's important to choose the right song for your ad, as the wrong choice
could end up confusing or even offending viewers. There are a few things to keep in mind when
selecting a track for your commercial. The first is that the song should be appropriate for the
product or service you're advertising. If you're selling a kid's toy, for example, you'll want a
bouncy, upbeat song that will get your audience excited. If you're selling funeral services, on the
other hand, a somber ballad is probably not the best choice. You will also want to think about the
song lyrics. Some words or phrases in a song may not be appropriate for your commercial. You
don't want to offend your viewers with off-color lyrics or offensive images. Lastly, be sure to focus
on the song's tempo. You don't want a song that's too fast or too slow for your commercial. It
needs to be in sync with the images and words on the screen. When selecting a soundtrack for
your advertising analysis, always keep these things in mind. The right song can make all the
difference in how your commercial is perceived.

The Cultural Significance

The cultural significance of your ad is another vital step in the advertisement analysis process.
When viewing your ad, ask yourself questions like, "What is the ad trying to say about society and
its values?" or "What underlying messages might it be sending to consumers?" By taking these
factors into account, you can get a better understanding of the ad's overall purpose and how it
might be impacting viewers on a subconscious level. For example, consider an advertising
campaign that promotes traditional gender roles. If you're analyzing this campaign, it's important
to consider the cultural significance of the ads. In this case, you might ask yourself questions like,
"What is the message that these ads are sending to viewers about the role of men and women in
society?" or "How might these ads be reinforcing outdated gender stereotypes?" Understanding
the cultural significance of your ads will keep you aware and sensitive to how your ad comes
across to your viewers. The last thing you want is for your advertising campaign to inadvertently
send the wrong message!

The Celebrity Endorsers or Influencers Chosen

In order to get an accurate reading of how well an advertisement will do, it is important to look
at the celebrity or influencer who is endorsing it. The reason being is that they can heavily sway
the public's opinion on a product or service. For example, if a company were to use a celebrity
that is generally disliked by the public, it could result in people not wanting to purchase what
they are selling. On the other hand, if a company uses a celebrity that is generally liked and
respected by the public, it could lead to more people buying what they are selling. There is no
right or wrong answer when it comes to using a celebrity or influencer for an advertisement; it all
depends on the company's goals and what type of message they are trying to send. The key
thing to remember is that the person chosen should be relevant to the product being sold. For
example, if a company is selling sports equipment, it would make sense to use a celebrity that is
known for being athletic and in good shape. Or, if you are trying to sell a hair product, hiring an
influencer who has amazing hair would be a wise decision.

1. Always: #LikeaGirl Ad Campaign

Always leveled up their advertising strategies by sending a powerful message to girls packed with
self-confidence and empowerment. #LikeaGirl was launched in 2014 and it targeted girls at a
pivotal age at the time they begin to use deodorant and become grown women. Always’ brand
values women and wanted to change the insult of ‘you throw like a girl’ into an empowering
statement for girls to hold onto.
The #LikeaGirl campaign allowed girls to engage with different empowering and powerful
messages to help them realize that doing something #LikeaGirl is actually a good thing instead of
a statement to be used negatively.

What Makes #LikeaGirl One of The Best Ad Campaigns?

Although this ad was released in 2014 and became viral during the 2015 Super Bowl, it has
remained relevant today. It is one thing to simply sell women’s products and advertise the
benefits of their deodorant and other services, but it is another to take it a step further and show
how important it is for girls to foster self-confidence from a young age.

Research on psychographics has proved that it is very compelling for customers to share similar
values with the brands that they purchase from. Always created a masterful advertisement
campaign that fostered brand loyalty with their customers by being open about what is important
to them and allowing the customers to experience what it means to do something #LikeaGirl.

3 Factor Analysis

 Emotional Capture: The #LikeaGirl campaign acknowledges some of the obstacles that
young women face when entering adulthood and appeals to their emotions during this
vulnerable time.

 Intellectual Capture: Intellectually, it is a known issue in society that an insult to young

boys is that they do something #LikeaGirl. That stereotype has slowly been broken down
throughout time and this advertisement campaign helped accomplish this.

 Actionable Capture: Additionally, this campaign was successful because of its clear call to
action. Customers understood the message that Always presented and they were called to
action. Not only by buying the products, but also by initiating a change in their own lives
to start doing things #LikeaGirl proudly.

2. Heinz: Ketchup Ad Campaign

Heinz is the number one ketchup company in the world and it maintains this status with the help
of various advertising campaigns. Most importantly, Heinz wants its customers to trust their
product by using the slogan “Grown, not made.” The company has faced some backlash about
being unhealthy with high amounts of sugar in their products. To combat this, Heinz released
many versions of advertisements that all portray a similar message conveying their focus on
natural ingredients with no artificial preservatives.

Heinzdepicts their product through advertisements as a unique and all-natural ketchup straight
from the tomatoes they grow. This strategy was put in place to attract customers who want high-
quality products and to reassure existing customers that the products are top of the line.

How Does Heinz Design Their Advertisements So Effectively?

The emphasis on the color red does two things. Firstly, it associates ketchup with the color red
which is an eye-catching and powerful color that draws customers’ attention to the advertisement.
Second, the red color is associated with being hunger-inspiring and appetizing which further
promotes the customers’ interest in the product. Heinz then goes a step further and slices the
ketchup bottle into slices that look like the real tomatoes used to go into the ketchup making
the customers associate the ketchup with freshly cut tomatoes. This ad appeals to customers who
care about the freshness and natural ingredients that go into their food.

3 Factor Analysis
  Emotional Capture: The “No one grows Ketchup like Heinz” campaign effectively appeals
to the emotions of customers by using the color red to put the Heinz bottle in a position
of power while also inspiring hunger and passion towards the product.

 Intellectual Capture: Intellectually, using the tomato slices to build up the ketchup bottle
appeals to customers because it is telling the story of exactly what goes into the product
and why Heinz is a better and healthier choice than other ketchup brands.

 Actionable Capture: The call to action that this advertisement holds is that the statement
that no one grows Ketchup like Heinz calls customers to want to buy their product
because no other brand grows natural products like they do.

3. Coca-Cola: Share a Coke Ad Campaign

Coca-Cola’s #ShareaCoke Ad Campaign was one of the most successful campaigns of all time.
This campaign acknowledged the importance of the customer experience and incorporated it into
their experiential marketing strategy. This campaign personalized the shopping experience and
made customers excited about the product. The purchasing experience came to life as customers
were able to add meaning to each purchase when thinking about sharing a coke with a loved
one.

The #ShareaCoke campaign continued on during the holiday season which has alway been a big
focus in Coca-Cola’s advertisements. The holiday season evokes a lot of emotions in customers
and the combination with sharing a coke with a loved one was an unstoppable way to generate
excitement about purchases.

The Impact of The #ShareaCoke Ad Campaign:

This campaign resulted in about 25 million new Facebook followers and more than 500,000
images circulated with the hashtag #ShareaCoke in just the first year of its release. This social
media presence helped boost sales and media circulation more than ever before. This campaign
was so successful for many reasons. One factor being that it was so unique. This level of
personalization had never been done before and it allowed the Coca-Cola brand to stand out
even more.

3 Factor Analysis

 Emotional Capture: One of the main reasons why this ad campaign was so successful is
because of the way it makes customers feel when purchasing the product. This emotional
capture of this campaign encouraged customers to have a positive emotional experience
 and lead it to being one of the best ad campaigns.

 Intellectual Capture: The #ShareaCoke campaign also intellectually captured customers

because it gives them a purpose behind buying the product instead of just making a
mindless purchase.

 Actionable Capture: This advertisement also holds a clear call to action which is crucial for
success. Customers are called to purchase a Coca Cola bottle with their name on it or with
a friend or family member’s name on it and share a meaningful experience with one
another.

4. Absolut Vodka: The Absolut Bottle

Absolut created one of the most successful ad campaigns that featured print advertisements that
showed their bottles ‘in the wild.’ This idea gained so much popularity that it ran for more
than 25 years and is the longest uninterrupted ad campaign ever. Absolut released over 1,500
prints of various countries and states with the absolut vodka bottle incorporated into the image.

Absolut Vodka Bottles in the Wildad campaign was hugely successful worldwide. The innovation
of depicting their bottle shape into different prints attracted customers from all over the world
and allowed them to gain popularity.

See How You Can Use Absolut’s Advertising Strategies For Your Own Company’s Success:

This is a perfect example of a masterful advertising campaign to look up to when beginning to

brainstorm for your own. This campaign integrates the shape of the vodka bottle into popular
countries, cities, and states around the world. As mentioned in our experiential marketing article,
personalization is a key factor in an advertisement’s success and this campaign incorporates that
perfectly.

3 Factor Analysis

 Emotional Capture: The emotional capture that the Bottles in The Wild ad campaign has is
the ability to create nostalgic feelings for their customers towards the place they are from
or the place they may have fond memories from visiting.

 Intellectual Capture: Intellectually, this campaign plays on the fact that it makes absolut
vodka relevant in any place in the world, it can fit in anywhere and make sense.

 Actionable Capture: The call to action in these ad campaigns is to buy the vodka and
appreciate the place you are in and how the bottle fits into the location.

5. Nike: Just Do It Ad Campaign

The Nike “Just Do It” ad campaign is one of the most recognizable advertisements in the world.
The slogan “Just Do It” has remained popular throughout the years all over the world. This slogan
has been put onto a plethora of different backgrounds sharing different inspirational stories and
messages.

Nike pictures Olympian Simone Biles in an inspirational way showing that if you #JustDoIt,
anything is possible.

A Way To Inspire Your Customers

Nike uses the “Just Do It” slogan to inspire their customers to be the best versions of themselves
and to ‘just do’ whatever they might be hesitant to do. Nike is one of the highest profile athletic
brands in the world and this ad campaign has helped lead to their success. Nike takes their
marketing a step further by featuring personal stories from athletes and customers about their
past stories of success when they followed the ‘Just Do It’ principle and overcame or
accomplished something they never thought was possible. These messages inspire their
customers to live the lifestyle that Nike promotes. It’s more than a brand selling products, they are
selling a way of life.

3 Factor Analysis

 Emotional Capture: The Just Do It ad campaign strongly appeals to customers emotions

by sharing an inspirational story or image that portrays someone who accomplished
something they never thought possible.

 Intellectual Capture: The Just Do It ad campaign also appeals to the intellectuals who want
proof of how a simple action can lead to big life changes and Nike provides proof of how
this lifestyle can be rewarding.

 Actionable Capture: This campaign carries a clear call to action, it is the message that if
you set your mind to something then you can be successful and even change your life or
the lives around you for the better.