Download VAPID Mini Lesson

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Analyzing Advertising
English IV: College & Career Readiness
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Why should I analyze
advertisements?
 In
2001, U.S. advertising expenditures
topped $230 billion, more than doubling
the $105.97 billion spent in 1980
 In
a study 47% of girls were influenced by
magazine pictures to want to lose weight,
but only 29% were actually overweight
 The
average American child may view as
many as 40,000 television commercials
every year.
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Why should I analyze
advertising?
 $2
billion is spent annually to target juvenile
consumers.
 Sweden, since
1991, has banned all advertising
during children’s prime time due to findings
that children under 10 are incapable of telling
the difference between a commercial and a
program, and cannot understand the purpose
of a commercial until the age of 12.
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How can I analyze advertising?
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Use VAPID!
 By
following these steps you will analyze
ALL the elements in an advertisement
 Let’s
go through the steps together!
 Make
sure to take notes. You will need to
memorize the acronym for the unit test.
1. Make a foldable
2. Create a study guide on
colored paper
+ Let’s take a closer look…
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V = VOICE

What voice is speaking in the ad?

Is it an authentic, credible or an
unreasonable persona trying to use
irrational propaganda to sell something?
+ Let’s take a closer look…
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A = Audience
 Where
 What
does this ad appear?
audience is the ad directed toward?
 What
race, class, gender, or age-group
does the ad target?
 Does
the ad writer take unfair advantage of
the reader?
+ Let’s take a closer look…
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P = Purpose
 What
is the apparent purpose of the ad?
 What
is the actual purpose of the ad?
 Does
the ad claim to offer some kind of public
service?
 If
so, does the product really fulfill the
promises of the ad?
 Does
the ad conceal or minimize anything
negative about the product?
+ Let’s take a closer look…
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I = Ideas
 What
is the central idea of the ad, its thesis
or hypothesis, its focus?
 Does
the ad appeal to emotion or reason?
(ethos vs. logos)
 Does
the ad try to impress the reader with
impressive-sounding data or
pseudoscientific “facts”?
 Does
the ad make general claims which are
unsubstantiated by factual data?
+ Let’s take a closer look…
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D = Devices
 If
there are people in the ad, what race,
class, gender, age-group and “type” are
they? How are the people positioned within
the ad?
 What
place do graphics, setting and
inanimate objects play?
 What
role does the print-size and font play?
Is there any small print? If so, why is it so
small? What about the use of color and
texture in the ad?
+ Let’s take a closer look…
+ Let’s try again! #1
V
A
P
I
D
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One more
together…#2

Voice

Audience

Purpose

Ideas

Devices
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#3
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#5

Voice

Audience

Purpose

Ideas

Devices
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#6
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#7
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#8
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#9
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#10