1.What ATTENTION
-GETTING techniques are used within the ad?
_____________________
Anything unusual? about:

Senses? (motion, music, sounds, visuals, graphics)

Emotions? associations with sex, nature, fun, pets, family (see Audience-Centered list, 24, in center column) >>>

Thought? humor, news, stories, questions, advice, lists & displays, lead-ins, demonstrations, claims & promises, "breaking rules"


TV programs (& other media) function as the external attention-getters designed to "deliver the audience" to the ads.

Most ads now are targeted at specific audiences which you can infer by when and where the ads appear.

=======================>
Multiple, simultaneous attention-getters, product claims, and emotional associations (see #3) are common. Don't restrict your analysis into one category.

2.What CONFIDENCE
-BUILDING techniques are used?
_
_________________
Do you recognize (from past repetition) the brand? logo? the company?

Are any confidence words used? (e.g. trust, safe, honest).

Are any nonverbals? (smile, soothing voice, friendly, sincere look)

Do you know, like, or trust the presenters? - the actors, endorsers.

Are they "authority figures"? (someone expert, wise, caring, protective); or are they "friend figures"? (someone you'd like as a friend, admire, or like to be - on your side)

-------------------
EXPLICIT CLAIMS ARE RARE in all categories. Commonly, these ideas are IMPLICIT, suggested or implied , by the visual associations.
VISUALS IMPLY. As viewers, we
"co-create." Sometimes, we "jump to conclusions," or visuals can "put words into our mouth" without ever explicitly making a claim.

3. What DESIRE-STIMULATING techniques are used?
____________________
Who is the "target audience"? Are you?

What's the basic benefit sought? Protection, Relief, Prevention, or Acquisition,

Is the ad product-centered? (12 common claims: Quality, Quantity, Efficiency, Scarcity, Novelty, Stability, Reliability, Simplicity, Utility, Rapidity, Safety.)

Is the ad audience-centered? (appealing to emotions, using the association technique to link (1) the product with "good things" (2) already liked, or desired by (3) the target audience.

24 common needs, desires often suggested in ads: Basic needs (Food, Activity, Surroundings, Sex, Health, Security, Economy); Certitude, or approval needs (Religion, Science, "Best People," "Most People," "Average People"); Space or territory needs (Nature, Neighborhood, Nation); Belonging needs (Groups, Intimacy, Family );"Growth" needs (Esteem ,Generosity, Curiosity, Creativity, Play, Success).

4. What URGENCY-STRESSING techniques are used?
___________________
If an urgency appeal, what words are used? (e.g. Offer Expires, Rush, Now, Deadline, Last Chance, One Day Only)

Any nonverbals? (e.g. ticking clock, staccato sounds, quick tempo in music, countdown).

Not all ads use urgency appeals, but always check for them.

If no urgency appeal, is this "soft sell" part of a product's long-term ad campaign? - based on repetition for name recognition of a brand name, standard product, or established store; or association using product placement (within movies, TV programs); providing celebrities with free gifts (clothes, cars).
Corporate image-building ("feel good"ads) are so often "proud sponsors" associated with good causes (charity fundraisers, PBS programs) that "greenwashing" commonly describes these corporate conditioning campaigns.

If no specific response is sought, is it part of a "soft sell" (long term, repetition) for a standard consumer product? Or a store?

Or, if the ad is not about a consumer product, is it a "feel good" ad -- an "image-building" ad: PR, public relations to make us "feel good" about an industry (e.g. defense contractors, energy, oil, pharmaceuticals) or a specific corporation to get favorable public opinion on their side in any controversial issues (e.g. upcoming legislation, lower corporate taxes, less government regulations).

Now or later, immediate or delayed, persuaders always seek some kind of response!