Association

What "good things" already loved or desired by the intended audience are associated with the product? Any links with basic needs (food, activity, sex, security)? With an appeal to save or gain money? With desire for certitude or outside approval (from religion, science or the "best," "most," or "average" people)? With desire for a sense of space (neighborhood, nation, nature)? With desire for love and belonging (intimacy, family, groups)? With other "growth needs" or desires (esteem, play, generosity, curiosity, creativity, success)? <> Any "bad things"-- things already hated or feared, as in a "scare-and-sell" ad? Are problems presented, with products as solutions? <> Are the speakers (models, endorsers) authority figures: people you respect, admire? Or are they friend figures: people you'd like as friends, identify with, or would like to be?

Composition

Intensifying by pattern and arrangement uses design, variations in sequence and in proportion, in the choice of words, their level of abstraction, their patterns within sentences, the strategy and structure (e.g. the "Pitch") of longer messages. Logic, both inductive and deductive, puts ideas together systematically. Nonverbal compositions involve visuals (color, shape, size): aural (music, sounds); mathematics (quantities, relationships), time and space patterns.
Look for the basic pattern of "the pitch"-- using this 1-2-3-4-5 fingertip formula: (1) HI (2) TRUST ME (3) YOU NEED (4) HURRY (5) BUY. <> In more detail: What are the attention-getting (HI) words, images, devices? What are the confidence-building (TRUST ME) techniques: words, images, smiles, endorsers, and/or names? Is the main desire-stimulation (YOU NEED) appeal focused on our benefit-seeking to get, or to keep a "good"; or to avoid, or to get rid of a "bad"? Are you the target audience? If not, who is? Are you part of an unintended audience? What context: when and where did the ads appear? Are product claims made for: superiority, quantity, beauty, efficiency, scarcity, novelty, stability, reliability, simplicity, utility, rapidity, or safety? Are any "added values" suggested or implied by using any favorable associations (see listing above)? Is there any urgency-stressing (HURRY) by words, sounds, movement, pace? Or is a "soft sell" conditioning for later purchase? Are there specific response-triggering words (BUY): to buy, to do, to call? Or is it conditioning (image building or public relations) to make us "feel good" about the company, to get favorable public opinion on its side (against government regulations, laws, taxes)? Persuaders seek some kind of response!

In a wider context of an implied narrative, ads often suggest a larger story, script, storyline, or narrative featuring "You" with a role in a wider social context. A role implies a belief (a basic worldview, a lifestyle -- as caretaker? as hedonist?), a purpose (meaning, goal, direction) and a plan (a process, a way, a script, steps to be taken) to get there, using certain behaviors (specific things to buy, do, wear, drive), and certain rules (a social code of conduct) to be followed. Are these explicitly stated? Or, more commonly, are they suggested or implied by the context-- the presenters, background scene, activities -- within the ad?

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QUESTIONS YOU CAN ASK ABOUT ADVERTISING
Classroom teaching aid, pro bono publico, from Persuasion Analysis | © 2007 by Hugh Rank | More at http://webserve.govst/edu/pa

What "bad" aspects, disadvantages, drawbacks, hazards, have been omitted from the ad? Are there some unspoken assumptions? An unsaid story? Are some things implied or suggested, but not explicitly stated? Are there concealed problems concerning the maker, the materials, the design, the use, or the purpose of the product? Are there any unwanted or harmful side effects: unsafe, unhealthy , uneconomical, inefficient, unneeded? Does any "disclosure law" exist (or is needed) requiring public warning about a concealed hazard? In the ad, what gets less time, less attention, smaller print? (Most ads are true, but incomplete.)

Diversion

What benefits (e.g. low cost, high speed) get high priority in the ad's claim and promises? Are these your priorities? Significant, important to you? Is there any "bait-and-switch"? (Ad stresses low cost, but the actual seller switches buyer's priority to high quality.) Does ad divert focus from key issues, important things (e.g. nutrition, health, safety)? Does ad focus on side-issues, unmeaningful trivia (common in parity products)? Does ad divert attention from your other choices, other options, such as: buy something else, use less, use less often, rent, borrow, share, do without? (Ads need not show other choices, but you should know them. )

Confusion

Are the words clear or ambiguous? Specific or vague? Are claims and promises absolute, or are there qualifying words ("may help" "some")? Is the claim measurable? Or is it vague "puffery"? (laws permit most "seller's talk" of such general praise and subjective opinions.) Are the words common, understandable familiar? Uncommon? Jargon? Any parts difficult to "translate" or explain to others? Are analogies clear? Are comparisons within the same kind? Are examples related? Typical? Adequate? Enough examples? Any contradictions? Inconsistencies? Errors? Are there frequent changes, variations, revisions (in size, price, options, extras, contents, packaging)? Too complex: too much, too many? Disorganized? Incoherent? Unsorted? Any confusing statistics? Numbers? Small Print? Paperwork? Do you know exact costs? Benefits? Risks?

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