WRITINGAdvertising EvaluationProduct Name:Company/Brand:1. Deconstruction of Nonverbal BehaviorA. Facial ExpressionB. Body Posture, Body Language, TouchC. GesturesD. Focusi. Youthii. Sexual Allureiii. Flawlessiv. Good looking/Beautiful2. Deconstruction of CopyA. Analyze headline, subheads, written descriptionB. What is the message communicated to the consumer?C. Is there a double meaning? Contrast literal meaning with implied, actual, or assumedmeaning.3. Marketing AnalysisA. Magazine title and dateE. Where is the ad placed in the magazine?4. Artistic Composition AnalysisA. What is the visual message or meaning?B. ColorsC. What color combinations is used and why?D. What color is dominant and why?E. CompositionF. What type of font is used and why?5. NarrativeB. PresentC. FutureWrite a three–part story that narrates what happens before the frames frozen in the ad.What is happening in the ad, and what is likely to happen in the immediate future. Thestory should be consistent with, yet expand, what is displayed in the ad.6. How the ad worksA. Sales responseB. PersuasionC. InvolvementD. Awareness (Differentiate from other brands)E. Emotions (Brand loyalty)F. Likeability (Like story/entertaining ad = Like brand)G. Symbolism (Cultural metaphors, etc.)

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