An introduction to the analysis of the advertisements in magazines

ZinkhanUniversity of Houston Brand image has been an important concept in consumer behavior research since the early s. Our analysis of 28 prior studies indicates that the definition of brand image has not necessarily remained stable over a 35 year time period.

An introduction to the analysis of the advertisements in magazines

Pullman According to Jib Fowlesto sell products and services, advertisers appeal to one or more of fifteen emotions: The need for affiliation 3. The need to nurture 4. The need for guidance 5.

The need to aggress 6. The need to achieve 7. The need to dominate 8. The need for prominence 9. The need for attention The need for autonomy The need to escape The need to feel safe The need for aesthetic sensations The need to satisfy curiosity In addition, I have found, most advertisements also use a visual metaphor, texts which often involve a play on words and suggests the visual metaphor, and, of course, various visual design elements such as models, props, color, size, shape, and texture.

In fact, in an assignment that I give my freshman composition students, I ask them to use the following sentence to structure their advertising analysis essay: The name of product advertisement in Title of Magazine uses a metaphor to equate the product to an object or experience to which the advertised product is equated and uses such visual design elements as identify specific elements colors, shapes, props to sell the product.

To provide a model, I then offer this sample five-paragraph essay, first identifying the thesis sentence and the topic sentences, which I underline in the essay itself: The female model is shown from behind, so that the viewer is encouraged to see her as an object rather than as a person.

The model approaches a trolley station, which symbolizes the connection that she intends to make with the train that will take her to her destination. I also include a picture of the advertisement. Some, such as Playboy, also boast of interviews with the rich and famous and of short stories by popular or even renown writers.

There are apt to be jokes and cartoons, too, mostly about sexual matters.

An introduction to the analysis of the advertisements in magazines

Her face is not shown. Therefore, the emphasis of the picture is on her body, rather than her face, on the physical rather than the personal. She is an object, rather than a person. She wears a simple, green top that exposes her midriff, a charm bracelet, and a white mini-skirt.


A small, simple, black purse is slung over her right shoulder. Next to the figure of the young woman herself, the most outstanding prop in the picture is her skirt.

An introduction to the analysis of the advertisements in magazines

It is short enough to reveal the lower portions of her buttocks, which are bare, suggesting that she either wears a thong or no underwear at all. The exposure of these parts of her anatomy draws the eye, as does the apparent fringe that adorns the bottom of her skirt, some of the tassels of which are missing, revealing the parts of her buttocks that show.

There is something else odd about the fringe: Her skirt is itself an advertisement of the sort that includes, along its bottom edge, a series of tags that are printed with a telephone number to which those who are interested in the product or the service that the advertisement promotes may respond.

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TYPES OF PRINT MEDIA:Newspapers, Magazines, Books Introduction to Mass Communication Mass Communication.

The Powell Memo (also known as the Powell Manifesto)

Pamela K. Morris and Katharine Nichols performed a content analysis of advertisements from magazines in the United States and France.

They found that American advertisements show people smiling more often than those in French Magazines.

Introduction to Mass Media/Advertising - Wikibooks, open books for an open world