In the following section, we will focus on Task 2 and give some ideas and points to consider when you analyse an advertisement and evaluate its effectiveness.
The ad in Task 2 depicts an unwrapped cigarette inside which there is a body covered with a white cloth (sheet), with the following message, written in capital letters: “Light your pyre with your own hands!”
An advertisement is a medium of mass communication. Its main purpose is to:
- Give information
- Attract attention
- Create awareness
- Influence the behaviour of consumers
The advertisement you have been given to analyse is a campaign ad. It does not seek to persuade readers to buy something as marketing ads do. On the contrary, it tries to draw attention to an issue – in our case, the negative effects of smoking.
Questions for consideration
Below we list some of the points you can consider when analysing the ad:
First, look at the colours. The background is white, most of the cigarette is white, and the sheet covering the body...