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IB Advertisement Analysis Guide

The IB Advertisement Analysis Guide provides a structured approach to analyzing advertisements by examining context, purpose, target audience, visual and textual elements, persuasive techniques, representation, effectiveness, and connections to IB concepts. A sample analysis of a Nike ad featuring Serena Williams illustrates these steps, highlighting themes of female empowerment and challenging stereotypes. The guide emphasizes understanding how advertisements communicate meaning and influence audiences.

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624 views1 page

IB Advertisement Analysis Guide

The IB Advertisement Analysis Guide provides a structured approach to analyzing advertisements by examining context, purpose, target audience, visual and textual elements, persuasive techniques, representation, effectiveness, and connections to IB concepts. A sample analysis of a Nike ad featuring Serena Williams illustrates these steps, highlighting themes of female empowerment and challenging stereotypes. The guide emphasizes understanding how advertisements communicate meaning and influence audiences.

Uploaded by

priyaa verma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

IB Advertisement Analysis Guide

In the IB curriculum, advertisements are often analysed to explore how visual and textual elements
communicate meaning, convey values, and influence audiences. The goal is to assess both the
creative choices made by the advertiser and the intended impact on the target audience.

Step-by-Step Guide to Analysing an Advertisement


1 1. Identify the Context – Note the brand, product/service, publication medium (print, digital,
social media), year, and relevant cultural, political, or historical background.
2 2. Define the Purpose – Determine the main goal of the ad: to sell a product, promote a cause,
raise awareness, or shape perception.
3 3. Analyse the Target Audience – Identify demographics (age, gender, income level, location)
and psychographics (lifestyle, values, beliefs).
4 4. Examine Visual Elements – Look at composition, colour palette, typography, use of space,
and imagery. Consider connotations of colour and symbols.
5 5. Analyse Textual Elements – Assess slogans, captions, product descriptions, and language
style (formal/informal, emotive, persuasive).
6 6. Consider Persuasive Techniques – Identify appeals (emotional, logical, ethical), rhetorical
devices, and stylistic choices.
7 7. Explore Representation – How are gender, race, class, culture, or values portrayed? Any
stereotypes or subversions?
8 8. Evaluate the Effectiveness – Consider how well the ad achieves its purpose and how it
might be received by different audiences.
9 9. Link to IB Concepts – Relate findings to Global Issues, key concepts (culture, identity,
communication, creativity, perspective, transformation), and course objectives.

Sample Analysis of an Advertisement


Advertisement: A print ad by Nike featuring Serena Williams with the slogan 'Dream Crazier'.

Context: Released in 2019, linked to International Women’s Day and Nike’s ongoing campaign
empowering women in sports.
Purpose: Inspire women to break barriers in traditionally male-dominated sports.
Target Audience: Primarily women aged 15–35, sports enthusiasts, and advocates for gender
equality.
Visual Analysis: Serena Williams is shown in a powerful stance, wearing athletic gear. Strong
contrast between her figure and the background draws focus. The monochrome palette adds
seriousness.
Textual Analysis: The slogan ‘Dream Crazier’ challenges societal limits. The use of ‘crazier’
reclaims a negative term, turning it into empowerment.
Persuasive Techniques: Emotional appeal (inspiring female empowerment), ethos (credibility via
a successful athlete), and pathos (challenging social norms).
Representation: Challenges stereotypes of women being passive in sports. Presents women as
strong, determined, and trailblazing.
Effectiveness: Highly effective for progressive audiences; may face backlash from those opposed
to feminist messaging.
IB Link: Relates to the Global Issue of gender equality and the key concept of identity and
representation.

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