Why is it necessary?

Whether we know it or not, we engage in analysis on a daily basis.

What is analysis?
Analysis is the art of questioning and understanding the world around us.

We engage in analysis to become informed consumers of:

Products
Culture
Ideas

How do we analyze?

Begin with a summary of what you see.

Then look a lot closer. Question what you see and why it is there. Remember, nothing in any ad is there by accident. Everything has a purpose and meaning.

Interrogate the ad. Make the implicit, explicit.

What is the ad communicating? How is it communicating? Why were these specific colors and tones selected? Who is in the ad and why? What does the text say and what does it imply? What about lighting? What is the focus of the ad? What is the point of view? Who's perspective are we looking through?
Why is the image framed the way it is? What time period are we seeing and why is it important? Is the ad selling just a product, or is there something more? What is left out of the ad and why? Does it matter?
Read between the lines.

Analysis is not summary or evaluation.

It is not important to judge whether something is good or bad; right or wrong.

In analysis, the important thing is to understand what an ad is communicating and how it is doing it.

Go ahead. Now you try.

Credits:

Created with images by geralt - "problem analysis mark" • vivekn - "Micro" • skeeze - "world earth planet" • Wokandapix - "converse all star sneakers" • sasint - "ancient architecture asia" • geralt - "thinking thinking work man" • jbcurio - "Vintage Ad #992: How will the lab assistant respond?" • jbcurio - "Vintage Ad #992: How will the lab assistant respond?" • jbcurio - "Vintage Ad #992: How will the lab assistant respond?" • jbcurio - "Vintage Ad #992: How will the lab assistant respond?" • jbcurio - "Vintage Ad #992: How will the lab assistant respond?" • 8thBox - "binder lined paper binder book" • Voltordu - "darth vader star wars geek"

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