Research Guides: Writing a Critical Analysis: Advertisement Question Prompts

Company, Time Period, and Advertisement Context

Company Background

•When was the company founded, and by whom?

•What products or services is it best known for?

•How successful or well-known was the company at the time of the ad?

•What audience or market does the company typically target?

•Has the company faced any major controversies, changes, or innovations that might shape how its ads are viewed?

Time Period Context

•When was the ad published or aired?

•What major cultural, political, or economic events were happening at that time?

•How did people’s lifestyles, values, or concerns influence advertising then?

•Were there social norms (gender roles, family expectations, fashion, technology, etc.) that show up in the ad?

•How does this ad reflect the historical moment (or challenge it)?

Advertisement Context

•Where was the ad released (TV, magazine, radio, online, billboard)?

•Who was the intended audience, and how can you tell?

•What problem, need, or desire is the ad addressing for the audience?

•What competing products or companies existed at the time?

•Does the ad borrow from or resemble other ads of the era?

Expert Sources

Marketing & Persuasion

•What do experts say makes an advertisement effective?

•Which psychological theories of persuasion (ethos, pathos, logos, social proof, etc.) are most often applied in advertising?

•How do marketers define and measure "success" in advertising?

Target Audience & Consumer Behavior

•What strategies do advertisers use to appeal to a specific demographic (age, gender, income level, culture)?

•How do consumer behavior studies explain why people respond to certain ads?

•What role do trends or social values play in shaping how ads are designed?

Design & Rhetorical Strategies

•What do experts say about the impact of visuals, color, and layout in persuasion?

•How does word choice (slogans, catchphrases, repetition) influence consumer decisions?

•What role do music, sound effects, or jingles play in ad effectiveness?

Advertising & Society

•How have advertising strategies changed across time periods?

•What cultural or societal values do companies often use to sell products?

•How do experts critique ethical concerns in advertising (stereotypes, manipulation, targeting vulnerable groups)?

Effectiveness & Research-Based Evidence

•How do companies test or measure if an ad works?

•What does marketing research say about emotional vs. logical appeals?

•Do expert studies show that certain mediums (TV, print, digital, social media) are more persuasive than others?

Advertisement Effectiveness

•How well does the ad connect with that audience’s needs, values, or desires?

•What strategies (ethos, pathos, logos) are most visible in the ad?

•How does the ad use emotions (fear, happiness, nostalgia, pride) to persuade?

•How do colors, shapes, or images strengthen (or weaken) the message?

•Are the visuals memorable enough to make the ad stand out?

•What slogans, catchphrases, or wording are most powerful?

•How does the tone (serious, humorous, inspirational) affect the message?

•Are any cultural references, symbols, or trends used to make the ad more persuasive?

•Does the ad use experts, celebrities, or influencers to build credibility?

•What makes this ad stand out compared to others for similar products?

•How might the ad be improved to be even more effective?