A checklist for the analysis of a commercial

The purpose of this checklist is to help you analyse a commercial.

 

1)   Think about the setting (time and place)

2)   Describe the characters

3)   Are there any references (quotations) to other texts (all types of texts: paintings, films, documents, books, poems, ect.)

4)   Are there references to myths, archetypes, stereotypes, symbolic elements?

5)   Are there any elements which make the commercial familiar to the audience?

6)   What is its rhythm like?

7)   Is there a soundtrack? What characteristics does it have?

8)   Do the images/messages appeal to the five senses?

9)   How does the narration proceed?

10)                  Are any figures of speech you can point out (irony, hyperbole, metaphor)? What effect do they provoke?

11)                  How are the colours used? To what effect?

12)                  What is the message of the commercial? How would you word it?

13)                  What is the target group for the product advertised?

14)                  Is there a slogan? Is it effective? Why?

15)                  Describe the product and its main features.

16)                  Are you given any technical/practical information about the product? Why? Or why not?

 

 

Evaluation criteria

1/3 information (contents, depth of analysis, synthesis, re-elaboration)

1/3 correctness (grammar and pronunciation)

1/3 lexicon (choice of words, appropriateness, variety, collocation, register)