1940’s-1950’s HISTORICAL AD ANALYSIS
Week 15 Introduction
Finish Well!
Finish Strong!
3
1940’s-1950’s Ad Analysis
Will give us opportunity to practice old and new skills...
old
context/intro---text/evidence---commentary
new
Advertising Appeals
Here is an article which
explains and gives examples of 23 common types of appeals advertisers use to reach their audience. There is also a video that presents this information, click this link.
It’s important that you understand these techniques as you’ll be looking for them in the ads and
writing about them.
Emotional Appeals
Bandwagon
Rational Appeals
15. Pain/Solution
16. Scarcity Appeal
17. Testimonial Appeal
18. Contrasting Appeal
19. Status Appeal
20. Statistics Appeal
21. Beauty Appeal
22. Transparent Appeal
23. Natural Appeal
23 Common Advertising Appeals
Advertising Appeals
Ethical Appeals
Appeal to Authority/Trustworthy Source
Environmental Appeal/ Nature/Health
Appeal to Morality/Virtue
A few more
to consider...
Here’s the link to the source where
there are descriptions for them if needed (starting on p.278)
How to Analyze an Advertisement
Advertisements are everywhere around us. Whenever we scroll through Instagram, read a web page, or watch a Youtube video, we are bombarded by images and text vying for our attention and money.
Ads can tell us a lot about the cultures that creates them revealing their perceived needs, values, and cultural expectations.
For our final paper, we’ll be studying print advertisements of the 1940’s and 1950’s. We’ll learn how to analyze an ad, then practice critical analysis through writing.
Here are three areas to consider for when analyzing a print advertisement:
1. What does the text say and how does it say it?
The text was carefully crafted to create a consistent message about the ad.
2. What visual elements are used?
Pictures are worth a thousand words, and this is very true for print advertisements. How does this ad create visual interest?
3. Who is the target market?
What demographic is the ad targeting? Consider social class, income, lifestyle, gender, age, race, and values.
Here is the worksheet you’ll need to analyse your ad. Please make a copy.
Step 1- Analyse the Text
What does the text say and how does it say it?
The text was carefully crafted to create a consistent message about the ad.
If so, what are they? How do they make an effort to
catch the audience’s attention or appeal to their
needs/values?
noteworthy?
8. What does the text reveal about the culture of the 1940’s or 1950s that is different from today’s culture?
9. Which aspects or needs transcend this culture and apply to both worlds? Explain.
Step 2- Analyse the Visual Elements
What visual elements are used?
How is the ad composed?
6. What colors are predominant?
7. Locate any headings or slogans. What do you notice about the color, style, size, and placement of them?
8. Locate the corporate logo, slogan, or other designation that lets you know what company sells this product. How prominently is it featured?
9. How do the images address the target audience’s value or needs?
10. How do the images appeal to those needs?
Step 3- Identify the Target Audience
One of the most important elements of an advertisement is that it needs to reach its target audience; if it does not, it has failed in its goal. The goal of a media-literate person is to be able to identify that intended audience.
Look at the advertisement and answer the following questions in order to determine the audience for this ad:
1. What is the product that is being advertised?
2. In general, this product is mainly used by:
3. What is the apparent age and gender of the people in the ad (if they are present)
4. What age person would most likely be attracted to this ad and why?
5. What gender would most likely be attracted to this ad and why?
6. Does this ad portray a particular class, race, or lifestyle?
Explain.
7. What might the target audience value or need?
8. Does the ad try to address those needs?
Explain.
This is an
ad from 1942, the
setting of
A Separate
Peace.
I’ve made the
text larger
on the next
slide so that we
can read it easily.
10
“The Story Behind This Bar of Palmolive Soap”
Source: Milwaukee
Mag online
Author: Matthew Prigge
Date: 25 Jan 2018
11
Here are two places online where you can browse and access 1940’s-1950’s advertisements:
Smart Tips:
Browse ads at both locations or find one elsewhere. I’d suggest you browse several types or categories as well. There are many vintage ad sites online.
As you browse, think about what these ads reveal about 1940’s and 1950’s culture.
Your ad can be color or black and white, but it must be from the 1940’s-1950’s.
Read through the ad analysis worksheet
before you choose an advertisement
so you’ll know the requirements.
Pick a topic that you find
interesting! You always write
better when you write about
something you find
interesting.
Plan Ahead--you’ll need to submit a copy of the ad with your worksheet and with your final paper.
Be sure to bookmark and save the url and image.
Information:
Palmolive Dishwashing Liquid Dish Soap Madge Soaking Hands 1971 Vintage Print Ad
This listing is for an ORIGINAL Print Advertisement from Good Housekeeping Magazine
Googling history of the company and/or
product can also
be helpful context.
Possible Ad Topics