AD ANALYSIS SAMPLE:

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This ad for a Lakland bass guitar targets the young beginning musician who is interested in economy as well as quality.The use of a sardine can (instead of caviar jar or fancy guitar case) appeals to someone of more modest income, as does the text, "quality basses for tight budgets." The roll-down sardine can uses a bass guitar tuning "key" in place of the normal sardine can key, which would appeal to an experienced guitar player who has a sense of humor and is reasonably witty. The key opens on guitar, which the parallels the part of the text that reads, "introduces the Lakland..." since both are "openings." This would again appeal to anyone with modest intelligence and wit who gets the connection. The text is minimal; the layout is simple-both would appeal to a young reader who is not interested in reading a lot of theory but who "lives in the moment."

This ad for Fancy Feast cat food aims at a well-to -do consumer who is moderately intelligent and believes in pampering his pet. The text words such as,"had-selected," "treasure," "glistening in a glaze," and "delicacy" appeal to someone who has the time and money to spend on an animal. The choice of a white Persian cat (a purebred cat who is more of a decoration than a "mouser" would appeal to someone who is status-conscious and upwardly mobile. If the consumer looks carefully, she will notice that all the "artwork" on the wall and the pedestal is about fish - this is humorous and would appeal to one whose humor is more subtle and developed. Also, the person of above-average income probably has eaten in restaurants where menu items are described in similarly glowing terms as are the ingredients of the catfood and would either appreciate the humor of the description, or be attracted to the text which basically puts cats on the same level of humans! This pet-human equality is also emphasized by the position and gaze of the cat who is portrayed as the "owner" of his own surroundings with a pun on "good taste is easy to recognize."