Begin working on a thesis that states how the advertisement tries to attract and influence viewers. For example, you might identify a consistent persuasive appeal used in major components of the ad, or you might show how several components work together to persuade particular viewers.
| WORKING THESIS | The dog food ad has photos of puppies to interest animal lovers. |
| IMPROVED | The Precious Pooch dog food advertisement uses photos of cuddly puppies to appeal to dog owners. |
| MORE PRECISE | The Precious Pooch dog food advertisement shows carefully designed photos of cuddly puppies to soften the hearts and wallets of devoted dog owners. |
Point Out the Details. Identify details — and explain their significance — to guide readers through your supporting evidence. Help them see exactly which visual elements create an impression, solidify an appeal, or connect with a viewer as you say that they do. Avoid general description for its own sake, but supply enough relevant description to make your points clear.
Organize Support for Your Thesis. As you state your thesis more precisely, break down the position it expresses into main points. Then list the relevant supporting detail from the ad that can clarify and develop each point.
Open and Conclude Effectively. Begin by introducing to your audience both the ad and your thesis about it. Describe the ad briefly but clearly so that your readers start off with an overall understanding of its structure and primary features. State your thesis equally clearly so that your readers know how you view the ad’s persuasive strategy. Use your conclusion to pull together your main points and confirm your thesis.