Ad Analysis Guide for English Oral Exams
This comprehensive guide outlines a structured approach for analyzing advertisements using the AIDA model in English mündliche Prüfung contexts. It covers both monologue and dialogue components, providing students with a framework to confidently discuss and evaluate ads.
Monologue Structure for Ad Analysis
1. Introduction
Begin by introducing yourself and the ad you'll be discussing:
Example: "Hello, I am [Your Name] and I am going to present an ad by the company [Company Name]."
2. Target Group and Ad Description
Describe the ad's target audience and provide a detailed visual description:
- Identify the product or campaign
- Mention where the ad is published
- Describe the visual elements (foreground, background, text placement)
- Highlight any notable text features (slogans, bold type, capital letters)
3. AIDA Model Analysis
Attention
Explain how the ad captures initial attention:
Definition: The 'A' in AIDA stands for Attention, focusing on eye-catching elements.
Interest
Discuss how the ad maintains interest:
Example: "The ad keeps interest with the heading which says..."
Desire
Analyze how the ad creates desire for the product or service:
Vocabulary: Desire refers to the want or craving the ad aims to instill in the viewer.
Action
Describe the call-to-action:
Highlight: The Action step typically encourages the viewer to make a purchase or visit a website for more information.
4. Target Audience Evaluation
Specify who the ad is designed to appeal to:
- Age groups
- Specific demographics or interests