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