Name: ___________________________________
IB English 11
Analyzing an Advertisement
(Quiz Grade)
Due: _______________________________
For this assignment, you must find a foreign or domestic advertisement/billboard that
reveals a societal attitude/stereotype about one or both genders. Use good judgment when
selecting your advertisement; if you are unsure whether one is acceptable, show it to your
teacher before beginning work on your analysis. Then, follow these directions:
1. Include a picture of the ad in your assignment.
2. Write a 250-300 word analysis of the ad, and submit it in class on the due date with the
copy of the ad. Your analysis should explain:
 how the ad you have chosen exemplifies at least one of Jib Fowles’s “15 Basic
Appeals” AND a societal attitude/stereotype about one or both genders
 who the target audience for the ad would be, and how you determined that. For
example, you may consider the source of the ad (the type of magazine, perhaps) or
cultural/gender-specific elements that are meant to appeal to a particular audience
 the specific message(s) you feel the ad is sending – both intentionally and (possibly)
unintentionally
 how the text and graphics/photography help to influence the audience’s perception
of the product and the ad’s message(s).
You may wish to use the bullets above to help you organize your points. Your analysis
should consist of at least TWO paragraphs, so you may want to address the first two bullets
in one paragraph, and the other two in the second paragraph.
_____________________________________________________________________________
(A Guide to) Advertising’s 15 Basic Appeals, by Jib Fowles
(from Mass Advertising As Social Forecast)
1. Need for sex- surprisingly, Fowles found that only 2 percent of the television ads he
surveyed used this appeal. It may be too blatant, he concluded, and often detracts from
the product.
2. Need for affiliation (bonding/friendship/belonging to a couple) – the largest number of
ads use this approach. Advertisers can also use this negatively, to make you worry that
you’ll lose friends/partners if you don’t use a certain product.
3. Need to nurture- every time you see a puppy or a kitten or a child, the appeal is to your
paternal or maternal instincts.
4. Need for guidance- a father or mother figure can appeal to your desire for someone to
care for you, so you won’t have to worry. Betty Crocker is a good example.
5. Need to aggress- we all have had a desire to get even, and some ads give you this
satisfaction.
6. Need to achieve- the ability to accomplish something difficult and succeed identifies the
product with winning. Sports figures as spokespersons project this image.
7. Need to dominate- the power we lack we may find in a product (“master the
possibilities”).
8. Need for prominence- we want to be admired and respected, to have high social status.
Tasteful china and classic diamonds offer this potential.
9. Need for attention- we want people to notice us; we want to be looked at. Cosmetics
are a natural for this approach.
10. Need for autonomy- within a crowded environment, we want to be singled out, to be a
“breed apart.” This can also be used negatively: you may be left out if you don’t use a
particular product
11. Need to escape- flight is very appealing; you can imagine adventures you cannot have;
the idea of escape is pleasurable
12. Need to feel safe- to be free from threats – to be secure – is the appeal of many
insurance and bank ads
13. Need for aesthetic sensations-beauty attracts us, and classic art or dance makes us feel
creative, enhanced.
14. Need to satisfy curiosity- Human beings are curious by nature, interested in the world
around them, and intrigued by tidbits of knowledge and new developments. Trivia,
percentages, observations counter to conventional wisdom-these items all help sell
products.
15. Psychological needs- Fowles defines sex (item no.1) as a biological need, and so he
classifies our need to sleep, eat, and drink in this category. Advertisers for juicy pizza
are especially appealing late at night.
Source: Media Impact: An Introduction to Mass Media (4th Ed) Author: Shirley Biagi
Rubric for Ad Analysis
Criteria
Appropriateness
of Advertisement
Meaning
Development of
Analysis
Language Use
Grammar and
Conventions
90+
80+
70+
60 and below
The advertisement
clearly reveals a
societal attitude/
stereotype about
gender
The
advertisement
adequately
reveals a societal
attitude/
stereotype
about gender
Student shows a
clear
understanding
of the task
(including the
discussion of at
least one Fowles
appeal) and
advertisement.
The
advertisement
somewhat
reveals a societal
attitude/
stereotype about
gender
Student shows an
inconsistent
understanding of
the task and
advertisement.
An inappropriate
Fowles appeal
may have been
selected.
The advertisement
does not reveal a
societal attitude/
stereotype about
gender
Student
develops most
points with
precise
supporting
details from the
advertisement.
Language is
appropriate, and
sentence
structure is
sometimes
varied.
Some errors are
present, but
they do not
hinder reader’s
comprehension.
Student develops
only some points,
and/or uses
inaccurate details
from the
advertisement.
Student does not
use any details
from the
advertisement to
support his/her
points
Language is
sometimes too
casual, and
sentences are
mostly short.
Language is
mostly casual or
ineffective, and
sentences are only
short.
Many confusing
errors are
present.
Errors prevent
reader from
understanding
most of the
analysis.
Student shows an
insightful
understanding of
the task (including
the discussion of
at least one
Fowles appeal)
and
advertisement.
Student develops
all points with
precise supporting
details from the
advertisement.
Language and
sentence structure
are sophisticated
and varied.
Essentially no
errors in grammar,
spelling, or
punctuation are
present.
Student shows a
weak
understanding of
the task and
advertisement.
There is no
reference to a
Fowles appeal.
Grade: ______/100
Lateness deduction: _______
Final Grade: _______/100