Step 1

Look at the visuals—what are the pictures of? What colors are used?

What graphic elements are there? What are the people doing in the ad? Where are the visuals placed? How do they relate to the product or message of the advertiser/organization?

Step 2

Look at the words or copy—What are the words? What do they say?
What to they tell you about the product or organization? How does the copy relate to the visuals?

Step 3

Look at the layout—Where are the pictures and graphics in relation to the words? What is the first thing your eye is drawn to in the ad?
Why did the company want you to look there? How does your eye move through the material? How to the pictures and words come together?

Step 4

Look at the larger framework—Who is meant to read this publication? How old are they? Are they male or female, or both? What race are they? How much money does this ad cost? Who is the company trying to reach with this material? Why does it exist? What motive does the company have for producing the ad?