How to Deconstruct a Print Advertisement

1) Look at the VISUALS
    look at the images
    what are the people in the picture doing?
    what are the expressions on their faces?
    what clothes are they wearing?
    who or what might be left out of the picture? why?

2) Look at the WORDS (copy)
     read every word in the ad- even the smallest font
     what do the words say? what adjectives or adverbs are used?
     how do they say it?
     what might be left out? why?

3) Look at the LAYOUT ( the manner in which words and images are displayed on the page)
    how to the words relate to the images?
    notice how your eye moves as it first encounters the ad?
    do you think your eyes are attracted to the brightest portion of the page?
    are the major elements of the ad placed along an inverted "S"?
    are the major elements placed in each of the three thirds of the page?
   
4) Look at the MAGAZINE
    what can you tell about the 'target audience" this publication is trying to reach?
    why would this ad be placed in this publication?
    is there any relationship between the ad and editorial content of the publication?