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AMP ENERGY DRINK

S: Subject• Here, you’d give a detailed

explanation of what you see in the ad.

O:Occasion• What is going on in society

that might be reflected in this ad? What does this suggest society values?

A: Audience• To whom is this ad

targeted? Be specific! No ad is ever targeted at everyone.

P: Purpose• What action is this ad

wanting us to take?• What mental connection is

this ad wanting us to make?

Notice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!

AMP ENERGY DRINKNotice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!

S: Structure• Here, explain the

propaganda techniques being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)

$: Transaction• Who benefits when the

audience does what this ad wants? How do they benefit?

Tone: • What atmosphere, attitude

or tone does this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?

AMP: ANALYSIS PARAGRAPH

This ad for AMP energy drinks is using a powerful image to appeal to young

men’s desire to be extreme risk-takers. The magazine ad shows a snowboarder

who has supposedly taken a jump so high that he ends up as high as an

airplane. The background shows the tops of clouds, and in the foreground is

the wing and engine of a plane. In the middle of the photo is the powerful

image: the snowboarder doing an upside-down 360 heel-grab kind of

maneuver right above the wing tip. This powerful image implies a story about

this snowboarder, and tries to make the reader think that drinking AMP energy

drinks can make a person achieve this kind of extreme maneuver. The image is

powerful because, for one, it is unrealistic, so it exaggerates what any human

could possibly do. That directly appeals to the desire that many young men

have to be an extreme risk-taker and achieve things that no one else thinks

are possible. A powerful image is used because it can communicate the

snowboarder’s story without having to use words, and the message can be

communicated quickly and without the reader really having to think too deeply

about it. The makers of the image don’t expect their audience to be thinking

too deeply, but the still want the reader to connect the story to the product.

ADIDAS SPORTSWEARS: Subject• Here, you’d give a detailed

explanation of what you see in the ad.

O:Occasion• What is going on in society

that might be reflected in this ad? What does this suggest society values?

A: Audience• To whom is this ad

targeted? Be specific! No ad is ever targeted at everyone.

P: Purpose• What action is this ad

wanting us to take?• What mental connection is

this ad wanting us to make?

Notice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!

ADIDAS SPORTSWEARNotice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!

S: Structure• Here, explain the

propaganda techniques being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)

$: Transaction• Who benefits when the

audience does what this ad wants? How do they benefit?

Tone: • What atmosphere, attitude

or tone does this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?

ADIDAS: ANALYSIS PARAGRAPHAdidas uses several kinds of repetition in this ad in order to appeal to the desire that

teenagers and younger adults might have to be athletic and popular. The magazine ad

has four pictures: the two in the left hand column are of NBA player Derrick Rose in

action on the court, while the two in the right hand column are of pop singer Katy Perry

posing for the camera. Across Rose’s pictures is the statement “all d rose” and across

Perry’s is “all katy.” This ad uses repetition by showing two images of each person, as

well as by repeating the word “all,” and finally by the repetition of the logo and font

style of the “adidas” brand. By including multiple views of each famous person, and by

repeating the word “all,” the ad is communicating that their brand can fit in “all” parts

of the reader’s life, not just sports. The reader sees Rose in two different moments of

play: sizing up a shot and aggressively handling the ball. The reader also sees Perry in

two poses: looking strongly into the camera in a beauty shot, and then also in what

looks like a yoga pose. This repetition, along with the word “all,” makes the reader

think that adidas clothes are a product that would be for all different types of

situations and all different types of people—including the reader him or herself.

However, the connection that adidas also wants the reader to make is that if they

choose adidas, they will also be part of the same group as people like Katy Perry or D.

Rose. Younger adults generally desire being athletic (represented by Rose) and popular

(represented by Perry), so the use of these repeated ideas and images is an attempt to

make this connection for the reader.

Link: http://youtu.be/berzE4tNTfA

RAM TRUCKS

S: Structure• Here, explain the propaganda techniques

being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)

$: Transaction• Who benefits when the audience does what

this ad wants? How do they benefit?Tone: • What atmosphere, attitude or tone does

this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?

S: Subject• Here, you’d give a detailed explanation of what you see in the ad. O:Occasion• What is going on in society that might be reflected in this ad? What does this

suggest society values?A: Audience• To whom is this ad targeted? Be specific! No ad is ever targeted at everyone.P: Purpose• What action is this ad wanting us to take?• What mental connection is this ad wanting us to make?

RAM TRUCKS: ANALYSIS PARAGRAPH

This ad for Ram trucks uses loaded words to appeal to a man's desire to be tough,

powerful, and competitive. The thirty-second commercial tells the simple story of a

Ram pickup lumbering powerfully up a dusty, desert hillside until it reaches the

very top of the ridge. In the background, quiet and somewhat ominous music plays

as the truck kicks up dust in its bumpy climb. Throughout the ad, a narrator speaks

in a deep, masculine tone. He says "Tenacity, plated in chrome. Determination,

covered in mud. Fight, firing on six cylinders." Then, at the end of the ad, the

words "Guts, Glory," and "Ram" are both spoken and visible. Finally, the ad closes

by reminding the viewer that this particular truck was named the 2013 "Truck of

the Year." The loaded words "tenacity," "determination" and "fight" are spoken as

the viewer watches the truck climb this hill, which makes the reader associate this

product with the strength and power that those words communicate. Ram's

audience is men ranging in age from late teens to mid forties, since this groups is

often concerned with toughness and strength. Tenacity, determination, fight, and

being the best (which the "Truck of the Year" award identifies) are valued

personality traits that Ram Trucks wants the viewer to believe will be part of the

target audience's personality if he chooses this product.

NOTE… THIS IS AN EXAMPLE!

For yours, you would need a total of five ads!