The 5 main analyzing tools

Let's take the above advertisement as an example for an analysis 

Audience and Purpose

• The intended audience of this advertisement is parents of large families of a low socio-economic background in Malaysia who need a safer option for transport than motorcycles, but previously did not have financial means to own a car.
• The primary purpose of this text is to advertise and sell Tata Nano to the intended audience.
• The secondary purpose is to create awareness of safety issues with motorcycles.

Content/theme

Visual:

• 5 people on the motorcycle with at least 1 child.
• Man is in control of the bike.
• Vibrant colors used with some photoshopped elements.
• A small yellow car is in the right bottom corner.
• The road still visible through the spaces of the wheel.
• Connects burden and motorcycle.

Written:

• Malaysian law & the dangers of breaking it.
• The contrast of low risk buying Tata Nano & high-risk motorcycles.
• Price of the car.
• Affordability is stressed.
• Telephone number & website info.

Structure

• The text is small compared to the picture.
• Title.
• The placing of paragraphs is unconventional, as the 2nd paragraph is higher than the 1st one.
  • 1st paragraph = problem.
  • 2nd paragraph = solution.

Mood/tone

• The mood is persuasive and somewhat accusatory:
  • "you can afford it"
  • "why still go for a motorcycle?"
  • "why take the risk"

Stylistic devices

• Rhetoric questions:
  • "Why you want to take risks?"
• Hyperbole:
  • "It's not only endanger yourself, but also the others."
• Onomatopoeia (the formation of a word with the sound associated with that word).
  • "Burden" - the sound that motorcycles make.

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