A Guide to Textual Analysis

A Guide to Textual Analysis

Textual analysis is the process of pulling apart a media product (such as an advert) and discussing how each element might appeal to an audience.

Below are some more detailed points to consider when analysing print and TV adverts:

General

·  What product is being advertised?

·  Who is it aimed at?

Written codes

•  How does the size of the main writing compare with the rest of the page?

•  What are the key words and what do they suggest?

•  How does the writing influence the way that the reader will approach the advert?

•  What techniques are being used (rhetorical devices etc)?

•  To what extent does the strapline meet the expectations set up by the main writing?

Symbolic codes

•  What do the name of the company and strapline of the advert suggest?

•  Why are particular graphics/logos/images used and what do they suggest?

•  What do the facial expression and body language of the model(s) suggest?

•  What colours are used and what do they suggest?

Technical codes (Print adverts)

•  How is the page laid out – to what effect?

•  What typefaces and fonts have been used? Why what do they suggest?

•  What can be said about the size and quality of the photographs

•  Have they been cropped? If so how and why? How do we know cropping has taken place?

•  What angle and shot type has been used, how is the audience positioned?

Technical codes (TV adverts)

•  How long is the advert? Is there a story?

•  Are there any clear characters? How can you tell?

•  What costumes, props, make up, colours and lighting are used? What do they suggest?

•  What angle and shot type has been used, how is the audience positioned?

•  What typefaces and fonts have been used? What do they suggest?

•  What music is used? To what effect?

Mark scheme below: