All essays become the property of the contest committee and will not be returned unless a stamped, self-addressed envelope is included. Today's advertising is by necessity anti-intellectual, simplifying all subject matter. Reasonable, logical, and reflective thinking hinder the emotional , and by extension, the consumptive process. Together, images and music are more powerful than text. When we view images or listen to music, they are immediately stored in more ancient parts of the brain, which are most directly connected to the central nervous system.
Images arouse the strongest emotions, and are more persuasive than sound.
Advertisers spend millions of dollars to research, write, shoot, test on focus groups, rewrite, re-shoot, test market, produce, and distribute every scene in an ad. Most individuals cannot spend as much time and energy in deconstruction as an advertising company spend in construction. With these three ideas in mind, follow the steps below to deconstruct an ad. Emotions and the Story Identify the story the ad is trying to tell. Imagine a wide spectrum of audience responses to the ad.