This is the second part of the ad presentation made by Ms. Sagarika Golder and we need to do our CIA based on this.

1. Affiliation belonging

2. Rejection

3. Acceptance /Approval

4. Plain Folks Uses images of people "just like themselves."

5. Bandwagon Everyone is doing it or in this case buying it; “in” with the popular crowd.

6. Individuality/Anti-Bandwagon The commercial tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing, or buying.

7. Speed… Vitality… Liveliness…

8. Warm & Fuzzy Using sentimental images (especially families, kids and animals) to sell products.

9. Beautiful People Using good-looking models in ads to suggest we’ll look like the models if we buy the product.

10. Advertising Psychology Dominance Message appeal

11. Celebrity endorsement / Testimonials A claim by a celebrity or someone of authority that the product is good or good for you.

12. Attractiveness Source Credibility Gender

13. Attractiveness Source Credibility Gender

21. The language of advertising

22. Visual Metaphor Attracting attention

23. Visual Metaphor Attracting attention

24. Direct eye gaze Attracting attention

25. Slogan A memorable phrase is used in a campaign or a series of commercials. Viewers remember the slogan and associate it with the product.

27. Glittering Generality The commercial is filled with words that have positive connotations attached to them, such as "tasty" or "sensational."

28. Loaded words Using words with strong connotations mainly positive.

31. Product Comparison The commercial features a comparison between the product and its competition, showing the competition as inferior. This often uses card stacking, which is withholding pertinent information to persuade the viewer.

35. Vertical camera angles Violent words Power Status Eliciting strong Emotions

36. Looking down Nurturance Subservience Eliciting Emotion

37. Targeting Cultures The Global Melting Pot

38. Targeting Generations

39. Targeting Generations

40. Advertising Psychology Targeting Generations

41. Respect? Targeting Genders

42. Dove Pro-Age Campaign Individuality Targeting Genders

44. How to analyze an Ad

45. Level of Analysis Description of the Ad Level The Surface Meaning "consists of the overall impression that a reader might get from quickly studying the advertisement...you can describe this surface level of meaning by simply listing all the objects and people in the ad" The Advertiser's Intended Meaning "is the sales message that the advertiser is trying to get across. Some marketers refer to this as the strategy behind the ad. It is the 'preferred' or expected meaning that a reader might get from the ad; the meaning that the advertiser intends for the reader to take with them" The Cultural or Ideological Meaning "...relies on the cultural knowledge and background of the reader. We all 'make sense' of ads by relating them to our culture and to the shared belief systems held in common by most people" (ibid.).

51. A stands for addiction and credit cards perfectly symbolise the word

55. Asks the question whether we are in a bullet democracy or a ballot one

62. T stands for Tourism, and the image shows a rocket reaching the moon