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Advertisement composition outline:

Background: Where and when does the advertisement appear? What product or service is the ad selling?

Target Audience: For whom is this advertisement intended? What is the age, sex, social class, values and life-styles of the intended audience?

Hook and Story: How does the ad get our attention? What is happening in the ad – many ads tell stories. What "problems" will the product solve? What are the advertisers trying to get you to believe? Summarize the story briefly. The developmental techniques of the story will be addressed in other sections.

Primary Informational Message: What actual knowledge/facts, or lack of, have been provided in the ad? For example, car advertisements focus on mileage, acceleration, comfort and style.

Secondary Messages (techniques of structure): These are the messages that are designed to "seduce" the potential consumer. What are the advertisers trying to make you believe? What messages is the ad trying to send? What is the overall message of your ad?

Advertising Claims (techniques of language): What techniques of language will be used in the ad? What style will you choose?

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