Let's look at an ad.

The text of the advertisement below appeared in the Radio Times. Link to Radio Times

Have you?

The value of experience

Well have you? You know, been there, done that?

Anyone who tells you the world’s getting smaller hasn’t driven a Suzuki lately. For over 30 years, Suzuki 4 X 4s have been expanding drivers’ horizons, taking them as far as their imagination leads them. And sometimes beyond. For real adventures, you need a real 4 X 4.

Underneath that smoothly-contoured body shell, the Grand Vitara is pure, uncompromising, off-road engineering with a ladder-frame chassis that’s strong enough and durable enough to take on the toughest of terrains. Long-travel suspension and high ground clearance let you ride easily over rocks, ruts and river-beds. The Drive Select 4 X 4 system, giving you all the traction and control you need – with an effortless switch to 2WD when you get back on the tarmac. You can choose from 2.0 litre petrol and Turbo Diesel engines or a gutsy 2.5 V6. Whatever Mother Nature’s throwing at you outside, inside it’s all comfort, space and relaxation. And wherever life takes you, the Grand Vitara offers unparalleled safety, comfort and driver satisfaction, all at a price that’s a world away from other 4 X 4s. If you expect a lot from your car, we expect your call on 01892-707007.

How do we set about analysing an advertisement? Firstly we need to understand that this is persuasive writing. The author is trying to persuade us to buy something; in this case a car. Advertisers typically like to create needs in us; make us feel that our lives are incomplete unless we buy what they are selling. Very often it's a need we never knew we had.

Look at the heading and the questions. What need is the advertisement creating? Why are there so many questions? Why does the advertisement address the reader directly using you? Why does the author use value and experience? What is the purpose of been there, done that? What tone does all of this create?

In the main body contrast smaller with expanding, as far as, horizons, beyond. What has allowed people to lead a less restricted lifestyle? What is the only thing stopping you achieving this less restricted lifestyle? What's the importance of 30 years? Why is real repeated and what does it contrast with? What, therefore, will buying a Suzuki do for you? What does buying a Suzuki promise you?

Is there a non-sentence in the first paragraph? What is its effect?

In the next paragraph look at the compound modifiers smoothly-contoured, off-road, ladder-frame, long-travel. What do they mean? What are the words that they modify? What do those words mean? If you don't know, it's all jargon (find the meaning of this word). If you do know it's terminology (find its meaning). In either case, what is the effect of these phrases? Do they sound technical and impressive? What then is a drive select 4 X 4 system?

Can you spot a nice piece of alliteration? What effect does that have?

Do we have choice? How? Is the driver in complete control? How?

Find other words in the same lexical field as easily. What effect do they have?

Do the same for pure.

What effect does world away have? Does it echo another part of the advertisement?

Comment on the structure of the final sentence.

Did you find the word need anywhere? It would be very surprising not to find it somewhere.

Contrast the world outside the Suzuki with the one inside it.

Does the writer use contractions? What is their effect?

Can we say anything about sentence length?

Advertisers often hit us with a hard-sell, after all they are spending good money trying to get us to spend ours. Is there a hard-sell anywhere here? If so, how is it achieved?

Think about the audience in terms of age, gender, social status, professional status, income, aspirations and lifestyle. Now, when you are stuck in a huge traffic jam on your way to your boring dead-end job, where are you in your mind? Do you think that owning a Suzuki gives you freedom and choice and control over your life?