Advertisements and Culture: Getting Started

Learn about analyzing and researching advertisements!

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How to Use this Guide

Vintage ketchup ad showing pleasantly surprised female consumer holding ketchup bottle; text: "You mean a woman can open it?"

Instructors frequently ask students to choose an advertisement and analyze how it appeals to the audience, what messages it conveys, and what cultural influences and associations underlie it.  The following pages will discuss finding an advertisement to analyze, as well as researching ads in their social context; this page also has some general information about using resources provided by the Columbus State Library.

[Note: Use of advertising images in this research guide does not constitute an endorsement of the products.  All images are used for educational purposes only.]

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