Critical viewing means taking a closer look, not being critical. It means that you are an active, rather than passive viewer. Active viewing means that you study the elements, in this case, an advertisement for tobacco, and ask yourself a series of questions, each designed to elicit important clues and other information. Take a critical look at the four cigarette ads above.
Download the Google Docs worksheet to record your responses.
- What is happening in the ad? Why did the makers of the ad choose this scene?
- What creative techniques are used to get your attention?
- Who is the target audience? What is the purpose of the advertisement?
- What lifestyles, values and points of view are presented in the ad?
- How does the advertisement make you feel?