Problem
A. What signs and symbols do we find? What role do the various signs and symbols play in the advertisement?
B. If there are figures (men, women, children, animals) in the advertisement, what are they like? What can be said about their facial expressions, poses, hairstyle, hair color, age, sex, ethnicity, education, occupation, relationships (of one to the other), and so on? What do these characteristics imply about the target audience?
C. What does the background tell us? Where is the action in the advertisement taking place, and what significance does this background have?
D. What action is taking place in the advertisement and what significance does this action have? (This might be described as the plot of the advertisement.)