plural of medium - includes newspapers, magazines, books, e-books, radio broadcasts, television news, sitcoms, films, documentaries, websites, blogs What is the general ambience of the advertisement: Mood? How does it do this?
What is the design of the advertisement: How are the basic components arranged?
What is the relationship between pictorial elements and written material and what does this tell us?
What is the use of space in the advertisement? Is there a lot of "white space" or is it full of graphic and written elements?
What signs and symbols do we fine? What role do they play in the ad's impact?
If there are figures (men, women, children, animals), what are they like? What can be said about their facial expressions, poses, hairstyles, ages, hair color, education, occupation, relationships (of one to the other)?
What does the background tell us? Where is the advertisement taking place and what significance does this background have?
What action is taking place in the advertisement and what significances does it have?
What theme or themes do we find in the advertisement? What is it about? (The plot of an advertisement may involve a man and a woman drinking, but the theme might be jealousy, ambition, etc.)
What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter: humor, alliteration, comparisons, sexual innuendos, and so on?