1. who the advertiser is (usually obvious or in a tag)
2. who is the intended audience - think about it!  These features can reveal who the ad is targeting.
1. where the ad is placed in the publication
2. who is in the ad and how they are treated
3. direct verbal references to the intended audience
4. music and other pop culture identifiers associated with a particular audience.
5. sources of message (who the audience may identify with)
6. style (the lifestyle depicted and who wants it)

• U.S. ads are dominated by attractive young women, BUT

• there are more men directly associated with products than women in ads

• Americans disappear from ads as they age

• Stereotypes often appear (schemata)

1. Ethnicity
2. Gender
3. Occupation
4. Role
5. Values