You judge whether the proposition is direct, clear and important to you, the prospect. Then, reverting to your regular role you determine whether the proposition is presented as your company wants to be presented. Plus whether the advertisement asks for the order. Copy research can help if you're in any doubt about how the prospect will respond. It doesn't have to be extensive. As Lasker said: "You don't need a sample of 1,000 to prove that donkeys have two ears. A sample of six will do."
"If you spend your advertising budget entertaining the consumer you're a bloody fool", David Ogilvy told the Association of National Advertisers. "Housewives don't buy a new detergent because a manufacturer told a joke on television last night. They buy the new detergent because it promises a benefit".

Effective Advertising Is:
Clear as to exactly what the selling proposition is.
Important to its prospects.
Personal in its appeal to its logical prospects.
Commanding of attention.
Demanding of action by its prospects.


What Is the Ad Trying to Do?
Usually the ad is trying to sell a product, but this is only an initial response to the question. What does the ad want the reader to do? Ultimately, of course, commercial advertising aims to win sales, but some advertisements seek first to gain the reader’s attention or stimulate interest in hopes that purchases will follow. On the other hand, repetitive ads for familiar products often aim to short-circuit the conscious consideration of purchase decisions. They try to stimulate the consumer to pick up the soft drink or the toothpaste or the detergent as she moves down the shopping aisles.

What Else Do You Need to Know to Analyze an Ad?
As we see the ads, we may also be able to “see through” them to broader social and cultural realities. We can note three contexts for these documents. First of all, they are selling tools and reflect the business needs of the corporations that pay for them.Posing the questions about purposes and methods will give us insights into the role ofadvertising in business. Second, advertisements are cultural indicators. Finally, bear in mind that ads emerge from a professional culture of industry and suggest the aspirations and anxieties of the men and women who create them. To see through ads, we should also look at these creators.