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Advertisement Analysis Essay: Steps, Tips, Insights, & Example

Conventional selling methods that entail rational thoughts are no longer effective.

Today, advertisements that motivate the viewer or reader to take deliberate action stimulate emotion.

Therefore, knowing how to write an advertisement analysis essay correctly is an essential skill that all marketing or business students should master before graduation.

Advertisement analysis essays, also known as ad analysis essays, are quite popular among students.

Such essays are more about ad reviewing and have a specific format that should be adhered to.

What is an advertisement analysis essay, and how do you correctly write one? Keep on reading to find out more.

What is an Advertisement Analysis Essay?

An advertisement analysis essay is an academic essay that needs the student or writer to study an advert properly.

The essay is typically written about a television or print commercial, and it aims to disclose any hidden messages featured in the advertisement which might be misleading or false.

This can be achieved through studying different aspects like gender, used color schemes, age of the target market, and even the genre of music featured, among other things.

For instance, you can highlight how advertising primarily gives males dominant positions over women through virtually all details displayed in the advert.

A counterpart will then have to examine the same advert from the standpoint that it treats both genders equally, thus eliminating any preconceived thoughts about gender discrimination.

Nonetheless, even though ad analysis essays focus on specific works, whether visual or print, the analysis can be stretched to cover how media is used in audience manipulation.

You can, for instance, have an ad analysis essay that compares and contrasts gender roles across different ads or TV programs like soap operas and commercials.

And one great advantage that this kind of essay has over other essays written on the same topic is its ability to use several sources in backing and supporting an argument, and this not only shows that you have conducted thorough research on the topic but also proves your point.

Steps for Writing a Critical Analysis Essay for an Advertisement

Writing an advertisement essay is as simple as keenly reading or observing the advert and then interpreting its meaning to the target audience or exploring how well a brand or a company uses the Ad to achieve its marketing functions.

Today, there are many ways to run adverts apart from print media. Online platforms such as Facebook, TikTok, Instagram, and YouTube allow influencers, companies/brands, and marketing agencies to run different ads. Besides, there is also a choice of running ads on commercial TV or radio.

Like a standard academic essay , specific steps should be followed when writing an ad analysis essay.

Below are the steps involved in writing an ad analysis essay like a pro!

Step One: Analyze The Chosen Ad

You can look through magazines or newspapers to find one to discuss if not already provided. Pick an advertisement you understand and have sufficient background information on. Knowing the different parts of an ad and a few advertising methods will help you develop a comprehensive analysis and informative essay.

What five parts of an ad should you look out for? They are;

• A captivating headline
• Relatable color schemes, images, as well as packaging that capture the consumer's interest
• Marketing the benefits
• A call to action
• A memorable tagline

When assessing the advertisement, observe specific factors like the language, graphics, target audience, message, and cultural significance. In addition, the utilized advertising techniques should also be examined.

Step Two: Use Your Introduction to Introduce the Ad

The first sentence of your introduction should be an attention-grabber/hook that attracts your readers. It can be a statement, observation, statistic, or fact.

After selecting and analyzing the specific advertisement, utilize your essay's introduction to offer background details on the service or product presented in the ad.

Next, give a short analysis of the ad's history, mention why the advert seems better than others, and discuss the target audience.

Step Three: Add Your Thesis Statement

Utilize your thesis to mention what the essay will highlight and what the selected advert is doing about achieving its goal. The thesis statement should include the ad's message, whether it is implicit or explicit.

Make sure that the thesis statement is the last sentence in your introduction. A good thesis statement lets the reader know your standpoint before reading the entire essay.

Step Four: Discuss One Point Per Paragraph

Each body paragraph featured in the body of your essay should discuss one central point. For example, you can discuss the ad's creativity in one paragraph and then discuss the methods used to capture attention in another paragraph. This should be elaborate right from your topic sentence to the concluding sentence.

Generally, the body paragraphs should examine the ad and utilize statistics, facts, research, and examples to demonstrate how the advert leads to a specific outcome.

You can, for instance, quote any sensitive language used. Moreover, the body of your essay should explain how the advertising strategies used work and why they were chosen for that particular audience.

You can also compare and contrast the models used in the advert compared to adverts used by competitors to bring in the critical aspect that encouraged a good scholarly discussion.

You should also identify the loopholes in the market that need to be addressed or if there are needs of the target audience that the advert failed to meet.

Every suggestion you make on the advert should be objective and generalized so that the readers can themselves make a subjective opinion.

Do not forget to include examples as well. Besides, you should cite any information you borrow from scholarly sources to avoid plagiarism.

Step Five: Conclude Your Essay

In the essay's conclusion paragraph , summarize your essay, mentioning some of the main points you discussed earlier. You will also need to restate your thesis statement. Remember that the conclusion is one of the most critical parts of your essay. You, therefore, should make sure that it is memorable.

Take advantage of conclusion paragraph starters to write a perfect conclusion that resonates with your readers.

• How to write an outstanding compare and contrast essay . 
• How to write an analytical essay.
• Case study writing process (guide) for college/university students.

Structure of an Ad Analysis Essay

Introduction

The introduction should mention what the advertisement is for. You should summarize the ad's context, name the product or company, and give your thesis statement. The introduction can be written in any of these techniques; an interrogative introduction, narrative introduction, inverted triangle introduction, minding the gap introduction, or a paradoxical introduction.

Your thesis statement should also clarify what the ad is about and who the intended target audience is. Note that the thesis statement should be placed at the end of the introduction. A good thesis statement includes the following:

• Explicit messages ; the obvious and clear messages
• Implicit messages ; the hidden messages. They include the promises made by the ad to the consumer.

Your essay's body paragraphs should utilize evidence from the advertisement to prove the thesis statement. Make sure to include the following in your body paragraphs:

• A short description of the advertisement. You should present an impartial description of the ad's features. You can explain the ad's appearance, what or who is featured, and the different colors used. Remember that this segment should only describe what the reader or reviewer would see, not how the advert works.
• Discuss the target audience and the publication where the ad appeared. Explain what particular group of people the advert is targeting. You should include the race, education, age, sex, class, and marital status of the intended audience.
• Logical appeals/logos. Clearly explain how the advertisement applies logos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of logos.
• Emotional appeal/ pathos. Elaborate on how the advertisement applies emotional appeals to charm its target audience. Include a few paragraphs to communicate the advert's use of pathos.
• Ethical appeals/ ethos. Clearly explain how the advertisement applies ethos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of ethos.

You should provide a brief summary of your essay, mentioning some of the points you discussed earlier. You will need to restate your thesis statement and remember that the conclusion is one of the most critical parts of your essay.

The conclusion should also explain the ad's cultural significance. Mention the attitudes, beliefs, and values the advertisement seeks to meet.

Ad Analysis Essay Outline

It is vital to develop an essay outline before you start writing your paper, and the outline will serve as a plan for how you intend to approach it. Below is an advertisement analysis essay outline template you can use for your assignment.

• The name and purpose of the ad. Include the brand and authors.
• Summary of ad's context.
• Relevant background information about the company or organization featured in the ad.
• The thesis statement.
• The ad's impact on the target audience.

Body paragraphs

• Proof of the ad's effectiveness on the intended audience.
• Mention a few examples (only where applicable).
• Discuss the components of the ad.
• Discuss the approach used by the advertisers.
• Discuss the impact of the advertisement on its audience.
• Logos, pathos, and ethos of the advert.
• Visual and textual strategies used in the ad.
• In case it is a comparison, discuss the similarities and differences.
• Restate the thesis statement.
• Mention what makes the ad stand out.
• Discuss the intention of the ad.
• Give a general reflection on the advertisement and wrap things up with your opinion.

Follow our guidelines, and you can rest assured of having a perfect ad analysis essay!

Sample Advertisement Analysis Essay

Garnier Fructis Shampoo Advertisement Analysis Essay Introduction Fructis Shampoo is one of the major products manufactured by Garnier, an American company. During one of its promotions to market the product, Garnier posted an advertisement for the shampoo in an issue of Cosmopolitan magazine. The ad focuses on a woman's beauty and how important her hair is to her general appearance in society. Like all other ads, the aim of this ad is to convince consumers to buy the product. Per se, the Fructis Shampoo by Garnier ad seeks to appeal to the target market via implicit messages, audience targeting, cultural significance, language, and graphics. Advertisement Analysis (The Body) Women between the ages of 18 to 40 comprise the bulk of Cosmopolitan magazine's target audience. Most of the magazine's readers are enthusiastic about beauty, fashion, and love. The magazine also features different articles on romance, weight loss, and famous personalities. Grownup females mainly read the magazine to be enlightened about current events and to discover solutions to their relationship and physical appearance problems. Through addressing beauty issues, particularly those that involve a woman's hair, this advertisement strongly appeals to women in this target group via implicit messaging. Most American women place great significance on the appearance of their hair and are constantly searching for services or products that will allow them to align their hair to the latest trends in fashion (Zahra et al., 2022). This ad attempts to capitalize on women's worries about their hair by promising them a "great" solution that will enhance their beauty and boost their self-esteem. Therefore, the implicit messages of this ad promise a woman beauty, strength, and confidence. The language employed in the ad expresses ideas about confidence and strength and boosts the promotion of beauty principles. The advert reads "sleek and shine" written in bold. Ladies often link these phrases with good things since American society highly values sleek and shiny hair. The ad is, however, vague regarding how much shine someone's hair will get following the use of the shampoo. In addition, the ad doesn't also define the term "sleek." And even though these two adjectives are appealing, they are useless as the ad does not mention the "shine" and "sleek" levels that the customer should anticipate. So, even though the ad's phrasing has logical appeal or logos (Elfhariyanti et al., 2021), it seems to convey unsupported information about the shampoo. Unfortunately, most readers don't take a moment to consider the significance of these two terms. The graphics utilized in the advert use pathos by emotionally appealing to the intended group. The gorgeous long-haired model featured on the page is the ad's main subject. The model seems to display qualities that most ladies wish to possess. She has long, shining hair, an oval, blemish-free face, and a slim, tiny body. She also appears to be giving the reader an enigmatic, seductive gaze. The model is a woman the magazine readers imagine is sought-after by men and venerated by women, given that she resembles several other women in TV commercials, movies, and shows (Johnson, 2012). As a result, this ad tends to leave the reader with specific ideas about how a woman should physically look to be deemed desirable and beautiful as per the American Culture. With regard to cultural significance, the ad tends to emphasize the importance of physical beauty in American culture, just like other TV programs and adverts do. The ad seems to imply that a lady may only be considered beautiful if she bears similar physical features as the woman featured in the advert. This ad implies that women can only feel secure about their bodies if they have a specific external appearance. Whereas some individuals think a woman ought to be strong, this Garnier ad insinuates that a woman's strength lies in her beauty as per societal standards. And just like other beauty ads, this particular one uses women's insecurities about themselves to get them to purchase cheap products. Ultimately, such advertising highlights a woman's outward beauty while completely overlooking her internal traits like compassion and intelligence. Conclusion The discussed Garnier Fructis shampoo advertisement uses particular appeal elements to draw the target audience's interest hopefully. These elements include implicit messaging, audience targeting, cultural significance, and language and graphics. Even though the use of these particular elements creates considerable appeal to potential buyers, some of these elements depict an exaggerated value of external beauty at the expense of internal beauty. The ad also seems to convey unsubstantiated facts about the product being sold. Therefore, even though the advertisement does a great job of appealing to the target audience, it can be improved to consider women's inner beauty and provide more factual information. References Elfhariyanti*, A. A., Ariyanti, L., & Harti, L. M. (2021). A multimodal analysis: Construing beauty standard in shampoo advertisement.� Pioneer Journal of Language and Literature ,� 13 (1), 134-147. Johnson, F. L. (2012).� Imaging in advertising: Verbal and visual codes of commerce . Routledge. Zahra, G. E., Rehan, M., Hayat, R., & Batool, A. (2022). Construction of beauty concept by beauty product advertisements: A critical discourse analysis.� Journal of Archaeology of Egypt/Egyptology, � 19 (3), 789-804.

How to Start an Advertisement Analysis Essay

Begin by introducing your thesis by explaining the product you picked as your essay's sample. Thoroughly analyze the product and ask your reader or reviewer if they are familiar with the development of the advertised work.

Note that you do not have to agree with the advertisement's implicit message. Discuss your claims in the essay, as there are no wrong or correct answers about the ad's implicit message. However, you will have to support your claims with reasonable arguments.

Next, inform your reader why the advertising company opted to adopt that approach of advertisement for the product you just discussed, given that there are several other modes of advertising. You should aim to detail why and how the company uses that advertisement mode.

Proceed to compare the organization's present ad model with the previous one(s) and its influence on the product's market, loss, or growth. An ad analysis will bring to light the loopholes and gaps in the market. It is vital always to generalize your remarks in the essay so that the reader can form their judgments personally, without your personal views affecting their decision.

Keep in mind that there are different target markets based on the product. Therefore, you must utilize the appropriate methods to communicate your message.

How to Conclude an Ad Analysis Essay

The essay conclusion should include the product's summary, the advertising mode, and how it has affected market changes. To properly conclude your ad analysis essay, summarize the most critical points of your essay. And most important is to restate your thesis statement without using the exact words in the introduction.

You should also rephrase the thesis statement as part of your concluding paragraph to complete the information loop and offer your readers closure.

In addition, mention whether or not the ad achieved its goal of informing, entertaining, or persuading its target audience. And without adding any new information, including one last sentence to leave the reader with something to ponder.

Tips to Write the Best Essay on an Advertisement

• Introduce the subject that you will be advertising. The readers of your analysis might be unfamiliar with the product or service you are discussing. Therefore, introducing it early enough in your essay will make it much simpler to understand. Regardless of the popularity or content of the advertisement, it would help if you gave a brief description of the ad so that everyone has a clear idea of what will be discussed in the essay.
• Establish what audience you'll be addressing. It is vital to know who you are writing to as this will allow you to focus your essay's content appropriately and permit you to draw special attention to those aspects your readers will be most interested in.
• Understand the purpose of the advert and your main reason for writing an analysis essay about that specific advert. Correctly understanding the ad's intent goes a long way in producing a well-structured paper.
• Take time to create an essay outline before you start writing your essay. Note that the contents of your essay need to be presented in a specific order, so you should plan this sequence before you begin writing the essay itself.
• Keep things simple when writing your essay. Avoid the use of complicated jargon. This will make reading more enjoyable and also meaningful.

Summing Up!

Writing an advertisement analysis essay does not have to be as troublesome as you suppose. Rather, it is an interactive process that enables you to get into the creators' minds, explore how well they did their craft, and suggest areas for improvement if needed.

When analyzing an advert, you need to identify the advertisement's rhetorical appeals (ethos, logos, and pathos). You must also analyze the target audience to determine its values, preferences, attitudes, intentions, and beliefs.

Think about the effects or potential purpose of the advertisement using diction, tone, language, and presentation.

You should be critical enough to determine the rhetoric behind the symbols and non-verbal cues and relate them to the specific brand and the target audience.

Now that you have the facts and access to tips, steps, and a written sample advert analysis essay, you are on the right track. However, sometimes many things come our way, limiting our chances to complete writing essays.

If you feel like you could help writing your Ad analysis essay, our English essay helpers can help. We have professional essay writers who specialize in writing critical essays. They have perfected their craft through the years and can write your Ad analysis assignment faster and more efficiently.

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• Dec 19, 2020
• 11 min read

ANALYSING ADVERTISEMENTS

Updated: Jan 25, 2021

THE ELEMENTS OF AN ADVERTISEMENT

The PURPOSE of an advertisement is to sell a product or a service. It may be witty or humorous but this is not intended to entertain consumers but to bring about a sale. It certainly uses persuasive strategies of every sort. The macro purpose of selling the product is accomplished by related tasks an advertisement must perform. In analysing advertisements, you must pay attention to the way they accomplish these tasks.

The tasks include:

· Providing product information

This sometimes includes the price of the product and details on where to buy it. This is conveyed in factual language.

· Promoting the features of the product

Here, claims are usually made that the product has special features that make it better than rival products. The language used often includes hyperbole and diction that ‘talks up’ the product.

· Grabbing the consumer’s interest in the product

Whether it’s a print or audio-visual advertisement, it needs to grab the consumer’s interest or their ‘eyeballs’ and take attention away from other products. This usually involves intriguing headlines and attractive visual elements. They LURE the consumer’s interest.

· Arousing the consumer’s desire for the product

You’ve probably felt the effects of this, ordering a product online immediately after having seen an ad for it. The consumer’s desire is usually generated through the use of emotive and evocative language that appeals to our five senses. Visual elements too play a role in arousing our desire for the product.

· Targeting and reaching out to specific classes of consumers

The targeted consumer—young or mature, middle class or upper class, male or female, liberal or conservative—can be known by the type of language used by the ad, the style of the visual elements, and by the type of information that is promoted.

· Constructing an image for the company, brand or product

Always be aware of how advertisements work to construct an image for the product, brand or the manufacturer. The kind of language used—plain, sophisticated, elegant—and the values linked to the product (for e.g. efficiency, beauty, versatility) present a certain image of the brand or its makers. The style of the ad too and the tone of language adds to our idea of the product and its maker.

· Countering any prevailing negative notions of the product, brand or company

Sometimes, companies target new markets, and thus have to exchange their old image for a new one. Also, when they lose their market position due to changes in consumer tastes and needs or new innovations, advertisements have to do the job of shedding adverse views of the brand or product.

HOW TO ANALYSE AN ADVERTISEMENT

Let’s use the Ford advertisement as a model to guide us through the moves we need to make in analysing an advertisement. It’s a fairly simple but typical advertisement and thus will serve us well for an introductory exploration.

START BY ASKING AND ANSWERING QUESTIONS and making notes as you go along.

Your questions should be a combination of generic questions to ask about advertisements and also some that are specific to the advertisement you’re analysing.

READ THE ADVERTISEMENT AS IF IT WERE A POEM—think about the effects or possible purpose of choices the ad makes in the use of language, tone, diction. Scour the text for symbols (both visual and verbal elements) and ponder their significance in terms of the claims being made about the product or brand. Look at how the various elements are arranged—which ones are foregrounded and gain attention, and which ones are given less prominence, and why. As with poems, try to identify the message of the advertisement.

What is being advertised: a brand name or a specific product?

The headline “Ford sets the fashion” suggests that the ad-maker is interested in a corporate or brand image. But a specific Ford model is mentioned in the subhead, the Zephyr, so it is also a product advertisement.

What image is being constructed of the brand and the product?

The header “Ford sets the fashion” tells us that the Ford company prizes its image as a style trend setter. It is at the front line of auto design and style. The tone of the header is also declarative as conveyed by its making a short emphatic statement, suggesting the company is confident of itself as an auto manufacturer. The alliteration of “f” in “Ford” and “fashion” in the header adds a sense of verbal elegance, which is reinforced by the use of a cursive font style that imitates calligraphic writing. The company name is written with a distinctive, somewhat flamboyant style that suggests strength.

Although strong, the company would also like itself to be thought of as fleet-footed and light, perhaps even carefree. The word “Zephyr” that is used to name the car is a literary word for a light breeze, which adds to the brand’s association with style and refinement. While the word “Ford” has a font with a masculine, angular scrawl, the word “Zephyr” uses traditional feminine cursive writing style. It’s as if the company wants the consumer to see it as containing both ideal masculine and feminine qualities. The product name “Zephyr” is also angled upwards to suggest that this car is ready to take off to the skies!

That same need to strike a balance between traditional male and female values can be seen in the contrast between the feminine cursive font of “Zephyr” and the masculine, serif, all-caps style of the words “Monte Carlo Rally Winner”. The product information of the car being a rally winner too highlights its qualities as traditional male qualities of being tough and strong.

Who is the targeted audience or consumer?

Ford appears to be wanting to sell the Zephyr to women. Women have been used in ads to sell cars—usually they are used as symbols to signify the virility of the men who drive the cars and to suggest that the cars will draw women to the male drivers. However here, the body copy tells us that the car is for the woman herself: “Whatever the occasion, whatever the company, my Zephyr-Six is styled to take me there with dignity and distinction.”

In addition, the woman model looms large over the advertisement, even blocking out the body of the Zephyr from view.

However the female consumers being targeted are not from the middle or lower classes. Ford is aiming for the upper class woman consumer. This is evident from the styling of the female model. If you can’t tell that she is wearing a very expensive evening dress, the caption on the left bottom side that tells us that her “dress” is by “Ronald Peterson” makes the point that this is a designer outfit. The woman’s posture, her facial expression as well as the harsh styling of her hair depicts her as somewhat snobbish or arrogant, full of a sense of her own superiority. In addition the tagline of the ad, that Ford offers “five-star motoring” and the dress style of the woman suggest that she is possibly an opera singer, literally a star. Hence this is a car meant for the elite women of society, especially those with exceptional taste and aesthetic credential.

Unlike other car advertisements of the time, the Ford Zephyr is not being promoted as a car that signifies the independence of women, that gives them agency as drivers to go where they please. The woman here wants a car that will “take [her]” to destinations she needs to go to. Rather than drive, she is a passive auto consumer being taken around by the car. She is concerned about how she appears and needs a car that will transport her “with dignity and distinction”. Hence it is a car associated with conservative style rather than with liberal values such as the freedom of women. The woman is only interested in the way the car is “styled”, as evident in the body copy.

Why is the company crest placed at the top corner of the add rather than its usual appearance in the bottom corner of advertisements?

Usually, crests or heraldry and company logos placed in advertisements serve simply to identify the brand/company name. These can thus be placed at the bottom because the top parts of the ad would have already identified the company or brand.

In this advertisement however, the crest is placed prominently at the top because it conveys information about how the Ford company had been royally appointed as “motor car manufacturers” by none other than the “late King George VI”. This thus doesn’t just identify the company but conveys its high status, its connection to the British Crown, drawing attention to its aristocratic history and its upper class appeal.

How does the advertisement lure the viewer/consumer?

The woman’s regal demeanour, posture and designer style certainly catches our eye, but it is the way she is stretched over the entire ad, dominating it, almost phallic in her towering leanness, that lends drama to the ad and piques our curiousity. The empty space at the top of the ad further forces us to notice the woman. Even more intriguing, the car seems to be dwarfed by the woman. However the contrasting solid blackness of the car then takes our eye off the woman and focusses it on the product information contained in the body copy.

Below is a 1960s’ American Pontiac car advertisement. Take note of its details and try to answer the questions posed in the above Ford advertisement before reading the analysis below.

For a clearer image, look here : https://www.pinterest.at/pin/249598004335199089/

Both the Pontiac auto brand and the specific model, Grand Prix, are being promoted here. This is evident in the way the brand and product names are coupled in the bottom right hand corner signature as “Pontiac Grand Prix”. In addition, one line beneath the picture of the car refers to the “Pontiac Motor Division” of the General Motors Corporation. The logo however emphasises the product. Although the car dominates the advertisement, firmly positioned in the centre, the ‘speakers’ of the body copy are the engineers and designers from the “Pontiac Motor Division” of the General Motors Corporation: “We made that!”, they say. This shows that the advertiser General Motors wants to highlight not just the product but the Pontiac brand in general, personifying the brand and giving it a speaking role.

The brand and the product are being presented as ‘posh’ and stylish. This impression is given through the use of setting, which offers an aura of affluence and elegant style. The car has driven up to a hotel driveway and is picking up a woman who emerges from the hotel shopping arcade. The hotel’s architecture is classical, complete with turrets, columns and decorated pediments, suggesting an old-world glamour. The Pontiac Grand Prix is also associated with a genteel culture through the formal dress style and courteous behaviour of the couple.

The image of the brand comes across more strongly in the language and tone of the body copy. It’s clear that the Pontiac folks want to be associated with elegant, quiet, even conservative style. In the body copy they say that they enjoy seeing the “small admiring shake of the head” and “the pursed lips of judicious approval”. Movements such as pursed lips and small shake of the head suggest that the company does not want to be associated with flamboyant style but with subtlety. They also compare themselves to being “like a doting parent” and “flush[ing] a little with pleased pride”. The company wants to project itself as caring for its customers and their needs, but also wants to be seen as placing a premium on aesthetic values. The contrast between how they’d like to “shout” that “it’s a Grand Prix and it comes with a 306-bhp Trophy V-8 and easy chair bucket seats and a console and just take another look at those utterly clean lines” but actually end up “babbl[ing] silently” again brands them as going for control and balance in their design and style. The references to the “30-bhp Trophy V-8”, “easy chair bucket seats” and “utterly clean lines” are a quiet nod to the Pontiac as being a modern car despite all the nods to old-world design (the hotel architecture).

There is also a tension with the brand wanting to pitch itself as exclusive and yet as also being popular with the masses. Despite all the signs noted above of the car as being ‘posh’ and quiet in its appeal, the body copy also wants the readers to know that “There are GPs all over the place”, which means that it’s not only a select group of people who buy the car. As the header says, they are “perfectly normal”.

The advertiser appears to be targeting young people who are moving upwards socially, perhaps the educated, professional class. The male driver of the car, who is the owner, could be a doctor or lawyer, as suggested by his formal wear. He is also young, as is the woman. There are no children on the scene, either. The ad seems to be targeting young courting couples or newly marrieds.

I would argue that young men on the way up the social ladder are being targeted as the ad keeps promoting the car as something that will win other people’s admiration. Even in the visual composition of the scene, we see a young woman on the ground floor and another woman on the upper floor looking enviously at the car and the couple. The body copy also repeatedly mentions signs of admiration and approval. It is young and upwardly mobile people who seek reassurance from others, not those who have arrived. The header “Your pulse rate goes up whenever you see one of these? Relax—you’re perfectly normal” also plays to the desire of the upwardly mobile to belong to a community of successful people, telling them their desire for the car is “normal,” that is, in sync with their peers.

The picture, which appears to be an illustration in watercolour, plays the main role in drawing viewers to the advertisement. The colours--the wash of blue with areas of white, and luscious greenery, including palm trees everywhere—attract our attention and suggest an exotic coastal location. Visual excitement is also added by the contrast between natural forms of trees and old-world architectural imagery versus the sleek modern lines of fancy cars. In addition, a visual story is immediately apparent, telling of romance--a man has turned up, who is possibly courting a woman as suggested by the eager way he leans forward when he sees her; upstairs, on the upper floor, we see another young couple chatting. The woman too is equally eager and happy to see the man, but behind her another woman directs a sneaky glance at her. There is drama, intrigue, romance, youth that is used to lure the reader to the advertisement and to evoke desire in the consumer for the product. Working together with the emotive language of the body copy, the visual scene with its romantic blues and the shine of the car appeals to our emotions and evokes feelings of pleasure.

How has context shaped the content and style of the advertisement?

This is a 1960s’ advertisement and reflects the dominant gender ideas of that era. Hence the driver of the car is presented as male whereas the female is the passive one, who has to be given a ride. The middle class of that time saw the ability of a man to provide well for wife and children as a hallmark of success. Hence the car is being associated with luxurious living (seen in the hotel, the shopping, the large size of the car, the Florida lush tropical vegetation) and the woman is seen in the so-called ‘ideal’ role of going shopping rather than working.

Looking back today, the 1960s is seen as a time of ‘flower power’, when the emphasis was on love, romance, sex and pleasure. The advertisement appeals to that set of values. Sex and romance are hinted at in the presence of two young couples in the illustration. But even the language of the Pontiac makers in the body copy emphasises the value of love, for e.g. in the way the makers see themselves as “doting parents” who have made this car from love, not just for the buyers, but from love of design and art. Attempts are made to depict the car as an object of love rather than a machine or something associated with commerce. The language and content of the body copy as well as the header uses the ‘soft sell’ approach rather than the ‘hard sell’. Hence the header is in small font and placed in the lower third of the advertisement rather than screaming at the top of the advertisement. It’s a long header too, and more personable in tone than the generic advertisement, again emphasising care and concern, emotion, underplaying the commercial function of an advertisement.

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16 Drafting Your Ad Analysis

Dr. Karen Palmer

Now that you have a solid outline, it’s time to start writing your ad analysis paper! Here we will work through fleshing out each part of your outline–turning your outline into a full draft.

Introduction

The first part of your paper is your introduction. You may remember from the Writing Formula chapter that an introduction consists of three main parts: the hook, the introduction to the topic, and the thesis. Let’s begin with the hook. A hook does two jobs–it connects the topic of your paper to your readers, and it attempts to capture their attention.

This video highlights some of the most common techniques for writing a good hook:

Now that you have a general idea of what a hook does, let’s focus in on the kind of hook that would be most useful for your ad analysis essay. Let’s say you are doing an analysis on that milk ad we discussed earlier in the text.

Strategy 1: Connect to the topic of the ad: milk. You could say something like, “Do you drink milk?” But…would that really draw in readers? Surely, there is a better way to grab the attention of our audience.

Strategy 2: Connect to the broader topic of advertising. Here you might say something like, “Advertisers are always trying to get our attention.” Sure, this is a broad opening to the paper, but is it really going to make anyone interested in the topic?

A good idea is to brainstorm some current events or topics that link to your ad. A brainstorming list for this milk ad could include lactose intolerance, the concept of looking at TV sitcom characters as role models, the changing role of mothers, and even the pressure placed on moms (and women in general)  to be perfect. Choose something that appeals to you and that illustrates a theme that runs through the ad. When brainstorming with my classes, we often land on the idea of perfection with this particular milk ad. It makes a compelling frame for the paper.

Introducing the topic is just that–letting readers know what the paper will be about. ie An ad for ________ located in _________ magazine illustrates this concept. Note that you need to include the specific product advertised in the ad, the name of the magazine in which the ad is located, and include a connection/transition to your hook.

Finally, the last sentence of your introduction is your thesis. Here you make your argument. While you already wrote a thesis for your outline, you want to double check that the thesis connects in some way to your hook. Our example thesis is: “The advertisers successfully persuade the consumer that milk will make them a great mom by using nostalgia, milk branding, and the image of ideal motherhood.” We might make a slight adjustment here to make the connection a bit more explicit: “The advertisers play on the desire of moms to fulfill an image of perfection by using nostalgia, milk branding, and the image of ideal motherhood.”

In the ad analysis, our background consists of two different sections: the description and the discussion of context.

Description

Remember that your audience cannot see the ad you are discussing. If you were in a room presenting to your audience, you might project an image of the ad up on a screen. Since we can’t do that in an essay, we need to describe the ad for our readers. Essentially, you want your readers to be able to draw a basic picture of your ad–or at least visualize it accurately in their minds.

This video from James Rath discussing how people with visual impairments see images on social media gives an important life reason for learning how to write solid image descriptions:

Here are some good tips for writing a description of an image:

1. Start by giving readers a one sentence overview of the ad. For our milk ad, that might be, “In this ad, three mothers from iconic sitcoms sit side by side in a beauty parlor under old-fashioned hair dryers.”

2. Determine in advance how you want readers to see the image–do you want them to look at the image left to right? Foreground to background? Clockwise? Bottom line here–don’t make readers minds jump around from place to place as they try to visualize the image.

3. Choose the key elements. You don’t have to describe every single thing in this paragraph. Tell readers who the three moms are and what show they are from. Give enough basic details so that readers know the setting is old-fashioned. Remember, you’ll be able to bring forward more detail as you analyze the ad in the body of your paper. Readers don’t need to know what color a person’s eyes are unless it’s a key part of the ad.

4. Don’t forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you’ll be able to give specific quotes that are relevant to your analysis in the body of your paper.

5. Write in present tense!

The context of an ad really focuses on the audience of the ad. Remember that advertisers very carefully consider the audience for their product and create their advertisements to best reach that target audience. Let’s look at this from the perspective of a company looking to place an ad:

So, if an advertiser goes to this much trouble to determine the demographics of their target audience, it’s obviously important! The ad (unless perhaps it was published by an inexperienced advertiser) is not “for everyone.” An ad in Newsweek , no matter how childlike it appears, was not created for children. It was created for the audience who will purchase and read this magazine. When we do an ad analysis, we want to share similar information with our readers. What magazine is the ad placed in? What is the general focus of that publication? What kinds of articles appear in the publication? What general types of ads appear? In short, who is the audience? Of course, you can look at a magazine and get some of this information. You can also do a quick online search for the demographics of the magazine or for their media kit, which is what advertisers look at prior to purchasing advertising space to ensure the magazine is a good fit for their ad.

Now that you have the background out of the way and your audiences thoroughly understand the topic, it’s time to begin your analysis. Your thesis should have given at least three advertising strategies used in the ad. Your paper should include a paragraph for each one of those strategies.

Topic Sentence

The topic sentence should echo the wording of the thesis and clearly introduce the topic. For example, “One way the advertisers use the concept of the perfect mother to convince readers to purchase milk is by using iconic mothers from television shows.” For your next paragraph, you’d want to be sure to include a transition. For example, “Another way” or “In addition to” are both phrases that can be used to show that you are building onto your previous paragraph.

In this part of the paragraph, you want to give specific examples from the ad to support your point.

First, you should introduce the example. “The three moms from iconic tv shows are the focus of this ad.”

Next, you should give specific examples from the ad–this could be pointing out particular details about the images in the ad or quoting from the text–or both! For example, for the milk ad, you might give the specific names of the characters and the shows they are from. You might point out that every detail of their outfits are perfect. That they are wearing makeup and jewelry. That they have their wedding rings prominently focused in the image. You might also quote text, like the line from the ad that says, “Another all-time great mom line.”

Finally, wrap up your examples with a clear explanation of how the example proves your point. For example, you might say that, especially in modern times, it is very difficult for mothers to live up to the standard of perfection set by these three television moms. You might explain how causing readers to feel “less than” sets the stage for them to accept the premise that giving their children milk will make them more like these TV moms.

The wrap up for your paragraph is similar to the wrap up for the evidence provided. Here you want to reiterate your thesis in a simple sentence. For example, you might say, “Using the images of these iconic moms convinces moms that, in order to be a good mom, they must buy milk for their children.”

The conclusion of your paper is essentially a mirror image of your introduction. Think of your paper as an Oreo cookie. The introduction and the conclusion are the cookies that surround the best part–the body of the paper. Like the cookie outsides of the Oreo, the introduction and conclusion should be mirror images of each other.

1. Start with re-stating the thesis.

2. Reiterate the topic.

3. Return to your hook and elaborate.

Unlike an Oreo, the conclusion should not simply copy your introduction word for word in a different order. Try to restate your sentences in a different way. Elaborate on your hook so that you leave readers with something to think about!

 Content written by Dr. Karen Palmer and is licensed CC BY NC.

The Worry Free Writer Copyright © 2020 by Dr. Karen Palmer is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

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In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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Analysis Essay On An Advertisement (Writing Guide)

How to write good analysis essay on an advertisement.

Outline example

How to start, introduction example.

• How to write the thesis statement

Thesis example

How to write body paragraphs, example of body paragraphs.

• How to conclude

Conclusion example

• Revision tips

Advertising plays a major role in our society today; everywhere you go you will find products being advertised on television, online pages, billboards. Advertisement analysis is a common assignment students are required to undertake. Writing an analysis of an advertisement is more about writing a review of the advertisement using a specific format. There are several strategies to go about this type of assignment. So, below is a step-by-step approach to writing an analysis of an advertisement.

Introduction :

• What is the advertisement for
• Summary of the context of the advertisement
• Background information about the company
• The thesis statement
• The effect of the advertisement and the target audience

Body Paragraphs :

• Present evidence of the effectiveness of the ad on the target audience
• Give examples
• Show various components of the advertisement
• Explain some of the outstanding strategies used to persuade the target audience
• Describe the values and emotion the ad provokes in the readers
• Describe the visual strategies
• Describe the ethos, pathos, and logos
• Describe the textual strategies, including the diction and the tone.

Conclusion :

• Present the most important points justify why the advertisement is successful
• The present technique used that makes the product outstanding
• Review the intention of the advertisement
• Provide your opinion.

In the introduction, it is important to state what the analysis will focus on. The ideas to get to the point as early as possible. The essay writer should not assume that the readers are familiar with the product. That is why the first step is to analyze if the advertisement presents a brief history and a detailed description of what the product is about. A good advertisement needs to show how the product is superior to other products in the market.

For example, when a company produces a commercial the aim is to increase sales.

• Here are also points you should consider when writing your essay:
• Some people prefer to write the introduction after they have written the essay itself – you should try both ways to see which one works better for you.
• The introduction must always contain the thesis statement.
• Any information which is needed for the essay, but doesn’t necessarily fit into any of the body paragraphs, should go into the introduction.
• Don’t make any arguments in the introduction itself; save it for the body paragraphs.
• The introduction should summarise the main arguments you intend to make.

Now, you know the main rules of writing an introduction. Next, please find an example of the introduction.

Old Spice’s advertisement “How Your Man Could Smell Like” is an attractive phrase used to lure the audience to purchase the product. The advertisement meant to capture men’s attention through women. It presents an ideal image of how a man should smell. The advertisement used sexually themed strategy to grab the reader’s attention.

How to write a thesis statement

To write a thesis statement, make sure that you have done all the research you want to do, and that you know everything you want to when it comes to your essay. Try and boil down the ultimate point of the essay into a small amount of space – at the most two sentences. It should be clear enough that every part of your essay will be able to relate to it without much trouble.

The advertisement conveys a strong message about a strong personality where a man needs not only to be attractive but also to be confident by smelling like a real man. The advertisement uses emotional appeal to influence young women who value strong qualities in a man.

Any advertisement is meant for a specific audience, therefore, a good analysis should present the target audience. The body paragraphs should clearly present, which groups of people are being targeted, discusses how the intention presented work together to create a good impression. When writing an advertisement analysis essay, it is important to explain how popular and effective the advertisement is. Describe the rhetorical appeals, including pathos, ethos, and logo, these are concepts that provoke emotion among the target audience in an attempt to convince them to like the product.

Tips on body paragraph writing:

• Each paragraph should only deal with one argument, to keep from being cluttered.
• Each paragraph should have a topic sentence to introduce it, and a summary sentence at the end of both wind things up, and lead into the next sentence.
• Each paragraph should reference the thesis statement in some way.
• Each paragraph should fit into the essay in a way which makes it flow properly, leading readers through the essay to a similar conclusion.
• Each paragraph should contain just the right amount of research – not so much as to confuse the issue, but not so little that it seems like there is nothing to say.

Below is an example of the body paragraphs for advertising analysis.

1st paragraph

The commercial appeals to women more than men. This is important because it does not rely on the attractiveness of the model and the setting, but on sensational, emotional responses presenting how perfect men should translate into the reality the ideal image of who a man should be and what he should smell like to attract a wider audience.

2nd paragraph

The advertisement uses an attractive man who seems to be physically fit, giving the product an image that men are appealing to women’s tastes. The advertisement also presents the notion that a man’s’ emotional needs to smell like a real man to attract a woman. The advertisement uses a reliable strategy of sexuality. Sexually themed advertisements appeal to not only men and women but to a wider audience. Using such themes is the surest way to attract more people to use the product.

3rd paragraph

Normally, these advertisements focus on men who are physically attractive to try and sell their products, with the implication that the product will give an entire lifestyle, not simply a way to smell good. This is one way in which the advertisements appeal to people – making it seem as though they too can aspire to be as ‘cool’ as the man presents, simply by purchasing the aforementioned product.

How to write a conclusion

After review, the advertisement giving appropriate evidence to support the claim the next step of the analysis is to wrap up by reviewing the key points of the analysis. The conclusion of the analysis should be a brief summary justifying if the advertisement has achieved its objectives.

Tips to remember when writing your conclusion

• Remember to restate the thesis statement.
• Round up the arguments made in the essay – do not make any original arguments in the conclusion.
• The conclusion is your last chance to bring people round to your point of view, so make it count.
• Remember that you can bring in the history or additional information which is used in the introduction, to remind people of anything that might be useful.
• Your conclusion should mention every argument made in the essay.

Example of a conclusion is shown below.

The Old Spice ad is successful because it makes a good impression on people and makes the audience believe that smelling good can be attractive. The advertisement carefully uses sex appeal, making it attractive for both men and women. Mixing the right amount of humor makes it stand out because of its no offensive. Old Spice’s appeal to women makes men want to look and smells like a real man. The advertisement presents an ideal man as good looking, masculine and romantic. Any advertisement that arouses people’s emotions and people want to watch and remember their products can be termed as a successful advertisement.

Research paper revision

Revision is important since it gives you the opportunity to create the best essay you are capable of. Revision lets you check whether or not your essay flows correctly, whether it makes sense, as well as the smaller things like grammar and punctuation.

• Do two revisions – one for spelling and grammar, and one for structure.
• Check to make sure that the argument through the paper flows correctly.
• Try and come to revision with fresh eyes, since this will help you see problems more easily.
• If you can, ask someone else to read your essay, to point out any errors.
• Make sure to specifically check things like thesis statements, topic sentences, etc.

Need a custom essay?

1.How to write an analysis essay on an advertisement? To analyze an advertisement, one needs first to figure out the objectives behind the Ad film. Then, the analysis will deal with weighting the theme of the Ad and how well it conveyed the message. However, several other aspects are also mentioned in an ad analysis. Discuss the brand’s values and beliefs? Elaborate on the Ad appeal, emotional or rational? Discuss the storyline, the big idea, overall execution of the Ad film.

2.Who can write an analysis essay on an advertisement? Advertisement analysis is best written by field experts available on customessayorder.com. The platform provides wiring help to students who face difficulty in completing their college assignments. The writing company is good with deadlines, free revisions, professional proofreading, and guaranteed high-quality paper delivered on time written by native English speakers.

3.How to conclude an analysis essay on an advertisement? The conclusion simply summarizes the objectives the ad aimed at and how well it conveyed the message to the audience. Mention both the wins and losses. Also, give a sneak preview of how well the persuasion appeal worked for the brand in the ad.

4.What should an analysis essay on an advertisement include? Ad Analysis should identify the rhetorical appeals—logos, pathos, and ethos in the ad. Analyze the ad’s target demography. Moreover, several points to be included in an advertisement analysis are: · The big idea · Type of advertisement campaign – thematic or tactical · Persuasion appeal – emotional or rational · Core brand values · Subliminal message · Testimonial · Production value · budgets · Cast · Locations

Textual Analysis: Definition, Types & 10 Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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Textual analysis is a research methodology that involves exploring written text as empirical data. Scholars explore both the content and structure of texts, and attempt to discern key themes and statistics emergent from them.

This method of research is used in various academic disciplines, including cultural studies, literature, bilical studies, anthropology , sociology, and others (Dearing, 2022; McKee, 2003).

This method of analysis involves breaking down a text into its constituent parts for close reading and making inferences about its context, underlying themes, and the intentions of its author.

Textual Analysis Definition

Alan McKee is one of the preeminent scholars of textual analysis. He provides a clear and approachable definition in his book Textual Analysis: A Beginner’s Guide (2003) where he writes:

“When we perform textual analysis on a text we make an educated guess at some of the most likely interpretations that might be made of the text […] in order to try and obtain a sense of the ways in which, in particular cultures at particular times, people make sense of the world around them.”

A key insight worth extracting from this definition is that textual analysis can reveal what cultural groups value, how they create meaning, and how they interpret reality.

This is invaluable in situations where scholars are seeking to more deeply understand cultural groups and civilizations – both past and present (Metoyer et al., 2018).

As such, it may be beneficial for a range of different types of studies, such as:

• Studies of Historical Texts: A study of how certain concepts are framed, described, and approached in historical texts, such as the Bible.
• Studies of Industry Reports: A study of how industry reports frame and discuss concepts such as environmental and social responsibility.
• Studies of Literature: A study of how a particular text or group of texts within a genre define and frame concepts. For example, you could explore how great American literature mythologizes the concept of the ‘The American Dream’.
• Studies of Speeches: A study of how certain politicians position national identities in their appeals for votes.
• Studies of Newspapers: A study of the biases within newspapers toward or against certain groups of people.
• Etc. (For more, see: Dearing, 2022)

McKee uses the term ‘textual analysis’ to also refer to text types that are not just written, but multimodal. For a dive into the analysis of multimodal texts, I recommend my article on content analysis , where I explore the study of texts like television advertisements and movies in detail.

Features of a Textual Analysis

When conducting a textual analysis, you’ll need to consider a range of factors within the text that are worthy of close examination to infer meaning. Features worthy of considering include:

• Content: What is being said or conveyed in the text, including explicit and implicit meanings, themes, or ideas.
• Context: When and where the text was created, the culture and society it reflects, and the circumstances surrounding its creation and distribution.
• Audience: Who the text is intended for, how it’s received, and the effect it has on its audience.
• Authorship: Who created the text, their background and perspectives, and how these might influence the text.
• Form and structure: The layout, sequence, and organization of the text and how these elements contribute to its meanings (Metoyer et al., 2018).

Textual Analysis Coding Methods

The above features may be examined through quantitative or qualitative research designs , or a mixed-methods angle.

1. Quantitative Approaches

You could analyze several of the above features, namely, content, form, and structure, from a quantitative perspective using computational linguistics and natural language processing (NLP) analysis.

From this approach, you would use algorithms to extract useful information or insights about frequency of word and phrase usage, etc. This can include techniques like sentiment analysis, topic modeling, named entity recognition, and more.

2. Qualitative Approaches

In many ways, textual analysis lends itself best to qualitative analysis. When identifying words and phrases, you’re also going to want to look at the surrounding context and possibly cultural interpretations of what is going on (Mayring, 2015).

Generally, humans are far more perceptive at teasing out these contextual factors than machines (although, AI is giving us a run for our money).

One qualitative approach to textual analysis that I regularly use is inductive coding, a step-by-step methodology that can help you extract themes from texts. If you’re interested in using this step-by-step method, read my guide on inductive coding here .

See more Qualitative Research Approaches Here

Textual Analysis Examples

Title: “Discourses on Gender, Patriarchy and Resolution 1325: A Textual Analysis of UN Documents”  Author: Nadine Puechguirbal Year: 2010 APA Citation: Puechguirbal, N. (2010). Discourses on Gender, Patriarchy and Resolution 1325: A Textual Analysis of UN Documents, International Peacekeeping, 17 (2): 172-187. doi: 10.1080/13533311003625068

Summary: The article discusses the language used in UN documents related to peace operations and analyzes how it perpetuates stereotypical portrayals of women as vulnerable individuals. The author argues that this language removes women’s agency and keeps them in a subordinate position as victims, instead of recognizing them as active participants and agents of change in post-conflict environments. Despite the adoption of UN Security Council Resolution 1325, which aims to address the role of women in peace and security, the author suggests that the UN’s male-dominated power structure remains unchallenged, and gender mainstreaming is often presented as a non-political activity.

Title: “Racism and the Media: A Textual Analysis”  Author: Kassia E. Kulaszewicz Year: 2015 APA Citation: Kulaszewicz, K. E. (2015). Racism and the Media: A Textual Analysis . Dissertation. Retrieved from: https://sophia.stkate.edu/msw_papers/477

Summary: This study delves into the significant role media plays in fostering explicit racial bias. Using Bandura’s Learning Theory, it investigates how media content influences our beliefs through ‘observational learning’. Conducting a textual analysis, it finds differences in representation of black and white people, stereotyping of black people, and ostensibly micro-aggressions toward black people. The research highlights how media often criminalizes Black men, portraying them as violent, while justifying or supporting the actions of White officers, regardless of their potential criminality. The study concludes that news media likely continues to reinforce racism, whether consciously or unconsciously.

Title: “On the metaphorical nature of intellectual capital: a textual analysis” Author: Daniel Andriessen Year: 2006 APA Citation: Andriessen, D. (2006). On the metaphorical nature of intellectual capital: a textual analysis. Journal of Intellectual capital , 7 (1), 93-110.

Summary: This article delves into the metaphorical underpinnings of intellectual capital (IC) and knowledge management, examining how knowledge is conceptualized through metaphors. The researchers employed a textual analysis methodology, scrutinizing key texts in the field to identify prevalent metaphors. They found that over 95% of statements about knowledge are metaphor-based, with “knowledge as a resource” and “knowledge as capital” being the most dominant. This study demonstrates how textual analysis helps us to understand current understandings and ways of speaking about a topic.

Title: “Race in Rhetoric: A Textual Analysis of Barack Obama’s Campaign Discourse Regarding His Race” Author: Andrea Dawn Andrews Year: 2011 APA Citation: Andrew, A. D. (2011) Race in Rhetoric: A Textual Analysis of Barack Obama’s Campaign Discourse Regarding His Race. Undergraduate Honors Thesis Collection. 120 . https://digitalcommons.butler.edu/ugtheses/120

This undergraduate honors thesis is a textual analysis of Barack Obama’s speeches that explores how Obama frames the concept of race. The student’s capstone project found that Obama tended to frame racial inequality as something that could be overcome, and that this was a positive and uplifting project. Here, the student breaks-down times when Obama utilizes the concept of race in his speeches, and examines the surrounding content to see the connotations associated with race and race-relations embedded in the text. Here, we see a decidedly qualitative approach to textual analysis which can deliver contextualized and in-depth insights.

Sub-Types of Textual Analysis

While above I have focused on a generalized textual analysis approach, a range of sub-types and offshoots have emerged that focus on specific concepts, often within their own specific theoretical paradigms. Each are outlined below, and where I’ve got a guide, I’ve linked to it in blue:

• Content Analysis : Content analysis is similar to textual analysis, and I would consider it a type of textual analysis, where it’s got a broader understanding of the term ‘text’. In this type, a text is any type of ‘content’, and could be multimodal in nature, such as television advertisements, movies, posters, and so forth. Content analysis can be both qualitative and quantitative, depending on whether it focuses more on the meaning of the content or the frequency of certain words or concepts (Chung & Pennebaker, 2018).
• Discourse Analysis : Emergent specifically from critical and postmodern/ poststructural theories, discourse analysis focuses closely on the use of language within a social context, with the goal of revealing how repeated framing of terms and concepts has the effect of shaping how cultures understand social categories. It considers how texts interact with and shape social norms, power dynamics, ideologies, etc. For example, it might examine how gender is socially constructed as a distinct social category through Disney films. It may also be called ‘critical discourse analysis’.
• Narrative Analysis: This approach is used for analyzing stories and narratives within text. It looks at elements like plot, characters, themes, and the sequence of events to understand how narratives construct meaning.
• Frame Analysis: This approach looks at how events, ideas, and themes are presented or “framed” within a text. It explores how these frames can shape our understanding of the information being presented. While similar to discourse analysis, a frame analysis tends to be less associated with the loaded concept of ‘discourse’ that exists specifically within postmodern paradigms (Smith, 2017).
• Semiotic Analysis: This approach studies signs and symbols, both visual and textual, and could be a good compliment to a content analysis, as it provides the language and understandings necessary to describe how signs make meaning in cultural contexts that we might find with the fields of semantics and pragmatics . It’s based on the theory of semiotics, which is concerned with how meaning is created and communicated through signs and symbols.
• Computational Textual Analysis: In the context of data science or artificial intelligence, this type of analysis involves using algorithms to process large amounts of text. Techniques can include topic modeling, sentiment analysis, word frequency analysis, and others. While being extremely useful for a quantitative analysis of a large dataset of text, it falls short in its ability to provide deep contextualized understandings of words-in-context.

Each of these methods has its strengths and weaknesses, and the choice of method depends on the research question, the type of text being analyzed, and the broader context of the research.

See More Examples of Analysis Here

Strengths and Weaknesses of Textual Analysis

When writing your methodology for your textual analysis, make sure to define not only what textual analysis is, but (if applicable) the type of textual analysis, the features of the text you’re analyzing, and the ways you will code the data. It’s also worth actively reflecting on the potential weaknesses of a textual analysis approach, but also explaining why, despite those weaknesses, you believe this to be the most appropriate methodology for your study.

Chung, C. K., & Pennebaker, J. W. (2018). Textual analysis. In  Measurement in social psychology  (pp. 153-173). Routledge.

Dearing, V. A. (2022).  Manual of textual analysis . Univ of California Press.

McKee, A. (2003). Textual analysis: A beginner’s guide.  Textual analysis , 1-160.

Mayring, P. (2015). Qualitative content analysis: Theoretical background and procedures.  Approaches to qualitative research in mathematics education: Examples of methodology and methods , 365-380. doi: https://doi.org/10.1007/978-94-017-9181-6_13

Metoyer, R., Zhi, Q., Janczuk, B., & Scheirer, W. (2018, March). Coupling story to visualization: Using textual analysis as a bridge between data and interpretation. In  23rd International Conference on Intelligent User Interfaces  (pp. 503-507). doi: https://doi.org/10.1145/3172944.3173007

Smith, J. A. (2017). Textual analysis.  The international encyclopedia of communication research methods , 1-7.

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Advertisement Analysis Essay: Writing Tips

Let's first define the analysis essay to understand what it is. Analysis essays imply examination and evaluation of a particular work like books, newspapers, journals, articles or advertisements. No matter what you analyze, your purpose is going to be the same:

• break your subject into components;
• examine each part separately;
• find the connection between those parts.

For instance, if you are assigned to analyze a poem, you will have to find a relation between the content of the poem and its form. If you have to interpret a play, you might need to find a link between the plots and subplots, and follow the character development by discussing their acting during the performance. There might be different goals when it comes to analysis. It's always important to understand clearly what your professor wants you to highlight.

Ad analysis essay is aimed to study a particular advertisement, provide its main points and give your opinion on its impact on the audience. Advertising has played and continues to play a tremendous role in our lives. We face it everywhere: television, the Internet, roads, shops etc. It doesn't matter whether the advertisement is aimed to sell the product or raise the awareness of the audience about something - it's still has a powerful influence. Therefore, it's imperative to analyze advertisements and understand how they work. If you are wondering how to write an ad analysis essay which can impress the readers, then you came to the right place! Check out the guideline below and write an eye-catching ad analysis essay or get custom online essays from professional writers.

Ad analysis essay guidelines for students

Just as every kind of academic writing, an ad analysis essay has a standard structure which should be strictly followed. Before we start discussing this basic structure and its component, we want to give a list of questions related to the advertisement, which you should work on before writing the essay.

• First of all, make an introduction to the subject which is advertised. Your readers might not be familiar with the service or the product advertised in your case. The earlier you introduce the advertisement, the easier it is to comprehend. No matter what your ad discusses or how popular it is - give a small description for everyone to have a clear understanding of what they are going to read in your essay.
• You should also try to understand what "the audience" is. You should realize who you are going to work with because this will help you focus on the right things and highlight those aspects which are interesting for your readers.
• It's also critical to understand the purpose of the advertisement and why you write the essay on this ad. Why are you telling your readers about the mechanism of this particular advertisement? A clear understanding of the purpose will let you write a well-structured paper.
• Another thing you should pay attention to is the thesis. It's an overall point which you discuss in the rest of the essay.
• Take some time to organize your task. There should be a certain order of the things you want to present in your analysis, and you should come up with this sequence before writing.

Your analysis essay should be simple and challenging at same time. Of course, it tries to show what the creator of the advertisement wanted to convey to everyone but you should also help the reader realize all the positive and negative influences of this advertisement. In most cases, the executives try to sell their products to as many people as possible. They might spend fortunes on commercials. The psychological techniques used to convince people are very intricate because they influence our way of thinking subliminally. They alter our preferences and make us buy things we would have never bought. Your readers should get a broader picture of the advertisement and be aware of all the pitfalls it poses. In short, you should describe how effective the ad is or was.

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Useful structure tips, and topic examples

We offer a basic structure you can apply while writing an analysis essay. If you want to write a high-quality advertising analysis essay - just follow these simple steps:

• Come up with the title and thesis statement.
• Write the introduction. The introduction aims to capture your readers' attention. As it has been stated before, you should give some background information relevant to your advertisement and indicate your opinion on it to show the position you are taking. In this part of the essay, you should include your thesis statement and description of the topic.
• The body part of the essay. In this section, you lay out the main paragraphs (at least 3 paragraphs for a 500-700-words essay) which support your thesis. Provide the evidence, facts and examples. This will assure the reader that your viewpoint is backed by solid proof. You can use textual evidence which includes a summary, paraphrasing, specific details and quotations. Try to take as much information from the advertisement as you can. Don't miss any details and discuss every single aspect of the ad.
• Conclusion for an advertisement analysis essay. It is the culmination of your whole work. You should summarize all main points and give your final comment about the ad.

Create an advertisement analysis essay outline. Many people skip this part despite the fact that it helps the author organize all their ideas and thoughts. When it comes to outline writing, you should mention what your topic is, why it caught your attention and what your opinion is. What is more, you should include short names for all paragraphs of the essay and a brief description of what you are going to write in each of them.

Take your time to choose the most suitable topic for your advertisement analysis essay. Select what is interesting for both you and the audience. Here are some examples of ad analysis essay topics:

• What is the message behind the Burger King's advertisement "BK Super Seven Incher"?
• Does the new Coca-Cola commercial convince people that they are going to "Open Happiness"?
• Does Bud Light's "drinkability" have "viability"?
• How the military commercials influence our mind

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Methodology

• Textual Analysis | Guide, 3 Approaches & Examples

Textual Analysis | Guide, 3 Approaches & Examples

Published on November 8, 2019 by Jack Caulfield . Revised on June 22, 2023.

Textual analysis is a broad term for various research methods used to describe, interpret and understand texts. All kinds of information can be gleaned from a text – from its literal meaning to the subtext, symbolism, assumptions, and values it reveals.

The methods used to conduct textual analysis depend on the field and the aims of the research. It often aims to connect the text to a broader social, political, cultural, or artistic context. Relatedly, it’s good to be careful of confirmation bias when conducting these sorts of analyses, grounding your observations in clear and plausible ways.

Table of contents

What is a text, textual analysis in cultural and media studies, textual analysis in the social sciences, textual analysis in literary studies, other interesting articles.

The term “text” is broader than it seems. A text can be a piece of writing, such as a book, an email, or a transcribed conversation. But in this context, a text can also be any object whose meaning and significance you want to interpret in depth: a film, an image, an artifact, even a place.

The methods you use to analyze a text will vary according to the type of object and the purpose of your analysis:

• Analysis of a short story might focus on the imagery, narrative perspective and structure of the text.
• To analyze a film, not only the dialogue but also the cinematography and use of sound could be relevant to the analysis.
• A building might be analyzed in terms of its architectural features and how it is navigated by visitors.
• You could analyze the rules of a game and what kind of behaviour they are designed to encourage in players.

While textual analysis is most commonly applied to written language, bear in mind how broad the term “text” is and how varied the methods involved can be.

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In the fields of cultural studies and media studies, textual analysis is a key component of research. Researchers in these fields take media and cultural objects – for example, music videos, social media content, billboard advertising – and treat them as texts to be analyzed.

Usually working within a particular theoretical framework (for example, using postcolonial theory, media theory, or semiotics), researchers seek to connect elements of their texts with issues in contemporary politics and culture. They might analyze many different aspects of the text:

• Word choice
• Design elements
• Location of the text
• Target audience
• Relationship with other texts

Textual analysis in this context is usually creative and qualitative in its approach. Researchers seek to illuminate something about the underlying politics or social context of the cultural object they’re investigating.

In the social sciences, textual analysis is often applied to texts such as interview transcripts and surveys , as well as to various types of media. Social scientists use textual data to draw empirical conclusions about social relations.

Textual analysis in the social sciences sometimes takes a more quantitative approach , where the features of texts are measured numerically. For example, a researcher might investigate how often certain words are repeated in social media posts, or which colors appear most prominently in advertisements for products targeted at different demographics.

Some common methods of analyzing texts in the social sciences include content analysis , thematic analysis , and discourse analysis .

Textual analysis is the most important method in literary studies. Almost all work in this field involves in-depth analysis of texts – in this context, usually novels, poems, stories or plays.

Because it deals with literary writing, this type of textual analysis places greater emphasis on the deliberately constructed elements of a text: for example, rhyme and meter in a poem, or narrative perspective in a novel. Researchers aim to understand and explain how these elements contribute to the text’s meaning.

However, literary analysis doesn’t just involve discovering the author’s intended meaning. It often also explores potentially unintended connections between different texts, asks what a text reveals about the context in which it was written, or seeks to analyze a classic text in a new and unexpected way.

Some well-known examples of literary analysis show the variety of approaches that can be taken:

• Eve Kosofky Sedgwick’s book Between Men analyzes Victorian literature in light of more contemporary perspectives on gender and sexuality.
• Roland Barthes’ S/Z provides an in-depth structural analysis of a short story by Balzac.
• Harold Bloom’s The Anxiety of Influence applies his own “influence theory” to an analysis of various classic poets.

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If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Measures of central tendency
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Thematic analysis
• Cohort study
• Peer review
• Ethnography

Research bias

• Implicit bias
• Cognitive bias
• Conformity bias
• Hawthorne effect
• Availability heuristic
• Attrition bias
• Social desirability bias

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How to write an Advertisement Analysis for MBA

• March 7, 2023
• Study Guides

Understanding Advertisement Analysis

Advertisement analysis is critically examining and evaluating advertisements better to understand their content, meaning, and impact. This process involves analyzing an advertisement’s text, visuals, and overall design and considering the target audience and the context in which the ad appears. By conducting an advertisement analysis , businesses can gain valuable insights into the effectiveness of their advertising campaigns and make informed decisions about how to improve them.

Here's What You'll Learn

Techniques for Advertisement Analysis

Several techniques can be used to conduct a practical advertisement analysis:

1. Text Analysis

Text analysis involves examining the language and messaging used in an advertisement to understand its intended meaning and impact on the audience . This includes analyzing the ad’s headline, tagline, copy, and other written content.

a. Headline Analysis

The headline is often the first thing a viewer sees in an advertisement, and it plays a crucial role in capturing their attention and interest. Analyzing the headline can reveal necessary information about the ad’s purpose and target audience.

b. Language Analysis

The language used in an advertisement can convey various messages and emotions and can be analyzed to determine how the ad is trying to influence the audience. This includes examining the ad’s written content’s tone, style, and vocabulary.

c. Persuasive Techniques Analysis

Many advertisements use persuasive techniques to influence the audience’s beliefs or behaviors. These techniques include appeals to emotion, authority, and social proof, and they can be analyzed to understand how the ad is trying to persuade the viewer.

2. Visual Analysis

The visual analysis involves examining an advertisement’s design, layout, and overall visual elements to understand how they contribute to its message and impact on the audience.

a. Layout Analysis

The layout of an advertisement can be analyzed to understand how it guides the viewer’s attention and emphasizes some aspects of the ad. This includes examining the placement and size of visual elements and text.

b. Design Analysis

The design elements of an advertisement, such as color, font, and imagery, can be analyzed to understand how they contribute to the ad’s overall message and impact on the viewer.

c. Color Analysis

The colors used in an advertisement can convey various emotions and messages, and they can be analyzed to understand how the ad is trying to influence the viewer.

Importance of Advertisement Analysis

Advertisement analysis is an essential process for businesses for several reasons:

1. Understanding Consumer Behavior

By analyzing advertisements, businesses can gain a deeper understanding of consumer behavior, including motivations, needs, and decision-making processes . This information can be used to develop more effective marketing campaigns and better meet the needs of their target audience.

a. Analyzing Motivations

Analyzing consumer behavior motivations can help businesses better understand what drives their target audience to purchase.

b. Identifying Consumer Needs

By understanding the needs of their target audience, businesses can develop more effective advertising campaigns that address those needs and solve their problems.

c. Understanding the Decision-Making Process

Understanding their target audience’s decision-making process can help businesses create more persuasive advertising campaigns that appeal to their interests and preferences.

2. Competitive Advantage

By analyzing advertisements, businesses can gain valuable insights into their competitors’ marketing strategies and identify gaps in the market that they can exploit. This information can be used to develop unique selling propositions that differentiate their products or services from their competitors.

Examples of Advertisement Analysis

1. coca-cola’s “share a coke” campaign.

Coca-Cola’s “Share a Coke” campaign was hugely successful in multiple countries worldwide. The campaign’s main concept was to personalize Coke bottles with popular names, encouraging customers to share their Coke bottles with friends and family. Here’s an analysis of the campaign:

 a. Text Analysis

The campaign’s “Share a Coke” tagline is short, memorable, and easy to understand. The use of personalized names on the Coke bottles made the campaign feel more personal, and the tagline encouraged people to share their Coke bottles, thus creating a sense of community.

b. Visual Analysis

The visual elements of the campaign were simple yet effective. The personalized Coke bottles with different names were eye-catching, and the images of people sharing their bottles were relatable and emotional.

c. Audience Analysis

The campaign’s target audience was young people aged 18-34 who were active on social media platforms . The campaign encouraged customers to share their personalized Coke bottles on social media using a specific hashtag, which helped to spread the campaign’s message.

 2. Nike’s “Just Do It” Campaign

Nike’s “Just Do It” campaign is one of the most iconic and successful ad campaigns ever. The campaign’s tagline has become synonymous with Nike and its brand message. Here’s an analysis of the campaign:

The campaign’s “Just Do It” tagline is short, memorable, and inspiring. It’s a powerful call to action, encouraging people to push themselves to achieve their goals .

The campaign’s visual elements were also powerful. Using black and white images with the Nike logo and tagline in bold letters was simple yet effective.

c. Brand Analysis

The “Just Do It” campaign helped position Nike as a brand about pushing boundaries and challenging oneself. The campaign’s message resonated with customers who wanted to feel empowered and motivated.

 Best Advertisement Analysis Tools

 1. google adwords.

Google AdWords is a powerful tool businesses can use to create and manage online advertising campaigns . Here are some of the features that make Google AdWords a great tool for advertisement analysis:

a. Keyword Planner

Keyword Planner helps businesses to find the right keywords for their advertising campaigns. It provides keyword search volume, competition, and cost-per-click data.

b. Display Planner

Display Planner helps businesses to create effective display ads by providing data on audience demographics, interests, and behaviors.

c. Ad Preview and Diagnosis

Ad Preview and Diagnosis help businesses preview their ads and diagnose any issues that might prevent them from appearing on Google search results.

SEMrush is an all-in-one marketing tool that provides businesses with valuable insights into their competitors’ advertising strategies . Here are some of the features that make SEMrush a great tool for advertisement analysis:

a. Advertising Research

Advertising Research provides data on competitors’ advertising strategies, including their ad copy, targeting, and display networks.

 b. Ad Builder

Ad Builder helps businesses to create effective display ads by providing templates, design tools, and targeting options.

AdSense helps businesses to monetize their websites by displaying targeted ads. It provides data on ad performance, revenue, and ad networks.

How to Conduct Effective Advertisement Analysis

Effective advertisement analysis involves several key steps:

1. Establishing the Purpose

To conduct an effective advertisement analysis, it is important first to establish the purpose . This involves identifying the ad’s objective, determining the target audience, and identifying the ad’s call to action.

a. Identifying the Ad’s Objective

This involves understanding what the ad is trying to achieve, such as increasing sales or building brand awareness .

b. Determining the Target Audience

It is essential to identify the intended audience for the ad to tailor the analysis accordingly.

c. Identifying the Ad’s Call to Action

The analysis should consider the ad’s call to action and evaluate its effectiveness in prompting the desired response from the audience.

 2. Gathering Information

The second step involves gathering information about the ad, including analyzing its text and visuals, researching its background, and understanding its context.

a. Analyzing the Ad’s Text and Visuals

This involves examining the ad’s language, images, and other visual elements to determine how effectively they convey the intended message.

b. Researching the Ad’s Background

Researching the ad’s background can provide insights into the target audience , the brand’s messaging, and placement.

c. Understanding the Ad’s Context

Understanding the ad’s context involves considering the cultural, social, and political factors that may impact the ad’s effectiveness.

3. Evaluation and Conclusion

The final step is to evaluate the ad’s effectiveness, provide recommendations, and summarize the analysis.

a. Assessing the Ad’s Effectiveness

This involves measuring the ad’s success in achieving its objectives and determining its impact on the target audience.

b. Providing Recommendations

Based on the analysis, recommendations can be made to improve the ad’s effectiveness or to inform future ad campaigns .

c. Summarizing the Analysis

The analysis should clearly and concisely summarize key insights and findings.

How do you analyze an advertisement?

To analyze an advertisement, you need to identify the ad’s objective, determine the target audience, analyze the ad’s text and visuals, research the ad’s background and context, and evaluate the ad’s effectiveness.

What are the five parts of an advertisement?

The five parts of an advertisement are the headline, subheadline, body copy, visual, and call to action.

What are the four elements of a successful advertisement?

The four elements of a successful advertisement are attention, interest, desire, and action. A successful ad captures the audience’s attention, generates interest, creates a desire for the product or service, and includes a clear call to action.

How do you write a good analysis?

To write a good analysis, you should understand the purpose of the analysis and the audience for which it is intended. You should then gather relevant information, organize your thoughts, and provide clear, concise, and logical explanations. Your analysis should be supported by evidence and examples and include improvement recommendations.

What are the eight advertising techniques?

The eight advertising techniques are emotional appeals, testimonials, endorsements, bandwagon, fear appeals, humor, sex appeals, and plain folks. These techniques persuade the audience to buy a product or service by appealing to their emotions, desires, fears, or values.

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Textual Analysis: Definition, Approaches and Examples

Dive deep into Textual Analysis: use cases meaning and more

IN THIS ARTICLE

Introduction to textual analysis.

In the digital age where information is plentiful, Textual Analysis has emerged as a critical tool to decode the abundance of data surrounding us. It breaks down complexity and brings clarity to implicit meanings hidden within various forms of text, be it books, web articles, social media posts, client reviews, or script dialogues. The practice of Textual Analysis does more than just skim the surface; it dives deep into the content, dissects it, and uncovers valuable insights embedded within.

Textual Analysis encompasses not only the understanding of what is explicitly stated in the text but also the implicit messages that remain unstated. It offers a systematic approach to interpreting how language is used to communicate and convey unique cultural contexts and meanings.

Definition of Textual Analysis

Textual Analysis is a research method that involves closely and critically examining written, spoken, or visual messages. It refers to the process of deconstructing text and its underlying themes, messages, and symbols - to understand the intentions, motivations, and perspectives of its creators.

The goal of Textual Analysis is to go beyond a mere descriptive stance and explore the hidden structures and intricate relations within a text. It encompasses a holistic comprehension of the content, wherein the text is read, understood, and interpreted in context to its larger sociocultural, historical, or political framework.

Importance of Textual Analysis in Different Fields

In today's interconnected and diverse world, Textual Analysis holds a significant position across several fields due to its ability to decode the complexities within a text.

In social sciences, scholars use Textual Analysis to understand human behavior, societal trends, and cultural narratives. It enables them to draw conclusions based on the textual evidence available for study.

In business and marketing, Textual Analysis has become an invaluable tool. Firms extensively utilize it to analyze consumer feedback, understand their audience's preferences, manage reputation, and make informed decisions. It can also help businesses comprehend market trends, understand competitor strategies, and shape their products or services accordingly.

Similarly, in media and communication studies, Textual Analysis is employed extensively to study media content, audience reception, and the socio-political aspects of media representation. Media critics and analysts often utilize this method to understand the subtext in advertising, news, TV shows, films, and digital media narratives.

In literature, textual analysis allows critics to delve deep into the text in search of hidden meanings, themes, or symbols. It enables them to interpret the author's perspectives, historical contexts, or implicit messages conveyed through the text.

The applications and the importance of Textual Analysis extend far beyond these examples, making it an integral part of the research toolkit in many fields. Its ability to help us decode and understand the complex world of text makes it an indispensable method in our ever-changing, increasingly text-saturated world.

Understanding the Concept of Textual Analysis

Textual analysis is a multidimensional research method that provides tools for researchers to gain deep insights into various types of texts. The core of textual analysis lies in the interpretation, comprehension, and contextual understanding of the text. It focuses on understanding the formation of the text, the language used the delivery of information, the audience's interpretation, and the overall impact created by the text.

Textual analysis is not limited to written texts. It embraces multiple forms of communication including spoken words, images, symbols, and multimedia content. This versatility makes textual analysis a preferred method for diverse fields, from literary studies to communication research, from cultural studies to marketing strategists.

Process Involved in Textual Analysis

The process of textual analysis can be divided into several stages.

• Descriptive Stage : This involves a thorough reading and summarization of the text. Understanding the broader context, author's perspective, and intended audience form an integral part of this stage.
• Analytical Stage : Drawing inferences and interpreting meanings comes under this stage. The occurrences of specific terms, recurrent themes, and patterns are analyzed here.
• Interpretive Stage : Unraveling underlying meanings and implicit messages that the text represents, and understanding symbolism, metaphorical representations, and other linguistic nuances fall under this stage.
• Evaluative Stage : The text is judged against certain pre-set standards or criteria. Questions like how engaging or persuasive the text is, how well the argument is built, or how impactful the delivery was can be answered here.

What does Textual Analysis entail?

Textual analysis entails looking beyond the surface level of the text and diving into its deeper levels. It seeks to understand the creator's intention, the message delivered, the language and style used, the audience response, and the cultural and socio-political context in which the text exists.

Textual analysis also entails understanding the power dynamics and ideologies prevalent in the text. For instance, gender roles, racial stereotypes, socio-political biases, or cultural norms can also be revealed through a careful analysis of the text.

From a business context, textual analysis also involves tracking customer reviews, social media comments, and customer queries to recognize brand perception, customer sentiment, trending topics, and areas for product improvement.

In a nutshell, textual analysis entails capturing the essence of the text, separating the explicit from the implicit, the said from the unsaid, and uncovering the hidden layers of context and meaning contained within the text.

Approaches to Textual Analysis

Textual analysis is an umbrella term that is composed of various methodologies, each affording a different perspective and understanding of the text. Mainly, these approaches can be categorized into qualitative, quantitative, and mixed methods.

The Qualitative Textual Analysis

Qualitative textual analysis, as the name suggests, focuses on the quality rather than the quantity of the information present in the text. This approach is more interpretative and subjective in nature. It attempts to explore the text’s meanings, themes, motifs, or symbols in depth.

The importance of qualitative textual analysis lies in its ability to capture the complexities and nuances of the text. It provides the researcher with in-depth knowledge and understanding of the content, its socio-cultural construction, its ideological nuances, and the impact it could have on the readers.

An example of qualitative textual analysis could be studying the speeches of a political leader. The analysis would decipher the use of language, rhetoric, recurrent themes, values promoted, ideological stances, and the potential influence on the target audience.

The Quantitative Textual Analysis

Quantitative textual analysis deals with the quantifiable elements of the text such as word frequency, length of sentences, repetition of certain phrases etc. This method employs statistical or computational tools to interpret large volumes of text and identify patterns, trends or associations.

The significance of quantitative textual analysis lies in its ability to manage huge sets of textual data and give empirical evidence to the findings. It offers a more objective and generalized understanding of the text.

An example of quantitative textual analysis could be a brand analyzing its customer reviews. The repetition of specific words or phrases, the mention of particular product features, positive or negative language patterns could be valuable for the brand to understand customer sentiment and improve their services.

The Mixed-Methods Approach in Textual Analysis

The mixed-methods approach is a combination of both qualitative and quantitative analyses. It aims to reconcile the depth of the qualitative analysis with the breadth of quantitative analysis.

This approach is critical as it provides a comprehensive understanding of the text by capturing both the explicit and implicit meanings, the countable and the abstract elements of the text.

For example, a mixed-methods approach in textual analysis might be applied in analyzing a novel. The quantitative analysis could explore the frequency of certain themes or symbols, while the qualitative analysis would delve into the interpretation and impact of these themes or symbols on the overall storyline, character development and reader's understanding.

Ultimately, the choice between qualitative, quantitative and mixed-methods approaches in textual analysis depends on the research questions, the nature of the text, and the researcher’s personal epistemological and methodological standpoint.

Practical Examples of Textual Analysis in Different Sectors

Textual analysis in marketing.

In the marketing domain, textual analysis provides valuable insights into consumer feelings and sentiments about products, brands, and services. Marketers analyze text data from various sources including customer reviews, social media posts, surveys, and feedbacks. This analysis helps ascertain the marketing virtues of a product or a brand, uncover new market opportunities, detect problems early, and improve user experiences. Determining the frequency of certain phrases, for example, can help detect emerging market trends or changing consumer preferences.

Textual Analysis in Literary Criticism

Textual analysis forms the bedrock of literary criticism, enabling critics to probe deeper into the text and unearth implicit meanings, themes, and symbols. It gives an in-depth understanding of the characters, motives, conflicts, author's style, and perspective. Textual analysis in literature can also reveal the sociopolitical and historical contexts that influenced the text.

Textual Analysis in News Media

In news media, textual analysis is used to investigate the framing of events, portrayal of personalities, ideologies reflected in the news reports, and its impact on public opinion. By analyzing the media text, researchers can identify trends, biases, and preferences in news reporting.

Case Studies of Successful Application of Textual Analysis

The benefits of textual analysis can be illustrated through numerous case studies across fields. In the business sector, for instance, there have been cases where companies used textual analysis of social media conversations to inform product development. Similarly, in academia, researchers utilized textual analysis to explore the feminist themes in Alice Munro's writings, revealing subtleties that were missed in straightforward readings.

Common Challenges and Misconceptions in Textual Analysis

While textual analysis offers rich insights, it is not without its challenges and misconceptions. One common challenge involves the handling of large volumes of data in quantitative textual analysis, which necessitates sophisticated tools and expertise. A common misconception about textual analysis is that it is purely objective. In reality, researchers' backgrounds and perspectives can inevitably influence their interpretations of the text.

Conclusion: The Future of Textual Analysis

The importance and relevance of textual analysis are set to grow in the future with the explosion of textual data in the digital age. As businesses, researchers, and policymakers strive to navigate this vast textual landscape, the techniques of textual analysis will continue to evolve. Organizations, scholars, and developers who can leverage these strategies will gain a critical edge in understanding and interpreting the world of text around us.

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An Advertisement Textual Analysis Report (Assessment)

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Introduction

Analysis of advertisement by living sea aquarium (year 2010), works cited.

Semiotics has not been broadly considered as a discipline in the academic field. However, it exists as a department in assorted universities. Semiotics is actually a field study which encompasses varied theoretical standpoints (Chandler, p. 4). The term semiotics is the philosophical uses of signs symbols. It is a way of screening any phenomenon with regards to its construction and how it functions in away similar to language. It involves the use of sign systems. The use of semiotic approach is due to the fact that all cultural phenomena exhibit some meaning (Hall, p. 36).

The video advert is of an aquarium dabbed “Living Sea Aquarium”. The advert starts by an introduction; the character used in doing the advert introduces himself as Mike and he goes further to explain the different kinds of fish that the “Living Sea Aquarium” specializes in. The importance of the introduction is to familiarize the viewer with the person doing the advert. This seems to be intended to make the viewer to trust the person explaining the products of the company since, after introduction, the viewers are now familiar with the human figure in the advert.

The aquarium looks more like a true sea. The sea has a variety of fish in it; this is mirrored by the aquarium which actually looks like a small sea. The way the fish move in the aquarium, the structure of the aquarium and the presence of stones and stones within the aquarium give the notion of a real sea. It is important to note that this notion reinforced by fact that there are certain species of fish found only in the sea or ocean; this makes it easy to identify the aquarium as a “sea” or “ocean” rather than a lake. Such fish that are only associated with a sea or an ocean are the angel fish, coral reefs, and shoe-fish.

The perception of the aquarium by the audience is facilitated by the name of the aquarium (The Living Sea). The name is very appropriate for the aquarium in the sense that it makes the aquarium to be a microcosm of a sea; though the advert only emphasizes on the natural side of the sea; it has succeeded in creating the picture of a sea within a small area in the movie.

The narrator represents the Living Sea Aquarium; he starts by introducing himself while at the background, right behind him, the images of the aquarium are vividly displayed. This gives the viewer or the audience a chance to quickly comprehend the advert. Moreover, before the rest of the advert is shown, the narrator gives a brief introduction of what the aquarium deals in; this raises the curiosity of the viewer and therefore, this stick and pay great attention to the whole advert. In this way, the advert achieves its objectives of convincing the audience that it has all what people go to see in the sea.

The advert is about the aquarium and the kinds of fish and other sea creatures found in it, however, the presence of the narrator is very strategic in the flow of the whole advert. Taking for instance, were the advert to run alone, the whole of it would not have been easily comprehended. Therefore, the presence of the narrator is to give a sound effect to the advert so as to avoid varied interpretations by the audience, some of which may possibly clash with real intention of the whole advert. So throughout the advert, the narrator plays the responsibility of linking the advert and the audience; he plays the role of the mediator and guides how the audience should perceive the advert as a whole. It is then, important to note that the fear by the company about the audience misinterpreting the advert has made the audience to lose the freedom of having personal interpretation of the advert.

Culturally, smile and lightened face have the power of attraction; it helps the audience to stay and watch the advert. It can be said, therefore, that the narrator has to put a smile so as to impress the audience and hence achieve the effect of gluing the audience to the advert until the end.

The intention of the advert is to attract as many individuals as possible to consider going to view the products of the aquarium. In this case, the aquarium is compared to the real sea in which the aquarium purports to offer an alternative to the viewers. More interestingly, the aquarium is situated in a building within a main town where it can easily be accessed by many potential customers with interests.

The advert contrasts the Aquarium and the real sea. Evident from the advert is that the company presents its aquarium as safe and convenience; it is devoid of dangerous animals like the crocodiles and other dangerous animals associated with sea. Furthermore, it is easily accessible within the city town.

The aquarium also gives a connotation that it can offer to the audience more than what the real sea can offer in its natural circumstances. Normally, it is impossible to see what lie within the sea and in fact it is practically impossible to see how fish and other sea creatures move deep within the water. The advert portrays the sea as being able to offer this and therefore appears as the only option for such an interesting scenery; of cause, as Williams (pp.38-48) explains, the advert is full of unrealities since in its nature it cannot by any means be compared to the real sea. The walls of the aquarium are built using transparent glasses hence enabling the audience to see the bottom of the sea and aquatic plants that grow within the sea. In view of this, it can be interpreted that the advert shows that the aquarium is more than going to the sea to see the features which are highly likely unavailable to be seen. For instance, the aquarium shows how the flows of the sea looks like; this can only be seen in the real sea by the divers who are able to dive deep into the sea, but what about the ordinary people who cannot dive? The advert seems to convince such people that the aquarium exists for them.

The setting of the advert is in place that is far removed from near the sea or ocean. It is like the aquarium brings the “sea” close to those who cannot access the sea or are not able to see certain creatures which are hard to see in the sea. However, it is good to note that the presentation of the aquarium as a sea is just a deception meant to win the interest of the audience. The fact is that it is not easy, if not totally impossible, to create a sea in a town where it has never existed.

The advert portrays the aquarium to represent cultural changes in the society. Traditionally, the kind of fish and other creatures found in the aquarium can only be seen in the sea and other natural water bodies, however, the society is changing and instead of going waiting to travel to the seas shore to watch the creatures, people can see them in the aquarium where they are displayed in transparent glass walls; the glass walls makes it possible to view the creatures at close range.

The content of the advert as a whole have varying effects in the minds of the viewers; the animated images of the fish, and the beauty of the vegetation and arrangement of stone that gives the aquarium a true picture of the sea is very interesting and looks real yet it is artificial. This also creates the notion that the society is actually becoming artificial as the members seek convenience in matters of their interest. The whole society is affected in this respect since the advert has no specific target audience; this means that it targets all members of the society who can afford to visit the aquarium.

The theme of the advert creates conflict between the proponents of aquarium and those of the sea. It is important to note that those who operate sceneries at the sea would not like their customers to be attracted by the artificial sceneries, but this is the mission as represented by the advert. So, definitely a social conflict is already created and is likely to go on as long as both exist.

Towards the end of the advert, the narrator explains what the visitors to the aquarium can do; like the feeding programs that take place in given days. The advert ends with the address that can be used to get more information. This means that even the company is aware that it cannot answer the query of every audience nor provide exhaustive information about the Living Sea. After the end of the advert, the audience is left to consider as a personal failure where he or she does not visit the aquarium to experience the nature of the “sea”. This is clearly debunked by the ideas of Strinati (p.28)

The advert had several elements of semiotics which came out in details as the advert progressed to the end. Even though it moves so fast and short, and also in some instances it is almost impossible to give instant interpretation of some codes and signs, little attention is given to proper interpretation of signs and codes thereby missing the important components of the advert (Goldman and Papson pp.1-3). The narrator may have been useful, but not all questions that go on in the mind of the viewer are adequately answered. The advert has managed to bring the company’s belief that individuals should watch sea animals in the aquarium instead of going to the sea, even though the aquarium does not represent the sea in its entirety.

The company gives the impression that watching the sea creatures can only be achieved by visiting the Living Sea Aquarium. However, this tends to contradict the belief of the company since the audience can visit any aquarium and still see the sea creatures. This therefore, makes the use of different kinds of fish in the advert look irrelevant.

• Chandler, Daniel. “Semiotics: the basics.” The Basics Series . London and New York: Routledge, 2007.
• Goldman, Robert and Papson, Stephen. “Sign wars: the cluttered landscape of advertising.” Critical perspectives . New York: Guilford Press, 1996.
• Hall, Stuart. “Representation: cultural representations and signifying practices.” Volume 2 of Culture, media and identities . London: SAGE and Open University Press, 1997.
• Strinati, Dominic. “An introduction to studying popular culture.” London and New York: Routledge, 2000.
• Williamson, Judith. “Decoding Advertisements: Ideology and Meaning in Advertising.” London: Marion Boyars, 1978.
• Advertising Campaign for a Spray
• Advertising: Changes through Time
• Miami City Recommendations in Tourism
• Sea Treasures Company: Change Models
• Changing Environmental Values for Visitors to Parks and Natural Areas
• Critique of Implicit Meaning in Advertising
• Contribution of CGI and Its Impact on Advertising
• Cultural Artifact Advertisement of Makeup
• Advertising: The Moral Issue
• Heineken Advertisement: Visual Argument
• Chicago (A-D)
• Chicago (N-B)

IvyPanda. (2021, December 27). An Advertisement Textual Analysis. https://ivypanda.com/essays/an-advertisement-textual-analysis/

"An Advertisement Textual Analysis." IvyPanda , 27 Dec. 2021, ivypanda.com/essays/an-advertisement-textual-analysis/.

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1. IvyPanda . "An Advertisement Textual Analysis." December 27, 2021. https://ivypanda.com/essays/an-advertisement-textual-analysis/.

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Encyclopedia

Writing with artificial intelligence, textual analysis – how to engage in textual analysis.

• © 2023 by Jennifer Janechek - IBM Quantum

Table of Contents

As a reader, a developing writer, and an informed student and citizen, you need to be able to locate, understand, and critically analyze others’ purposes in communicating information. Being able to identify and articulate the meaning of other writers’ arguments and theses enables you to engage in intelligent, meaningful, and critical knowledge exchanges. Ultimately, regardless of the discipline you choose to participate in,  textual analysis —the summary, contextualization, and interpretation of a writer’s effective or ineffective delivery of their perspective on a topic, statement of thesis, and development of an argument—will be an invaluable skill. Your ability to critically engage in knowledge exchanges—through the analysis of others’ communication—is integral to your success as a student and as a citizen.

Step 1: What Is The Thesis?

In order to learn how to better recognize a thesis in a written text, let’s consider the following argument:

So far, [Google+] does seem better than Facebook, though I’m still a rookie and don’t know how to do even some basic things.

It’s better in design terms, and also much better with its “circles” allowing you to target posts to various groups.

Example: following that high school reunion, the overwhelming majority of my Facebook friends list (which I’m barely rebuilding after my rejoin) are people from my own hometown. None of these people are going to care too much when my new book comes out from Edinburgh. Likewise, not too many of you would care to hear inside jokes about our old high school teachers, or whatever it is we banter about.

Another example: people I know only from exchanging a couple of professional emails with them ask to be Facebook friends. I’ve never met these people and have no idea what they’re really like, even if they seem nice enough on email. Do I really want to add them to my friends list on the same level as my closest friends, brothers, valued colleagues, etc.? Not yet. But then there’s the risk of offending people if you don’t add them. On Google+ you can just drop them in the “acquaintances” circle, and they’ll never know how they’re classified.

But they won’t be getting any highly treasured personal information there, which is exactly the restriction you probably want for someone you’ve never met before.

I also don’t like too many family members on my Facebook friends list, because frankly they don’t need to know everything I’m doing or chatting about with people. But on Google+ this problem will be easily manageable. (Harman)

The first sentence, “[Google+] does seem better than Facebook” (Harman), doesn’t communicate the writer’s position on the topic; it is merely an observation . A position, also called a “claim,” often includes the conjunction “because,” providing a reason why the writer’s observation is unique, meaningful, and critical.https://www.youtube.com/embed/rwSFfnlwtjY?rel=0&feature=youtu.beTherefore, if the writer’s sentence, “[Google+] does seem better than Facebook” (Harman), is simply an observation, then in order to identify the writer’s position, we must find the answer to “because, why?” One such answer can be found in the author’s rhetorical question/answer, “Do I really want to add them to my friends list on the same level as my closest friends, brothers, valued colleagues, etc.? Not yet” (Harman). The writer’s “because, why?” could be “because Google+ allows me to manage old, new, and potential friends and acquaintances using separate circles, so that I’m targeting posts to various, separate groups.” Therefore, the writer’s thesis—their position—could be something like, “Google+ is better than Facebook because its design enables me to manage my friends using separate circles, so that I’m targeting posts to various, separate groups instead of posting the same information for everyone I’ve added to my network.”

In addition to communicating a position on a particular topic, a writer’s thesis outlines what aspects of the topic they will address. Outlining intentions within a thesis is not only acceptable, but also one of a writer’s primary obligations, since the thesis relates their general argument. In a sense, you could think of the thesis as a responsibility to answer the question, “What will you/won’t you be claiming and why?”

To explain this further, let’s consider another example. If someone were to ask you what change you want to see in the world, you probably wouldn’t readily answer “world peace,” even though you (and many others) may want that. Why wouldn’t you answer that way? Because such an answer is far too broad and ambiguous to be logically argued. Although world peace may be your goal, for logic’s sake, you would be better off articulating your answer as “a peaceful solution to the violence currently occurring on the border of southern Texas and Mexico,” or something similarly specific. The distinction between the two answers should be clear: the first answer, “world peace,” is broad, ambiguous, and not a fully developed claim (there wouldn’t be many, if any, people who would disagree with this statement); the second answer is narrower, more specific, and a fully developed claim. It confines the argument to a particular example of violence, but still allows you to address what you want, “world peace,” on a smaller, more manageable, and more logical scale.

Since a writer’s thesis functions as an outline of what they will address in an argument, it is often organized in the same manner as the argument itself. Let’s return to the argument about Google+ for an example. If the author stated their position as suggested—“Google+ is better than Facebook because its design enables me to manage my friends using separate circles, so that I’m targeting posts to various, separate groups instead of posting the same information I’ve added to my network”—we would expect them to first address the similarities and differences between the designs of Google+ and Facebook, and then the reasons why they believe Google+ is a more effective way of sharing information. The organization of their thesis should reflect the overall order of their argument. Such a well-organized thesis builds the foundation for a cohesive and persuasive argument.

Textual Analysis: How is the Argument Structured?

“Textual analysis” is the term writers use to describe a reader’s written explanation of a text. The reader’s textual analysis ought to include a summary of the author’s topic, an analysis or explanation of how the author’s perspective relates to the ongoing conversation about that particular topic, an interpretation of the effectiveness of the author’s argument and thesis , and references to specific components of the text that support his or her analysis or explanation.

An effective argument generally consists of the following components:

• A thesis. Communicates the writer’s position on a particular topic.
• Acknowledgement of opposition. Explains existing objections to the writer’s position.
• Clearly defined premises outlining reasoning. Details the logic of the writer’s position.
• Evidence of validating premises. Proves the writer’s thorough research of the topic.
• A conclusion convincing the audience of the argument’s soundness/persuasiveness. Argues the writer’s position is relevant, logical, and thoroughly researched and communicated.

An effective argument also is specifically concerned with the components involved in researching, framing, and communicating evidence:

• The credibility and breadth of the writer’s research
• The techniques (like rhetorical appeals) used to communicate the evidence (see “The Rhetorical Appeals”)
• The relevance of the evidence as it reflects the concerns and interests of the author’s targeted audience

To identify and analyze a writer’s argument, you must critically read and understand the text in question. Focus and take notes as you read, highlighting what you believe are key words or important phrases. Once you are confident in your general understanding of the text, you’ll need to explain the author’s argument in a condensed summary. One way of accomplishing this is to ask yourself the following questions:

• What topic has the author written about? (Explain in as few words as possible.)
• What is the author’s point of view concerning their topic?
• What has the author written about the opposing point of view? (Where does it appear as though the author is “giving credit” to the opposition?)
• Does the author offer proof (either in reference to another published source or from personal experience) supporting their stance on the topic?
• As a reader, would you say that the argument is persuasive? Can you think of ways to strengthen the argument? Using which evidence or techniques?

Your articulation of the author’s argument will most likely derive from your answers to these questions. Let’s reconsider the argument about Google+ and answer the reflection questions listed above:

The author’s topic is two social networks—Google+ and Facebook.

The author is “for” the new social network Google+.

The author makes a loose allusion to the opposing point of view in the explanation, “I’m still a rookie and don’t know how to do even some basic things” (Harman). (The author alludes to his inexperience and, therefore, the potential for the opposing argument to have more merit.)

Yes, the author offers proof from personal experience, particularly through their first example: “following that high school reunion, the overwhelming majority of my Facebook friends list (which I’m barely rebuilding after my rejoin) are people from my hometown” (Harman). In their second example, they cite that “[o]n Google+ you can just drop [individuals] in the ‘acquaintances’ circle, and they’ll never even know how they’re classified” (Harman) in order to offer even more credible proof, based on the way Google+ operates instead of personal experience.

Yes, I would say that this argument is persuasive, although if I wanted to make it even stronger, I would include more detailed information about the opposing point of view. A balanced argument—one that fairly and thoroughly articulates both sides—is often more respected and better received because it proves to the audience that the writer has thoroughly researched the topic prior to making a judgment in favor of one perspective or another.

Works Cited

Harman, Graham. Object-Oriented Philosophy. WordPress, n.d. Web. 15 May 2012.

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Textual analysis – advertisement

Advertising is the promotion of a product or service and is extremely persistent in  contemporary society. To maximize their sales, the companies pay a premium for wide exposure through the mass media. Advertising space includes billboards, public transportation, movies ( product placement ), television, schools, clothing and even washroom stalls carry ads. Advertising, including traditional media such as newspapers and magazines too. Then there is new media such as websites. Thus the Industry is constantly finding new ways to advertise. Even though we may only look at them for a few seconds, our everyday life is affected by them. Since we live in a consumer society, it is inevitable that advertisements bombard us all the time.

This essay aims at investigating the main features of advertising, the impacts of advertising on our lives, and the significance of advertising in the media and communication studies through a textual analysis of a magazine ad of Embrace disposable razor.

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Similar to other advertisements, this advertisement too follows a basic format- a combination of different elements, including slogan, image, factual information of product, and logo of the brand. Firstly, the advertiser uses a striking image to draw attentions of potential consumers. In the advertisement, there is a young couple sitting happily on the wharf. The young female character is embracing the young male character from his back while he is touching and gazing at her legs. Both of them are having a smile of contentment and satisfaction on their faces. Unlike other advertisements, the portrayal of the female in this ad is not sexually exploitative and submissive. On the contrary, the female seems to be playing a dominant role in the relationship, which in itself makes it a little striking, as it is common for the male to take an active role and embrace the female from her back, but not always common for a woman to take the lead..

Besides, unlike the females appearing with sexually connotative facial expressions in many other ads, the female in this ad looks confident and pleasant. This advertisement seems to suggest that the position of young female adults is equal to or even higher  than the males. They can do or act independently and confidently in a relationship, in order to assert their own happiness and satisfaction. However, this is not the whole story.

Apart from the apparent image, consumers can get more ideas about the message being conveyed by the advertiser by considering the second element, the slogan. – Goddess of he’s mine and a sub slogan: Embrace- It-  our closest shave for your closest moments. Because it all starts with an embrace it  is shown a bit higher than the eye level in the advertisement. The slogan and sub slogan conveys to the consumers that the happiness and confidence of the young female actually comes from her closeness with her male, instead of merely performing the act of shaving itself. This closeness is smooth and comfortable, devoid of any flaws because of her smooth satin like skin which is the result of shaving with the product of their company .An ordinary female too can become a goddess or can feel like a goddess while she has in her embrace the person she most dearly loves, .because she has acquired now the ability and the satin beauty  to own a guy. It implies that the male is still dominating the relationship, because the male is the center of her thought and her entire focus. Thus the females who opts  to purchase the Embrace disposable razor are not primarily thinking about themselves and their happiness, but about their partners happiness and satisfaction too.. The slogan is suggesting that males can be satisfied by the stain and smooth skin of female in the intimate moments. Females in turn can be satisfied by satisfying the male or in this case the love of their life.. Thus in reality or apparently the advertiser is using image and slogan to tap females desire for pride, self esteem and successful romance. However, from the perspective of media and communication studies, this advertisement is an illustration of patriarchal society and it also shows some gender stereotypes in the consumer society.

This ad can be found in the female magazines like Vague. Inherently, its target consumers are females. However, the consumers can only get the message from the advertisers accurately by adopting male-gaze, or a male angle. According to Laura Mulvey, male-gaze means… in respect to this ad, the young female is wearing swimming suit and showing her satin skin. The message of an ideal and a beautiful female body with an equally beautiful and smooth skin  is produced by advertiser. Besides, the gaze of the male character on her beauty directs the audience and their gaze to the female and her beautiful legs. Therefore, the female model in the ad provides a perception of how females should look and should be looked at. The  prominent audience of this ad is a female, it engages in the mirror effect which means females are encouraged to view themselves as the photographer views the model or as her lover views her.

It has been an age old custom with women- they  like to dress up the way their men want them to .Looking at this ad the women would, undoubtedly be inspired to buy the product, shave their hairy body in order to become as desirable as the model in the advertisement, and achieve their ultimate goal of winning the attention of their man and attain happiness and satisfaction for both of them. . On the other hand, it reflects the bitter reality that we are still living in a patriarchal society.

Form the above analysis, it is clear that men admire beautiful women and  women admire what men admire in them and they can go out of their way to achieve it.   The standard of the beauty of the women to some extent is set from the male perspective. However this is not the ultimate truth. There are some women with an independent mind and integrity, who are more of feminists, whose actions are never guided by any male perspectives..

They are extremely independent with a mind of their own which cannot be influenced by males.

This ad suggests another negative angle too, which is very prevalent in our society. By becoming the interest of a  male-gaze, the female model in the advertisement becomes an object for audiences to gaze, specially for males. Such advertisements do not focus on the inner beauty, strength, integrity and intellectual qualities of women. They fail to focus on the  intrinsic qualities of female and  focus only on the outer beauty which is very often skin deep. It is because only the objectified image can be consumed in the consumer society. Objectifying female image has become a major feature of advertising. Since a scantily dressed female body is always more attractive than that of a male. Thus consumers should be very careful and sure about the quality of the product while buying a product instead of being influenced by the exterior beauty of the models. The purpose of a beautiful model in an ad is generally to titillate the viewers and their fantasies.

The third element which draws our attention – the factual information of the Embrace disposable razor is not significant as compared to other elements in the Advertisement.

This ad can be categorized as a transformational advertisement since it provides minimal information about the product attributes. The advertiser uses less than 1/4 space of the page for placing actual product without detailed descriptions and instructions about its quality and compositions..The consumers can only get to know that there are 5 blades in the package and how the Embrace disposable razor looks. Unlike informational advertisement, this one is not directly stating its product features or quality. In other words, it provides benefits in terms of perceived value, which has been explained in the previous paragraph, rather than product quality.

The reality or the actual knowledge that consumers should gather from such analytical studies of advertisements is that while buying a product the visuals of advertisements of a particular product are important, but to a certain extent. One must go deep into the chemical compositions and the ingredients of the product. How good and beneficial they are form the human health view point. A product must be purchased after being totally convinced from all aspects.

REFERENCE :   An article on advertisement written by me in the magazine JITO

                            WORLD.

                             A link on advertisement from google.

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Textual personality detection aims to identify personality traits by analyzing user-generated content. To achieve this effectively, it is essential to thoroughly examine user-generated content from various perspectives. However, previous studies have struggled with automatically extracting and effectively integrating information from multiple perspectives, thereby limiting their performance on personality detection. To address these challenges, we propose the Multi-view Mixture-of-Experts Model for Textual Personality Detection (MvP). MvP introduces a Multi-view Mixture-of-Experts (MoE) network to automatically analyze user posts from various perspectives. Additionally, it employs User Consistency Regularization to mitigate conflicts among different perspectives and learn a multi-view generic user representation. The model's training is optimized via a multi-task joint learning strategy that balances supervised personality detection with self-supervised user consistency constraints. Experimental results on two widely-used personality detection datasets demonstrate the effectiveness of the MvP model and the benefits of automatically analyzing user posts from diverse perspectives for textual personality detection.

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Investigation of non-communicable diseases prevalence, patterns, and patient outcomes in hospitalized populations: a prospective observational study in three tertiary hospitals

• Alemu Belayneh   ORCID: orcid.org/0000-0003-0039-4348 1 ,
• Legese Chelkeba   ORCID: orcid.org/0000-0002-0323-5011 1 , 2 ,
• Firehiwot Amare MPharm 1 ,
• Henok Fisseha   ORCID: orcid.org/0000-0002-6195-1251 5 ,
• Senbeta Guteta Abdissa   ORCID: orcid.org/0000-0002-9378-9113 3 ,
• Mirgissa Kaba   ORCID: orcid.org/0000-0002-2380-4779 4 ,
• Shivani A. Patel 2 &
• Mohammed K. Ali 2  

Journal of Health, Population and Nutrition volume  43 , Article number:  128 ( 2024 ) Cite this article

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Non-communicable diseases (NCDs) pose a significant global health challenge, constituting over 80% of mortality and morbidity. This burden is particularly pronounced in low- and middle-income countries (LMICs), including Ethiopia. Despite this, there’s limited research on this issue in Africa. This study aims to investigate the prevalence, patterns, and outcomes of NCDs in hospitalized populations across three tertiary hospitals in Ethiopia.

A hospital-based cohort study (August 2022 - January 2023) included patients aged 14 and older diagnosed with cardiovascular diseases (CVDs), diabetes mellitus (DM), chronic obstructive pulmonary disease (COPD), asthma, or cancer at three Ethiopian hospitals. Data on demographics, socio-economic factors, clinical characteristics, and outcomes were collected through medical records and interviews. Logistic regression identified factors independently associated with in-hospital mortality, with p  ≤ 0.05 considered statistically significant.

In the study across three tertiary hospitals involving 2,237 patients, we uncovered the impact of NCDs. About 23.4% of patients struggled with NCDs, with cardiovascular diseases (53.3%), cancer (29.6%), diabetes (6.1%), and respiratory diseases (6.5%) being the most prevalent. Notably, among those affected, women comprised a slight majority (55.1%), with the average patient age being 47.2 years. Unfortunately, 15.3% of patients with NCDs faced in-hospital mortality. Our analysis revealed predictors of mortality, including cancer diagnosis (adjusted odds ratio [AOR]:1.6, 95% CI: 1.2–1.8, p  = 0.01), medication adherence ( AOR: 0.36, 95% CI: 0.21–0.64, p  < 0.001), concurrent infections (AOR: 0.36, 95% CI: 0.16–0.86, p  < 0.001), chronic kidney diseases (CKD) (AOR: 0.35, 95% CI: 0.14–0.85, p  = 0.02), and complications during hospitalization (AOR: 6.36, 95% CI: 3.45–11.71, p  < 0.001).

Our study reveals a substantial prevalence of NCDs among hospitalized patients, affecting approximately one in four individuals, primarily with CVDs and cancer. Alarmingly, a significant proportion of these patients did not survive their hospitalization, emphasizing the urgent need for targeted interventions to enhance outcomes in this population.

Non-communicable diseases (NCDs) have emerged as a pressing global health challenge, imposing a significant burden of morbidity and mortality [ 1 ]. NCDs are the leading cause of death globally, claiming 41 million lives annually, which accounts for 71% of all global fatalities. Four major culprits contribute to over 80% of premature NCD-related deaths: cardiovascular diseases (CVDs), causing 17.9 million deaths annually, cancer (9.0 million), respiratory diseases (3.9 million), and diabetes (1.6 million) [ 2 , 3 ]. They disproportionately affect low- and middle-income countries (LMICs), particularly in Sub-Saharan Africa [ 4 ]. Over the past two decades, NCDs, driven by cardiovascular risk factors like unhealthy diets, inactivity, hypertension, obesity, diabetes, high cholesterol, and air pollution, have surged in this region [ 5 , 6 ]. Projections suggest that NCDs are on a trajectory to surpass the combined impact of communicable, maternal, neonatal, and nutritional (CMNN) diseases, becoming the leading cause of mortality in Sub-Saharan Africa by 2030 [ 7 , 8 ].

The surge in NCDs within LMICs is propelled by population ageing, rapid urbanization, and lifestyle changes [ 9 ]. Additionally, many LMICs, including Ethiopia, face a high incidence of communicable diseases and an overburdened healthcare system, intensifying the impact of NCDs, such as premature mortality [ 10 ]. Approximately 48% of NCDs in LMICs occur in individuals below the age of 70, compared to 28% in high-income countries (HICs) [ 11 ]. Ethiopia, in East Africa, is experiencing significant demographic and epidemiological transformations [ 12 ]. Rapid urbanization, globalization, and climate change are shaping the country’s evolving landscape [ 13 , 14 ].Despite government initiatives like the 2003 health extension program improving life expectancy and reducing infectious, maternal, and child deaths, Ethiopia faces challenges from a shifting population pyramid [ 12 ]. Socio-economic shifts, lifestyle changes, and globalization have initiated a nutrition transition from traditional, healthful diets to processed and fast foods [ 15 , 16 , 17 ]. Consequently, Ethiopia is undergoing an epidemiological shift from communicable diseases to chronic conditions [ 12 ].

Hospitalized populations, dealing with complex health conditions, require intensive medical attention, and the burden of NCDs significantly strains healthcare systems, particularly during hospitalizations. Previous studies using Health Information Management System (HMIS) data have shown rising trends in NCDs among inpatients in developed eastern coastal China [ 18 ], Nepal [ 19 ], Nigeria [ 20 ] and Myanmar [ 21 ].

While considerable research has been conducted on NCDs in Ethiopia [ 9 , 22 , 23 ], there is a gap in understanding the prevalence, patterns, and outcomes associated with these diseases specifically within hospitalized populations. This research aims to address this gap by investigating the prevalence, evolving patterns, and outcomes of NCDs during hospitalization. Identifying such nuanced information is vital for informing targeted interventions, optimizing healthcare resource allocation, and improving the overall quality of care for individuals affected by NCDs in hospital settings.

Methods and materials

The study was conducted at three healthcare facilities in Addis Ababa, Ethiopia: Tikur Anbessa Specialized Hospital (TASH), St. Paul Hospital Millennium Medical College (SPHMMC), and Yekatit 12 Hospital (YH). TASH, established in 1972, is the largest referral hospital in Ethiopia. It serves a diverse population with varying socio-economic and demographic backgrounds and offers a wide range of specialized clinical services. SPHMMC, founded in 1968, operates as a teaching hospital with a bed capacity of 700 and initiated Ethiopia’s first integrated modular and hybrid problem-based curriculum for undergraduate medical education in 2007. YH, established in 1923, is also a tertiary-level referral and teaching hospital that provides comprehensive inpatient and outpatient care, serving a large population from both the city and different parts of the nation, including cancer patients.

Study design and period

This was a prospective observational follow-up focusing on patients admitted to the internal medicine, gynaecology and obstetrics and oncology wards during the follow up period from August 2022 to January 2023. We followed-patients until death or discharged to different area (intensive care unit, home, other institution, and wards).

Study population

The study included all eligible patients admitted to the internal medicine, gynaecology, obstetrics, and oncology wards at TASH, SPHMMC, and YH, covering various NCDs such as heart failure, coronary heart disease, cerebrovascular disease, atrial fibrillation, peripheral arterial disease, rheumatic heart disease, hypertension, deep vein thrombosis, pulmonary embolism, cancer (both solid and liquid tumours), and chronic respiratory diseases (asthma and COPD).

Inclusion criteria and exclusions in patient selection

We included patients aged 14 years and older with confirmed NCDs diagnoses in our study. In our facility, adolescent patients in this age group are admitted to adult wards as there is no separate ward for them, and they receive treatment in a manner similar to adults. We chose to incorporate them into our research due to their willingness to cooperate and respond to interview questionnaires. Patients aged less than 14 years as well as those who declined to participate or had incomplete medical records were excluded from the study.

Study variables

Dependent variables : Proportion of NCDs among hospitalized population during study period = (number of admitted patients with NCDs / total number of admissions) x 100. Other dependent variables included were mortality, length of hospital stay, readmission rate within 30-day of discharge, and complications and prescription patterns of key drugs at discharge. Complication was defined as any conditions the patients developed during hospital stay such as hospital acquired infection, bleeding, adverse reaction to medications, organ failure (e.g. acute renal injury, respiratory failure, delirium, etc…). Independent variables : Age, gender, socio-economic factors (monthly income, education and employment), lifestyle factors (physical activity), behavioural factors (drinking and smoking habits), marital status, residency (urban/rural), family history of NCDs, self-reported adherence to medications and concomitantly occurring conditions.

Data collection tool

The data collection process was carried out using a comprehensive tool specifically designed in accordance with the study objectives and tailored to the local context. This tool was designed to gather detailed demographic information, medical history, lifestyle factors, and clinical outcomes of patients admitted with non-communicable diseases. The instrument was based on established clinical assessment protocols, validated questionnaires (such as the World Health Organization (WHO) STEPS questionnaire for risk factors assessment), and electronic health record data extraction templates. Three trained nurses and 3 pharmacists collected data using standardized procedures, ensuring consistency and reliability. Patients admitted with NCDs, including CVDs, DM, chronic respiratory diseases, and cancers, were included in the data collection process. The quality of the data collection tool was assessed through pilot testing, inter-rarer reliability checks, and on-going monitoring to ensure accuracy and completeness of data. Additionally, regular training sessions and supervision were provided to maintain data collection standards and address any challenges encountered during the study period.

Data analysis

Continuous variables (age, monthly income, length of hospital stay) were presented as mean (SD) or median with interquartile range (IQR), while categorical variables (gender, occupation, marital status, place of residence, family history, current smoking status, alcohol drinking status, physical activity, medication adherence, concomitant infection during admission, CKD, epilepsy, readmission within 30 days of discharge, complication during hospital stay, mortality) were expressed as percentages and frequency. The chi-squared test assessed associations between mortality and different NCDs. Binary and multivariate logistic regression analyses, including variables with p-values < 0.2 in univariate analysis, identified predictors of mortality. Significance was set at p  ≤ 0.05, and results were reported with 95% confidence intervals. SPSS version 25 facilitated data analysis.

Ethical clearance

Ethical approval was obtained from the School of Pharmacy, College of Health Sciences at Addis Ababa University Ethical Review Committee. Permissions were also sought from each department involved. Informed consent was obtained from all study participants, who were fully informed about the study objectives and given the option to decline or participate. Patient identification numbers were used instead of names to ensure confidentiality.

Baseline characteristics of the included patients

Our study covered a total of 2,237 inpatient visits across three distinct medical institutions in Ethiopia: Tikur Anbessa Specialized Hospital (TASH, n  = 1,111), Yekatit 12 Hospital (YH, n  = 671), and St. Paul’s Hospital Millennium Medical College (SPHMMC, n  = 455). These data were collected over the period from October 2022 to January 2023. Within this patient cohort, 523 admissions were attributed to a range of NCDs, including (CVDs, n  = 279, 53.3%), cancer ( n  = 155, 29.6%), (DM, n  = 32, 6.1%), respiratory diseases ( n  = 34, 6.5%), and a combination of CVDs and DM ( n  = 23, 4.4%). Consequently, the proportion of patients with NCD among hospitalized patients within our sample was calculated as 23.4% (523 out of 2,237).

Table  1 presents characteristics of patients hospitalized with NCDs. Admissions were distributed across TASH (49%), SPHMMC (27.5%), and YH (23.5%). Gender leaned slightly female (55.1%), with middle-aged adults (51.1%) being the most common age group. The mean average age of the patients was 47.2 ± 18.1. Most patients were urban (76.9%) and married (66.2%). Education varied, with many completing primary school (33.5%) or college/university (26%). Notably, 36.3% reported monthly incomes exceeding $100, while smaller percentages reported ‘no income’ (1.3%), ‘refused to tell’ (11.3%), or ‘I do not know’ (6.5%), indicating income uncertainty among some respondents. The median range of monthly income of the participants was $88.4 (IQR = $33-$154). Additionally, about 31.5% of patients had a family history of at least one NCD. Few engage in regular physical activity (6.5%). The majority of patients exhibit an extensive disease history, accounting for 97.9% (512 individuals). The median duration since diagnosis stands at 12 months, with an IQR spanning from 2 months to 48 months. In terms of concurrent health conditions accompanying NCDs, it was observed that 28.5% of patients presented with additional medical issues during their hospitalization. Among these co-existing conditions, infections of various types were the most prevalent (27.5%), followed by CKD (24.8%) and tuberculosis (12.6%).

Patterns of NCDs among inpatient by demographic and socio-economic characteristics

Among male participants, the most prevalent NCD among hospitalized patients was CVDs at 52.3%, followed by cancer (31.5%). Similarly, female participants exhibited CVDs as the predominant NCD at 54.5%, followed by cancer (27.8%) (Fig.  1 ).

Patterns of NCD in hospitalized patients by demographic and socioeconomic characteristics. NCD: Non-Communicable Disease, CVD: Cardiovascular Disease, DM: Diabetes Mellitus, RD: Respiratory Disease. *Included patients with no reported income [ 7 ], those who were uncertain (59), and those who refused to disclose their income [ 34 ]

A higher percentage of hospitalized seniors were having CVDs (67.2%), with middle-aged adults also showing a substantial proportion (50.2%), whereas a relatively lower percentage of adolescent and young adults were having CVD (48.6%). Conversely, with cancer a larger percentage comprises adolescent and young adults (42.1%), followed by middle-aged adults (30.3%), with a significantly lower representation among senior adults (12.1%) (Fig.  2 ). Overall, CVDs and cancer comprised 82.9% of NCDs among admitted patients.

Pattern of NCDs by age category. DM: diabetes mellitus, RD: respiratory disease, CVD: cardiovascular disease, NCDs: non-communicable diseases

Regardless of education, CVDs were the most common conditions, ranging from 51.3 to 55.7% in different education groups, followed by cancer. Retired individuals had the highest rate CVDs at 68.0%, while employed and unemployed patients showed similar NCD admission proportions, with more cancer cases among the unemployed. Overall, CVDs affected the majority (53.5%).

In our study, heart failure emerged as the predominant CVD in hospitalized patients, representing 35.1% of cases, followed by stroke at 14.3%. Notably, heart failure combined with chronic rheumatic valvular heart disease contributed to 10.1% cases, while venous thromboembolism and hypertension accounted for 9.7% and 3% of cases, respectively. Additionally, coronary heart diseases were responsible for 2.3% of the total cases (Fig.  3 ). Primary cancer types among the hospitalized patients were predominantly haematological cancers, encompassing approximately 105 cases, which represented 67.7% of all cancer-related admissions. Within this category, acute lymphoblastic leukaemia (ALL) had the highest representation at 27.7%, followed by acute myeloid leukaemia (AML) at 18.7%, and chronic lymphocytic leukaemia (CLL) at 12.9%. In the realm of solid tumours, cervical cancer was the most prevalent at 8.4%, followed by ovarian cancer (8.4%) and breast cancer (3.2%) (Fig.  4 ). Among respiratory disorders, asthma prevailed, affecting 70.6% of respiratory cases, while chronic obstructive lung diseases were present in 29.4% of hospitalized patient population. Furthermore, our analysis revealed the most common combination of CVDs and DM resulting was heart failure with DM, representing 52.2% of cases. Hypertension with DM and coronary heart diseases with DM followed closely at 17.4% each, while peripheral artery disease contributed to 8.7% of the cases. The combination of dyslipidaemia and DM was the least common, accounting for 4.4% of cases.

Frequency of CVDs among hospitalized patients. *Heart failure + atrial fibrillation [ 5 ], Heart failure + coronary heart diseases [ 6 ], Atrial fibrillation [ 2 ], Atrial fibrillation + rheumatic heart disease [ 6 ], Hypertension + stroke [ 9 ], Rheumatic heart disease [ 7 ], Heart failure + venous thromboembolism [ 6 ], Heart failure + asthma [ 1 ], Coronary heart diseases + peripheral artery disease [ 2 ], Heart failure + atrial fibrillation + rheumatic heart disease [ 3 ], Heart failure + hypertension [ 8 ], Peripheral artery disease [ 1 ], Dyslipidemia [ 1 ]

Frequency of cancer types among hospitalized patients

Prescription pattern of discharge medications

In our CVD patient group, diuretics were the most common discharge medications (37.9%, n  = 198), followed by anticoagulants (36.5%, n  = 191), and statins (24.1%, n  = 126). Notably, 9.2% ( n  = 48) required insulin for DM management. Among patients with respiratory conditions, the primary choice was short-acting beta-agonists (6.1%, n  = 32), followed by inhalation corticosteroids (4.8%, n  = 25). Oral corticosteroids were less common, with only 2.7% ( n  = 14) of prescriptions (Fig.  5 ).

Number of patients received discharge medications. CVDs: cardiovascular diseases, DM: diabetes mellitus, ACE inhibitors: Angiotensin converting enzyme inhibitors, ARBs: Angiotensin receptor blockers

Outcomes of patients admitted due to NCDs

Eighty individuals ( n  = 80, 15.3%) did not survive the hospitalization. For those patients who survived ( n  = 443, 84.7%), a significant portion, approximately 405 individuals (77.4%), were discharged and able to return to their homes. A smaller subgroup, comprising around 10 patients (1.9%), necessitated admission to the intensive care unit (ICU) during their hospitalization. Additionally, roughly 16 patients (3.1%) were transferred to other wards within the hospital, while approximately 12 patients (2.3%) were referred to external healthcare institutions for further medical attention. Within the study period, 7.5% of the admitted patients experienced readmission, and 38.8% developed complications during their hospital stay (Fig.  6 ). Furthermore, the analysis revealed that the median duration of hospitalization for all patients in the study was 9 days, with a notable interquartile range of 6–15 days.

Relationship between NCD and mortality among hospitalized patients

Relationship between NCD and mortality in hospitalized patients

Figure  7 illustrates various patterns of in hospital-mortality among hospitalized patients with NCDs. Among these patterns, cancer exhibited the highest mortality rate at 22.7%, followed by CVDs at 13%, DM at 12.5%, and respiratory disorders with the lowest mortality rate of 5.9%. Statistical analysis indicates a significant association between NCDs related hospital admission and patient mortality (χ2 = 10.8, p  = 0.02).

Patterns of in hospital-mortality among hospitalized patients with NCDs

Predictors of mortality in patients with NCDs

Patients with cancer had 50% more mortality compared to patients with CVDs (AOR: 0.5, 95%CI: 0.2–0.8, p  = 0.01]. Patients who adhered to their outpatient prescribed medications were 64% less likely to die compared to non-adherent patients (AOR: 0.36, 95% CI: 0.21–0.64, p  < 0.001). Patients without infection had a 64% lower risk of mortality compared to those with infection (AOR: 0.36, 95% CI: 0.16–0.86, p  < 0.001). Patients without CKD had a 65% lower risk of mortality compared to patients with CKD (AOR: 0.35, 95% CI: 0.14–0.85, p  = 0.02). Furthermore, patients with complications during their hospital stay were about 6.4 times more likely to die compared to patients without complications (AOR: 6.36, 95% CI: 3.45–11.71, p  < 0.001) (Table  2 ).

In settings where community-based studies and comprehensive data on NCDs are lacking, hospital-based studies serve as vital tools for evaluating the health status of the community served by the hospital. Our study on the patterns of NCDs among hospitalized patients provides valuable insights into the complex interplay of various factors influencing disease prevalence and outcomes.

Our findings highlight that CVDs and cancer collectively constitute a substantial 82.3% of NCD cases among hospitalized patients. This observation is consistent with similar studies conducted in Ethiopia and other African countries [ 22 , 24 , 25 , 26 ]. However, contrasting findings from a study in Nigeria show that CVDs, endocrine, and renal conditions collectively comprise the majority (78%) of NCD cases [ 27 ].The variance in findings underscores the influence of regional and contextual factors on disease prevalence. It is noteworthy that our study encompassed a broader spectrum of specialities, including gynaecology, obstetrics, oncology, and medical wards, which may account for differences in disease rankings compared to studies focused solely on medical wards in Nigeria. This broader scope is particularly significant in countries like Ethiopia, which face dual health challenges of communicable diseases such as HIV, tuberculosis (TB), and malaria alongside a rising burden of NCDs [ 28 ].

The age-specific analysis from our study reveals a higher prevalence of hospital admissions for NCDs among younger cohorts (under 64 years) compared to seniors (aged 65 years and older). This finding aligns with international research trends, such as studies conducted in Sweden, indicating a global pattern where younger adults are more frequently hospitalized for NCDs compared to older adults [ 29 ]. The implications underscore the importance of age-specific healthcare strategies for effective NCD management and prevention.

Regarding specific disease entities, our study found that seniors and middle-aged adults exhibit higher hospitalization rates for CVDs, whereas young adults show a higher prevalence of cancer among admitted patients. This observation reflects the cumulative nature of CVD development with age, influenced by factors such as blood pressure, cholesterol levels, and atherosclerosis, whereas cancers prevalent in younger adults, such as leukaemia and lymphoma, exhibit distinct risk profiles [ 30 , 31 ].

Within the arena of CVDs, heart failure emerges as the predominant condition among hospitalized patients, consistent with findings from studies across diverse geographical regions [ 32 , 33 ]. Stroke also stands out as a significant contributor to cardiovascular-related admissions, underscoring its impact as a leading cause of hospitalization in neurology departments [ 34 ]. Additionally, another study highlights stroke as a notable cause of admission to a tertiary care centre [ 35 ]. These findings emphasize the critical need for interventions addressing heart health, particularly in cases where heart failure coincides with chronic rheumatic valvular heart disease, as noted in prior research [ 36 ]. Similarly, our study underscores the importance of early detection and treatment for primary cancer types, such as ALL, AML, CLL, and cervical cancer. These insights are crucial for guiding targeted healthcare interventions aimed at improving cancer outcomes among hospitalized patients.

Our study also reports an in-hospital mortality rate of 15.3% among patients with NCDs, with cancer exhibiting the highest case fatality rate at 22.7%, followed by CVDs at 13%, and DM at 12.5%. These mortality patterns align with global trends reported by the World Health Organization (WHO), highlighting the substantial burden of NCDs worldwide [ 37 ]. Variations between our findings and WHO data may be attributed to the inclusion of younger individuals in our study, potentially underestimating CVD burdens while highlighting haematological tumours. Comparative studies from Sudan and northern Ethiopia reinforce our findings, indicating high case fatality rates associated with malignancy, sepsis, neurological diseases, and CVDs among hospitalized patients [ 25 , 26 ]. These parallel findings underscore the urgent need for enhanced healthcare strategies to improve patient outcomes and mitigate the impact of NCDs.

These collective results underline the urgency of focusing on NCDs management and prevention strategies to mitigate their impact and improve patient well-being. A distinct set of findings emerged from a retrospective study in Nigeria that involved 2,922 participants. In this study, CVDs were responsible for the highest proportion of NCD-related deaths, constituting 33.5% of the cases [ 25 ]. The divergence in results between our study and the Nigerian study could be attributed to several factors. Notably, our study encompassed a wider range of medical wards, including medical, gynaecology, obstetrics, and oncology wards, while the Nigerian study focused solely on medical wards. This broader scope in our study might have contributed to the variations in the reported causes of NCD-related mortality, emphasizing the impact of the diversity of ward inclusions on the outcomes.

In addressing mortality risks, our study underscores the significance of medication adherence, infection control, and co-morbidity management. Elevated mortality risks associated with infections and chronic kidney disease (CKD) highlight the critical need for proactive infection control measures and comprehensive co-morbidity management strategies. Similar findings have been documented in studies focusing on renal diseases and hospital complications [ 24 , 26 ].

The findings have significant implications.

For clinical practice.

CVDs and cancer collectively accounted for 82.3% of all NCD cases, underscoring their substantial impact in Africa. Younger adults (under 64) exhibited higher hospitalization rates for NCDs compared to older adults, revealing a global health trend. Heart failure predominated among CVDs, while stroke emerged prominently in neurology departments.

Cancer ranked as the second most common NCD among hospitalized patients, highlighting the urgent need for enhanced cancer care. The high case fatality rate of cancer (22.7%) emphasizes the importance of improving treatment outcomes.

From a public health perspective.

It is essential to prioritize preventive health strategies and enhance healthcare infrastructure to effectively manage prevalent NCDs. Health education initiatives can empower communities with knowledge about disease prevention and early detection, potentially reducing disease burden.

Implementing evidence-based policies is crucial for improving clinical care, mitigating the impact of NCDs, and enhancing overall patient outcomes. These efforts aim to foster healthier communities by addressing the root causes and management of NCDs comprehensively.

Strengths and limitations

Despite its strengths, our study has several limitations. Firstly, the study was conducted exclusively in Addis Ababa, Ethiopia, across three healthcare facilities, potentially limiting the generalizability of findings to other regions. Secondly, the inclusion of adolescents in adult wards may influence health profiles and outcomes compared to dedicated paediatric wards. Thirdly, while socio-economic factors like income and education were considered, other factors such as healthcare access and insurance status were not included, which could impact NCD outcomes. Lastly, the exclusion of patients with rare or emerging NCDs or multiple co-morbid conditions may limit the comprehensive understanding of NCD patterns among hospitalized patients. Despite the study limitations, its prospective design, inclusion of diverse wards, and use of established data tools (WHO STEPwise) strengthen its validity and contribute valuable insights into NCD among hospitalized patients and their outcomes in the study area.

In conclusion, our study provides critical insights into predictors of mortality among hospitalized patients with NCDs. By examining a diverse cohort across multiple specialty wards, we have identified significant associations between cancer diagnosis, medication adherence, infections, CKD, and hospital complications with increased mortality risks. These findings underscore the multifaceted nature of NCD management and highlight the importance of targeted interventions to improve patient outcomes in hospital settings. Moving forward, efforts to enhance medication adherence, infection control measures, and co-morbidity management can potentially mitigate mortality rates among individuals with NCDs, thereby advancing healthcare delivery and patient outcomes in hospital settings. Overall, our study contributes to advancing the understanding of NCD epidemiology and clinical management, with implications for improving healthcare practices and policies aimed at combating NCDs globally.

Data availability

No datasets were generated or analysed during the current study.

Abbreviations

Non-communicable disease

Cardiovascular disease

Diabetes mellitus

Chronic obstructive pulmonary disease

Chronic kidney disease

Communicable, maternal, neonatal, and nutritional

Tikur Anbessa specialised hospital

St. Paulos hospital Millennium medical college

Yekatit 12 hospital

Intensive care unit

Low- and middle-income countries

Standard deviation

Interquartile range

World health organization

Acute myeloid leukaemia

Chronic lymphoblastic leukaemia

Acute lymphoblastic leukemia

Human immunodeficiency virus

Tuberculosis

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Acknowledgements

Research reported in this publication was supported by the Fogarty International Centre of the National Institutes of Health under Award Number D43 TW011404. The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

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A.B: Conceived the study, designed the study, collected the data, data analysis, and wrote the initial draft of the manuscript. L.C.K: Conceived the study, designed the study, supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. F.A: data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. H.F: supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. S.G: supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. M.K: supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. S.A.P: supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript. M.K.A: supervision, data analysis, wrote the initial draft of the manuscript, revised and edited the manuscript.

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Belayneh, A., Chelkeba, L., Amare, F. et al. Investigation of non-communicable diseases prevalence, patterns, and patient outcomes in hospitalized populations: a prospective observational study in three tertiary hospitals. J Health Popul Nutr 43 , 128 (2024). https://doi.org/10.1186/s41043-024-00599-z

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Muscle activation in the lower limb muscles in individuals with dynamic knee valgus during single-leg and overhead squats: a meta-analysis study

• Shima Bakhtiari Khou 1 ,
• Farzaneh Saki 2 &
• Behdad Tahayori 3  

BMC Musculoskeletal Disorders volume  25 , Article number:  652 ( 2024 ) Cite this article

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Dynamic knee valgus (DKV) is a risk factor for non-contact anterior cruciate ligament (ACL) injuries. Understanding the changes in the electromyographic activity of the lower extremity muscles in individuals with DKV helps trainers design ACL injury prevention exercises. Therefore, the present meta-analysis aimed to investigate the muscle activation of the lower limb muscles in individuals with DKV during single-leg and overhead squats.

Articles with titles, abstracts, and full texts were searched and screened independently by two reviewers in the Web of Science, Scopus, PubMed, and Google Scholar databases, without restrictions on publication date and in English using specified keywords from their inception to January 5, 2024. The quality of articles was evaluated using a modified version of the Downs and Black quality checklist. This meta-analysis used mean difference (MD) to compare the muscle activity patterns between individual with DKV and healthy individuals. Heterogeneity was detected using I-square ( I 2 ) test.

In total, four papers with 130 participants were included in the study. Evidence showed a significant difference between the DKV group and the healthy group regarding the activities of the adductor magnus (MD: 6.25, P  < 0.001), vastus medialis (MD: 13.23, P  = 0.002), vastus lateralis (MD: 11.71, P  = 0.004), biceps femoris (MD: 3.06, P  = 0.003), and tibialis anterior muscles (MD: 8.21, P = 0.02). Additionally, muscle activity in the DKV group was higher than that in the healthy group.

Conclusions

This meta-analysis reveals distinct muscle activation patterns in individuals with dynamic knee valgus (DKV), with increased activity in key muscles suggesting compensatory responses. These findings underscore the need for targeted rehabilitation to address muscle imbalances and improve knee stability.

Peer Review reports

Dynamic knee valgus (DKV) during dynamic movements, has been identified as a potential risk factor for ACL injury and patellofemoral pain syndrome among athletes. This biomechanical malalignment places increased stress on the ACL, potentially leading to injury [ 1 , 2 ]. Hewett et al., [ 3 ] reported that DKV is a significant predictor of ACL injury. Pre-season screenings of athletes and prospective follow-ups of ACL injuries revealed that athletes who experienced ACL injuries exhibited more valgus during landing compared to healthy individuals [ 3 ]. Studies have shown that a 10% increase in DKV angle leads to a 45% increase in patellofemoral joint pressure [ 4 , 5 ]. The prevalence rates of DKV in the dominant and non-dominant lower limbs have been reported as 26.3% and 26.9%, respectively [ 6 ].

DKV is a combination of hip adduction and internal rotation, knee abduction, anterior tibial displacement, tibia external rotation, and ankle eversion [ 7 ]. The line of gravity in this movement pattern is located lateral to the foot-thigh line and causes medial knee displacement in individuals with DKV [ 7 ]. Three-dimensional analyses have identified DKV as a multi-plane and multi-joint movement disorder [ 7 ]. Neuromuscular dysfunction seems to be one of the causes of DKV. Defects in neuromuscular function may cause the muscles to become unable to absorb the load on the knee joint, transferring the load to passive joint structures such as the ACL [ 8 ]. Therefore, prevention and rehabilitation strategies have recently focused on improving neuromuscular control to prevent this mechanism of injury.

The Hip and knee muscles in the neuromuscular system appear to play an important role in preventing DKV. Evidence shows that athletes with weak gluteal and hamstring muscles are more likely to have DKV during landing and are at greater risk for non-contact ACL injury [ 9 ]. Additionally, calf muscles have also been reported to be involved in activities such as shear and landing-jump movements in which the ACL is at risk of rupture [ 10 ]. A previous study concluded that the gastrocnemius muscle exerts pressure on the ACL in closed kinetic chain activities and has an antagonist role [ 11 ]. In this regard, Padua et al., [ 12 ] found a relationship between the incidence of DKV during overhead squats and the increased co-contraction of the gastrocnemius muscle and the tibialis anterior muscle [ 12 ]. These findings suggest that two types of kinetic chains (i.e. down-up and up-down) play an important role in the mechanism of DKV [ 13 ]. In other words, any change in the recruitment pattern of trunk and hip muscles affects the kinematics of distal joints [ 14 ]. Conversely, the ankle muscles influence the movements of the knee joint [ 15 ].

In recent years, single-leg and double-leg squats have been primary used to evaluate the biomechanics of the lower extremities [ 16 , 17 ]. There are biomechanical and neuromuscular similarities between squats and many exercise movements and daily activities, which may explain why this task has been considered in recent studies [ 18 , 19 ]. Munro et al., [ 20 ] reported that the knee valgus angle was significantly greater in the single-leg squat test than in single-leg landing and vertical jump tests [ 20 ]. Additionally, the slow movement in squats allows rehabilitation specialists and physicians to visually identify abnormal movement patterns, such as DKV, and use verbal feedback to modify the movement [ 21 ].

Accordingly, this study is crucial for advancing our understanding of muscle activity patterns in DKV and guiding evidence-based interventions to optimize neuromuscular function and reduce the incidence of lower extremity injuries in individuals with DKV. Therefore, the present systematic review and meta-analysis aimed to investigate muscle activation of the lower limb muscles in individuals with DKV during single-leg and overhead squats.

This systematic review study and meta-analysis was conducted in accordance with the Preferred Reporting Item of Systematic Review and Meta-Analysis (PRISMA) checklist [ 22 ].

The search strategy

Two researchers (SHB and FS) independently searched for published studies related to the electromyographic activity of lower extremity muscles in individuals with DKV in the Web of Science, Scopus, PubMed, and Google Scholar databases from their inception to January 5, 2024. The databases were searched and screened without publication date and in English. Whenever there was no consensus between the researchers (SHB and FS), a meeting was held with the third author (BT) to coordinate and resolve conflicts. The research question was defined using the PICO framework. Specifically, the study investigated electromyography of lower limb muscles (O) in individuals with dynamic knee valgus (P), compared to healthy individuals (C). Since the present study is not a clinical trial, no interventions were implemented (I). Three categories of related keywords and synonyms were used to search the titles, abstracts, and keywords of the articles in all databases. The operators “OR” and “AND” were applied within each category of keywords. The keywords used in different databases are reported in Table  1 .

Eligibility criteria

All studies that investigated the muscle activation of the lower extremity muscles of individuals with DKV during single-leg and overhead squats were examined in the present research. Case studies, review articles, letter to the editor articles, and articles with only abstracts available were excluded from the present study. The inclusion criteria for this study comprised cross-sectional and case–control studies that compared healthy males or females with individuals diagnosed with DKV, aged between 18 and 35 years. The studies included in the analysis utilized surface electromyography to assess the activity (mean/peak activity) of eleven lower extremity muscles: Gluteus maximus, Gluteus medius, Adductor magnus, Vastus medialis, Vastus lateralis, Biceps femoris, Semitendinosus, Medial gastrocnemius, Lateral gastrocnemius, Tibialis anterior, and Peroneus longus. Muscle activity was evaluated during single-leg and overhead squats. Studies that assessed electromyographic activity of lower extremity muscles during descending stairs, papers that involved interventions, and articles with statistical populations including individuals with patellofemoral pain syndrome and osteoarthritis were excluded from the present meta-analysis.

Process of selecting and collecting the articles

After searching the above databases, two researchers (SHB and FS) examined the titles, abstracts, and full-texts of the articles based on the inclusion and exclusion criteria. The obtained titles and abstracts were saved in EndNote X9 and duplicates were removed. The full texts of the articles whose abstracts met the inclusion criteria were then downloaded and analyzed. In case of disagreement between the two researchers (SHB and FS), the articles were discussed in a meeting to reach a consensus. If an agreement could not be reached, the opinion of the third author (BT) was sought. Fig.  1 shows the search and selection strategy of the articles.

PRISMA flowchart of search results

Quality evaluation

A modified version of the Downs and Black quality index checklist was used to determine the methodology quality of the studies [ 23 ]. The original Downs and Black quality index checklist includes 27 questions. By eliminating the questions related to intervention and treatment studies (4, 6, 8, 9, 13, 14, 17, 19, 23, and 24), the number of questions was reduced to 17 (ICC = 0.75–0.88) [ 24 ]. The modified checklist used in the present study had 18 items. All questions were scored with 0 (no/unable to determine) or 1 (yes) except for question number five which was scored with 0 (no matching/no description of two or multiple items), 1 (partially/one item not described), and 2 (description of all items/matching). The questions were divided into five areas: reporting (six questions: 1, 2, 3, 5, 7, and 10), external validity (two questions: 11 and 12), internal validity/measurement bias (four questions: 15, 16, 18, and 20), internal/intervening validity or bias in choosing the participants (four questions: 21, 22, 25, and 26), and power study (one question: 27) [ 25 ]. The studies were classified into high quality (≥ 70%), medium quality (40–69%), and low quality (< 40%) categories based on the quality evaluation scores [ 26 ]. The two researchers independently completed and scored a quality evaluation checklist. If there was disagreement between the two authors about scoring the questions, a final score was determined by the third author (BT) in a joint session.

Data extraction

A predefined data extraction sheet was completed for all studies investigated in the present study. The information extracted from the studies included the article reference (the surname of the first author and the year of publication), statistical population of the participants, statistical sample characteristics (sample size, gender, age, height, body mass, body mass index, exercise activity experience, training duration per week), task type (single-leg and overhead squats), muscles, intensity of measuring muscle activity (flexion/ extension peak angle), electromyographic variables (during descending/ ascending phases), results of the studies, and significance level. The primary researcher (SHB) conducted the statistical analysis using Review Manager 5.4 software. Muscle activity data (Mean ± SD) during the ascending and descending phases of single-leg and overhead squats were extracted for the DKV and healthy groups. Subsequently, a second researcher (FS) independently replicated the analysis. Mean differences (MD) were calculated and reported with a 95% confidence interval (CI). A random-effects model with forest plots was used in this study. This approach is typically employed for handling small sample size heterogeneity, which is common in the literature, along with addressing selection bias [ 25 ]. The statistical heterogeneity was calculated at three levels: low (< 50%), medium (50–75%), and high (> 75%) [ 27 ].

Study selection

In total, 204 abstracts were examined based on the inclusion and exclusion criteria. Our study did not involve a manual search for additional papers. All included papers were identified through our systematic search methodology. Finally, four articles [ 12 , 28 , 29 , 30 ] were selected and their quality was evaluated (Fig. 1 ).

The characteristics of the studies

Table 2 summarizes the demographic characteristics of the participants. A total of 130 participants from 4 articles were included in this study, comprising 94 women and 36 men aged 18 to 35 years. Among these, 60 individuals were in the DKV group and 70 were in the healthy group. One study [ 30 ] included only females, while the other three studies [ 12 , 28 , 29 ] included both sexes. These studies aimed to compare the muscle activation of the lower limb muscles during single-leg and overhead squats between individuals with DKV and healthy individuals. Among the studies included in this analysis, two studies [ 29 , 30 ] investigated the muscles of the hip, knee, and ankle joints; one study [ 12 ] examined the hip and ankle joint muscles; and one study [ 28 ] assessed only the hip joint muscles.

This study analyzed electromyographic (EMG) data normalized to percent of maximal voluntary contraction (%MVC) from various lower limb muscles during single leg squats (SLS) and overhead squats (OHS). The muscles studied included the Gluteus maximus, Gluteus medius, Adductor magnus, Vastus medialis, Vastus lateralis, Biceps femoris, Semitendinosus, Medial gastrocnemius, Lateral gastrocnemius, Tibialis anterior, and Peroneus longus.

The mean qualitative score of the studies was 69.5% (rating from 56 to 83%). Two studies [ 28 , 29 ] were rated as high quality, while two studies [ 12 , 30 ] were rated as medium quality. The results of evaluating the quality of the studies are shown in Table 3 .

Analysis of the results

The meta-analysis results of the activity patterns of the hip, knee, and ankle joint muscles are shown in Figs.  2 , 3 , and 4 , respectively. The muscle activation of the lower limb muscles during single-leg and overhead squats were considered in the final analysis.

The forest plot for the findings regarding the activity of the hip muscle (DKV vs Healthy)

The forest plot for the findings regarding the activity of the knee muscle (DKV vs Healthy)

The forest plot for the findings regarding the activity of the ankle muscle (DKV vs Healthy). Abbreviations: IV: inverse variance; CI: confidence interval

The meta-analysis revealed that individuals with DKV exhibited heightened muscle activity in the adductor magnus, vastus medialis, vastus lateralis, biceps femoris, and tibialis anterior muscles compared to those without the condition. This alteration in neuromuscular patterns at the hip, knee, and ankle joints was statistically significant. Conversely, no significant differences were found in the gluteus maximus, gluteus medius, semitendinosus, medial gastrocnemius, lateral gastrocnemius, and peroneus longus muscles between the two groups. However, compared to the healthy group, the muscle activity in the group affected by DKV was higher.

The activity patterns of hip joint muscles

Gluteus maximus muscle.

Four studies [ 12 , 28 , 29 , 30 ] investigated the activity of the gluteus maximus muscle. Results showed that there was no significant difference between the DKV and healthy groups regarding the activity of the gluteus maximus muscle. The activity of the gluteus maximus muscle was greater in the DKV group than in the healthy group in all studies (MD: 1.14, 95% CI [-0.23, 2.51], Z = 1.63, P  = 0.10, I 2  = 0%) except for one [ 29 ].

Gluteus medius muscle

Among the three studies [ 12 , 29 , 30 ] investigating the activity of the gluteus medius muscle, two studies [ 12 , 29 ] reported a decrease in, while activity one study [ 30 ] indicated an increase in the DKV group. Additionally, there was no significant difference between the DKV and healthy groups (MD: 0.50, 95% CI [-0.67, 1.66], Z = 0.84, P  = 0.40, I 2  = 0%).

Adductor magnus muscle

Four studies [ 12 , 28 , 29 , 30 ] investigated the activity of the adductor magnus muscle. In all of these studies, the activity of the adductor magnus muscle was reported to be greater in the DKV group than in the healthy group. The results suggested a significant difference between the DKV and healthy groups in the activity of the adductor magnus muscle (MD: 6.25, 95% CI [3.96, 8.54], Z = 5.35, P  < 0.001, I 2  = 0%).

The activity patterns of knee joint muscles

Vastus medialis muscle.

Among the two studies [ 29 , 30 ] that investigated the activity of the vastus medialis muscle, the muscle activity in the DKV group was higher than in the healthy group. The Outcomes suggested a significant difference between the DKV and healthy groups regarding the activity of the vastus medialis muscle (MD: 13.23, 95% CI [4.76, 21.71], Z = 3.06, P  = 0.002, I 2  = 5%).

Vastus lateralis muscle

Two studies [ 29 , 30 ] investigated the activity of the vastus lateralis muscle. Both studies reported increased muscle activity in the DKV group. Moreover, the outcomes suggest that there is a significant difference between the DKV and healthy groups regarding the activity of the vastus lateralis muscle (MD: 11.71, 95% CI [3.80, 19.61], Z = 2.90, P  = 0.004, I 2  = 0%).

Biceps femoris muscle

Two studies [ 29 , 30 ] investigated the activity of the biceps femoris muscle. The muscle activity in the DKV group was higher than in the healthy group. The results suggested a significant difference between the two groups regarding the activity of the biceps femoris muscle (MD: 3.06, 95% CI [1.07, 5.05], Z = 3.01, P  = 0.003, I 2  = 0%).

Semitendinosus muscle

Only one study [ 29 ] investigated the activity of this muscle. The results suggested an increase in the activity of the semitendinosus muscle in the DKV group compared with that in the healthy group. However, no significant difference was observed between the two groups (MD: 4.90, 95% CI [-5.11, 14.91], Z = 0.96, P  = 0.34).

The activity patterns of ankle joint muscles

Medial gastrocnemius muscle.

The activity of the medial gastrocnemius muscle was investigated in three studies [ 12 , 29 , 30 ]. One study [ 29 ] reported that the activity of the medial gastrocnemius muscle decreased during single-leg squats, whereas two other studies reported an increase in the activity of this muscle during overhead squats. The outcomes showed that there was no significant difference between the DKV and healthy groups regarding the activity of the medial gastrocnemius muscle (MD: 2.67, 95% CI [-0.33, 5.68], Z = 1.75, P  = 0.08, I 2  = 52%).

Lateral gastrocnemius muscle

Only one study [ 12 ] investigated this during overhead squats. The results indicated that the activity of the lateral gastrocnemius muscle in the DKV group was greater than that of the healthy group but, that there was no significant difference between the two groups (MD: 5.80, 95% CI [-0.61, 12.21], Z = 1.77, P  = 0.08, I 2  = 0%).

Tibialis anterior muscle

Two studies [ 12 , 30 ] investigated the activity of the tibialis anterior muscle during overhead squat. The result suggest that there is a significant difference between the two groups, with the activity of the tibialis anterior muscle being greater in the DKV group than in the healthy group (MD: 8.21, 95% CI [1.26, 15.17], Z = 2.31, P  = 0.02, I 2  = 28%).

Peroneus longus muscle

The activity of the peroneus longus muscle during overhead squats was investigated only in one study [ 30 ]. The results showed that the activity of the peroneus longus muscle was greater in the dynamic knee valgus group than in the healthy group. However, there was no significant difference between the two groups (MD: 18.68, 95% CI [-13.96, 51.32], Z = 1.12, P  = 0.26, I 2  = 66%).

The present study aimed to investigate the muscle activation of the lower limb muscles in individuals exhibiting dynamic knee valgus during single-leg and overhead squats. The results of this systematic review and meta-analysis indicated that there were significant differences between the groups in only 5 muscles out of the 11 muscles examined (adductor magnus, vastus medialis, vastus lateralis, biceps femoris, and tibialis anterior muscles) examined. The findings also revealed that the activity level of all muscles in individuals with dynamic knee valgus was higher compared to the healthy group.

The results of the present meta-analysis showed that there wasn’t a significant difference between the DKV and healthy groups. In 75% of the examined studies, it was suggested that the activity level of the gluteus maximus muscle in both descending and ascending phases was greater in individuals with DKV than in healthy participants. Barbosa et al., [ 31 ] reported a relationship between increased activity of the gluteus maximus muscle and increased DKV [ 31 ]. This increase in activity was likely due to the weakness of the gluteal muscles which resulted in a compensatory increase in muscle activity in individuals with DKV [ 32 ]. The gluteus maximus is an external rotator. Therefore, its increased activity during the squat task may serve to counteract internal rotation, hip adduction, and knee valgus [ 33 ]. Although the activity of the gluteus medius muscle in the DKV group was greater than that of the healthy group, there was no significant difference between the DKV and healthy groups in this muscle. The gluteus medius muscle is primarily an abductor, but it also contributes to hip internal rotation. The gluteus medius rotational torque arm increases with hip flexion, especially at angles greater than 30 degrees [ 34 ]. According to the findings of Hollman et al., [ 33 ] the hip is flexed at 40–50 degrees in a single-leg squat. The increased recruitment of gluteus medius motor neurons does not prevent hip adduction during squat but rather intensifies hip internal rotation and adduction during hip flexion (a coupling motion) [ 33 ]. Accordingly, it is necessary to consider the kinematics of the hip joint and the function of gluteal muscles in the evaluation and rehabilitation of individuals with DKV. Additionally, evidence showed that the activity of the adductor magnus muscle in the DKV group increased during both single-leg and overhead squats. The overactivity of the adductor magnus muscle in the DKV group may be due to its role in controlling hip extension during squat [ 28 ]. If the gluteus maximus muscle does not have sufficient strength to control the amount of extension, the adductor magnus muscle becomes overactive as a synergist muscle to control hip extension. These findings highlight the importance of hip activity muscles in controlling knee movements in the frontal plane.

The results of the present meta-analysis also showed that there was a significant difference between the DKV and healthy groups regarding the activity of the lateral muscles of the knee. It was also shown that the activity of the lateral muscles in the DKV group was higher than that in the healthy group. The increased activity of the biceps femoris muscle may be a compensatory response to the increased activity of the vastus medialis and lateralis muscles for knee stability [ 30 ]. According to Palmieri-Smith et al., [ 35 ] there was a relationship between increased DKV and the enhanced feed-forward activity of lateral muscles (vastus lateralis and biceps femoris) [ 35 ]. It has been shown that the long head of the biceps femoris externally rotates the leg during the descending phase. This external rotation manifests as knee abduction and/or tibia internal rotation, ultimately leading to medial knee displacement [ 30 ]. Given the position of the biceps femoris and semitendinosus, the increased activity of the semitendinosus muscle in the DKV group is notable. The semitendinosus muscle acts as an agonist for the ACL. The enhanced activity of the medial hamstring muscle may help limit knee valgus and external rotation, thereby reducing strain on the ACL [ 36 ]. Unfortunately, few studies have investigated the activity of the medial hamstring muscle during squatting.

The quadriceps and hamstring muscles potentially provide dynamic stability of the knee in the frontal plane due to their abductor/adductor torque. However, because of the mutual junctions of the quadriceps muscles and the patellar tendon, they cannot preferentially control abduction (vastus medialis) and adduction (vastus lateralis) [ 37 ]. The increased activity of the vastus lateralis can lead to knee abduction if the loads applied to the knee are not counteracted by the activity of the medial muscles [ 38 ]. Knee abduction and hip internal rotation create valgus rotational forces in the lower extremity [ 30 ]. The activity of the vastus medialis muscle was significantly greater in the DKV group compared to the healthy group, with a notable difference observed between the two groups. The increased activity of the vastus medialis muscle may help counteract abduction loads and reduce valgus laxity [ 39 ]. The co-contraction of medial knee muscles, which provide a varus torque arm, appears to be an effective method for reducing the valgus loads [ 37 ].

The results of the present meta-analysis regarding the ankle joint area showed a significant difference between the DKV and healthy groups in only one case: tibialis anterior muscle. There was no significant difference between the two groups for the other muscles (peroneus longus, medial gastrocnemius, and lateral gastrocnemius). However, the activity level of the calf muscles in the DKV group was greater than that of the healthy group. Researchers believe that the increased activity of the anterior tibialis, medial gastrocnemius, and lateral gastrocnemius muscles may be attributed to the increased plantar flexion torque and ankle joint stiffness [ 12 ]. Previous studies have reported that increased co-contraction of agonist and antagonist muscles around a joint leads to greater overall joint stiffness [ 40 ]. Additionally, the results of a previous meta-analysis suggested a relationship between reduced ankle dorsiflexion range of motion and DKV [ 41 ]. The increased activity of the anterior tibialis, medial gastrocnemius, and lateral gastrocnemius muscles likely contributed to reduction in dorsiflexion ankle range of motion on the sagittal plane and an increase in the knee range of motion on the frontal plane (valgus) [ 12 , 42 ]. The limitation of ankle dorsiflexion range of motion leads to hindfoot pronation (at the subtalar joint) and eversion, which are associated with tibia internal rotation and DKV on the frontal plane [ 43 ]. Although the peroneus longus muscle is the primary evertor of the ankle joint and crucial stabilizer against sudden inversion forces [ 44 ], only one study has investigated its role [ 30 ]. Therefore, the current study cannot conclude the difference between individuals with DKV and healthy individuals regarding the activity of the peroneus longus muscle during weight-bearing activities. Since the knee joint is not isolated from the rest of the lower extremity kinetic chain during weight-bearing activities, the activity patterns of the hip and ankle muscles influence the load applied to the knee joint.

Limitations

There are some limitations to the present investigation. One limitation is that the meta- analysis was not registered on the PROSPERO website before conducting the research. Additionally, in previous studies, the researchers who measured the research variables were not blinded to the participants’ grouping and a majority of the participants in the previous studies were females.

Furthermore, the squat tasks were performed at varying speeds. It remains unclear whether dorsiflexion restriction is due to increased activity of the tibialis anterior and gastrocnemius muscles or an adaptation to DKV, as the analyses are based on cross-sectional studies that do not establish causal relationships between the research variables. Although the quadriceps and hamstrings play a crucial role in controlling knee movement during overhead squats, these muscles were only studied in one study. Therefore, further research is needed to understand the activity patterns of these muscles in individuals with DKV. Given the very limited evidence (with only 4 articles included), the results of this systematic review and meta-analysis should be interpreted with caution and require validation or confirmation through future studies.

The results of the present meta-analysis highlight significant muscle activation in the lower limb muscles among individuals with dynamic knee valgus (DKV). These findings suggest distinct patterns of muscle activity in individuals with DKV compared to healthy individuals during single-leg and overhead squats. Increased activity levels were observed in certain muscles including the adductor magnus, vastus medialis, vastus lateralis, biceps femoris, and tibialis anterior, in the DKV group. This indicates a compensatory response and potential factors contributing to altered movement patterns and knee stability. Understanding the muscle activation patterns associated with DKV can help design targeted rehabilitation programs to address specific muscle imbalances and movement dysfunctions.

Data Availability

All data generated or analyzed during this study are included in this published article.

Abbreviations

• Dynamic knee valgus

Anterior cruciate ligament

Mean differences

Confidence interval

Preferred Reporting Item of Systematic Review and Meta-Analysis

Intraclass correlation coefficient

Maximal voluntary contraction

Single leg squats

Overhead squats

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Khou, S.B., Saki, F. & Tahayori, B. Muscle activation in the lower limb muscles in individuals with dynamic knee valgus during single-leg and overhead squats: a meta-analysis study. BMC Musculoskelet Disord 25 , 652 (2024). https://doi.org/10.1186/s12891-024-07759-6

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Impact of a game-based interprofessional education program on medical students’ perceptions: a text network analysis using essays

• Young Gyu Kwon 1 ,
• Myeong Namgung 2 ,
• Song Hee Park 3 ,
• Mi Kyung Kim 3 , 4 ,
• Sun Jung Myung 5 ,
• Eun Kyung Eo 6 &
• Chan Woong Kim 1 , 2  

BMC Medical Education volume  24 , Article number:  898 ( 2024 ) Cite this article

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Metrics details

The increasing complexity of the healthcare environment and the necessity of multidisciplinary teamwork have highlighted the importance of interprofessional education (IPE). IPE aims to enhance the quality of patient care through collaborative education involving various healthcare professionals, such as doctors, nurses, and pharmacists. This study sought to analyze how game-based IPE activities influence students’ perceptions and reflective thinking. It also aimed to identify the shifts in perception and effectiveness caused by this educational approach.

The study is based on a game-based IPE program conducted at University A, involving medical and nursing students in structured learning and team-based activities. Data were collected using essays written by the students after they had participated in IPE activities. Text network analysis was conducted by extracting key terms, performing centrality analysis, and visualizing topic modeling to identify changes in students’ perceptions and reflective thinking.

Keywords such as “patient,” “thought,” “group,” “doctor,” “nurse,” and “communication” played a crucial role in the network, indicating that students prioritized enhancing their communication and problem-solving skills within the educational environment. The topic modeling results identified three main topics, each demonstrating the positive influence of game-based collaborative activities, interprofessional perspectives, and interdisciplinary educational experiences on students. Topic 3 (interdisciplinary educational experience) acted as a significant mediator connecting Topic 1 (game-based collaborative activity experience) and Topic 2 (interprofessional perspectives).

This study demonstrates that game-based IPE activities are an effective educational approach for enhancing students’ team building skills, particularly communication and interprofessional perspectives. Based on these findings, future IPE programs should focus on creating collaborative learning environments, strengthening communication skills, and promoting interdisciplinary education. The findings provide essential insights for educational designers and medical educators to enhance the effectiveness of IPE programs. Future research should assess the long-term impacts of game-based IPE on clinical practice, patient outcomes, and participants’ professional development.

Peer Review reports

With rapid changes in the healthcare environment and the advancement of systems, effective collaboration among various healthcare professionals is crucial to meet patients’ high expectations [ 1 ]. This underscores the growing importance of interprofessional education (IPE), which aims to develop the ability to collaborate efficiently as multidisciplinary teams [ 2 , 3 ]. IPE involves students from two or more healthcare professions learning about, from, and with each other through collaborative education. The primary objective of IPE is to assist healthcare professionals, including doctors, pharmacists, and nurses, in developing the competence to collaborate more effectively in multidisciplinary teams to enhance patient care [ 4 ]. Its history began in the early twentieth century and has evolved to include numerous healthcare professionals such as nurses, pharmacists, and dentists [ 5 ]. The World Health Organization (WHO) reported that IPE provides highly collaborative teamwork experiences that improve job satisfaction and enhance access to and safety in patient care [ 6 ]. Recent studies have also shown that IPE is pivotal not only in promoting professional autonomy, understanding of professional roles, teamwork, and collaboration, but also in providing essential knowledge and skills for improving healthcare services [ 7 , 8 , 9 , 10 , 11 , 12 , 13 ].

One innovative approach to enhancing IPE involves game-based learning, which integrates educational content with interactive gaming elements to create engaging and effective learning experiences. Game-based learning has been shown to enhance students’ motivation, participation, and retention of knowledge by providing a dynamic and immersive learning environment [ 14 , 15 , 16 ]. In the context of IPE, these activities can simulate real-life clinical scenarios that require collaboration, communication, and problem-solving among diverse healthcare professionals [ 17 ]. This method allows students to practice and develop these critical skills in a safe and controlled setting, thereby preparing them for actual clinical practice [ 18 ].

Previous IPE studies involving students primarily used surveys, interviews, and participant observations to assess changes in students’ knowledge acquisition, collaboration, teamwork skills, and attitudes [ 19 , 20 , 21 , 22 , 23 ]. While these approaches have provided valuable information for evaluating the effectiveness of IPE programs, they have limitations in terms of exploring students’ direct expressions and deep thinking. Recent research has started exploring game-based learning in IPE, emphasizing its potential to enhance collaboration, communication, and problem-solving skills among healthcare students [ 24 , 25 ]. Game-based learning activities, such as serious games and simulations, offer engaging experiences that promote interprofessional collaboration and reflective thinking [ 17 ]. However, there is still a scarcity of research on students’ personal experiences, changing perceptions, and in-depth understanding of interprofessional collaboration through game-based learning. Addressing this gap can provide better relevance and context to the study of IPE.

Medical education literature has highlighted the importance of various educational strategies in enhancing reflective thinking skills [ 26 , 27 ]. Dewey defines reflective thinking as conscious thought in the problem-solving process, which can be considered as the active utilization of knowledge gained through experience [ 28 ]. Narrative materials, such as essays, are useful tools for gaining an in-depth understanding of students’ experiences and perceptions. Thus, analyzing reflective thinking through essays can help students better understand their learning experiences and improve their problem-solving abilities through effective collaboration across different disciplines [ 29 , 30 ].

This study aimed to analyze students’ perceptions of collaboration by examining essays they wrote after participating in game-based IPE activities, thereby providing evidence for the effectiveness of such education. The results of this study are expected to serve as foundational data to help design and implement more effective collaborative learning strategies for IPE programs.

Course design

The IPE program at a South Korean university targeted fifth-year medical and fourth-year nursing students to prepare them for clinical training. The course was divided into two phases: a six-day shadowing period and a four-day IPE activity period.

During the shadowing period, students observed various healthcare professionals in different clinical settings, including emergency rooms (ERs), ambulatory care, critical care, and outpatient environments. This phase emphasized understanding interprofessional roles and the importance of collaborative practice skills.

In the subsequent IPE activity period, students were grouped into teams of five or six, consisting of both medical and nursing students, to engage in team building exercises. These activities aimed to promote students’ collaboration, communication skills, mutual understanding in clinical settings. The activities during this phase were meticulously designed to develop essential soft skills through structured game-based exercises. These included the Marshmallow Challenge, which aimed to enhance understanding of team building dynamics; the Puzzle Game, which focused on defining roles and fostering teamwork to achieve a common objective; and the Message Game, which underscored the importance of clear and effective communication. Additional activities, such as the Drawing Shapes Game and the Drawing the Story Game, were designed to improve skills in accurate verbal description and to enhance understanding of the SBAR (Situation, Background, Assessment, Recommendation) communication protocol, respectively. Finally, the Board Game was specifically developed to reinforce systems thinking and to illustrate the need for interdisciplinary collaboration in addressing complex issues in a hospital. Table 1 outlines the key activities included in this period.

This study aimed to analyze essays written by students after participating in the IPE activities to assess their reflections and learning outcomes.

Research procedure

The fundamental premise of text network analysis is to extract keywords representing the core content from the literature [ 31 ]. This study focused on understanding students’ thoughts and perceptions by analyzing their essays. The research process comprised (1) data collection, (2) keyword selection and data processing, (3) core keyword extraction and network construction, (4) network connectivity and centrality analysis, and (5) topic modeling. This approach facilitated a nuanced understanding of the conceptual relationships within the text, yielding deeper insights into students’ reflective thinking and experiences with interprofessional collaboration, thereby aligning with the objectives of this study.

Data collection

Data were collected in 2021 after the IPE program. Of the 82 medical students who participated in the program, 77 voluntarily submitted essays, representing a 93.9% response rate from the entire cohort enrolled in the IPE program. The essays were collected after the completion of the entire program, capturing students’ reflections and feelings about the course. These essays were not intended for assessment or evaluation purposes but were written freely by students to express their thoughts and experiences regarding the program. The primary aim was to gather qualitative insights into how students perceived and internalized the IPE activities, which aligns with the study’s objective to understand the impact of game-based learning on developing interprofessional collaboration, communication, and team building skills. We focused on medical students’ essays to explore their specific perspectives and experiences within the IPE program, as these students often play crucial roles in multidisciplinary teams. Therefore, understanding their views can provide valuable insights for improving IPE programs and enhancing interprofessional collaboration in clinical practice [ 32 ].

Keyword selection and data pre-processing

The student essays were collected using MS Office Excel. Pre-processing involved an initial review using Excel’s Spell Check, followed by manual corrections to fix typographical errors. Morphological analysis was performed using Netminer 4.5.1.c (CYRAM), which automatically removed pronouns and adverbs, leaving only nouns. To extract the words, 25 designated words, 40 synonyms, and 321 excluded words were pre-registered. Designated words are terms that convey specific meanings when grouped [ 33 ]. In this study, terms such as “interprofessional education” and “Friday Night at the ER” were classified as such. Synonyms, a group of words that have similar meanings, were processed as a single term that can represent the common meaning of those words [ 34 ]. For instance, “Friday night ER,” “FNER,” and “Friday night in the ER” were extracted as “Friday Night at ER.” Words considered irrelevant to the current research focus or general words that did not contribute to meaningful analysis were excluded (e.g., “and,” “or,” “front,” “inside,” “during”). Three professors specializing in emergency medicine and one medical educator handled word extraction and refinement, and the final selection was reviewed by the entire research team.

The data analysis utilized was qualitative content analysis, focusing on both the identification and contextual usage of keywords. This approach involved the descriptive counting of keywords as well as an in-depth analysis of their usage within the essays. This rigorous process ensured that the keywords selected were relevant to the study’s focus on IPE and collaboration, providing both quantitative and qualitative insights into the students’ reflections and experiences.

Extraction of core keywords and network construction

Core keyword extraction was based on the term frequency-inverse document frequency (TF-IDF) method. The frequency of word occurrences is expressed as “term frequency (TF),” which indicates how often a word appears within a document [ 35 ]. By contrast, “inverse document frequency (IDF)” is calculated using the logarithmic value of the inverse of document frequency [ 36 ]. The TF-IDF value is computed by multiplying TF by IDF. A high value indicates that a word is important in a specific document but rarely appears in others [ 37 ]. This method allows the assessment of the importance of words in documents. For network analysis, the 2-mode word-document network was converted into a 1-mode word-word network. The co-occurrence frequency was set to occur at least twice, and the word proximity (window size) was set to two, following previous studies on text network analysis [ 38 ].

Network connectivity and centrality analysis

Network size and density, as well as the average degree and distance at the node level, were identified to understand the overall characteristics of the network. Network size denotes the total number of nodes (keywords). Density measures the ratio of actual connections to possible connections, indicating network cohesion. The average degree reflects the average number of connections per node, while the average distance shows the typical number of steps between nodes, revealing the network’s connectivity and compactness [ 35 , 38 ]. Centrality analysis included degree, betweenness, and eigenvector centrality, whereas closeness centrality was excluded due to poor performance in lengthy texts [ 39 ]. Degree centrality measures how well a node is connected within a network, helping to identify keywords that play a central role in the network [ 40 ]. Betweenness centrality measures how frequently a node appears on the shortest path between other nodes, indicating how well it acts as an intermediary between two nodes [ 41 ]. Eigenvector centrality assesses the influence of a node by considering the importance of its neighboring nodes beyond the degree of connection [ 42 ]. This study extracted the top 30 words for each degree, betweenness, and eigenvector centrality. Finally, a spring map was used to visualize the keywords and their connection structures in the network.

Text network analysis was chosen because it provides a detailed understanding of relationships between concepts, unlike traditional methods that focus on theme frequency. It visualizes keyword interactions, highlighting central themes and their connections, offering insights into students’ reflections on IPE and their thought patterns.

Topic modeling

Latent Dirichlet allocation (LDA) is a statistical text-processing technique that clusters keywords based on their probabilities and distributions to infer topics [ 43 ]. In this study, keywords extracted from essays were compiled into a matrix for LDA. To determine the optimal number of topics, combinations of α = 0.01–0.03, β = 0.01–0.03, topic model = 3–8, and 1,000 iterations were tested. The optimal model was selected based on the coherence score (c_v), with the highest coherence score ensuring the validity and reliability of the inferred topics [ 44 , 45 , 46 ].

Key keywords

Table 2 presents the keywords derived from analyzing medical students’ essays selected through the TF and TF-IDF analyses. In the TF analysis, “thought” appeared most frequently (365 times), followed by “group” 359 times, “class” 322 times, and “game” 278 times. The top 20 keywords in TF-IDF included “patient,” “game,” “group,” and “person.” Keywords that appeared in both TF and TF-IDF analyses included “nursing school,” “nurse,” “game,” “hospital,” “person,” “mutual,” “communication,” “time,” “group,” “important,” “progress,” “puzzle,” “patient,” and “activity.” Comparing the keywords between TF and TF-IDF, new terms that emerged in TF-IDF included “IPE,” “room,” and “clinical practice.”

• Text network analysis

Network structure

In this study, a network was constructed based on a co-occurrence frequency of at least two words with word proximity (window size) set to two words. The resulting network comprised 1,218 nodes and 627 links. The network density was 0.012, with an average degree and distance of 3.919 and 3.447, respectively.

Centrality analysis

Table 3 lists the top 30 keywords according to degree, betweenness, and eigenvector centralities, providing insight into the overall network characteristics. The top three keywords across all three centrality analyses included “patient,” “thought,” “group,” “doctor,” “nurse,” and “communication.” The ranking and composition of the keywords were similar in both degree and betweenness centrality analyses. In the eigenvector results, “doctor,” “nurse,” and “communication” were ranked highest. When comparing the top 30 keywords from eigenvector centrality with those from degree and betweenness centrality, new terms such as “future,” “society,” and “need” emerged. These findings are presented in Fig.  1 , which illustrates the spring network map of centrality.

Spring network map of centrality. a  Degree centrality. b  Betweenness centrality. c  Eigenvector centrality

Topic modeling: selection of the number of topics

To determine the optimal number of topics, 54 combinations of options were tested, including α = 0.01–0.03, β = 0.01–0.03, topic models = 3–8, and 1,000 iterations. Three topics were identified.

In the topic modeling process, after reviewing the keywords and contents of the assigned original documents, the research team convened and named each topic to reflect the trend of the subject matter, as shown in Fig.  2 . Following prior research, the final topic model was visualized using a topic-keyword map displaying the top eight to thirteen words [ 44 ]. Topic 1, accounting for 17% of the total topics, includes keywords such as “group,” “game,” “puzzle,” “delivery,” and “activity.” This reflects the inclusion of group-based, game-centric activities in the IPE classes; hence, it was named “game-based collaborative activity experience.” Topic 2 comprises 23% of the topics centered around the thoughts of doctors and nurses about patients in clinical settings, with keywords including “doctor,” “thought,” “patient,” “hospital,” and “nurse.” It was thus named “interprofessional perspectives.” Topic 3, with the largest share at 60%, incorporates keywords such as “class,” “nursing school,” “thought,” “activity,” and “student.” It primarily addresses class activities involving nursing students, thus the term “interdisciplinary educational experience.” Visually examining the entire network of topic modeling indicates that Topic 1, “game-based collaborative activity experience,” and Topic 3, “interdisciplinary educational experience,” are connected through the keywords “person” and “activity.” Topic 2, “Interprofessional Perspectives,” and Topic 3, are linked by “thought” and “class.” In the network, Topic 3 plays a vital role in connecting Topics 1 and 2, as illustrated in Fig.  2 .

Semantic keywords of topic modeling

This study is the first attempt to demonstrate the educational impact of game-based IPE activities on fostering an interprofessional perspective, communication skills, and team building skills among healthcare professionals through a text network analysis of student essays. This distinguishes this study from previous studies. This approach can help students develop collaborative skills, thereby effectively addressing various challenges in clinical settings. The primary findings and implications of this study are as follows:

First, the keywords with the highest degree of centrality were “patient,” “thought,” and “group.” High-degree-centrality keywords play a central role in the entire network, suggesting that the overall program should be designed around these keywords. The keywords with high betweenness centrality were also “patient,” “thought,” and “group.” These keywords act as necessary connectors within the network, indicating that they are crucial for establishing communication channels between different professions and ensuring a smooth flow of information in medical education. Keywords with high eigenvector centrality included “doctor,” “nurse,” and “communication.” The prominence of keywords such as “doctor,” “nurse,” and “communication” in centrality measures signifies their strong connections to other important terms in the network. This highlights the pivotal role of doctors and nurses in collaborative practices and underscores the importance of communication skills in IPE programs. The central positioning of these keywords within the network emphasizes the need to prioritize interprofessional roles and communication competencies to enhance collaborative practices in clinical settings. These results align with previous findings emphasizing the importance of education in promoting effective collaboration and communication among healthcare professionals [ 47 ]. The centralities thus provide quantitative evidence supporting the critical roles and interactions that are essential for successful IPE.

The relevance of these keywords can be understood within the framework of the Interprofessional Education Collaborative (IPEC) Core Competencies, which emphasize patient-centered care, reflective thinking, and effective communication. The central keywords align with IPEC’s domains: values/ethics for interprofessional practice, roles/responsibilities, interprofessional communication, and teams/teamwork [ 4 , 48 ]. For instance, “patient” and “group” correspond to the emphasis on patient-centered care and teamwork, while “thought” and “communication” are essential for reflective practice and effective interprofessional communication. Integrating IPE into medical education strengthens transparent and efficient teamwork across different specialties, minimizes errors in clinical decision-making, and improves patient outcomes. Consequently, medical schools should develop curricula that provide students with ample opportunities to collaborate with team members from various specialties [ 49 ].

Second, the topic modeling analysis indicated that Topic 1 provides a collaborative experience through group-based gaming activities in an IPE course. This aligns with previous research, indicating that game-based learning can enhance participants’ socialization and communication skills. Thornton Bacon et al. [ 50 ] and Sanko et al. [ 51 ] reported that students who participated in the Friday Night at Emergency Room (FNER) game demonstrated a statistically significant increase in systems thinking scores. In addition, Fusco et al. [ 52 ] confirmed that gameplay positively affected students’ systematic thinking, effective collaboration, and socialization skills. This suggests that game-based learning is useful for developing collaborative problem-solving skills and can be effectively integrated into various educational designs of IPE programs. Topic 2 highlights the significant focus on the perspectives of healthcare professionals in clinical environments. According to Bridges et al. [ 53 ] and Prentice et al. [ 54 ], IPE provides opportunities to develop a better understanding of roles and improve communication among healthcare team members. In this process, improving knowledge about one’s own roles and responsibilities as well as those of other professions can enhance teamwork between professionals [ 55 ]. This finding suggests that IPE programs can improve the quality of healthcare delivery by fostering mutual respect and understanding among different healthcare professionals. Topic 3 primarily addressed class activities for nursing students and included interdisciplinary educational experiences. These results show that game-based IPE activities are an effective educational method for enhancing interprofessional perspectives and communication skills, going beyond traditional lectures that simply deliver knowledge to students.

Additionally, Bjerkvik and Hilli [ 56 ] stated that expressing thoughts through writing facilitates the understanding of personal experiences. This enables learners to explore their emotions and attitudes, ultimately leading them to deeper self-understanding and professional growth. Consequently, this study analyzed students’ reflective thinking through topic modeling and presented evidence that game-based IPE activities are crucial in promoting learners’ reflective thinking and professional growth.

This study has several limitations. First, a limited group of students from a specific university participated in this study, which may have restricted the generalizability of the findings. Additional research is required to verify the results of this study across multiple student groups from various backgrounds and environments. Second, the research methodology relied on text analysis of student essays, focusing only on students’ subjective experiences and perceptions. To address this limitation, we used a rigorous coding scheme, inter-rater reliability checks, and TF-IDF for keyword extraction. Our methodology included keyword selection, data pre-processing, network construction, and LDA-based topic modeling, optimized with the coherence score (c_v). These steps ensured that the data analysis was both robust and reliable. Additionally, incorporating multiple methods for data analysis allowed us to cross-verify the findings and enhance the overall rigor of the study. Future research should integrate a range of methods, including interviews and surveys, to achieve a more comprehensive evaluation. Third, the effects of IPE programs on students’ collaborative competencies in clinical practice and healthcare settings is limited. Future research should explore the long-term impacts of game-based IPE on clinical practice, patient outcomes, and students’ readiness for clinical environments. Additionally, tracking the career progression and professional development of participants will help assess the sustained benefits of these educational interventions.

Conclusions

This study is the first to explore changes in reflective thinking and perceptions among students who participated in IPE programs. This demonstrates the positive effects of IPE on professional healthcare students. Specifically, through the analysis of degree, betweenness, and eigenvector centrality, we identified keywords such as “patient,” “thought,” “group,” “doctor,” “nurse,” and “communication” as crucial to interprofessional perspectives and communication among healthcare professionals. Topic modeling further underscores the importance of game-based learning, interprofessional perspectives, and interdisciplinary educational experiences.

These findings emphasize the need for innovative teaching methods in medical education and reaffirm the importance of promoting effective inter-professional perspective, communication skills and team building skills. Medical schools should strive to improve the design and implementation of their IPE program by incorporating students’ experiences and reflective insights. This will ultimately improve the quality of medical education. This study can serve as valuable foundational data for future research. Future studies should investigate the long-term effects of game-based IPE on clinical practice and patient outcomes. Research should also explore the impact of game-based IPE on participants’ career progression and professional development to assess sustained benefits. Additionally, future research could examine how different game-based learning activities influence specific interprofessional competencies, such as teamwork, communication, and problem-solving skills, to identify the most effective approaches for IPE programs.

Availability of data and materials

The datasets generated and/or analysed during the current study are not publicly available due to ethical constraints but are available from the corresponding author on reasonable request.

Abbreviations

• Interprofessional education

Friday night at emergency room

Latent Dirichlet allocation

Term frequency

Term frequency-inverse document frequency

Inverse document frequency

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The authors sincerely thank all those who have contributed to this work through their support, insights, and encouragement.

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Study conception and design: YK, MN, CK. Data collection: YK, MN, CK. Data analysis and interpretation: YK, MN, SM, EE, CK. Drafting of the article: YK, MN, SP, MK. Critical revision of the article: YK, MN, SP, SM, EE, CK.

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Kwon, Y.G., Namgung, M., Park, S.H. et al. Impact of a game-based interprofessional education program on medical students’ perceptions: a text network analysis using essays. BMC Med Educ 24 , 898 (2024). https://doi.org/10.1186/s12909-024-05893-2

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