I need to explain the reader how the commercial I have picked works, what tactics it employs to affect its audience in ways they may not be aware of. To do this, I must disassemble the ad and critically examine its many components to see how they all work together to generate a convincing impact. I also need to relate the concepts of an expert source to the advertising, demonstrating how the ad employs the tactics stated in the book. Introduction: This section will be at the beginning of my essay and will start with an interesting hook that will engage the readers to read the essay further on and a small introduction of the advertisement I have chosen. • I will introduce the reader to the concept of advertising and explain why understanding how advertising works is crucial. • In order to orient the reader to my object of study, I will next offer a comprehensive yet brief description of the ad I'm evaluating. • What advertising is- concept of advertising- analyzing advertisements may help advertisers – ads may provide better information regarding products- how to appeal to audience through the advertisement • Description of the chosen ad which is BURBERRY HERO - THE NEW FRAGRANCE FOR MEN