Advertisement Adversaries: Review Template

This is my template for reviewing advertisements (and, if applicable, the overall shop, website, or blog they live on). Feel free to use this yourself or adapt it for other purposes. It would be cool if you credited me, but I'm not bothered. It would be double cool if you send me a link (on Tumblr or by email) to whatever you make!

If you see an ad in the wild that you'd like me to look at, send me an ask or DM on Tumblr, or send me an email at thewitchaese@gmail.com. You will always remain anonymous. Unless the seller is dangerous, they'll stay anonymous, too.

Advertisement Information

Who is the advertiser -- or who do they claim to be? Who is their apparent primary audience? What are they selling? What's their tone? What's the vibe? What are the first impressions?

Clarity

How clear is the language? Does it use a bunch of obscure terms or talk in circles? Is it obvious what the buyer will receive based on this listing alone?

Transparency

Is the seller honest about their refund/returns policy? Is it obvious where materials are being sourced? Is the seller being honest and clear about their credentials and/or qualifications?

Presence

Is the seller present anywhere other than their shop? Do they share anything about their process, method, or practice anywhere? Are they actually part of a community, or are they just selling something?

Genuineness

Are listing photos genuine? Are any images AI, or is any copy written by an AI? Is this a real person selling something, or is this a bot account?

Verifiability

Is it obvious how a buyer will know their service is completed? Is it possible for the buyer to know? Are there any reviews verifying the quality/existence of the products or services? Are there negative reviews available?

Morality

Are they offering services related to health, mental health, legal services, or other dubious subjects? Are they knowingly targeting a vulnerable audience using buzzwords and inflammatory language? Is the listing sharing misinformation or encouraging belief in conspiracy theories? Does the listing contain debunkable information? Does the listing participate in bigotry, cultural appropriation, bioessentialism, or anything of that nature?

Attractiveness & Pointers

For legitimate sellers and self-submitted shops only. Is the shop/listing attractive? Does it stand out from other listings on the market? Does it establish the seller as unique, interesting, and otherwise worthy of my business? How could it be improved?

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