ANALYSIS FORM

(Final Version)

A. GENERAL INFORMATION
Details Analysis
1. Product Grammarly The commercial aims to introduce
Grammarly as an effective AI-
powered writing assistant.
2. Slogan/ - Brand’s slogan: - Script:
Commercial script Write with Grammarly A girl is currently ‘underwater’,
- Slogan of this ad: seemingly unable to progress with
From Notes to Noticed
her assignment, and her friend
suggests using Grammarly to help
her get ‘unstuck’. The script
clarifies the initial assumption
that Grammarly is a grammar-
checking app; the later preview
shows that Grammarly offers
more services than correcting
grammar. With every
convenience feature introduced,
the water level falls rapidly before
disappearing, hinting that the girl
has successfully managed to
submit her assignment.

- From Notes to Noticed:

+ Notes: raw or unrefined writing
(drafts, bullet points)
+ Noticed: attention, recognition,
professionalism – stand out and
make an impression
 Grammarly helps users
evaluate writing from the
basic to the writing that
demands attraction.

- The illustration helps

clarify the slogan:
 + The main character begins to be
overwhelmed, surrounded by
incomplete ideas or struggling
drafts.
+ As Grammarly is introduced,
the work visually improves—
structured outlines appear, errors
are corrected, and confidence
builds.
+ By the end, they are confident,
smiling, and proud of the final
product.
+ This visual shift symbolizes the
movement from being invisible or
unsure (notes) to being seen and
valued (noticed).
 This illustrates that the
“noticed” result doesn’t
come out of nowhere - it’s
the direct result of AI-
powered writing support.

B. STRENGTHS
Details Analysis

3. Linguistic features The use of language is effective and diverse.

3.1. Phonological aspects - Rhyme: - The repetition of the “n”

From Notes to Noticed and the consonant sound
[əʊ] makes it more
memorable.
- It instantly captures the
attention of viewers and
the potential of clicking to
watch the video.
- It is likely to get shared, get
quoted, and get remixed in
the digital age.
 It amplifies a brand’s
message far beyond its
 original reach.
3.2. Lexical aspects - Foreign word: - Cultural and Linguistic
Kombucha Diversity
“Sometimes, they have + Origin: Kombucha is a
kombucha here.” fermented tea with roots in East
Asia, particularly Japan and
China.
+ Use in the ad: Its presence
reflects the globalization of
language in modern media, where
some foreign words are integrated
into everyday English.
+ Effect: It emphasizes
Grammarly’s adaptability to
multicultural and modern
communication styles, appealing
to a global audience.
- Symbol of Relaxation and
Wellness
+ Context in the ad: The word is
used after the main character
finishes her assignment —
“Sometimes they have kombucha
here.”
+ Interpretation: It symbolizes
reward and relief—the calm that
follows stress.
+ Function: The placement
creates a moment of satisfaction,
mirroring the emotional shift from
stress to success that Grammarly
facilitates.
- Enhancing Memorability
and Humor
+ Kombucha is unusual enough in
this context to grab attention and
make the ad quirkier and more
relatable.
+ It brings a playful tone to the ad,
balancing the seriousness of
academic stress with a light-
hearted ending.
=> It strengthens Grammarly’s
modern, wellness-oriented,
relatable brand identity while
 reinforcing the emotional journey
of moving from stress to calm,
confusion to clarity.

- Intertextuality: - “The other side” is inspired

Welcome to the by the fixed idiom: “the
other side other side of the coin”.
+ The other side of the
coin: a different way of
considering a situation,
making it seem either
better or worse than it did
originally.
- It connects with the
Grammarly’s purpose:
+ From Struggle to Mastery
• The ad starts with a student
overwhelmed and
confused by her
assignment.
• After using Grammarly,
she emerges more
confident and
accomplished.
 “The other side” in this
context symbolizes
breaking through academic
barriers.
+ From Rough Drafts to Polished
Work
• Grammarly assists with
spelling, grammar, tone,
clarity, and structure.
• Users transform their
messy notes into clear,
professional writing.
 Reaching “the other side”
means achieving writing
fluency and coherence.
+ From Anxiety to Confidence
• Students or professionals
 often feel pressure when
writing.
• Grammarly reduces that
stress by offering real-time
feedback and suggestions.
 “The other side” represents
a state of confidence, calm,
and pride in one’s work.
+ From Being Ignored to Being
Noticed
• It aligns directly with
Grammarly’s slogan:
“From Notes to Noticed.”
• Grammarly helps users
write more engagingly,
effectively, and noticeably
to teachers, managers, and
peers.
➔ It emphasizes that
Grammarly helps users
achieve goals such as
better academic
performance, increased
writing confidence and
time-saving, and stress
reduction during writing
tasks.

- Use of adjective: - Using adjectives enhances

“Perfectly formatted, too.” clarity, strengthens the
“Grammarly’s AI helps you persuasion, and makes the
get unstuck” message more engaging.
“I don't need better
grammar.”

3.3. Grammatical aspects - Declarative sentence: - These sentences help

"Grammarly’s AI helps you convey the product’s
get unstuck, and it doesn’t technical details clearly
just write everything for and confidently.
you.” - These sentence structures
“Grammarly will start help build trust and make
 highlighting the stuff that the ad more persuasive.
you could do better."

- Directive sentence: - These two girls are friends,

“Just get Grammarly.” so the directive sentences
“Just hit the citation button.” are naturally used to
persuade and create a sense
of urgency.

- Parallelism: - The repetition of the word

“Find it and fix it.” “it” combined with two
verbs (find, fix)
emphasizes the series of
actions the brand
encourages, making the
message more persuasive
and memorable.

3.4. Semantic aspects - Metaphor: underwater - Two meanings:

“I knew I was underwater. I + Literal meaning: under the
just didn’t realize I was this surface of the water
underwater.” + Figurative meaning: be
overwhelmed with work
- Emotional Interpretation:
+ The metaphor might evoke
stress or anxiety, especially for
those who have experienced
intense academic or workplace
overload.
 This portrayal of stress is
intentional, as it helps the
audience immediately
relate to the character’s
emotional state.
+ The metaphor also builds
empathy when sets the stage from
the desperation of work to relief in
finishing assignments – which is
key in connecting with the
viewers.
 It emphasizes the
effectiveness of
Grammarly.
4. Marketing - The AIDA Model: - A: Attention
Strategy + A (attention): through Goal: Grab the viewer’s focus
visual metaphor and tone immediately
+ I (interest): through + Visual: The opening scene
relatable academic stress and shows the main character
natural conversation “underwater” – a surprising
+ D (desire): show how metaphor. It’s eye-catching and
Grammarly reduces stress relatable for students.
and improves performance + Dialogue: “I knew I was
+ A (action): prompt viewers underwater. I just didn’t realize I
to download and try the app was this underwater”.
for free  Spark curiosity and
emotional recognition
from the audience.
- I: Interest
Goal: Maintain attention by
building relevance
+ The dialogue introduces a
familiar scenario: a student
struggling to finish an assignment
under pressure.
+ A friend introduces Grammarly
as a helpful tool, showcasing its
features.
+ The ad uses colloquial language
(chill, I’m golden) to sound
authentic and relatable.
- D: Desire
Goal: Make the viewer want the
product
+ Grammarly is portrayed as a
writing partner that helps you get
“unstuck” and feel confident.
+ The progression from stress to
calm creates an emotional payoff.
+ Sentences like “Grammarly
makes it easy” and “Just hit the
citation button” emphasize
simplicity and usefulness.
+ Subtle humor and lifestyle
references (like “kombucha”) add
a feel-good element.
- A: Action
Goal: Motivate the viewer to take
the next step
 + The final lines push the viewer
toward action:
• “Download Grammarly for
free”
• Directive sentences like
“Just get Grammarly” and
“Just hit the citation
button” make the Call to
Action (CTA) clear and
compelling
+ The casual, confident tone
lowers resistance and suggests
immediate benefit.
➔ Overall, the AIDA model
not only markets the
product but also
emotionally aligns with the
viewer’s daily challenges.
5. Summarized - Grammarly can help you relax with paperwork.
message - You can have a more effortless writing experience with
Grammarly.

C. WEAKNESSES
Factors Analysis

1. Slang - Slang may be confusing and unfamiliar to non-native

- Sus English speakers or older viewers.
“Looking pretty sus - These expressions are highly context-specific and not
without a citation.” universally understood.
- Chill - Casual slang can conflict with Grammarly’s branding as a
“Is that why you’re so tool for academic and professional excellence.
chill all the time?” - It may reduce the product’s seriousness for formal or
- Golden business use.
“Let me just paste in  While the slang appeals to younger generations, it may not
this research, and I’m resonate with a broader audience which limits its marketing
golden.” effectiveness.

2. Use of verb: - Even though these verbs enhance the brand’s friendly tone,
auxiliary verbs these also emphasize possibility rather than certainty, which
“Grammarly will start may reduce the persuasive strength of Grammarly’s
highlighting” commitment.
“Your professor would - Instead of language that guarantees results, these verbs can
destroy you for that.” make the features sound optional, possibly weakening
“You can find it and consumer confidence.
fix it.” - Implementing auxiliary verbs in advertisements may make
the message lose its urgency or effectiveness, which is
highly not recommended.
- Auxiliary verbs can be delicate and can be confusing to non-
native English speakers who are unfamiliar with modal
verbs.

D. SUGGESTIONS
Analysis
1. Casual slang - Choose slang terms that have crossed into mainstream usage
and are more likely to be understood by global or older
audiences (e.g.: “cool”, “on point”, “nailed it”).
- Reinforce slang meaning with relatable scenes or actions
(e.g.: showing a confident smile or a “thumbs up” when
saying “I’m golden”).
2. Alternative - Climbing a Mountain
Metaphor + Why it works:
• Emphasizes hard work and determination.
• Grammarly becomes the helping hand or guide to reach the
top.
+ Emotional effect: Conveys inspiration and goal-orientation,
rather than stress.
- Puzzle Pieces
+ Metaphor: “I had all the pieces, but I couldn’t finish the puzzle.”
+ Why it works: Suggests the student knows the content but
needs organization
+ Emotional effect: Shows empathy and intelligence and
highlights capability, not failure.
3. Using Fewer - Avoid Tentative Language
Auxiliary Verbs + Instead of: “You can find and fix it.”
+ Suggest: “You find it and fix it.”
 Clear, bold instruction strengthens the sense of control.
- Limit Use of “Will”
+ Instead of: “Grammarly will start highlighting.”
+ Suggest: “Grammarly highlights instantly.”
 Makes Grammarly feel immediate, responsive, and
efficient.