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Ad Analysis Essay

For this assignment, you will use your knowledge of rhetorical techniques combined with the assigned advertising articles (on Canvas) to analyze 2-3 print ads for similar products and develop a thesis that is central to all adverts. In your analysis, you should consider some or all of the following as it applies to your ads:

What is the first thing you notice about the ad? Is this effective in getting the viewer to examine the product more closely?

Who is the intended audience? How can you tell? What strategies are enlisted to entice this group?

Discuss the visual layout. Does the ad use positive or negative space and what is its effect? What are the main color schemes utilized and what do you suppose they are doing for the product?

Is there any statistical or factual data to support the product? If not, why do you suppose this is? If there is factual data, does it appear accurate or is it misrepresented?

Does the ad seem to be selling a look, a lifestyle, a relationship or any other promise not directly tied to the product itself?

Does the ad use ethos, pathos, or logos to communicate its message?

Does the ad utilize “weasel words” to overstate the effectiveness or appeal of the product?

Does each of your ads use similar techniques to sell their products? What are their similarities and differences and what does this tell you about the product itself?

It is not necessary to address all of these questions, only those that apply to your thesis and subject. Additionally, you are not required to use all of the information acquired from the all of the assigned articles – only what applies to your purpose – but it would be prudent to use some of that knowledge to offer a full analysis.

You may wish to do additional research on the brands or products themselves to acquire statistical data for the intended audience, factual supporting data, or any other information pertaining to the marketing of your products. You may also wish to research demographical data for your magazine(s) to see how this ties into the product’s targeted audience (a rhetorical consideration and part of the message’s larger context). Additional research, however, is not required for this assignment; it is solely up to your individual discretion. Please use the appropriate MLA citations both in-text and as part of your Works Cited page if you choose to go this route.

How to Cite Advertising Articles

Scott-Kemmis, Judy. “Color Meanings in Business.” Empowered By Color. 18 Apr. 2014, http://philosophycommunication.com/marketing/adver… (Links to an external site.). Accessed (insert date of access).

In-text citation: (Scott-Kemmis)

Kilbourne, Jean. “Jesus is a Brand of Jeans.” New Internationalist Magazine. New Internationalist, Sep 2006, http://newint.org/features/2006/09/01/culture/. Accessed (insert date of access).

In-text citation: (Kilbourne)

Schrank, Jeffrey. “The Language of Advertising Claims.” home.olemiss.edu. http://home.olemiss.edu/~egjbp/comp/ad-claims.html Accessed (insert date of access).

In-text citation: (Schrank)

In your journal and prior to your first draft, please select one invention strategy of your choice and use it to explore your topic and/or refine your thesis. This is a required piece of your journal assignments.

This essay should be 3-5 pages long in Times New Roman 12-point font and should contain a header as well as a fitting title. Please complete you first draft of this essay for Thursday, February 13, 2019; this will be submitted to the peer review dropbox found here: Peer Review Ad Analysis.docxPreview the document. The final draft will be due Thursday, February 20, 2020 to the Ad Analysis Assignment Dropbox. Please be sure to read the sample student essay Ad Analysis Student Sample.docxPreview the document to see what I am looking for in completing this assignment, review the rubric My Writing Rubric – 100 point essay.docxPreview the document, and feel free to e-mail or text me with questions.

Athena Pangikas-Miller

akp15@psu.edu

Rubric

100 Point Essay Rubric Pangikas-Miller

100 Point Essay Rubric Pangikas-Miller

Criteria Ratings Pts

This criterion is linked to a Learning OutcomeThesis Originality/Clarity

20.0 pts

Distinctive

18-20 Thesis is inventive and focused with a discernible purpose and strong consideration for audience.

17.0 pts

Competent

15-17 Thesis is unique and clear but may be lacking an underlying purpose and/or may not adequately address the defined audience.

14.0 pts

Developing

12-14 Thesis is unoriginal or broad, lacking a purpose and evidence of a defined audience.

11.0 pts

Incomplete

1-11 Thesis, purpose, and audience are indiscernible or missing.

20.0 pts

This criterion is linked to a Learning OutcomeCohesion, Organization, Transitions

20.0 pts

Distinctive

18-20 The essay contains a thorough introduction, body, and conclusion that move organically and smoothly throughout, all paragraphs relate clearly to the thesis, and logical transitions exist between paragraphs and points.

17.0 pts

Competent

15-17 The essay contains an introduction, body, and conclusion in a logical succession. Paragraphs point towards the thesis and transitions are apparent but may lack sophistication.

14.0 pts

Developing

12-14 The essay contains an introduction, body, and conclusion, but these may be too brief or too long and be difficult to isolate. Some paragraphs may diverge from the thesis and transitions may be missing throughout.

11.0 pts

Incomplete

1-11 The essay contains no logical organization and is missing the introduction or conclusion or these elements may be indiscernible. Paragraphs may not be related to thesis and transitions are not apparent.

20.0 pts

This criterion is linked to a Learning OutcomeSupport: use of relevant details, experiences, or examples.

40.0 pts

Distinctive

36-40 Each paragraph develops fully with appropriate detail. Multiple examples from research and/or relevant life experiences are enumerated to support each governing proof.

35.0 pts

Competent

30-35 Each paragraph is developed with supporting detail. Contains several examples to illustrate the thesis.

29.0 pts

Developing

26-29 Paragraphs include some relevant examples or details but are lacking somewhat in support.

25.0 pts

Incomplete

1-25 Paragraphs contain very broad or generalized examples and/or are deficient in supporting details.

40.0 pts

This criterion is linked to a Learning OutcomeMechanics

20.0 pts

Distinctive

18-20 Accurate spelling, grammar, phrasing, syntax, and logical organization that significantly transcends the usual or expected stylistic conventions (complex sentence structure, use of relevant tropes, appropriate jargon or vocabulary, etc.). Correct MLA citations utilized if applicable.

17.0 pts

Competent

15-17 Few errors in spelling, grammar, phrasing, syntax, sentence construction, and clear organization that do not impede the clarity of ideas expressed. Appropriate language/jargon utilized. MLA citations are present if necessary, but with a few small errors.

14.0 pts

Developing

12-14 Multiple errors in spelling, grammar, phrasing, and syntax that obstructs the clarity of the author’s argument. Logical organization may be erratic or choppy. Appropriate language/jargon is inadequate or inappropriate. MLA citations are present if necessary, but with many noticeable errors.

11.0 pts

Incomplete

1-11 Numerous errors in spelling, grammar, phrasing and syntax that obstructs the clarity of the author’s argument. Logical construction is hard to define or absent. No consideration for appropriate language/jargon is evident. MLA citations, if required, are missing or done with substantial errors.

20.0 pts

Total Points: 100.0