Paper 2 – Ad Analysis – Guidelines
For this paper, you will need to choose a print ad or an ad online, but the ad needs to be static (no commercials, for example).
You will be writing a 2-3 page (500 – 750 words) analysis of the advertisement using semiotic analysis. Basically, the ad is selling something obvious, but it is also selling something else or reflecting something else about the culture that can be analyzed. That is what your job is to figure out.
Prompt: Choose a static advertisement from print or online. Provide an analysis of the advertisement, answering this two-part question: What emotions or needs does this advertisement tap into in order to sell its product or what values or social ideas does this advertisement reflect that the viewer might not even be aware of AND what is the overall effect of the advertisement because of your answer to the first part?
Other Considerations:
Length & form: 500-750 words (about 2-3 pages), typed and double-spaced (a word on double-spacing – uniformly double-space throughout the entire paper; do not double- space between paragraphs only), five paragraph format. Put word count at end of essay – the word count is there to help make sure you take some space to develop your essay. If you’re running out of things to say, let me know!
Five paragraph format is loosely the foundation – basically that means that you have an introduction paragraph with your thesis at the end, body paragraphs that support you point, and a conclusion paragraph. It might be five paragraphs total, but it might be more.
Point of view is third person (though you may occasionally use “I”).
Thesis states in one (or maybe two if absolutely unavoidable) sentences what you are arguing. You can include the points of evidence that each of the body paragraphs will develop if it helps you organize your paragraphs, but you do not need to do this. However, your thesis should give some sense of the what and the why of your answer to the prompt. Underline your thesis.
Textual evidence: I expect you to use at least three quotations from any of the articles or essays we’ve read so far to support your point (use as many quotations and summarized/ paraphrased statements from the essays as you need, but your essay should be no more than 15% quoted material) . As these are academic papers, it is important to start using outside evidence to support or frame your arguments. Let no line of quotation stand on its own; rather, integrate quoted words, phrases, & no more than two full lines of quotation with your own words to make a sentence — and a point. Quoted matter must clearly work to support propositions that you make. If you picked up They Say, I Say, this is a good place to look at the templates for bringing in outside evidence.
Title captures your topic & argument. Title should not be a sentence and should not read like a headline. Preferred titles are constructed like these:
Beyond Borders: The Significance of the Frontier in American History
The Last Best Place: How Hardship and Limits Build Community.
I should see in your title a snapshot of your paper.
College-level expression: Adhere to standard conventions of grammar, punctuation, and spelling. Write in full and coherent sentences. Avoid contractions, slang expressions, and prepositions at the end of sentences. Show by your diction (word choices) and tone that you are an educated, reasonable person who cares about the issues at stake.
Works Cited: Provide a correctly formatted Works Cited on its own separate page with correctly formatted MLA citations for your advertisement and any sources you used.
What this paper tests:
1. Ability to use others’ works to formulate your own informed argument on some facet of the topic.
2. Ability to incorporate outside sources in your essay.
3. Ability to formulate a thesis and persuasively argue your point in a logical and well-organized manner.
4. Ability to synthesize a narrow, arguable point that can be proved in 2-3 pages.
