Introduction:
For this project, a rhetorical analysis of advertising, we are going to examine how culture has impacted advertising in America. You will be viewing both print and electronic advertisements, looking at the cultural impact of how advertisers present their products.
What to do: You are going to be viewing/watching multiple advertisements. Here is the breakdown on what I specifically want you do:
Print ads: You have chosen soft drinks and laundry detergent to analyze. (You can use my examples, or choose your own products)
View print ads for soft drinks and laundry detergent (or your own chosen ads) in generation 1, generation 2, generation 3, and generation 4.
Take notes on what you see in the ads. Take SPECIFIC notes; it’ll help when you write the paper.
For Electronic ads: (TV commercials) Choose TWO (2) different products that you are going to analyze.
Example: my chosen products: beer/alcohol and perfume/cologne (you can use my examples or choose your own products).
View electronic ads for beer/alcohol and perfume and cologne in generation 1, generation 2, generation 3, & generation 4.
Take SPECIFIC notes, it’ll help when you write the paper.
The Generations:
Generation 1: the 1940’s through the 1950’s.
Generation 2: the 1960’s through the 1970’s
Generation 3: and 1980’s through 2010
Generation 4: Present day
Again, take notes when viewing/watching the ads.
When taking notes, please report on the following. You don’t have to use all of these, just the one’s which are the most applicable. Remember, these are suggestions, not requirements, when you take your notes and write your essay.
What was your first impression of the ad? Were you surprised or not surprised by how the ad was presented?
Do you think the ad was effective or ineffective?
How were gender/sex roles portrayed? Traditional, not traditional?
Language: Cursing, tone, “Innocent” or “adult” type of language.
Sexual content: Include nudity, partial nudity, high degree of sexuality, sexually suggestive (either overt or more disguised)
Overall content of the ad: How family friendly? Very? b) Somewhat? c) Neutral? d) Not family friendly? e) OMG, hide grandma!!??
Writing your essay:
Once you have gathered all your data, it’s time to write the essay.
Introduction: Write an introductory paragraph telling which four ads (2 print; 2 electronic) you have selected. Make sure to describe (tell what is happening) for all the ads. Conclude the introduction with a thesis statement showing the direction that the paper is going in.
The body. This is where you present your detailed notes in an organized fashion. Here you will be both comparing and contrasting your data from era to era, while providing me details in what you specifically saw in your advertisements. If you don’t include specific details here, I’ll assume you did not view the ads/TV commercials. Remember start new paragraphs with the first line of the paragraph indented when introducing new materials and ideas.
The conclusion. Please keep your conclusion tight and concise. This is not the section for any new ideas or materials. Typically, between five and seven sentences would suffice. It’s fine if you write more, but remember, keep it concise. This is where you are giving me the judgment you have made on each of the ads based on the analysis you have completed.
Essay Requirements:
Write a 1000 to 1,250-word compare/contrast essay. But, again, this is NOT entirely compare/contrast. That’s just a part of the essay.
In MLA format (click here for MLA resources, including how to set up an essay in the correct format).
Please provide an introductory paragraph, and a concise conclusion, to your paper. Obviously, the body of your paper will come in between these two things.
Don’t forget to include a work cited page, with a minimum of three sources (YouTube and Google are fine).
Gordon Rule: This is considered your Gordon Rule assignment, meaning you must pass this essay with at least a ‘C’ grade to pass the class.
