Pick a print advertisement from a magazine or newspaper (otherwise known as a pe

Objective: Write a full three-page essay complete with proper MLA style, formatting and citation (to include a fourth Works Cited page).

Per the course syllabus: Because the state curriculum board mandates that all 1301 courses write a certain amount of words, you are required to submit developed work. In other words, if you want your essay to be evaluated, you must submit an essay that is three full pages. Essays that are substantially shorter than the requirement will be considered incomplete and ineligible to earn a grade. If your essay does not meet minimum MLA standards with regard to basic formatting, your essay will be considered incomplete and ineligible for evaluation. You will be required to draft a complete essay and resubmit the work in a timely manner if you want it to be graded.

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Instructions:

Preparation/Analysis:

I. Pick a print advertisement from a magazine or newspaper (otherwise known as a periodical). Choose an advertisement for a product that you already know very well so that you can discuss its ethos.

DO NOT go to Google and type in “print advertisement” because that defeats the purpose of understanding genre. You must pick an advertisement that is in print. This will also make citation a lot easier. Your entire essay is about dissecting one ad so all you have to do in terms of in-text citation is mention the ad in your introduction and then provide the full citation on the Works Cited page. The following is the MLA template and example (Links to an external site.):

A. Title of Advertisement or Description of advertisement. Name of Magazine, Journal or Newspaper Where Advertisement Was Accessed, Date, p. Page number of advertisement. Works Cited List

B. Example: Louis Vuitton advertisement. Vogue, Dec. 2015, p. 5.

II. A print advertisement is a narrative, a story that is composed like any other story but it uses pictures instead of words. Advertising, in particular, has both stated and unstated messages (logos) which must appeal to the target audience’s emotions, values, and beliefs (pathos). As you know, though, advertising always changes because the times change (kairos). Pick an advertisement that is new, current, and tailored to you so that you can analyze it from a place of authority. Otherwise, you may end up speculating and assuming things that may or may not be true about other people you do not and cannot know. Speak only for yourself and discuss how the ad appealed to you (or didn’t) using the proofs.

III. Before ever writing a word (or typing), you must know what you want to say. You must have a clear understanding of the key terms and definitions of the vocabulary. Take 20 minutes and simply think about what the ad says to you, how it makes you feel (which will be difficult), and how it does those things. It may use a celebrity athlete or actress to sell the product. Why is that effective? What do the colors mean? Why are certain images placed in particular areas? As I mentioned in my power point, nothing and I really do mean no thing is an accident. A lot of advertising is predatory and propagandistic. In other words, it’s purposefully manipulative and deceptive. The ad was a carefully crafted story intended to persuade you without you actually being able to articulate “why” and that’s why you’re writing this paper. In a college class dedicated to critical thinking, analysis, and writing (synthesis), you must know why you do what you do and feel what you feel. That way, you can create legitimate, logical arguments in the future that will be persuasive.

Essay Template/Synthesis:

Go to page 148 in the textbook. An ad critique has certain components that make it what it is (genre). Follow that guide as you create the standard elements of any academic essay. As always, start with an introduction that will provide context for your audience. This would be an appropriate time to briefly “bring them up to speed” on what rhetorical analysis is and why you chose the ad you’re analyzing in the ad. End the introduction with an argumentative thesis that answers the question, “Why is the print ad effective (or not)?” Keep in mind that the litmus test of effectiveness/persuasive appeal is that you want to buy the product being sold. If the ad gets you to want the product, it’s effective. If it doesn’t make you want to buy the product, it’s not effective. You’re not making an argument about the product, per se, but the advertisement. Then, your essay will go on to specifically apply the proofs (ethos, logos, pathos, and kairos) as a way of justifying your thesis and proving why the ad is effective or not. As is always required, you’ll need to finish the critique with a standard conclusion that summarizes and paraphrases your body paragraphs and restates your argumentative thesis. Finally, as in your previous essay, when you’re done composing the conclusion, hit “Enter” until you arrive at the top of a new page and finally create the Works Cited page which properly provides the full bibliographic citation for the print ad that you mentioned in your text.

Evaluation: Please refer to the general essay rubric in our course materials module. In terms of overall composition and structure, I will be looking for how well you show off your understanding of how to format an academic essay in general (intro, body paragraphs, conclusion, Works Cited) and how to blend that with the structure of an ad critique as exemplified in the textbook.

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