Analysis of an Advertisement Essay
Assignment ID Number AFFGEHU83939HD Type of Document Essay Writing Format APA/MLA/Harvard Academic Level Masters/University References/Sources 4 References
Essay #1 or Analysis of an Advertisement Essay (worth 100 points)
Objective: To produce an effective and insightful minimum 5-page (or minimum 1250-word) analytical essay on a print or digital advertisement in which students demonstrate their ability to engage in critical thinking and the writing process for visual rhetoric.
1) Picking the ad: select a print of online advertisement that lends itself to a close reading and analysis of visuals (and of text if there is any on the picture). You may choose any print or online ad of your choice. I recommend selecting content that has some complexity and individuality to it, one in which you can engage in a deep discussion about the content in and the meaning of the ad. Consider how many elements there are to discuss in that ad and how much you can say about each element. Consider the context (social, cultural, political, etc.) that you can consider in your elaboration about the meaning and signification of the ad. (Watch out for obvious ads that might lead to less critical and less original evaluation and argument about the ad. Try not to pick an ad that makes you guess what others, including the advertisers, had in mind. You want to engage in a more critical evaluation of the ad as text)
2) The Writing Process: follow the writing process (prewrite, outline and thesis, draft, and revision) as discussed in class. Once youve chosen your ad, begin your prewrite in a process not so different from the example of clustering on the Kim David case, provided in FCTA. Once you have 20+ ideas to work with, choose several leading details/ideas or an overarching point (thesis) to begin your outline, which must have exactly 4 sentences (tentative thesis, topic sentence 1, topic sentence 2, topic sentence 3), no more and no less, please! Then you may proceed with your draft, which should be 2+ pages initially before you can share with others, especially for peer review. Finally, your revised essay must be at least 5 pages in length and include a title, a citation for the advertisement, and appear in correct MLA formatting and citation.
3) Required Terms: make sure you include the terms, signifier and signifier in your essay. Make sure you analyze at least 3 elements of the ad (although I recommend analyzing more than this!)
4) No Research: you may not conduct research for this essay (it is banned!). This is a close reading assignment, not a research paper.
5) On Peer Review and Tutoring: please note that we may visit the lab for the peer review portion of this assignment. Peer review is an exchange of a draft with at least 2 other classmates. You will also turn in your outline to me on Canvas by the start of that particular class. Remember, do not have any more or less than 4 sentences on your outline I will not have time to read more than this. (If youre struggling to come up with this outline, you may visit an on-campus tutor, or see me during my office hours, BUT DO THIS EARLY.)
6) Typing Final Draft: type your final draft on MS Word ONLY (not a PDF, not Google Docs, NOT a link). If you submit on any other format than MS Word, you will receive a 10% deduction for not following instructions. If Im unable to open your document, you will get no credit (or 0%) on that draft.
7) Uploading the Final Draft: upload your final draft on Canvas, under the category entitled, Essay #1 Final Draft, available under the Module, Major Assignments. If you do not submit to THIS category by the deadline, you will be penalized 10% for each day that the essay is late (and no submissions will be accepted after the fifth day). I will not accept papers that are printed out or ones that are emailed or sent in any other category that the Essay #1 Final Draft category on Canvas. I strongly suggest you visit the Learning Center to get help uploading a paper if you have never uploaded a paper onto Canvas before do this at least 1 business day ahead of the first deadline.
8) Re-submissions: you may re-submit the essay until the first deadline (when you re-submit a revised draft, it will replace whatever draft you had there in your previous upload and the old draft disappears.)
Consider these questions as you analyze your ad:
1) What is described denotatively in the ad? In other words, what are the visual elements that appear in the picture? A tree? A cat? A bird?
2) What is the connotation of the ad? What do you think the advertisers were trying to convey through the ad? Whats the emotional association? What are the appeals used? Whats the emotional, psychological, or even physiological effect the producers of that ad intended?
3) What is the meaning of the ad?
4) What are the symbols (the signifieds and signifiers) in the ad?
5) What are the cultural codes embedded in the ad?
6) Are you accommodating, resisting, or negotiating in your reading of the ad?
Consider the checklist provided to you in chapter 4 of FCTA.
Good luck! I look forward to reading your essays!
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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