Advertising Analysis Assignment - Media and Cultural Criticism
The purpose of this assignment is for you to use the skills you have gained so far in the analysis of advertisements and apply them to a chosen print ad. You are asked to write a 800-1000 words essay, analyzing your chosen ad thoroughly. Make use of some the critical concepts we have learned so far.
You are asked to analyze how the ad creates meaning with reference to your focus (e.g. stereotypes or the representation of identities) and show an awareness of the ad's functions and (potential) effects within a certain culture.
This requires you to:
a) briefly describe relevant signs of the ad
b) analyze the relevant signs used in the ad and how they are put together to create a certain meaning
c) discuss to whom the ad is addressed /target / and how the ad is arranged to achieves this. This requires you to think about larger cultural issues and contexts and show an awareness of how your chosen ad relates to these
Core Requirements for this assignment
Critical Thinking: You will have to think hard and communicate some strong critical thinking ideas, so your critical analysis of the ad will be a significant part of the assessment.
Articulated and developed ideas: You must have a clear focus, research question and thesis statement. Make your point using clear and understandable sentences and push your ideas to their fullest conclusion.
Assignment Guidelines
- Format your essay in the following way: double spaced, Times New Roman, Font 12.
- In the introduction describe your research question/problem and frame your analysis that will follow. Provide a concise thesis statement - what are you focusing on and what is your main argument?
- You may also briefly provide relevant information regarding the ad. This may include a brief description of the ad and the product that is being sold, the target market, when it was made and some further relevant background information if (e.g. who made it, brand information, social and cultural context).
- In the main body briefly and concisely describe relevant signs of the advertisement on a denotative level. Explain what and who is pictured in the advertisement and how the ad is arranged.
- Analyze the ad in detail with regards to your focus, using some of the critical concepts we have discussed. Break your analysis down into paragraphs.
- Address questions of audiences and culture, such as who may be the target audience, what impact may the ad have had and how? How did the ad relate to and seek to influence potential consumers, society and culture?
- Briefly summarize your main findings at the end and point out the relevance of these.
Some hints
- Make sure to understand the instructions and guidelines properly - if in doubt ask
- Be focused and have a clear research question and thesis statement
- Remember that you cannot do everything - Only discuss relevant information
- Some questions you may find useful when analyzing the ad
- Which product/service/event is being pitched?
- What persuasive strategy is being used?
- What makes you or others want to purchase this product? How does the ad try to appeal on an emotional and/or intellectual level?
- What is the intended effect of the ad and how does it try to achieve this?
- What is the ad saying about society or culture? Which cultural symbols does it use? How does it affect culture and society?
- What is the ad for? What does the ad look like?
- Who is the audience for the ad? How do you know? How would you describe them? How would you characterize their interests and desires? What assumptions are the writers of the ad making about the people who make up the audience?
- How is the ad designed to appeal to that particular audience? What message(s) do the designers of the ad want to give them? What is the ad "really" saying?