Presentation (paper work & powerpoint)

  

Critical Advertisement Analysis and PowerPoint Presentation 

Various elements and characteristics of pop culture are often expressed in advertising. Advertising can serve numerous functions as ads often imply or produce meanings that may not have been the intentions of the advertisers and they operate on a symbolic level to affirm cultural values. 

  1. Using themes and theories      covered in the course as a backdrop to critique a popular      advertisement. In your analysis,      be sure to refer to the denotative, connotative and myth meanings of the      text.  
  2. You should consider the      types of values being sold, and or the themes that emerge (i.e.      capitalism, misogyny, unity, love, hatred, oppression, patriarchy, white      supremacy, etc.) Ask yourself the      following: Is the text selling a particular vision (or stereotype) of what      it means to be male or female, young or old, in a romantic relationship,      queer, middle-class, or what it means to be a member of a particular      racial, ethnic, or otherwise marginalized group. 
  3. Additionally, be sure to      discuss the details regarding the medium/outlet in which the ad was      featured and its target demographic. Remember, we are concerned with      meaning—how meanings are made, the role of communication in shaping      meaning, as well as the construction and maintenance of reality. 
  4. Your paper should have a      central thesis, drawing on evidence from your text. Organize your paper around an argument      that is worth proving. For example,      pointing out that your ad, “sell its products in different ways” or that      it “depicts stereotypes” is not an argument. However, stating that your text sells      “the American dream as equal opportunity for all” is an argument worth      proving. (Continued on next page)

Assignment Details:

  1. You      must submit the actual advertisement. Copies will not be accepted nor Internet advertisements. Do not submit the entire magazine!
  2. Make      sure to type your paper in 12-point font (Times New Roman only)      double-spaced, one-inch margin top/bottom and left/right and include page      numbers. APA cover page must be      provided! 
  3. This      paper should be a minimum of 5 pages in length if working alone and 7      pages if working with someone. You      must include a standard title page. (If you need to write more, please try      not to exceed 8 pages.)
  4. The      PowerPoint presentation should be 6-8 minutes.
  5. Your      grade will be based on your application of the material (adequately      demonstrating understanding course concepts), grammar, and your ability to      follow directions. Hefty reductions      will occur for grammatical errors and not following the instructions of      the assignment. 
  6. You      will receive two grades for this assignment: 1) Paper and 2) Presentation.
  7. Please note, you are NOT allowed to      use anything outside of the course materials to complete this      assignment. Outside sources must be      preapproved by the instructor, use of nonapproved sources will result in a      ZERO on the assignment. 

Paper Structure:

I. Introduction

A. Background Information (i.e. Role/function of advertising, medium/platform where ad was found and its target audience)

B. Overview of course concepts that are relevant to the discussion of the selected advertisement. 

C. Thesis/Preview: Provide an overview of what will be discussed in the body of the paper. (Indicate the major themes that will be discussed/highlighted in the analysis). 

II. Body

A. Thoroughly discuss each of the themes previewed in the introduction along with their meanings and support your ideas by citing course materials (i.e. videos, films, textbook, lecture notes and course readings). 

B. Each theme/idea discussed should be at least one paragraph.

III. Conclusion

A. Discuss your overall impression of the advertisement and explain why. Conclude with critical insight.

B. Restate the main ideas/thesis

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