Paper #2: Advertisement Analysis

THE MISSION In “The Hidden Life of Bottled Water,” Liza Gross suggests that the public has been fooled by the bottled- water industry. For this paper, I want you to think of other products people buy without really needing them. 

THE MISSION Find one advertisement and consider how it works, how it creates a need where there is none. In this essay, you will analyze the ad’s persuasive elements according to the guidelines discussed in class. You may also wish to discuss larger social issues in your essay, such as how selling cosmetics to women may impact their body image. However, the focus of the essay will be on analyzing how the ad’s “author(s)” convince their audience to buy a product they don’t really need. 

THE MISSION You do not need outside research for this essay, although you should include it if you find it important to making your point. You should be specific in your analysis and use the jargon discussed in class for analyzing images. Your audience for this paper is your classmates and me. Provide some way to be able to view the ad. (This is a must!)

THE REQUIREMENTS Your paper must be three to five pages in length (that is, at least three entire pages). Note: This is a target range. I don’t necessarily give you a maximum length, but you should write concisely; longer papers aren’t necessarily better papers.

THE REQUIREMENTS Paper should be typed, double- spaced, and in Times New Roman 12-pt. font with one-inch margins on all sides. This format should be used at the working draft as well as the final drafting stage. I want to see this, not this.

THE REQUIREMENTS Use a standard essay format – introduction, body and conclusion – but experiment with form. An important aspect of your essay’s success will be your decisions on where to place description of the ad (in a separate section or within the analysis) and how much and what kind of details to include.

THE OBJECTIVES Analyze a specific image for persuasive techniques used by the authors Addresses a specific audience for the purpose of analysis Choose an effective organization to convey an image analysis Use Standard Edited English appropriately Discuss fallacies and Aristotelian appeals effectively

(these may be altered if the need arises) TIMELINE 11/1 First Draft Due 11/6-11/7 Peer Edit 11/17 Final Draft Due (these may be altered if the need arises)

Structure to follow: Introduction Body Conclusion

INTRODUCTION The introduction should draw your readers into the essay. It should create a context for the content of your essay, which will come in the body of the paper. It should give them a frame of reference, mindset, or point of view from which to read and interpret your essay. The introduction can provide background knowledge or paint “the bigger picture” so that your readers know how the information you’re giving them in the body of the paper fits into the real world.

INTRODUCTION The body of this paper will be an analysis of a print advertisement, so you should use the introduction to explain how advertising works, why advertisers select target audiences, and how advertisers target these audiences.

BODY Body Paragraph One: THE PRODUCT. Explain what it is, what it does, where/when/how/how often you use it, how it works, where you can buy it, how much it costs, etc. You can look up information about your product online, but do not copy anything word for word. You must rephrase in your own words anything you find online. [Important note: this paragraph is about the product only. Do not describe the ad or the slogan or how the product appeals to the audience. All of that comes later. For now, simply describe the product, imagining that you’ve never even seen the ad.]

BODY Body Paragraph Two: THE TARGET AUDIENCE. Explain who they are, where they live, what they do, what their social class is, how they think of themselves, what hobbies/interests/characteristics they might have that would make them the right audience for the product, etc. Think about who the advertising company is trying to sell the product to. [Important note: the paragraph is about the potential audience only. Do not describe the ad or the slogan or how the product appeals to the audience. Simply describe who the potential audience is for the product – regardless of what is pictured in the ad.]

BODY Body Paragraph Three: THE APPEAL. This paragraph should have two equal parts. In the first half of the paragraph, describe the image in the ad and explain the slogan, imagining that your readers have never seen the ad before. In the second half of the paragraph, analyze how the two work together to appeal to the target audience. The appeal is based on two parts of the ad – the image and the slogan – which work together to generate some kind of target response in the audience.

BODY There are different types of appeals: appeals can target emotions (playing on people’s guilt or egotism, for example), values (good parenting or healthy living), needs (easy-to-use or time- efficient products), or desires (buy this and every woman will want you…). Your analysis should explain which type of appeal is being used, which specific emotion/value/need/desire is being targeted, and what response is generated in the target audience.

BODY [Important note: this is an analysis paper, which means this paragraph should have depth. Do not merely state the obvious or write a short, skimpy paragraph. Force yourself to really think about what is happening under the surface of the ad. The more you can figure out about the ad, the more points you are likely to get on your paper.]

CONCLUSION The conclusion should address your readers, using either “you” or “we.” Having analyzed the way advertisers target potential audiences and play on their emotions/values/needs/or desires, the conclusion is a good place for you to convey the lesson that your paper has to offer your readers. You should use the conclusion to explain why it is important for the audience to be aware of the tactics that advertising companies use to sell products. Explain why we should all be more critical of these ads.