1. Final Exam Project English 12B
Deconstructing an Ad
Final Exam Project
English 12B

2. Requirements Individual Projects Partner Projects At least 2 ads
7 slides
Three Appeals
References to two chart or articles
Addressed required elements (see Slide Specifics)
Consistent font, graphics, color, style
Error Free
A one-page summary of project
A self-evaluation
At least 2 ads
12 slides
Six appeals
References to three articles or charts
Addressed required elements (See Slide Specifics)
Consistent font, graphics, color
Error Free
A 1 ½ page summary
Self & peer evaluation

3. Specifics to Address
Who is the target audience? What clues lead you to this conclusion? Consider where the ad was placed.
What is the ad trying to persuade audience to do/how is the ad trying to make the audience feel?
How does the ad use color? Does it direct attention to specific parts of the ad? Are the colors symbolic in any way?

4. More Specifics
How does the ad use text? Are there words of urgency, words that provoke emotion, words that appeal to our morality or conscience?
How does the ad use images? Consider placement, types used, intended effect, and so forth.

5. Specifics continued
Does the ad make any assumptions about race, gender, or class?
How does the ad establish or use pathos, ethos, or logos?
How effective is the ad?

6. Appeals Refer to the appeals from the handouts
Glossary of Advertising Techniques
Jib Fowles’ List of Advertising Appeals
3) Commonly Used Ad Strategies

7. Slide Order
1. Intro slide with names and title
2. Ad picture
3. What is ad selling and to whom (target audience)?
4. What appeals are present?
5. How are color, text, and images used?
6. Is there pathos, ethos, or logos used in the ad?
7. Reference to readings or articles in terms of how it applies to your ad.
8. Effectiveness
(You may use more than one slide per item.)

8. Final Slide Address the following:
Is this ad effective? Would I buy this product?
Is it honest or is it manipulative?