Advert Analysis

Advertisement Analysis
(100 points)
Purpose:
Demonstrate skills in semiotic analysis, basic argumentation, essay structure and source integration.
Process:
REQUIRED: Complete Unit 01 readings and lectures
REQUIRED: Choose a single-page print advertisement
RECOMMENDED: Create a mark-up of your advert similar to the Lionel Messi “There Will Be Haters” example
RECOMMENDED: Complete Essay 01 Outline
RECOMMENDED: Complete Essay 01 Rough Draft
RECOMMENDED: Review the attached grading rubric
Assignment:
Write a detailed structural analysis of a print advertisement.
Upload your essay in PDF to Canvas by the indicated due date.
20% per full week late penalty, excluding use of your one (1) “rain check.”
Not accepted more than one (1) week late unless otherwise excused.
Must be completed in order to pass the course. No exceptions.
Requirements:
Minimum three (3) full pages, excluding Works Cited.
Must integrate source information/quotes from Fowles and Twitchell.
Advert does NOT need to be cited.
Sources must be properly introduced and cited (in-line and in Works Cited).
Proper essay structure, per course PDF.
Proper MLA formatting, per course PDF.
Properly formatted Works Cited page, per course PDF.
Tips:
Analyze the meaning of colors, setting, framing, expressions, words, etc.
Draw conclusions about what these signs and symbols represent.
Which “appeals” do these signs elicit within the consumer (Fowles)?
Who is the consumer, according to the VALS2 chart (Twitchell)?
How do the signs manipulate the consumer into “purchasing” the product?
Your thesis statement should identify the ad’s target audience (VALS2) as well as its message / purpose.
Structure:
This essay usually follows one of the following structures:
The first structure is to devote one body paragraph to each emotional appeal that you wish to analyze and to show how the visual elements within the image evoke that emotion, which then evokes the sale.
The second structure is to devote one body paragraph to each major visual element you wish to analyze and then to show how each major visual element evokes specific emotional wedge(s) that then evoke the sale.

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