Purpose of the paper: The Ad essay allows you to develop your ideas about an advertisement by examining several components of a written/ visual work: the argument that the creator makes; the purpose of the ad; the target audience; the composition/organization of the work; the voice or tone of the work; the context of the work; the underlying assumptions of the work; the types of appeals used in the ad. How effective is the advertiser? How do the advertiser’s strategies succeed and/or fail?
Basic Guidelines: Your essay must have a clear, argumentative thesis statement in the introduction. This is a statement about the effectiveness or lack of effectiveness in the advertisement you are analyzing. Include a brief summary of your chosen advertisement in the beginning to make sure your readers will have a clear and accurate view of what the author of this ad is trying to accomplish. The body of the essay needs to develop and support the claim you articulate in your thesis. In your analysis, strive for depth rather than breadth. In other words, say a lot about one or two key things rather than a little bit about many things. The closing portion of your essay needs to do more than merely restate the key ideas you’ve discussed in the body of your text. For example, consider a conclusion that speculates on the impact of the analyzed essay’s claim in the larger context of the subject area or topic being discussed.
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