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Essay 2: Advertisement Analysis

Purpose: Knowing how to interpret the world around us, to identify the less obvious meanings of texts like
newspaper articles, political speeches, and commercials, is a very important skill. It helps us make up our own minds
and avoid being hoodwinked by clever persuasive techniques. In this essay, you will analyze a print advertisement,
explaining in detail how you can use characteristics of its words, images, and design to highlight hidden meaning.
Assignment: Analyze a current magazine or non-video internet advertisement that captures your attentionbecause
it is beautiful, strange, persuasive, or offensive.
Read: To prepare for this assignment, read The Golden Arches Go Green: McDonalds and Real Lettuce (an
annotated sample ad analysis).
Style: An analysis paper is a conventional academic essay, so avoid contractions and slang. Pay close attention to
sentence structure to avoid fragments and run-ons as well.
Length: 3-4 pages (times new roman, double-spaced)
Recommended Structure:
1) Introduction
a. Provides a vivid visual description of the advertisement; though you will submit it with your essay,
pretend like your reader cannot see it
b. Gives the title and issue of the magazine the advertisement appears in and who you can reasonably
assume the intended audience is
c. Might describe a superficial interpretation of the advertisement, or what a viewer might take away
at first glance
d. Thesis statement should describe the hidden meaning or effect of the advertisement
2) Body
a. Each body paragraph should examine some effect of the advertisement related to its writing,
images, or design.
i. Provide a detailed analysis of the audience and exigence
ii. Examine appeals to ethos, pathos, or logos (ads usually prioritize one even if all three
appear) and why these appeals are likely effective or ineffective based on context and
audience.
iii. Explore any rhetorical fallacies you perceive.
iv. Discuss the wider implications of the advertisement beyond simply selling a producthow
is it subliminally impacting its audience?
1. For example, some makeup ads work to exacerbate womens insecurities, while
others emphasize the products whimsy and art. Consider how this affects how
many women perceive themselves.
v. Each paragraph should include evidence from the advertisement to support its claims (a
vivid visual description or a quotation from the ads copy).
3) Conclusion
a. Doesnt simply reiterate the main point
b. Rather, explains the so what? factorwhy interpreting this advertisement matters and how it could
affect the people who see it or even the world.
Notes:
Choose an advertisement from a print magazine. You may also choose a digital advertisement, but make
sure it is stillno video. Note that you can photocopy an ad from a magazine at the library or find a cheap
magazine at Goodwill.
Choose an advertisement thats selling something (not a public service announcement)
Due Dates:
Tues, Mar 1st: Rough Draft (three copies)
Tues, Mar 15th: Final Draft

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