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aper 1 Assignment: Advertising

Purpose of Assignment

The Advertising Paper assignment asks you to select an advertisement for analysis, briefly describe the advertisement, and then present a critical analysis of it, based upon theories of advertising's appeal as well as various theories studied in class readings, videos, and discussions. This assignment is designed to meet several course goals. When this assignment is successfully completed, you will be able to

1. read actively

2. summarize and describe effectively

3. write a paper that meets standard academic paper structure requirements

4. present and defend a clear thesis statement

5. present clear and concise topic sentences

6. support points effectively with examples, illustrations, and explanations

7. argue logically and concisely

Assignment Description and Requirements

ENGLISH 1120 and 1121: COLLEGE WRITING AND CRITICAL READING

ADVERTISING

PAPER ASSIGNMENT

Applying the techniques we've studied, discussed, and applied in class, write a formal academic paper that analyzes a current magazine print advertisement of your choice. Current advertisements are ones that appear in magazines dated one month prior to the current month, the current month, and one month after the current month. All advertisements must be for products or services that are advertised by the companies offering the product or service. Advertisements that may NOT be used for this assignment include public service announcements (PSAs), or ads for non-profit groups. Please double-check your ad with me to be sure that it meets our course requirements.

Use your knowledge of writing and personal style to write the most effective paper possible. Although this personal creativity is encouraged, papers should be formal and academic and contain the following elements.

A clear thesis statement that identifies the deeper, hidden, subconscious, underlying message that the advertisement conveys to consumers.

Clear evidence that supports and validates the thesis statement. This may include an analysis of the techniques and principles of advertising used and their degree of effectiveness in this particular advertisement.

An argument that is clearly worded, well-organized, and logically presented

A BRIEF description of the advertisement

A total of 3 sources consulted, cited on a Works Cited page, using MLA documentation

A total of 3 quotes or paraphrases from outside sources, with a minimum of one quote or paraphrase per source used, parenthetically cited using MLA documentation

A strict avoidance of

self-conscious writing (the use of "I," "me," "my," or "myself") or reference to the paper itself ("This paper/paragraph will offer proof that . . .") and

writing that directly addresses the reader (the use of "you") and

writing that includes both the writer and reader (the use of "we" or "us")

You must include a copy of the magazine ad with your paper. All print ads will be returned to you.

Papers must be typed or word-processed, and follow the paper formatting guidelines handed out in class. Paper bodies must be 900-1,500 words in length for full credit (with the body's word count noted in parentheses after the conclusion), and contain a final Works Cited page, which uses MLA-style documentation to list the 3 outside sources consulted for this paper. Papers must also contain 3 parenthetically documented quotes or paraphrases from these outside sources, with a minimum of one from each source, also using MLA-style documentation. Please see the Paper Formatting Guidelines handout for more detailed information.

Please see the Advertising Paper Grading Rubric for specific letter-grade requirements.

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