How does advertising affect the ways in which we see ourselves and the world around us? Be sure to discuss the ways that advertisements shape—or attempt to shape—our self-images and/or our views of the world around us.

Assignment Summary:

• Compare and contrast three to five (3-5) specific ads.
  • You MUST have completed the Chart of Common Ideas for your ads. 
    • If the chart has not been completed, I will neither accept nor grade your essay!
  • You MUST embed any ads in your essay so that I may see them. If you use any commercials, make sure that the LINK in the list of works cited is functional.
    • A failure to show your ads and/or commercials will lead to a failing grade for your essay.
• Use two (2) or more additional sources from the ones introduced during the course of the assignment that will act as support/evidence for your thesis.
  • The links in your list of works cited MUST work. Be prepared to show PROOF of research if requested. 
    • If sources are not readily and easily verified, the essay will fail. 
• Using the ads and supporting research, address this question:  
  • How does advertising affect the ways in which we see ourselves and the world around us?
    • Be sure to discuss the ways that advertisements shape—or attempt to shape—our self-images and/or our views of the world around us.

 Detailed Instructions: 

• Select ads that have enough in common—yet sufficient differences—for comparison/contrast.
  • You may choose actual, specific ads from print, online, television, and/or radio, in any combination. Generalizations about advertising or types of ads will not replace the use of actual ads.
  • Note:  Ads for the same brand of an item may be too similar for adequate contrast.
• Create an original, narrow thesis about some aspect of advertising. Your ads will provide you with evidence for your thesis. For example…
  
  • You might look at three to five different car ads that attempt to shape consumers’ views about family. What does “family” look like in car ads? What values are upheld and/or rejected? How does each ad accomplish this?  OR
    
  • You could look at three to five ads for beauty products. What do these particular ads show about what women (and/or men) are supposed to value? Do they play into these expectations, or do they somehow subvert them? If so, how? (You might look at the Dove Real Beauty Campaign as one example.) OR
  • You could study three to five ads for athletic shoes. Do these specific ads reinforce any stereotypes about race, gender, economic status, or any other stereotype, or do the ads reject the stereotypes? What can you learn about stereotyping from them? OR
  • Find another possible thesis and three to five ads to use as examples/proof.  No matter your choice of ads and thesis, remember the assignment goal:  to discuss the ways that advertisements shape—or attempt to shape—our self-images and/or our views of the world around us.
• Be specific! Compare and contrast details from the specific ads that support your thesis:
  • Color, target audience(s), the use (or lack) of pictures, the choice and placement of people and objects in the ads (if present), any text, images and/or metaphors used, the presence of “weasel” words and/or appeals (Jib Fowles)…any appropriate criteria
  • Create and submit a Chart of Common Ideas to organize your findings: Prewriting: Submit your Chart of Common Ideas (Advertising + Ourselves)
• Analyze, synthesize, and organize your findings in accordance with your thesis.
• Remember to use (and CITE) at least TWO additional sources/articles about advertising/ad analysis that pass tests for credibility and usefulness.
• Remember to CITE your sources in current and correct MLA format. Include both in-text citations and a list of works cited. 
  • This means that you should have at least FIVE (5) to SEVEN (7) sources cited on your list: three (3) to five (5) ads and two (2) or more articles.

 Important notes about ads:

• If you choose ads found on the internet, you must do your “due diligence” and confirm that the ads are the original versions and have not been altered (e.g., photoshopped) after the fact.

• Altered ads change the authors’/advertisers’ original intentions and are no longer ads.
• Citation information may be inaccurate or missing.

• Some brief articles may look like ads, so look carefully at the purpose of the pictures and text.
• Your essay will fail if you choose fake ads or texts that are not actual ads, so ask me if you are uncertain about your choice(s).
• Apply the same research standards to finding and citing ads that you should apply to ANY source. 
• You must CITE not only your supporting articles but also your ads. Each ad should receive its own separate citation.
• Remember that you must show proof of your ads and research. (See above.)

 Grading Criteria:

• Your essay will be graded on a combination of its content (the thesis; the analysis, synthesis and organization of information; the choice of appropriate ads and additional sources), the writing (grammar and usage), the proper use and crediting of at least FIVE sources, and, to a lesser extent, the formatting.

Assignment Goals:

• You will create an original thesis that you support with textual evidence.
• You will select and read appropriate outside texts (including ads) critically and accurately.
• You will practice analyzing, synthesizing, and organizing information from multiple sources.
• You will support your thesis and points using comparison as well as quotes, summaries, and paraphrases from the sources as appropriate.
• You will practice attribution and parenthetical citation.
• You will apply the techniques of prewriting, drafting, revising, and editing.

 Formatting Directions: 

• Length:  1000 words (minimum)
• Font: 10-12 point font, not bolded – Choose Arial, Courier, or Times New Roman.
• Margins: One-inch all around (Note that MS Word’s preset is 1.25” – change it.)
• Spacing: Double-space between all lines. (Do not add additional space between paragraphs.)
• First-page heading:  Include a heading formatted in proper MLA style in the top left corner of the first page.  
• Title: Remember to include an original title (centered, two lines below the heading) that fits your essay. Do not use any title page.
• Justification: Left-justify all text; indent the first line of each paragraph (five spaces).
• Page headers: Include your last name and the appropriate page number in the top right corner of each page.
• Point of view: Use whatever is appropriate to your topic.  
• Proofread: Essays with more than three obvious typos will not be accepted.