Unit #2 Lecture Online


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Unit #2 Lecture Online

  1. 1. UNIT #2 ESSAY ADVERTISEMENT ANALYSIS English 111 Instructor: Andrea Anderson
  2. 2. Advertisements are EVERYWHERE… Magazines and Newspapers
  3. 3. Advertisements are EVERYWHERE… Television and Internet
  4. 4. Start thinking about ADVERTISING   ADVERTISING is a form of communication between the advertiser and an audience (a viewer, listener, or reader) ADVERTISING is used to persuade an audience to take some action with respect to a product, an idea, a cause, or a service.
  5. 5. Why look at advertising???  In 2010, a LOT of money was spent on advertising.  Approximately $300 BILLION in the United States  Approximately $500 BILLION Worldwide  We would not spend this if it wasn’t effective!
  6. 6. Start thinking about ADVERTISING Ads for a CAUSE Ads for a PRODUCT
  7. 7. Start thinking about ADVERTISING Ads for a CAUSE Ads for a PRODUCT
  8. 8. Start thinking about ADVERTISING Ads for a CAUSE Ads for a PRODUCT
  9. 9. Start thinking about ADVERTISING Ads for a CAUSE Ads for a PRODUCT
  10. 10. Advertisement Analysis: Preparation Look at the Assignment Sheet in the Unit #2 Folder in Blackboard.  According to The Norton Field Guide to Writing, an analysis paper is a genre of writing that examines a text both for what it says and how it does so in order to demonstrate both how, and how well, the text achieves it effects.  Get Started:  Read Chapter 8 – Analyzing a Text  Read Chapter 32 – Analyzing Causes and Effects
  11. 11. Advertisement Analysis: Preparation Look at the Assignment Sheet in the Essay #2 Folder on Blackboard.
  12. 12. Understanding the Assignment All academic essays MUST have: • Introduction Paragraph with a Thesis Statement • Body Paragraphs • Conclusion Paragraph  Per the assignment sheet, your essay MUST contain the following features in the body paragraphs:    Company Background Information Advertisement Placement and Placement Analysis Analysis of the various components of the ad and what effects the components achieve.  What are possible components:  Pictures, Text, Layout, Coloring, themes, etc.
  13. 13. Introduction Paragraph  In your introduction paragraph, you should:  #1 - Use a HOOK sentence to capture the reader’s attention  #2 – Introduce your reader to your topic  #3 - State your thesis
  14. 14. Company Background Information  Body Paragraph #1 – Be sure to include:  What product the company produces or what idea the company/organization is promoting  A brief company history  Any important company accolades
  15. 15. Advertisement Placement and Placement Analysis  Body Paragraph #2 – Be sure to include:  Where the ad was found:  Magazine   or newspaper What type of magazine or newspaper is it? Who does the magazine or newspaper appeal to?  Cover, centerfold, etc.  Ad size (small or large)  Why is the ad placement significant???
  16. 16. Analysis Paragraphs  Body Paragraph #3  Choose ONE aspect of the ad to analyze  For example: pictures, text, layout, themes, messages, OR color scheme  Body Paragraph #4  Choose another aspect of the ad to analyze  Body Paragraph #5  Choose analyze a third aspect of the ad to
  17. 17. Analysis Paragraphs  An analysis is NOT a description   DESCRIPTION – statement of fact  When you describe, you paint a picture in words of what is going on in the ad.  Example – The ad says, “You wouldn’t wear your dog…” ANALYSIS – interpretation of fact  When you analyze the ad, you examine it closely to identify causes, key factors, and possible results  Example – This ad causes people to consider giving up wearing fur by appealing to the audience’s emotions. The ad does this by making the connection between beloved furry pets and other animals used for fur clothing. A person who loves his pet would be horrified at the thought of skinning it so that he could have a fur coat. Perhaps the next time he went shopping for a fur coat, the feel of the furry coat would remind him of his own pet and he would
  18. 18.  Did you: ▫ Read the Unit #2 Assignment Sheet ▫ Read Chapters 8 and 32 in The Norton Field Guide to Writing Now it is time to GET STARTED WITH THE WRITING PROCESS Writing Process Step #1  Pre-Writing  Choose an Advertisement  Brainstorm/Analyze  Write Thesis Statement  Research  Outline Later Writing Process Steps to Consider     Write Revise Edit Publish
  19. 19. Choose an Advertisement Set yourself up for success: Find an advertisement that captivates your attention or creates a lasting impression!  You are looking for a PRINT advertisement. Look in:  Magazines  Newspapers  You must know its original placement. Otherwise you won’t be able to effectively write body paragraph #2.
  20. 20. Just a Reminder… DUE: Saturday, October 26, 11:59 pm ASSIGNMENT: Submit Your Topic You need to create a post in Unit #2 Topic Discussion that tells me and your classmates what advertisement you have chosen, why you chose it, and what you will analyze in your writing. This is ESSENTIAL in getting started on a good note. I will provide you with prompt feedback regarding your topics.
  21. 21. Brainstorm and Analyze  What is the general ambience of the advertisement? What mood does it create? How does it do this?  What is the design of the advertisement? How are the basic components or elements arranged?  What is the relationship between pictorial elements and written material and what does this tell us? What is the use of space in the advertisement? Is there a lot of 'white space" or is it full of graphic and written elements?  Thoroughly answer each question to gain a further understanding of your advertisement. What is the item being advertised and what role does it play in American culture and society?  Ask yourself these questions.  What signs and symbols do we find? What role do they play in the ad's impact?  If there are figures (men, women, children, animals) what are they like? What can be said about their facial expressions, poses, hairstyle, age, sex, hair color, ethnicity, education, occupation, relationships?  What does the background tell us? Where is the advertisement taking place and what significance does this background have?  What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.")  What theme or themes do we find in the advertisement? What is it about? (The plot of an advertisement may involve a man and a woman drinking but the theme might be jealousy, ambition, passion, etc.)  What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter: humor, alliteration, definitions" of life, comparisons, sexual innuendo, and so on?  What typefaces are used and what impressions do they convey?  What about aesthetic decisions? If the advertisement is a photograph, what kind of a shot is it? What significance do long shots, medium shots, close-up shots have? What about the lighting, color, angle?  What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on.
  22. 22. Write your Thesis Statement THESIS STATEMENT:  Determine the purpose of the ad   Identifies the topic of your essay and the claim you are making.   Determine how the ad achieves its purpose   Tells the reader what the essay is going to be about.   Example #1 - To induce the viewer to purchase a product Example #2 - To induce the viewer to adopt an idea about an issue Example #3 - To induce the viewer to change a behavior Does it appeal to the viewer’s emotions? Does it appeal to the viewer’s values? Does it appeal to the viewer’s sense of humor? What components of the ad help it to achieve its purpose?     Text Pictures Layout/Design Themes EXAMPLE: This ad aims to prevent methamphetamine use by appealing to the viewer’s emotions through disturbing images and blunt text about the realities of meth addiction.
  23. 23. Another Thesis Statement Example Another advertisement  What message does the ad convey?  What components of the ad contribute to this message? Text  Pictures  Layout/Design  Themes  EXAMPLE: The text and imagery of the Jose Cuervo advertisement projects the skewed message that dreams are made possible through drinking alcohol.
  24. 24. Outline – See sample outline in Unit #2 Folder Why outline? Get organized BEFORE you start writing! An outline is your blueprint for your essay.
  25. 25. Writing  Now it’s time to sit down and write.  Be SURE you have:      Received feedback from the instructor on your advertisement and thesis statement Done your research Brainstormed and/or outlined your paper Reviewed the Unit #2 Assignment Sheet and Timeline Asked for clarification on any questions
  26. 26. Peer Review The Peer Review will begin Sunday, November 3, and end on Saturday, November 9.  I will assign you peer review partners and will create a peer review group space on Blackboard for you and your partners. Your group space allows you to share files back and forth. TIMELINE:  Sunday, November 3: Submit your finished draft to your group  Monday, November 4: I will assign you peer review partners  November 4 – 9: Read your partner’s paper, complete the peer review questionnaire, and offer advice for improvement.  Saturday, November 9: Return the completed peer review questionnaires to your partners (and me)! More specific directions for this assignment are available on Blackboard! 
  27. 27. Revising and Editing   Revise  Look at the advise that your classmates gave you during the peer review. Make the changes that you feel will improve your paper.  Two pieces of ADVICE:  #1: Give yourself plenty of time to revise. If you can, get away from your writing for a little while. When you return refreshed, you will be more likely to catch errors and digressions.  #2: Remember to make sure that this is a reader-centered paper not a writer-centered paper. In other words, detach yourself from your paper and revise it to assure that everything is clear and belongs on the page. Just because you spent time writing it, doesn’t mean it belongs in your final draft. If it doesn’t, erase it. Edit  Check your paper for proper grammar, punctuation, and
  28. 28. Use your Resources…OWL @ KPC OWL is the online writing lab at KPC. You can submit your paper to the OWL and get feedback from KPC faculty. You let them know specifically what you would like help with! http://owl.kpc.alaska.e du
  29. 29. Publishing   For the purposes of this class, publishing means turning the final draft of your paper in for grading! FINAL DRAFT DUE: by Saturday, November 16 @ 11:59 p.m.  Be sure to turn it in on time, otherwise it will be considered LATE. Late papers are penalized by deducting 20% of the possible points before grading.  YOU WILL SUBMIT YOUR FINAL DRAFT IN BLACKBOARD. There will be a place for you to upload your papers in the Essay #2 Folder.  The final draft is worth 125 points!
  30. 30. Revising Your Graded Paper for an Improved Grade A note about revision…you are allowed to revise the first three papers if you are interested in improving your grade. In addition to making significant changes to improve the paper, you are also responsible for writing an in-depth explanation of the changes you made, why you made them, and how the changes improve your paper. This is a time consuming process. In other words, it is often easier and more time efficient to turn in your best possible work the first time.
  31. 31. LECTURE: THE END Unit #2 Essay: Advertisement Analysis If you have any questions regarding this assignment, please don’t hesitate to email me. Be sure that you detail exactly what it is that you don’t understand or would like help with.  If necessary, we can set up an Elive! Session to discuss your questions. amanderson10@kpc.alaska.e du 