Women studies critique helps with learning

1. The First Assignment:
Assignment #1:
For your first assignment on advertising, use the material in this lecture, in your course package, the
video Killing Us Softly 3 and the textbook by Shaw and Lee to assist you in writing an analysis of an
ad that you have chosen that fits women into a stereotype. You can choose an ad that is obviously
one that is hyper-sexual or perhaps an ad that projects women as a particular type of mother or
wife. As you analyse this ad, think about what it might be saying in terms of the identity of women,
their role in society, their relationships with men or other women. But also consider the ad in terms
of race, sexuality and class. Finally, reflect on how you have been affected by advertising or someone
you know.
(MLA, APA, or Chicago) for citation purposes.
The paper should be 2-3 pages. Acceptable parameters for this page limit may include being 25%
(1 page) over, but not under 2 pages.
A critique appears in essay format (paragraph style with no subheadings), but may be less
structured than an essay. For example, it may provide a series of short arguments, rather than a
central thesis supported with several related points of proof.
For your introduction, you are asked to include a full and detailed description of your chosen ad. Do
not let the image simply speak for itself. Remember to also include a statement of your
argument(s)/thesis in the introduction.
Your argument in the body of your paper should remain focused on the evidence in this single ad.
Use your course materials, including the film, "Killing Us Softly," to interpret the issues you see in
this ad and to define relevant terms in your interpretation. Do not use the body of your paper
to summarize readings or to discuss issues of gender or oppression in advertising
generally. Be concerned with the specific issues raised by your ad.
Do not include more than one ad. Your ad must be from a retailer or manufacturer, and not a
spoof ad. It must also be a print ad and not a video ad. You must include a printable copy of your
ad with your submitted file; do not simply include an online link to your ad. If your ad is on a tear-
out from a magazine and you do not have access to a scanner, please submit the hardcopy ad to
the OLC by dropping it off or sending it in by regular mail. In this case, be sure that your ad is
clearly labelled with your name, student number and course code so that it can be matched to your
assignment.
Remember to sum up your ideas in a conclusion that also references your personal reaction or
response to advertising. A response to your chosen ad is very effective.
Killing Us Softly: http://vimeo.com/48800829