Essay 2: Media Analysis Directions: For this essay, you are to analyze the persuasive strategies used in an advertisement of your choice. In your paper, youwill analyze a media text and describe the media text, determine the image that it is trying to create, the various persuasive strategies used, their intended audience, and their impact on their audience. Your resource can be a digital or print advertisement (or series of ads), or another form of media text. You are required to find two primary sources about your topic (e.g. advertisements, the company’s website, a product), and utilize at least two secondary sources about your topic (these can be articles from your text, What Matters in America.) -------------------------------------------------------------------------------------------------------------------------- The requirements for your paper: · What brand image is created by this company, product, text, and what is the central message of the text? · Who is the target audience? · What techniques are used to influence the consumers to buy their product? · How does the product impact consumers (do they become “branded,” encouraged to over consume, are there any other effects (negative or positive)? · You are required to apply in a substantive way some of the concepts or arguments in the articles and/or other texts/films that we have studied in this unit to your analysis. Prewriting Assignment: due on Moodle, Wednesday, March 4 Rough draft: due in class Monday, March 9 (In class, two copies of three FULL pages for peer review) Final draft: Hardcopy due Monday, March 16 Final Draft Requirements: 4-5 full pages (1200-1500 words) MLA formatting, double space throughout, correctly formatted headings, Times New Roman Works Cited Page Thefinal paper should be stapled on top of your peer review sheets along with any LRC sheets. NOTE: The Final draft MUST also be submitted to the turnitin.com link on MOODLE or you will receive a zero for all related assignments. Possible focus of body paragraphs: 1. Focus on style/look of ad(s) and/or product(s) What is the visual appearance of this form of media and/or product? Consider (format/kind of image, composition/layout) and how these textual details contribute to the brand image, audience appeal, purpose, /or message. Does its look impact its function as an indicator of status? 2. Focus on events/plot of ad and how they relate to a specific message in ad (your paper could focus on different specific events/sections of ad in each paragraph (chronological organization). Note: In this section, you could analyze the TEXT or words used. 3. Focus on how ad/product establishes: Emotional, logical, or ethical appeals: An appeal is an explicit or implicit way of convincing you to think or do something. What promises does it make and fulfill for target audiences? How do these appeals relate to its purpose and impact on its audience? Logical appeals (what claims or guarantees are made about ...

1. Essay 2: Media Analysis
Directions: For this essay, you are to analyze the persuasive
strategies used in an advertisement of your choice. In your
paper, youwill analyze a media text and describe the media text,
determine the image that it is trying to create, the various
persuasive strategies used, their intended audience, and their
impact on their audience. Your resource can be a digital or print
advertisement (or series of ads), or another form of media text.
You are required to find two primary sources about your topic
(e.g. advertisements, the company’s website, a product), and
utilize at least two secondary sources about your topic (these
can be articles from your text, What Matters in America.)
---------------------------------------------------------------------------
-----------------------------------------------
The requirements for your paper:
· What brand image is created by this company, product, text,
and what is the central message of the text?
· Who is the target audience?
· What techniques are used to influence the consumers to buy
their product?
· How does the product impact consumers (do they become
“branded,” encouraged to over consume, are there any other
effects (negative or positive)?
· You are required to apply in a substantive way some of the
concepts or arguments in the articles and/or other texts/films
that we have studied in this unit to your analysis.
Prewriting Assignment: due on Moodle, Wednesday, March 4
Rough draft: due in class Monday, March 9 (In class, two copies
of three FULL pages for peer review)
Final draft: Hardcopy due Monday, March 16
Final Draft Requirements:
4-5 full pages (1200-1500 words)
MLA formatting, double space throughout, correctly formatted
headings, Times New Roman

2. Works Cited Page
Thefinal paper should be stapled on top of your peer review
sheets along with any LRC sheets.
NOTE: The Final draft MUST also be submitted to the
turnitin.com link on MOODLE or you will receive a zero for all
related assignments.
Possible focus of body paragraphs:
1. Focus on style/look of ad(s) and/or product(s)
What is the visual appearance of this form of media and/or
product?
Consider (format/kind of image, composition/layout) and how
these textual details contribute to the brand image, audience
appeal, purpose, /or message. Does its look impact its function
as an indicator of status?
2. Focus on events/plot of ad and how they relate to a specific
message in ad (your paper could focus on different specific
events/sections of ad in each paragraph (chronological
organization). Note: In this section, you could analyze the
TEXT or words used.
3. Focus on how ad/product establishes: Emotional, logical, or
ethical appeals: An appeal is an explicit or implicit way of
convincing you to think or do something. What promises does it
make and fulfill for target audiences? How do these appeals
relate to its purpose and impact on its audience?
Logical appeals (what claims or guarantees are made about the
product? Why?)
Emotional appeals (what emotions are appealed to? Why? How

3. does this contribute to the brand image?
Ethical appeals: in what specific ways is the character or brand
image developed? Is the image of the product marketed as cool,
popular, cutting edge, reliable, sophisticated? What details in
the ad contribute to this?
4. A paragraph could focus on the attributes/characteristics of
target audience: What are their values, beliefs, practices? Why
might the target audience find the media or product appealing?
Why would they find meaning or value in the media text or
produce? What does it reveal about them?
5. Impact: How does this media text/product affect our
media/social landscape? In other words, what is its effect on its
target audience and/or our culture? How do you know? Is its
impact explicit and intentional, or implied or unintended?
Essay
2
: Media
Analysis
Directions
: For
this essay
,
you are to

4. analyze the persuasive strategies used
in an
advertisement of your choice.
In your paper, y
ou
will analyze
a media text and
describe the
media text
, determine
the
image
that it
is
trying to create, the various
persuasive strategies
used
, their intended audience,
and their impact
on
their
audience
.
Your resource can be a
digital or print advertisement (or series of ad
s), or another form of media text.
You are required
to find
two primary sources
about your topic (e.g. advertisements, the company’s website, a

5. product), and utilize at least
two secondary sources
about your topic
(these can be
articles from
your text,
What Matters in America
.
)
---------------------------------------------------------------------------
-----------------------------------------------
The
requirements for
your paper:
·
What brand image is
created by
this company, product, text, and
what is the central
message of the t
ext?
·

6. Who is the target audience?
·
What techniques are used to
influence the consumers to buy their product?
·
How do
es the product impact consumers
(do they bec
ome
“
branded
,
”
encouraged t
o
over consume
, are there any other effects
(
negative or positive
)
?
·
You
are required to apply in a substantive way
some of the concepts or arguments in the
articles and/or other texts/films that we have studied in this unit

7. to your analysis.
Prewriting Assignment
: due on Moodle, Wednesday, March
4
Rough draft
: due
in class Monday, March 9
(
In class,
two copies of
thre
e FULL pages for peer
review)
Final draft
:
Hardcopy
due Monday, March 16
Final Draft Requirements:
4
-
5 full pages (1200
-
1
500 words)
MLA formatting, double space throughout, correctly formatted

8. headings, Times New Roman
Works Cited Page
T
he
final paper
should be stapled on top of
your
peer
review sheets
along with any LRC sheets
.
NOTE: The Final
draft
MUST
also
be submitted to
the
turnitin.com
link on MOODLE
or
you will receive a zero for all related assignments.

9. Essay 2: Media Analysis
Directions: For this essay, you are to analyze the persuasive
strategies used in an
advertisement of your choice. In your paper, you will analyze a
media text and describe the
media text, determine the image that it is trying to create, the
various persuasive strategies
used, their intended audience, and their impact on their
audience. Your resource can be a
digital or print advertisement (or series of ads), or another form
of media text. You are required
to find two primary sources about your topic (e.g.
advertisements, the company’s website, a
product), and utilize at least two secondary sources about your
topic (these can be articles from
your text, What Matters in America.)
---------------------------------------------------------------------------
-----------------------------------------------
The requirements for your paper:
and what is the central
message of the text?
their product?

10. ers (do they become
“branded,” encouraged to
over consume, are there any other effects (negative or positive)?
concepts or arguments in the
articles and/or other texts/films that we have studied in this unit
to your analysis.
Prewriting Assignment: due on Moodle, Wednesday, March 4
Rough draft: due in class Monday, March 9 (In class, two copies
of three FULL pages for peer
review)
Final draft: Hardcopy due Monday, March 16
Final Draft Requirements:
4-5 full pages (1200-1500 words)
MLA formatting, double space throughout, correctly formatted
headings, Times New Roman
Works Cited Page
The final paper should be stapled on top of your peer review
sheets along with any LRC sheets.
NOTE: The Final draft MUST also be submitted to the
turnitin.com link on MOODLE or
you will receive a zero for all related assignments.
1
Do Not Get Involved In The Death Of A Loved One
Nowadays companies, industries and even governments utilize
numerous methods to acquire the attention of various
individuals with diverse intentions. Companies’ main objective

11. is wealth and the expansion of the number of consumers, while
government or a ministry may publish an advertisement with the
purpose of aiding people with a specific disease or targeting a
social dilemma. In the world of commerce, advertisements are
approached differently; for instance, wearing a t-shirt with a
trademark is considered a commercial mean along with
billboards, televised and radio-linked broadcasting. An
advertisement for the sake of a public service, which is to
decrease the amount of fatalities due to the usage of cellular
devices while driving, has caught my attention. The public
service advertisement uses outstanding visual techniques, story
and content to trigger the emotions of society to abandon the
lethal habit of using the phone while driving, therefore saving
lives.
At first glance, the advertisement evokes emotions by
employing a teenager in the foreground. That being said,
teenagers are known to be filled with extreme emotions toward
each other, and the community as a whole. People like-wise are
knowledgeable that adolescences are the future of the nation,
hence the advertisement is trying to send a message to the
community; which is, by not talking and driving, the country
has a brighter future. To stimulate despair, the display has the
youngster show an act of reflex whereas he is holding away the
phone from his face with blood bursting through the front
speakers. Blood in this scene symbolizes death, which points
out the risk of talking on the phone while driving. In addition
to a blood-like font asserting, “ don’t talk while she drives”.
The colors on the background seem faded and motion-blurred to
emphasize and emit a realistic feeling of the foreground besides
the teenager is wearing a bright color which makes him stand
out. Judging from the poster behind the character that the
setting must be in a movie theatre. However the emotions of the
youngster appear ambiguous; with his eyes closed and facial
expressions, it is hard to tell whether he is in deep consternation
or just avoiding the blood splatter.
Moreover, without a second thought, the story that underlies the

12. picture indicates that the teenager is talking to a loved one and
since the words on the brochure mentions “she”, perhaps it is
one of his intimate relatives such as a mother, sister, or his
significant other. The scene that the director wanted the viewer
to visualize by observing the advertisement might be that the
boy is leaving the theatre, and decided to call his mother to
acquaint her that he is coming home; however the mother picked
the phone while driving which resulted in a car accident and
possibly a fatality. The advertisement implies that talking while
driving generates a difficult position for the driver to control
the vehicle. Like-wise the assistance produced by the
advertisement is not to aware drivers only but to ask the
citizens not to call a person who is driving. Another
characteristic of the incident that demonstrates a brutal car-
collision is the blood droplet behind the phone. Since the blood
is flowing from the front speakers, it is only logical the current
was fast enough to cause the blood to hit the teenager’s face and
recoil to the other side of the display. The point of interest in
the picture is the blood, where color of the blood is in deep
contrast; then comes the foreground with the adolescent, and
finally the blurred background. One more conclusion one could
draw about this display is that it is old or taken in a poor area,
because of two reasons. At first the telephone is old and seems
identical to a company that descended in the field of
communication; called Nokia, manufactured it. Second of all,
the sign right under his ear is not commercial but a sign that
guides the customer to a designated zone; is old fashioned.
Thirdly, the motive of this advertisement is firm, and by a
momentary look a person could convey that the area the
photograph is displayed has an extreme number of casualties
due to the habitude of operating cellular devices while driving.
The advertisement appears spectacular because of its noble
cause, dissimilar to business promotions; this picture is
publicized to the citizens of the district in favor of the safety of
the community. Furthermore, an adolescent is used for one more
justification, which is that the majority of accidents resulting

13. from texting involve a teenager. In the Middle Eastern
civilization, there is a saying, “ if you want to destroy a nation,
corrupt its youth”. It is believed that this image is displaying a
similar criterion where the executive wishes for the country a
future filled with prosperity, success, and development by the
mindfulness of the youth to neglect this destructive tradition.
Additionally, numerous advertising techniques are used in
our modern world to grasp the awareness of consumers. For
instance, if an advertisement is targeting men, the director
would use sexual and/or humorous appeal, whereas women tend
to have a longer attention span although emotional appeal is the
best asset for their attention. In this advertisement, logical,
emotional, as well as ethical were applied to enhance the idea
underlying the picture. Since a teenager is in the image with
blood and death, the application is obviously emotional appeal.
While the assertion is specified as “ don’t talk while she drives”
is using logical appeal by elaborating a fundamental statement.
The statement is quite unique and ingenious; meanwhile all
other advertisements target the driver, conversely, this one
targets the other portion of the issue, declaring that albeit you
are not driving, it does not mean that it is fine to talk to
someone who is. Regarding the usage of ethical appeal, the
message is crystal clear! By calling a person who is driving,
you are participating in the process of killing a beloved person
or granting their death.
By way of contrast, even though the advertisement displays a
great impression, and uses great visual techniques, it apparently
lacks expertise in photography. In spite of trying to induce a
realistic feeling, a number of matters prove that the
advertisement was done unprofessionally. First of all the blood
bursting from the cell phone is incorporated in an amateur
manner because of its color that seems evidently fake.
Secondly, the bloodstains on the shirt are poorly photoshoped,
noticeably it is not within the time frame of the incident, and
out of focus. But compared to the effort put in the story and
content, the public service advertisement stands out as

14. astonishing.
To sum up, the advertisement is a public service awareness to
reduce the amount of casualties because of the norm of using
cellular devices, which results in the distraction of the driver,
where consequently, death may occur. The advice given by the
display is an exceptional suggestion with pure intentions. The
advertisement’s usage of the three main appeals; logical,
emotional and ethical is superb and convincing because of the
illustrations given to demonstrate the importance of the issue.