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This assignment asks you to write an essay that analyzes a television video ad. (An analysis is an examination that focuses on details to explain how a given subject works.) This essay requires no research. If you want to discuss rhetorical appeals, your essay can, but this assignment is more specifically interested in the questions detailed on the Center for Media Literacy, “How to Analyze an Advertisement,”The assignment should be 900-1200 words (3-4 pages). It requires no research outside of class materials (other than finding the ad). Remember, the assignment is asking you to analyze an ad for a product, not the product itself.
QUESTIONS FOR THE ASSIGNMENT
What is the general ambience of the advertisement? What mood does it create? How does it do this?
2. What is the relationship between images and words and what does this tell us?
3. What signs and symbols do we find? What role do they play in the ad’s impact?
4. 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 (of one to the other)?
5. What does the background tell us? Where is the advertisement taking place and what significance does this background have? (In other words, where is it set? An office? A gym? A street? A yard? Etc.).
6. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad’s “plot.”)
7. 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, faithlessness, ambition, passion, etc.)
8. 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 writers: humor, alliteration, definitions, comparisons, and so on?
9. What typefaces/fonts (what the letters look like) are used and what impressions do they convey?
10. What is the item being advertised and what role does it play in American culture and society?
11. What about aesthetic decisions? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of color, etc.?
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