DUE: 10/30 by midnight in California time.
Format: Typed, double-spaced, 1” margins
Whether print or (broadly stated) video, advertising is everywhere, and while the end goal (the“call to action”) of an ad is to get the viewer to make a purchase or some other commitment, the ways in which advertisers make that call happen can be exceedingly subtle.
The goal of this essay is to analyze an advertisement. We’re looking specifically at the signs and symbols used in order to make the call to action happen. What’s the call to action, and what is pointing you in that direction—is it explicitly or implicitly stated? Who’s the target audience? How can you tell? Is it the people used? The language used? Clothing/props? Voiceover language? Background music? Setting?
In this essay, you will begin the body of the essay with a short summary that states the company and the product, describes the ad, and identifies whether this is a print or non-print (video) ad and the platform (magazine, TV, film, streaming service, YouTube, social media platform) and program or publication it was attached to.
You will then consider what signs (the thing, the denotation) and symbols (what the thing means, the connotation) are being used, how they’re used in the ad and what it says about our society (commentary), and how they tell us who the ad is aimed at.
Next, consider the influence of the program or publication the ad is tied to. Does this help or hurt the targeting happening in the ad? How do you know?
Finally, I would also like you to include a section that looks a little more broadly and compares your selected ad with another in the same company. How does this ad compare? Is there a difference in approach? If so, why? Is there a different goal here? If not, why might this be the case?
This paper must have thorough in-text citations and include an MLA-formatted Works Cited page.
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