Advertisement Analysis Essay (3-5 pages)

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English 101

Spring 2013

Nick Beishline

Advertisement Analysis Essay (3-5 pages)

The objective of this assignment is to demonstrate your ability to identify and analyze the components of any arguments being made by an advertisement or commercial of your choosing. After you have identified the argument or arguments being presented by your argument, it is important to follow that line of thinking through in order to discuss the assumptions or implications the ad is making. Consider the following process:

  1. Choose your advertisement.

  2. After you analyze this product’s ad, browse the product or product maker’s website.

  3. After viewing the website, ask yourself these questions:

    1. The claim: What is the main argument the advertisement is making?

    2. The support: What reasons and/or evidence does it give its audience to persuade?

    3. Assumptions: What assumptions does the ad make?

    4. Ethos/pathos/logos: How does the ad use credibility and ethics, emotion, and/or logic to persuade?

    5. The images: What images are presented? How do these images appear (happy, serious, etc.)? What connotations do the images have? How do the people appear?

    6. The words: What words or text appear in the ad or commercial? Are any of them specifically geared toward persuading you?

    7. The branding: How do the advertisements try to “brand” or create a story or feeling around the product? What feelings do they “promise” the buyer will get after purchasing the product? What context are they responding to?

    8. The audience: Who do you think the advertisers are targeting? What demographics and why?


Spring 2013

Nick Beishline

Grading Rubric for Advertisement Analysis Essay




Introduction and Conclusion:
15 points possible

Well-developed introduction that engages the reader and creates interest. Thesis clearly states a significant and compelling topic.
Conclusion effectively wraps up and goes beyond restating the thesis. 

Main Points (body paragraphs):
15 points possible

Well-developed points directly related to the thesis. The essay is developed with a consistent and effective voice, showing the topic in detail.

Analysis of Advertisement’s Appeals and Presentation:
25 points possible

What are the ad’s objectives and how are they achieved? Analysis of persuasive appeals is thorough and insightful. Includes detailed explanation of design elements, rhetorical strategies (ethos, pathos, logos), intended audience, and any other significant visual or rhetorical points.

Organization and Style (structure, sentence flow, variety, and diction):
20 points possible

Writing is smooth, skillful, and coherent.  Sentences are strong and expressive, with varied structure. Diction is consistent and words well chosen. Transitions are mature and graceful.

Mechanics (spelling, punctuation, capitalization):
25 points possible

Punctuation, spelling, and capitalization are correct.  Minimal errors. Minimum page length is met.


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