Advertising analysis essay guidelines



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ENG 102: COMPOSITION II
INSTRUCTOR: Y. BAILEY-KIRBY


ADVERTISING ANALYSIS ESSAY GUIDELINES

You will write an analysis essay, approximately 750-1000 words/3-4 typed pages with one inch margins (Do not exceed this amount or there will be a penalty), that examines advertising in a formal voice (third person: “some people consider….” or “one might consider…”), so do not use first person “I” or “we” or second person “you” when analyzing at least THREE ads that feature males or appeal to males with their visual images and rhetoric/language by applying the strategies discussed in Jib Fowles’s essay, “Advertising’s Fifteen Basic Appeals.”

Carefully consider what these images argue and how they do so through their use of advertising’s basic appeals. Examine the assumptions the ads make about their audience, as well as the ideas and associations the ads play on in order to sell the product. Ask yourself: How does the language of each ad work in relation to the image? As you show your reader what appeal applies for the ad include evidence from Jib Fowles, Michael Kimmel, and Susan Bordo by quoting at least once from each author to help you analyze these visual arguments, be sure to describe and analyze specific details in the advertisements to illustrate your claims. Be clear about what you want your readers to see in these advertisements, and why these insights matter.

For instance, if you are analyzing three ads for three separate types of appeals, you will most likely need to paraphrase, summarize, and/or quote from Fowles at least three times to define each advertising appeal before making associations in your analysis of the ads. If you focus only on one type of appeal, you may only need to quote from Jib Fowles once, and then, you are required to quote from Susan Bordo at least once and Michael Kimmel at least once. Of course, you may want to paraphrase and cite additional ideas as evidence from these two secondary sources to support your analysis in your paper.

You should use a legible 11-12 size font, such as Ariel, Calibri, Times New Roman, etc., and you should be applying the MLA format for your “Works Cited” page as well as for you parenthetical citations whenever you quote, summarize, and/or paraphrase in your essay from Fowles, Kimmel, and Bordo as well as any advertisements that you analyze as evidence in your essay. Along with the requirement of using the MLA format, you must take your essay to the Writing Center or use Smarthinking.com before submitting a final revised draft to your instructor.

You can submit the stamp/dated copy of the rough draft from the writing center during class or scan it and submit it in the electronic drop box with your final revised draft of the analysis essay. (Note: If you do not go to the writing center or use Smarthinking.com, you will be penalized one letter grade: 10 points.) You should also provide an outline that demonstrates how you have an organized your ideas with a clear goal in mind and how you provide support/evidence in each body paragraph, or in other words, you fill out the outline provided with these guidelines by typing out your thoughts in a structured outline that you will include with your advertising analysis essay when you submit it.



CHECKLIST:

  1. _____Do you have at least three advertisements to analyze in your paper and did you provide parenthetical citations after each one that you summarized/paraphrased from in your discussion? (i.e. At least one ad per body paragraph as evidence)?


  2. _____Did you quote at least three times from Fowles, Kimmel, and/or Bordo and provide a parenthetical citation after each one? (Note: You are required to use all three sources in your essay, so you must quote at least once from each one. However, it is most likely that you will quote or paraphrase more than three times.)


  3. _____Did you go to the Writing Center or Smarthinking.com with your rough draft and have them review it as well as stamp/date it, so you can revise and improve your essay before submitting it for a grade?


  4. _____Did you provide a “Works Cited” page with a separate citation for Fowles, Kimmel, and Bordo as well as a separate citation for each advertisement that you included in your essay’s discussion?


  5. _____Did you have approximately 750 words (750-1000 words), use the third person point of view, and include a typed outline with the final draft of the analysis paper as well as a rough draft (stamped/dated by the writing center)?




MLA FORMAT EXAMPLES:

Your instructor has provided examples to help you cite your sources correctly and avoid plagiarism. You also have more examples from the links provided on her website, such as Purdue Owl among several others.



MLA FORMAT FOR THE PRIMARY SOURCE ON THE “WORKS CITED” PAGE (A WORK IN AN ANTHOLOGY – FOWLES, KIMMEL, & BORDO):

Last name, First name. "Title of Essay/Article." Title of Anthology. Ed. Editor's Name(s). Place of Publication: Publisher, Year. Page

range of entry. Medium of Publication.

MLA FORMAT FOR AN ADVERTISEMENT ON THE “WORKS CITED” PAGE:

Company name. Advertisement. Periodical title Date: pg. Medium of Publication. OR Company name. Advertisement.. Website Title. Date, pg. Medium of Publication. Date Accessed.

Maybelline. Advertisement. Glamour 15 May 2002: 63. Print. OR Versace. Advertisement. Google. N. p., n. d. Web. 4 Mar. 2014.

MLA FORMAT FOR CITING A SHORT DIRECT QUOTE:

When you incorporate a direct quotation into a sentence, you must cite the source. Fit quotations within your sentences, making sure the sentences are grammatically correct:

e.g. Gibaldi indicates, “Quotations are effective in research papers when used selectively” (109). 
Remember that “[q]uotations are effective in research papers when used selectively” (Gibaldi 109).

If the quotation will run to more than 4 lines in your paper, you must use a block format in which the quotation is indented 1 inch from the left margin, double spaced with no quotation marks.


MLA FORMAT FOR A PARAPHRASE AND FOR A SUMMARY:
Even if you put information in your own words by summarizing or paraphrasing, you must cite the original author or researcher as well as the page or paragraph number(s). For example, a paraphrase of Gibaldi’s earlier quotation might be identified as follows:
Within the research paper, quotations will have more impact when used judiciously (Gibaldi 109).
The original passage:
Students frequently overuse direct quotation in taking notes, and as a result they overuse quotations in the final [research] paper. Probably only about 10% of your final manuscript should appear as directly quoted matter. Therefore, you should strive to limit the amount of exact transcribing of source materials while taking notes. Lester, James D. Writing Research Papers. 2nd ed. (1976): 46-47.
A legitimate paraphrase:
In research papers students often quote excessively, failing to keep quoted material down to a desirable level. Since the problem usually originates during note taking, it is essential to minimize the material recorded verbatim (Lester 46-47).
An acceptable summary:
Students should take just a few notes in direct quotation from sources to help minimize the amount of quoted material in a research paper (Lester 46-47).

Example Outline:




  1. Introduction: Aim for a minimum of 5-7 sentences.

  1. Overview about your topic: Identify key points from Fowles, and make connections between them about advertising as well as referring to Kimmel and Bordo if necessary in order to help your reader understand what your paper will discuss.

  2. State Thesis: Write ONE clear sentence that identifies three main points that you will be analyzing in regards to advertising in three separate body paragraphs.




  1. First Body Paragraph’s Topic Sentence: Identify in your own words the first point/reason/appeal stated in your thesis, and it should NOT be a quote.

    1. Provide an example of a key point that Fowles, Kimmel, or Bordo states about images and/or language that advertising uses in your own words.

      1. Introduce a quote from at least one of them & provide a parenthetical citation.

      2. Then, explain the meaning of the passage.

    2. Provide an advertisement that appeals to males or focuses on the male identity as an example by describing the ad in your own words, so your reader can visualize it and understand the message behind it.

      1. Paraphrase/Summarize the ad’s image/language & provide a parenthetical citation.

      2. Elaborate on/explain its relevance as evidence in supporting the thesis; make connections with this ad in relation to Fowles, Kimmel, or Bordo.




  1. Second Body Paragraph’s Topic Sentence: Identify in your own words the second point/reason/appeal stated in your thesis, and it should NOT be a quote.

    1. Provide an example of a key point that Fowles, Kimmel, or Bordo states about images and/or language that advertising uses in your own words.

      1. Introduce a quote from at least one of them & provide a parenthetical citation.

      2. Then, explain the meaning of the passage.







    1. Provide an advertisement that appeals to males or focuses on the male identity as an example by describing the ad in your own words, so your reader can visualize it and understand the message behind it.

      1. Paraphrase/Summarize the ad’s image/language & provide a parenthetical citation.

      2. Elaborate on/explain its relevance as evidence in supporting the thesis; make connections with this ad in relation to Fowles, Kimmel, or Bordo.




  1. Third Body Paragraph’s Topic Sentence: Identify in your own words the third point/reason/appeal stated in your thesis, and it should NOT be a quote.

    1. Provide an example of a key point that Fowles, Kimmel, or Bordo states about images and/or language that advertising uses in your own words.

      1. Introduce a quote from at least one of them & provide a parenthetical citation.

      2. Then, explain the meaning of the passage.

    2. Provide an advertisement that appeals to males or focuses on the male identity as an example by describing the ad in your own words, so your reader can visualize it and understand the message behind it.

      1. Paraphrase/Summarize the ad’s image/language & provide a parenthetical citation.

      2. Elaborate on/explain its relevance as evidence in supporting the thesis; make connections with this ad in relation to Fowles, Kimmel, or Bordo.




  1. Conclusion: Reiterate the main points of the essay in approximately 5 sentences. DO NOT simply restate the thesis, but recap at least one separate sentence on what each body paragraph’s key point was, and then provide some provocative insight about advertising.




FORMULATING A THESIS AND ORGANIZING YOUR OUTLINE:

STEP ONE: Identify three main advertising appeals that you intend to analyze about advertising by drawing from key points discussed by Fowles, Kimmel, and Bordo.

1. _____________________________ 2.______________________________ 3.______________________________

STEP TWO: State a ONE sentence thesis statement that refers to the three main points stated above, so the focus of your paper is clear. DO NOT be vague or general!

  • YOUR THESIS STATEMENT:___________________________________________________________________________

    _________________________________________________________________________________________________

    _________________________________________________________________________________________________


STEP THREE: Create your own outline on a separate sheet of paper by providing key points and quoted passages from Kimmel, Kilbourne and Bordo as well as descriptions of your advertisements. You will obviously need more space than the one line examples provided below to help you organize your ideas about analyzing advertising. Hence, you will be typing it on a separate sheet and will need to consult the previous page to organize your thoughts in a manner that supports your thesis.

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    2. State Thesis: ___________________________________________________________________________________

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