|ENGLISH 101 Fall 2009
Instructor: Terri Chung
Seminar Paper #2 (Due by Noon on Monday, 11/9)
TEXTS: Katherine Frith’s “Undressing the Ad” & ONE of the following ads available in the Course Packet folder (under the Instructions and Dropboxes tab in ANGEL):
Phoenix Wealth Management;
Blue Diamond Almonds;
Citibank (*NOTE that the Citibank ad is a two-page spread saved as two different jpg. files)
Before you write:
Read both texts—Frith’s article and the ad—actively. Underline, highlight, or note in the margins passages from “Undressing the Ad” that strike you as most compelling or significant. Make notes of how the ad you have chosen constructs its multiple layers of meaning through images and words.
Part 1: Summarize main points & analyze a key passage
Begin with a brief summary of Frith’s article as a whole (a few sentences). Note that a summary should remain completely objective and should not include any personal opinions.
Then, select and quote a key passage you found particular interesting or important in capturing Frith’s main argument. Introduce the quotation in your own words, explaining the context of the passage and what part of the article it appears. Quote the entire passage accurately, making sure to put quotation marks around the direct quote, and put the page number in parenthesis after the quote. The passage you choose should be one that you think contains key themes that the author is conveying in the text and should be at least 3-4 sentences long. See special formatting guidelines at the end of this section if the passage you choose is more than 4 typed lines.
Using the PIE method outlined in the “Integrating Sources” handout, write a paragraph “unpacking” (analyzing in detail) the passage you have quoted. Explain why you chose this passage and why you think the passage is important. In your own words, what do you think the author is saying/ what does the passage mean? How does this passage connect to Frith’s argument as a whole?
When the passage you are citing is longer than 4 typed lines, then it's considered a long quotation and needs to follow this special block formatting. Here are the guidelines on formatting long quotations from our Quick Access Compact handbook:
It's set off block style, indented on inch or ten spaces from the left margin. Never put quotation marks around a set-off quotation because the indentation and block style communicate that the material is quoted. At the end of an indented quotation, place the parenthetical reference after the end punctuation. (Troyka and Hesse 380)
The formatting of the above long quotation from our handbook follows the guidelines specified here. You can achieve the block indenting of 10 spaces by selecting the passage and dragging the left margin marker on the ruler at the top of the word processing program over to the 1 marker (equivalent of 2 tabs).
If I were to only quote the first two sentences of the above passage, making it a short quotation, this is what the formatting would look like:
Here are the guidelines on formatting long quotations from our Quick Access Compact handbook: “It's set off block style, indented on inch or ten spaces from the left margin. Never put quotation marks around a set-off quotation because the indentation and block style communicate that the material is quoted” (Troyka and Hesse 380).
In your quoted passages (long or short), keep the same line-spacing as the rest of the essay (i.e. if your paper is double-spaced, the quoted passages should be as well). Also avoid italicizing or other special stylistic effects in quoting passages. Just follow the MLA in-text citation conventions outlined above.
Part 2: Analyze the ad, applying Frith’s article
Pick ONE of the ads in the Course Packet and write a 1-2-pparagraph analysis of the ad, applying the deconstruction techniques outlined in Frith’s article: What different levels of meaning do you see in the ad (i.e. surface, intended, cultural/ideological), and what demographic does the ad seem to target (and how can you tell)? What individuals, demographic, or social group does the ad feature, and how are they portrayed? What social relationships do you notice? Is there a particular “story” being told in the ad? What lifestyles and values are promoted? Include concrete examples and descriptions from the ad to illustrate your analysis.
Part 3: Rhetorical Appeals
How does the ad convey its meaning through its choice of images and words? Write a paragraph analyzing how the advertisement utilizes one or more of the rhetorical appeals (ethos, pathos, logos) to convey its cultural message you’ve identified above.