Ad Analysis

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    Ad Analysis

    Choose a television advertisement from YouTube (preferably a current one that contains graphics and a written and/or spoken text) and analyze its depictions of male and female gender roles according to the following criteria:

    Argument: Identify and evaluate the ad’s depiction of gender roles by analyzing the relation between the graphics, the language, the appeal, and the advertised product. Is the relation logical/illogical (using an appeal of sex to sell cigarettes, for example)? Why do you think the creators have sought such a relation?

    What, ultimately, is the ad’s argument (explicit and implicit) and what is your assessment of the clarity and value of this argument?

    Graphics: Describe significant features of the ad’s composition, layout, color, style, scale, focus, etc.

    What overall effect do these features convey?

    Language: Offer observations about tone (are sentences declarative, interrogative, imperative? Is the text humorous, somber, pretentious, hip, enigmatic?); about style (is the diction spare or ornate?); about length of text (this might offer a clue about the ad’s intent: is its appeal primarily logical or emotional?); about use of figurative language, and so on.

    What overall effect does the language convey?

    Audience: Begin with incidentals (during what program did this ad appear? During what segment?) and determine who you think is the imagined or ideal audience for this publication and ad.

    To what does the ad appeal: the audience’s financial status, class, intellectual habits, sexual interests? What values (or vices) do the creator’s presume the audience has?

    Criteria for Success
    1. In the introduction, include a thesis sentence that clearly states the main point of your analysis.
    2. Consider all points of analysis, but focus mainly on one or two points, going in detail to prove your thesis.
    3. Use at least one quote from the assigned essays.
    4. Use specific examples/criteria/points from the ad to help prove your thesis.
    5. Use transitions, attributive tags, and APA in-text citations for quotations.
    6. Include a Reference page with your final draft.
    7. Three pages double spaced (minimum), plus a Reference page
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