Comparison And Contrast Of Two Print Ads
Formatting: Double-spaced, 12-pt, Times New Roman font; 1” margins.
Citation Style: Either APA, MLA, or Chicago (See PurdueOwl for proper citation guidelines for each of these formats)
Word Length: 1600 words minimum.
The purpose of this assignment is to:
Apply your newly retained knowledge of various approaches to advertising AND to integrate external knowledge regarding the way that ads function (garnered from independent research) in order to Analyze, compare, and contrast two print ads from different eras.
In order to illustrate your existing knowledge, you will discuss various creative philosophies and formulaic approaches to advertising from Soap, Sex, and Cigarettes (Sivulka – various chapters) where they apply.
You will also discuss Williamson's and Hall's approach to decoding media through signs/symbolic exchange. Remember, you don't have to agree with Williamson or Hall – you should simply demonstrate your understanding of the material by considering how their approaches would yield certain readings of a given ad. Feel free to privilege other scholarly approaches to decoding ads if they resonate more closely with you.
You must integrate at least two scholarly, peer-reviewed journal articles that discuss advertising appeals, advertisement construction, the symbolism and/or decoding of advertising, etc.
Ad Archive: You can find the ad archive on Icon under “Files” à “Ad Archive”. Be sure you choose two ads from DIFFERENT folders, as the task is to compare and contrast ads from different ears, and the folders are organized by era.
You will be assessed on:
Your application/explanation of course subject matter (Sivulka, Williamson, Hall)
Your ability to organize the comparison of these two advertisements with a strong thesis statement in a document that includes a clear introduction, a body that logically supports your main points and a memorable and synthesizing conclusion.
Your diligence in meeting the aforementioned citation, formatting, and word length requirements.
Appropriate selection of external research/ Effective integration of external research.
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