Native Ad Position Paper
Position Paper
ENC 3254 | October 15, 2018
Agenda
Position Paper Assignment
01
Writing Position Papers
02
Sentence Structure
03
Position Paper Assignment
Write a brief position statement on native advertising (500 words). The position statement is your opinion, but should be written as an informative piece, not an editorial.
Avoid the first person, do NOT use the second person; 3rd person voice is best.
Position Paper Assignment
The following sections should be included
Definition of native advertising/sponsored content
synthesize definitions -- no more than one quote totalling 2 lines will be allowed.
cite your sources!
An example of native advertising
Pros/Cons of native advertising
Your evaluation of whether native advertising should be used, and if so, under what conditions.
Note: there is no right or wrong evaluation! Whatever your opinion, use evidence and logic to persuade the reader. Make it a professional argument, not an editorial plea for the reader to agree with you.
At least one of each
Cannot be the same one as used in your analysis paper
Position Paper Outline
Your introduction has two purpose: give the topic and your approach to it (your thesis statement). You can do this in a number of ways: provide context for why native advertising is important/relevant, highlight some aspect of advertising/new media that makes native advertising a contentious issue, state an aggressive and assertive opinion up front. Then make sure you are clear about what your thesis statement is.
A thesis is a one SENTENCE statement about your topic that presents are ARGUABLE position. For this paper it should be “Native advertising is always ethical, never ethical, is ethical in these three specific situations but not in this one specific situation.” A “thesis” statement that says “Native advertising is sometimes acceptable” is not a thesis statement. Almost everything is sometimes acceptable. You need to state a clear and specific stance.
IMPORTANT: Although this your opinion do not use first person. This should be an objective stance on the ethics of native advertising.
5
Introduction
Introduce the topic
Provide background information
Clearly state your thesis
Your argument
Definition
Examples
Pros (or Cons)
Counterargument
Cons (or Pros)
Conclusion
Evaluation
Definition
Provide definitions from other scholars
Provide your own definition synthesizes from other sources and your own background in creating an ad
Do not use first person.
Synthesis is taking multiple piece of information and creating a single conclusive piece of information. So based on the research you do (which much be properly credited) you will create your own definition. This definition can be in opposition to some writers, in agreement with others, but should take elements from multiple authors.
6
Example
7
Find one example of native advertising (must be a different advertisement than the one you wrote your analysis on)
Explain how this is an example of native advertising according to the definition you provided
Pros/Cons
8
Must include at least one of each
If you are arguing against using native advertising put the cons in your argument and the pros in the argument; reverse that if you are arguing for using native advertising
These are you evaluation measurements—what is beneficial and what is detrimental
Evaluation
Your evaluation should detail under what conditions native advertising should be used
9
Using the pros/cons and the definition you provided, give a final analysis of native advertising
Ground your evaluation in the example you gave
Your definition should explain why your example is native advertising which should allow you to explain pros/cons which should lead to a final evaluation of native advertising as a whole
Thesis: Cats are superior to dogs
Definition: Cats are soft, furry frustrated and confused apex predators who make soothing purrs
Example: My cat Silk—he is soft and furry, perpetually confused about the fact he is a cat, and purrs extremely loudly constantly
Pros: Easy to take care of, live longer than dogs, and don’t need constant attention
Cons: They sometimes bite and are very demanding
Evaluation: Based on my definition, Silk is the perfect example of a cat—lovable, soft, and an extremely confused tiny lion. While cats can bite, the pros heavily outweigh the cons in terms of animal companionship; even their need for attention becomes endearing when they curl up in your lap and purr comfortingly.
This Or That
Chocolate or vanilla
Cats or dogs
Pancakes or waffles
Coffee or tea
Hot or cold (weather)
Books or movies
Hamburgers or hot dog
Apple vs PC/Android
Cake or pie
Day or night
11
Sentence Structure
Verbs
Verbs are the critical component of the English language and how meaning is made
Besides expressing action or state of being verbs tell us about time through tenses
Verb tenses are formed using auxiliary/helping verbs
What time an action happens and duration and the status of action can all be expressed through tenses
Helping verbs are verbs in their own right: be, do, will, can, have, etc but through them verb tenses are formed
12
| Present | Past | Future | |
| Simple | Wash | Washed | Washing |
| Progressive | Is washing | Was washing | Will be washing |
| Perfect | Has washed | Had washed | Will have washed |
| Perfect Progressive | Has been washing | Had been washing | Will have been washing |
Active Voice
Simple
Progressive
Perfect
Perfect Progressive
Statement of action
Unfinished action
Sequence of actions
Duration of an action
| Present | Past | Future | |
| Simple | Am washed | Was washed | Will be washed |
| Progressive | Am being washed | Was being washed | Will be washed |
| Perfect | Has been washed | Had been washed | Will have been washed |
Passive Voice
Active
Passive
A subject performs an action on an object
An object has an action performed upon it
| Present | Past | Future | |
| Simple | Am flown | Was flown | Will be flown |
| Progressive | Am being flown | Was being flown | Will be flown |
| Perfect | Has been flown | Had been flown | Will have been flown |
| Present | Past | Future | |
| Simple | Fly | Flown | Will fly |
| Progressive | Is flying | Was flying | Will be flying |
| Perfect | Has flown | Had flown | Will have flown |
| Perfect Progressive | Has been flying | Had been flying | Will have been flying |
Irregular Verbs
Sentence Structure
Sentence Patterns
All sentences and clauses fall into one of these seven sentence structures-–even more complex sentences are built out of combinations of these structures
16
“BE” Patterns
Pattern One Example
The weasel is in his den
Pattern Two Example
I am an optimist
School is in session
Pattern one
She is annoying
Pattern two
Pattern One
subject // “be” // adverbial
Pattern Two
subject // “be” // subject complement
Adverbial
Subject Complement
Word or phrase functioning as an adverb
Describes or renames the noun
Linking Verb Pattern
Pattern Three Example
The pizza looks delicious
The cat preens himself
Pattern three
Dinner smells disgusting
Pattern three
Pattern Three
subject // linking verb // subject complement
Linking Verb
Any verb other than "be" followed by a subject complement
Intransitive Verb Pattern
Sometimes the transitive and intransitive verbs are in different forms
Raise vs rise
Lie vs lay
19
Pattern Four Example
Mary laughed
Howard cooked all day
Pattern four
The cat ran
Pattern four
Pattern Four
subject // intransitive verb
Intransitive Verb
Any verb not followed by a noun
Pattern Practice
Karina is funny
Pattern 2
She is always ready with a joke
Pattern 1
Her best friend, Carla, always laughs.
Pattern 4
But Carla is not funny
Pattern 2
Karina’s jokes are not usually funny though.
Pattern 3
They are sometimes offensive.
Pattern 2
Karina often gets in trouble
Pattern 1
But she rarely is punished
Pattern 4
Transitive Verb Patterns
Pattern Five Example
Weasels stalk rabbits
Pattern Six Example
Marie gave Roman a gift
Pattern Seven Example
The teacher called the students brilliant
Cynthia cleaned the kitchen.
Pattern five
Karl wrote Mary a letter
Pattern six
AJ named the event a success
Pattern seven
Pattern Five
subject // transitive verb // direct object
Pattern Six
subject // transitive verb // indirect object // direct object
Pattern Seven
subject // transitive verb // direct object // object complement
Transitive Verb
A verb followed by a noun
Direct Object
The noun that receives the action
Indirect Object
The noun the action is performed for
Sentence Pattern Practice
Mary’s cat escaped her house
Pattern 5
She chased the cat all day
Pattern 7
Eventually Mary declared the cat lost
Pattern 6
The cat spent the day quite happily.
Pattern 5
She didn’t know she caused Mary so much distress.
Pattern 6
The cat went home because it got hungry.
Pattern 5 (& 3)
On its way home, a man found the cat in his yard
The man took the cat to a shelter and the shelter called Mary.
Pattern 7
Patter 7 & Pattern 5
.MsftOfcThm_Accent1_Fill { fill:#4472C4; } .MsftOfcThm_Accent1_Stroke { stroke:#4472C4; }