English analysis

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Laboratory 9: Advertisement Analysis

Instructions:

1. Re-read “View Visuals Critically” on pages ninety-three to ninety-eight in The Little,

Brown Handbook.

2. Write an analysis of a printed advertisement. No Internet sources allowed. Follow MLA

format.

3. Required content in the introduction (one paragraph):

i. You must identify the speaker, occasion, audience, purpose, medium, and subject of the

selected advertisement.

ii. Also, you must identify all words in the advertisement.

iii. As the last sentence in the introduction, you must include a thesis statement. This

thesis statement must be a claim of value, and you must argue one of the following:

that the advertisement is accurate or that the advertisement is biased. Refer to the

section “Evaluating a Visual” on page ninety-eight and the section “Thesis Statements

for Argument” on page 104 in the handbook.

4. Required content in the body (several paragraphs):

i. You must identify the rhetorical appeals that the originator uses. Find examples

from the advertisement for each of the appeals and discuss how they would likely

operate on a twenty-first century audience. Write separate paragraphs for this

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section, at least one paragraph for each one of the appeals.

ii. Also, you must identify a minimum of three elements of visuals that the originator

uses. Refer to the chart subtitled “Elements of Visuals” on page ninety-five in the

handbook. At least one of these elements must be “emphasis.” Write separate

paragraphs for this section, at least one paragraph for each one of the elements.

5. Required content in the conclusion (one paragraph):

i. Finally, you must provide a synthesis of your advertisement analysis. Therefore, you

must interpret the meaning or importance of the advertisement as a whole. Refer to

pages ninety-six to ninety-seven in The Little, Brown Handbook.

ii. Additionally, you must identify the context of the argument (issues in the

contemporary world that relate to the argument). Neither conduct nor include research

from secondary sources in this paper.

a. You must evaluate the author’s ability to fit the message of this text to the

circumstances, times, and intended audience(s).

b. Identify all fallacious reasoning. Briefly explain how such fallacies affect the

intended audience(s).

c. Identify all symbols in the advertisement. Briefly explain the meaning of the

symbols that you identified. Also, briefly explain how such symbols operate

on a twenty-first century audience.

6. Submit your typed assignment in Microsoft Word (.doc or .docx) by the deadline

identified in the course outline. Include a copy of the advertisement with the analysis.

You may submit the original advertisement instead of a copy if you prefer. Your analysis

must be a minimum of three pages and a maximum of five pages.